Paul Castain's Blog

Be Careful Of The “Like” In “People Do Business With Those They Know, Like, and Trust”

Posted September 17, 2019

“People do business with those they know, like, and trust”;

Yes, but I’ve always had concerns about the “like” part of the statement.

While we certainly don’t want to be disliked, our need to be liked can lead to;

Failure to ask prospects tough questions.

Failure to have tough conversations that need to be had.

Failure to have two way accountability amongst EQUALS.

Failure to follow-up more consistently.

Failure to assert yourself.

As a sales coach, I’m not looking to win the “most likeable coach award”!

I’d rather be “respected” over “liked” and consider it a wonderful bonus when both can be attained.

To be clear;

This doesn’t give us a license to be rude, unprofessional, or dickish in our sales efforts;

It’s simply an understanding that our need to be “liked” can impede our client’s results as well as our own.

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Paul Castain Sept 2015
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