The Likability Factor

“The Warm and Fuzzes”

Your customers buy you first, then your company, and lastly the products and services you sell. You are the most important factor that determines a sale. More specifically, although professionalism, experience and talent are all essential to sales success, the most important factor is, “Does the customer like you?” To put this point into greater perspective, think about this question: When was the last time you bought something from someone you didn’t like?

If the first image that popped into your mind was the time when you walked away from that obnoxious, pushy, fast-talking electronics sales guy and found someone else to help you (or a similar vision), then you get the point. It’s fairly clear that people buy things from people they like. Now, in the event that you’ve always thought that “people buy things from people they trust”, you’re also right. However, have you ever trusted someone you really didn’t like?

If you want to become instantly likeable in the eyes of your customers, simply listen more than you speak. It is human nature to like someone who is really willing to listen. So listen carefully to what your customers are saying. In return, you’ll be rewarded with many more sales as a result!

Just how important is the “likeability factor”? Well, considering the recent studies published by the Journal of the American Medical association and others, it’s quite important. What they have found suggests that doctors who are well liked by their patients may be statistically sued less often for malpractice than their equally skilled but less sociable colleagues.

The Art of Listening

Active and Passive

There is a huge difference between hearing and listening to what someone is saying. Hearing is passive. Listening is active. If you want to become instantly likeable and make more sales— if you really want to “connect” with your customers— learn to “actively” listen to what they’re saying.

While passively listening, our thoughts may be wandering, thinking about our response to what the speaker is saying even before they’re finished. Or in the extreme, wondering what the daily lottery numbers are likely to be.

Actively listening means, remaining intently focusing on what is being said without mentally working on constructing a response. It is represented by a high degree of eye contact, nodding to indicate understanding, and pausing for reflection before responding to what has been said. It means completely immersing yourself in what the speaker is saying, seeking to truly understand.

Only through active listening are you able to achieve the deep level of communication required to virtually guarantee maximum results from each customer interaction.