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There’s been a wild firing rumor in the high ticket B2B Sales universe about likability for years.
It’s a myth that’s killing deals, embarrassing salespeople and annoying the execs they sell to.
In our currently twisted reality, the focus has shifted from substantive to superficial.
We’ve acrobated ourselves into thinking we can only succeed in sales if we’re liked.
Consequentially, Salespeople are leading with a need to be vindicated without providing any evidence as to why.
Part of this lazy thinking stems from Sales often being likened to dating.
After all, there are obvious similarities.
1) While pursuing the opposite sex, you identify an attractive candidate (Qualify)
2) You vie for their attention (Prospecting)
3) Then act as likable as possible to start a conversation on or offline (Get the Meeting)
4) And follow up repeatedly in hopes of bringing the deal home (Closing)
Unfortunately for many, the ill-communication lies in Number 3.
When you act like someone you’re not to get the thing you want, you’ve already sealed your fate.
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By believing likability translates to winning business, salespeople are sabotaging their efforts.
Prospects aren’t interested on where you fare on the likability scale.
They want authenticity, credibility, substance and deliverability.
“The real you is the best You” – Michelle Tillis Lederman
Likability Debunked
By succumbing to the myth that prospects only buy from those they like, salespeoples’ priorities are skewed and their targets can smell it.
Our prospects have families, friends and high-level responsibilities that dictate the functionality and growth of their organizations.
What they seek is a road-map to success and a rocking recipe for their ROI.
Sales is not about friendships, at least not at the start.
“It’s not show-friends, it’s show-business” – Bob Sugar [in Jerry Maguire]
Sales Call
Years ago, I was a trainee on a sales call with my manager.
We got to the client’s and introduced ourselves.
To my dismay, my manager led with the oldest trick in the book.
The one where you look around the room and find something you have in common and casually bring it up.
But dude wasn’t having it.
The prospect simply said, “I know what you’re doing, you’re building rapport – just get to the pitch”.
Needless to say, we didn’t close that deal.
Point is, everyone’s busy and as salespeople, the first order of business is to earn the right to engage.
We must earn a prospect’s trust not by being likable but by being credible.
Why should they pay attention unless we can show them something compelling?
What is it that separates us from Johnny-come-latelies sleeping their way to the middle?
We’ve all got highlight reels and greatest hits.
Let’s focus on foundations first and save pleasantries for later.
“There’s a time and place for everything” – Ecclesiastes
It’s Like This and Like That
Since that sales call, I haven’t approached a call or meeting hoping to be liked.
Frankly, I’m not your friend, I’m your partner in business.
And should a friendship develop from our partnership, all the better.
My first goal is understanding your business, addressing your issues and crafting a valuable solution.
We’ve all seen it.
A lot of salespeople sell this way.
Look at me I’m friendly – now, please buy from me.
They make a lot of noise and ‘build relationships’ but don’t close business.
By longing to be liked, you manufacture the illusion of value and telegraph ignorance.
“The empty vessel makes the loudest sound” – Shakespeare
Likability Overrated
The days of liquid lunches and after-hours sales call escapades are over.
By the time we get in front of our prospects, they expect more than a wine and dine and what they’ve seen on our websites.
So as salespeople, we should focus more on:
- Authenticity: You for Real?
- Credibility: Can I trust you?
- Substance: What do you propose and how will it make my life easier?
- Delivaribility: How do we implement your solution without compromising time or resources?
Here’s the thing.
If you’re in Sales, chances are you’re already likable, maybe even adorable.
There’s no need to waste valuable time building faux rapport when you could be building trust.
Likability will be yours once you’ve proven yourself and your organization’s core values.
When you approach prospects authentically, you’ll get their attention but more importantly, their respect.
“Credibility comes from results. Everything else is just marketing” – Richard Horton