How Do You Get Your Customers to LIKE You?
As a part of this ongoing series we continue on with the pillar of “LIKING”
Here are the 6 Pillars again:
4: Liking (see below)
5: Consistency
6: Reciprocity
In Dr. Robert Cialdini’s book: Influence: The Psychology of Persuasion and its 6 Pillars of Influence, the pillar of “LIKING” (and no, I don’t mean Facebook LIKING) shows how important rapport is.
People are influenced by the people that they like: We feel more comfortable when someone is “just like us”. We’re more likely to trust them. We are more likely to buy from them.
The example Dr. Cialdini uses in his book are Tupperware parties. These parties (like many other multi-level-marketing companies) have a hostess throw a party. All her friends would come by and feel guilted into buying something so that the hostess would receive free products.
Some of the rules that affect the “liking” rule:
- compliments – we love people who tell us how awesome we are
- physical attractiveness – we like pretty people (and think they’re smarter just because they’re attractive)
- similarity – if you’re just like me, you must be trustworthy
- contact and cooperation – when we work towards a certain goal together, we like you more because we’re on the same “team”
- conditioning and association – we want to be associated with things we like (we gravitate towards products that feature pretty people in the pictures)
We buy because of an emotional connection. We buy because we know, like and trust someone or a particular brand.
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Source: Brian Solis
TAKE ACTION!
Think about ways you can introduce “likeability” in your business.
Are you the charming salesperson who likes to learn all about what baseball team your client’s son plays on?
Can you showcase testimonials from happy customers that fit the mould of your target audience so they can think “Gee, this happy customer is just like me…so if I buy from them, I will be happy too”!
What do you think? (Answer below)
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Be sure you stay tuned to next week….where we talk about the Keys of Consistency.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]
