In sales the concept of //likeability// is simply that we are more likely to accept proposals from:
* People //''who we like''//
* People who are ''//similar//'' or who share ''//similar//'' interest to us
* We all do like to ''//receive compliments//''
** Make sure it is //''sincere''//
** Make sure it is //''specific''//
* We automatically attribute beautiful people positive attributes

People “prefer to say yes to the requests of people we know and like” (p.142). So increasing the degree to which you are liked by someone will increase the probability that they will comply with your requests. We like people better and believe them more when they: are more attractive (Chaiken, 1979); are similar to us (Burger et al, 2004); like us (Berscheid & Walster, 1978); are familiar to us (Mita, Dermer, & Knight, 1977; Grush, 1980; Borstein, Leone, & Galley); are engaged in a cooperative effort with us (Kamisar, 1980); are associated with things we like (Manis, Cornell, & Moore); are present while we are eating (Razran, 1938).

* Example: At in-home Tupperware parties, the strength of the social bond between the host and attendee is twice as likely to determine purchasing decisions as preference for the actual product (Frenzen & Davis, 1990).
* Example: The Guinness Book of World Record’s “Greatest Car Salesman” sent out monthly greeting cards to each of his previous customers which read “I LIKE YOU” (p. 150).
* Example: Study participants reported a higher level of agreement with political statements they were exposed to while eating, even though they were not aware of which messages had been presented while food was being served (Razran, 1940).
!Practical tips
* When possible try to involve people in your sales process that your know your customers like
* When you give people compliments always be as specific as possible.
* Try to find elements where the customer and you share similarities
* Be the bringer of good news: it will reflect on how you will be perceived.
* Learn about [[The Luncheon Technique]]
bag
sales_public
created
Sat, 18 Jun 2011 13:12:10 GMT
creator
dirkjan
modified
Sat, 18 Jun 2011 13:12:10 GMT
modifier
dirkjan
tags
M16
Six principles of influence
Term
creator
dirkjan