The myth that likability is a crucial sales trait remains alive and well. As I travel across the country and around the world training teams and executives, I run into this myth constantly. People ask things like, “But if I do that, won’t the customer dislike me?”
Salespeople, Stop Worrying About Being Liked
Be an expert, not a friend.
March 22, 2019
Summary.
The myth that likability is a crucial sales trait remains alive and well. One analysis of 450,000 salespeople found that among elite salespeople — those with the best records — 89% said they do not need to be liked. But among the weakest, 86% said they do need to be liked. And the weaker their sales records, the more likely people were to believe that their ability to make friends is their greatest asset. Customers care far more about the value of what they’re buying than they do about the person selling it to them. For salespeople to deepen their expertise they need to really understand the problem they are solving for a client and the process that sale will follow.
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HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.