In our previous instalment we explored a new type of consistency in the sales process, one that can nudge your prospects further along the sales process and closer to signing off on your proposal.
This instalment looks at the principle of liking, the fifth principle behind the science of successful selling.
“Liking; a feeling of regard or fondness”
Anyone who has spent any time working in sales will be familiar with the adage “people buy from people”. Time and research have shown this to be true – people generally prefer to spend their money with people that they like.
But as practical principles go that doesn’t give us a great deal to work with and leaving it down to chance doesn’t constitute a planned approach to sales!
Let’s turn to science for the answer and take a closer look at what makes someone like someone else, so we can use this knowledge to adapt our sales technique.
Three fundamental factors impact how much we like someone:
1. How similar they are to us
2. If they pay us compliments
3. If they cooperate towards mutual goals
Research into business negotiation techniques being used by MBA students revealed that negotiations that took place after the above three conditions had been met resulted in a 45% higher success rate than negotiations that had started without any established ‘liking’ between parties.
The next time you are starting a conversation with a prospective client take the time to find common ground, share genuine compliments and agree that you want to help each other.
Your likelihood of success in closing a deal that works well for both of you is going to be far greater as a result.
Our final instalment of the mini-series will explore the 6th principle, consensus.