Early in my career, I became aware of the saying “People do business with people they like.” At the time, I thought it sounded very simplistic. But over time, I came to understand the wisdom of that old axiom.
Doing business the right way, putting ethics first and placing a premium on long-term relationships rather than the quick profit will usually pay off in the long run. As with everything, there are going to be exceptions but if your customer likes you personally, that can cover over the occasional blemish along the road. On the other hand, if your work for your customer is virtually flaw-free but you are not personally liked, that customer will usually find a way to cut you lose.
Service companies like ours are most vulnerable to this truth because unlike a manufacturer, our business and product is closely tied to our “likeability” and our ability to sell our service. Like most service companies including insurance agencies, accountant firms and attorneys, our goal is to do a great job and be liked in the process. If you think it is only about doing a great job, you may be in for a painful surprise.
Unless you are a hotshot lawyer who, despite being a crass SOB, is also the best candidate to get you off the hook for some infraction, you are likely to forge a deal with someone you like.
Think about the interview situation. Isn’t the interviewee trying to sell you on what a great person he or she is along with their particular skill set? They know that even if they have the best skills for the job, if they come off in the interview as a brooding, self indulgent loner, they are not likely to get the job. The same is true out in the workaday world.
At the end of the day, when it’s time to retire, it’s those business relationships that will ultimately determine whether you drift off into retirement with a smile on your face knowing that you treated everyone fairly and made some friends along the way or whether you squeezed every last penny out of every business deal and left people looking forward to your last day at work.
The human mind is a complex thing. You will never get everybody over to your side. Some will like you. Some will not. But if you can sleep at night knowing that you did your best and treated everybody with integrity, what more can you do?
Notes from a 21st Century "Mad" Man 
Hey Larry,
I cannot agree with you more! I am not in business…yet, but I often observer experts and marketers out there, in the heart-entrepreneur industry, and I see that I am much more drawn to leaders who are genuinely likeable and kind- hearted than to the cool eyed “genius expert gurus”. And as it turns out, the likeable ones are also the more successful in their field.
I'm thinking right now of (my favorite business woman) the Queen of Sales Conversion Lisa Sasevitch, with her “invisible close” brand, who does consistently convert over 85% of her leads, or Brendon Buchard, whose enthousiam and generosity at giving out free and quality content training videos is downright amazing. Both are very likeable but also very generous in handing out free useful information, tips and trade's secrets to anyone who is interested in learning. Inspiring!
So as I contemplate starting out my own Life Coaching practice, I believe that the secret to business success must surely be: Have passion for what you do, be of service to others, share your knowledge generously, live fully, provide the transformational tools and support your clients need,and yes indeed, by all means, do business with people you like working with and who appreciate you in return!
I am very aware of how important this all is and I shall continue to learn from the people I like, trust and admire.
Thanks for your message, Larry and have a wonderful holiday season!
xoxo,
Marie-France
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