68. The Law of Friendship
A person will not buy from you until convinced that you are a friend and acting in his or her best interests.
This is called the “friendship factor” in sales. The undeniable fact is that almost all successful business relationships are built on friendships between the parties. Good salespeople are really excellent friend makers. They can easily turn strangers into friends wherever they go. They are relaxed, likable, and interested in other people. Other people like them, and in liking them, they want to do business with them.
We always prefer to conduct business with people we like. We are designed in such a way that we cannot and will not buy from people that we do not like, even if we want the product or service ...
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