How to be a likable salesperson (and why it matters)

by Vinny Hassan in , November 2nd, 2022
cover image/a girl smiling

We've all met them - the salesperson who is so likable, you can't help but want to do business with them. They're always smiling and charming and seem to care about their customers. It's no coincidence that these people are successful in sales - being likable is key to social success. But what makes someone likable, and how can you use it to your advantage in sales? Keep reading to find out!

What is likability, and why does it matter in sales?

Likability is vital in sales for several reasons.

First, customers are more likely to buy from someone they like. This is because we tend to trust people we like and are more likely to believe what they say.

Second, likable salespeople are more likely to build strong customer relationships. These relationships can lead to repeat business and referrals, which are essential for long-term success.

Finally, likable salespeople tend to be more successful in negotiations. This is because customers are more likely to make concessions to someone they like, and they are also more likely to remember the salesperson favorably after the transaction is complete.

In short, likability matters in sales because it can lead to increased sales, higher customer satisfaction, and stronger relationships.

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The three components of likability

Likeability is a complex and often elusive quality. We all know when we meet someone likable, it can be difficult to put the finger on exactly what makes them so. In fact, likeability is made up of three distinct components: warmth, competence, and trustworthiness.

People who are perceived as warm are seen as friendly and approachable, while those who are seen as competent are viewed as skilled and capable. Trustworthiness, meanwhile, is all about being honest and dependable.

Each of these qualities is important in its own right, but together they create an irresistibly likable combination. So the next time you try to make a good impression, remember to focus on your warmth, competence, and trustworthiness. With a little effort, you'll surely win people over in no time.

How to be more likable in your sales interactions

It's no secret that people buy from those they like. So, if you want to close more sales, it's important to be likable. Fortunately, there are a few simple things you can do to make sure you come across as someone worth doing business with.

First, always be polite and respectful, even if the person you're speaking with is rude or impatient.

Second, try to find common ground by discussing shared interests or experiences.

Third, be genuine in your interactions and avoid being manipulative or insincere.

Finally, always be willing to go the extra mile to help your customer or client.

Tips for building rapport with potential clients

When meeting with potential clients, making a good impression and building rapport is crucial. Here are some tips for doing just that:

  • Dress the part: make sure you are dressing in a way that is appropriate for the setting and the client.
  • Be punctual: arriving on time (or even early) will show that you respect the client's time.
  • Be prepared: do your research ahead of time to have an intelligent conversation about the client's needs.
  • Be a good listener: focus on what the client is saying and ask questions to get clarification.
  • Be friendly: put yourself in the client's shoes and consider how you want to be treated. 

By following these tips, you will be well on your way to impressing potential clients and building solid relationships.

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The benefits of being a likable salesperson

Being a likable salesperson has its advantages. For one, customers are more likely to buy from someone they like. They will also be more likely to remember you and return to you in the future. But being likable isn't just about making a sale. It's also about building relationships.

When you're likable, people are more likely to trust you and want to do business with you. They'll also be more likely to give you referrals. And when you have a good relationship with your customers, they'll be more likely to listen to your suggestions and give you honest feedback.


Being likable is not just about being friendly. It's a crucial sales component that can often differentiate between winning and losing a deal. To be likable, keep in mind the three components of likability: warmth, competence, and trustworthiness.

You can also build rapport with potential clients by mirroring their body language and speaking style and showing genuine interest in them and their business. Remember that being likable has benefits - likable salespeople are seen as more credible and trustworthy, making it easier to close deals.

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