I Don’t Like You – Where Do I Sign?

By Tibor Shanto
Can we agree that despite many claims to the contrary, there is no single proven method for continuous success in B2B sales? One that has proven itself in varied markets and real-world challenges. No matter what argument you may counter with, the fact you’re willing to discuss proves it doesn’t exist. That’s neither good nor bad, but an honest way to start looking at a real problem is sales today.
The problem is the incessant need to be liked. The false narrative that you need to be liked first, or that if they don’t like you, they won’t buy from you. Feels right but it’s BS. Certainly, it helps to like and get along with service and product providers or your vendors in general. But I question the assumption that they must like you to buy from you? OR that they will not buy from someone they don’t like.