This is the latest installment of a mini-series about sales myths that we’re discussing over the course of time here on this blog. In case you missed it Sales Myth # 1 You Buy From People You Know was published a couple days ago. It’s a quick and simple read if you’re so inclined to check it out. Today we’re going to discuss sales myth # 2 which is you buy from people that you like.
Sound like a plan to you?
Sweet. Let’s get started shall we.
Sales Myth # 2 Buying From People You Like
This conversation has more to do with you than me personally, but I have to tell you that being in the trenches for a decade and a half selling business-to-business that this is a bunch of shit. Seriously, it is.
I am a likable guy. But no way did people buy from me because of that. No shot.
They bought because my product helped solve their issue and/or increased their bottom line.
I’ll never forget the first sales job I had fresh out of college. As a wet behind the ears whipper snapper I would sit in front of these decision makers and they would say I like you, but I am going to continue buying from who I’ve been buying from for decades.
It satisfied a need they had. Period. End of story.
So, this business of people buying from people they like is for the birds. It’s a total crock.
Here’s another scenario for you.
Recently, we had to replace a floor in a rental property. The carpet was being taken out and laminate flooring was being installed. The floor contractor we used does an awesome job as he has done work for us before.
The guy’s a pain in the ass.
Every time he does flooring work he breaks something in the property.
Then why do business with him?
He does awesome work. The finished product is great. Better than any other flooring contractor we used before.
As evidenced by both of these examples likability has nothing to do with whether you do business with someone or not. ZERO.
It’s another one in a long line of sales myths that exist today.
So make no mistake about it. People are not buying from you because they like you. It has to do with what your product/service is going to do for them.
If you made it here to the end and like what you read, tell your friends by sharing on Facebook, Twitter, or Pinterest.