Likability and Trust

In the words of sales trainer Roy Chitwood, "People do business with people they like. Period."

This is a point that can be forgotten as you assemble your product sheets with bulleted features and benefits of your product/service that portray it's superiority.

So...how and why do people like you?

Studies have shown that 'likability' in a salesperson can be further broken down into distinct categories:

• Neat and clean appearance,
• Tasteful and appropriate clothing and accessories,
• Punctuality,
• Well-modulated voice,
• Politeness,
• Poise,
• Genuine interest in others,
• Warmth or humor,
• Follow-through

The Trust Factor. In the April 1st issue of Science, researchers from the Baylor College of Medicine revealed a fascinating study on social interactions.(see link)

The results seem to indicate that 'trust' emanates from a portion of the brain called the caudate nucleus...which was shown to light up like a Christmas tree when the brain received data to make decisions based on trust. The researchers devised an an elaborate money game, and based their findings on magnetic resonance imaging (MRI) scans of the volunteer participants. With the development of trusting feelings, increased blood flow occurred in the caudate nucleus...an area in the rear part of the brain that is also involved in the processing of rewards. Activity in the caudate nucleus was greatest in the money game when the 'investor' repaid generosity with generosity, and most subdued when the 'investor' repaid generosity with stinginess.

Moreover, the study seems to point out that TRUST is a primitive, emotional, affective state...like love. The unfolding of TRUST in social interactions can occur in a predictable manner...and the process is as basic as obtaining food or other rewards.

This is all good to know...and much more practical than hooking your prospects up to an MRI.