The Likability Factor

How to Charm Your Way to More Sales

We all want to close more deals and grow our businesses, right? Well, getting more sales is easy when you understand that it’s all about being likable.

Have you ever considered the power of likability? Of course, you have! Everyone knows that people are more likely to buy from someone they, well, like, right?

Now, becoming more likable isn’t some mystical ability reserved for Hollywood stars. It’s actually a set of skills you can learn and hone.

And that’s what this short article is all about; Teaching you some little tricks to become more likeable so you can improve your sales quota.

Here are four simple yet powerful ways to boost your likability factor:

Show empathy
Have something in common
Give compliments
Be good-looking

These are four easy ways to become more likable. Yes, being good-looking isn’t necessarily easy, but there are ways to make yourself more attractive that don’t include changing your genes.

Just like in the video, let’s discuss each of these four ways separately, shall we?

Boost Your Likability

1. Unleash Your Inner Empath:

Put yourself in your client’s shoes. Understand their struggles, their pain points, and what keeps them up at night. Don’t just fake it – genuine empathy goes a long way.

Research published in the 2009 Journal of Applied Psychology supports the link between emotional intelligence and sales performance. A study conducted through a meta-analysis suggests that individuals with higher emotional intelligence, which includes skills like empathy and relationship building, tend to perform better in sales.

Remember, as marketers and advertisers, we’re in the business of solving problems, not just selling stuff.

Imagine you’re explaining a new website design to a client. Don’t just rattle off features; acknowledge their concerns about user experience and budget constraints, for example.

PTG Marketing; Abstract image of a person showing empathy towards another person's business situation to become more likable as a sales person. — *Showing empathy boosts your likability*.

Say something like, “I understand your concerns about website loading speed. It’s crucial for both user experience and search engine ranking. And of course, we’ll tackle that issue together.”

2. Find Common Ground:

We all like to feel understood and connected. Take the time to find common interests, values, or experiences you share with your clients. This doesn’t mean becoming a chameleon, but rather showing a genuine interest in their world.

Have you ever overcome a similar marketing hurdle with another company? Mention it!

“We faced a similar challenge with lead generation, which is why I recommend this targeted social media campaign strategy. It proved to be very useful in solving our problem, and I think it could do the same in your case.”

3. The Art of Appreciation:

Who doesn’t love a compliment? Acknowledge your clients’ strengths, achievements, and the value they bring to the table. A sincere “well done” can go a long way in building trust and rapport.

Did your client provide insightful feedback on your initial design concept? Acknowledge it!

PTG_Marketing_Congratulating_Compliments_Increase_Sales_500p — *A well-placed compliment can make a big difference.*

For example, say something like: “Thank you for the insightful feedback on the homepage layout. It helped us refine the user flow significantly.”

4. Beauty in the Eye of the Beholder:

Research shows attractive people tend to have an advantage in social situations. They are more likable from the get-go. That’s a scientifically proven fact.

Studies have found that different aspects of likability, such as physical attractiveness, warmth, and perceived competence, can all influence buyer behavior.

PTG Marketing; Abstract image of a man looking at a new suit to buy to look more attractive and to increase his likability. — *Attractiveness isn’t all – but it helps alot.*

So, if you want to be more likable without even having to say anything, present yourself accordingly. Get a facial, a fresh haircut, and maybe even a brand-new tailor-made suit to look as spiffy as you can. Before making any first impressions.

And if that’s not enough, here’s the good news: attractiveness isn’t a dealbreaker. Your personality, skills, and genuine connection with people ultimately matter more.

While building rapport, it’s tempting to become someone you’re not. But people connect with realness. Embrace your unique personality and quirks. Be you and be real. That’s more important than a well-cut suit.

More Likeable = More Sales

It’s easy to sell things to people who like you, and it’s almost impossible to sell to people who don’t.

So why not go the extra step during your sales process and make a connection with your prospects?

Studies have highlighted the “halo effect,” where people perceive someone as competent based solely on their perceived likability. This suggests that building a positive and approachable persona can lead to increased sales success.

Just remember, becoming more likable isn’t about manipulation or fakery. It’s about building genuine connections and showing genuine interest in the people you work with.

PTG Marketing; An abstract image that depicts the halo effect that helps with likability and sales. — The halo effect leads to more sales.

Many studies have emphasized the importance of building genuine connections with customers, exceeding their expectations, and fostering trust to achieve sustainable sales success.

So, the next time you interact with a client or potential customer, try these tips and see the difference. You might be surprised at how a little likability magic can boost your sales and build lasting relationships.

And if you’re interested in selling online, I have a must-read article for you: Der Rainmaker-Ansatz für einfache Online-Verkäufe und Marketing. Give it a read. It’s worth it!

FAQs About Increasing Likability

How can I overcome my natural shyness to be more likable in sales?

While being outgoing can be an advantage, it’s not essential for likability. Focus on genuinely applying the tips mentioned, like active listening and finding common ground. Additionally, practice and small wins can build confidence over time. Remember, people appreciate authenticity, so embrace your unique personality and let your passion for your product or service shine through.

Are there specific things I should avoid saying or doing to come across as more likable?

Being likable goes beyond just what you say; it’s also about what you don’t say or do. Avoid interrupting clients, talking over them, or making negative comments about competitors. Be mindful of your body language; maintain good posture, make eye contact, and avoid fidgeting, which can portray nervousness or disinterest.

How can I tell if my attempts to be more likable are actually working?

Pay attention to your client’s verbal and non-verbal cues. Are they engaged in the conversation, asking questions, and nodding in agreement? These can be positive signs. However, if they seem dismissive, disinterested, or avoid eye contact, it might be a good opportunity to adjust your approach or ask clarifying questions to understand their concerns better.

Resources Used to Write this Article:

Cialdini, R. B. (2001). The science of persuasion. Scientific American, 284(2), 76-81.
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de Silva, T. M. (2020). Building relationships through customer engagement in Facebook brand pages. Marketing Intelligence & Planning, 38(6), 713-729.
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van Zeeland, E., & Henseler, J. (2018). The behavioural response of the professional buyer on social cues from the vendor and how to measure it. Journal of business & industrial marketing, 33(1), 72-83.
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Wisker, Z. L., & Poulis, A. (2015). Emotional intelligence and sales performance. A myth or reality?. International Journal of Business and Society, 16(2).
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