Consumers prefer to buy things from people they like.
It’s a common-sense concept: If a pushy door-to-door salesman comes calling and attempts to barge his way into the house with a product you don’t want, chances are you aren’t spending any money.
On the other hand, if you’re on the hunt for a new car and the salesperson is knowledgeable, kind, and considerate there’s a much better chance that you’ll give her your business.
Put simply, being liked boosts your chances of making a sale, since it naturally confers a sense of trust and …
