The #1 Way to Get Customers to Love Your Product

Imagine with me…

• If your food-server is rude, the dinner doesn’t taste as good.

• If the seating is comfortable, the seminar content gets better.

• If the armrest on the chair in the theater is sticky, the rating of the movie goes down.

• If you like the salesperson, you are more likely to purchase the product.

These situations describe a psychological phenomenon known as “misattribution of emotions.” We assume that the source of our enjoyment (or lack thereof) is one thing when it’s really associated with something else.

In an interesting study, researchers asked diners to rate food quality in a restaurant. All participants received the exact same meal from the exact same server.

The only difference was that in 50% of the cases, two dead flies were placed on the windowsill next to the table where the diners would be eating.

The results? Those who saw the dead flies rated the taste of the food significantly lower.

How can this be explained? There’s really no direct relationship between the two factors. The taste of the food is one thing; the presence of the flies is another.

But the participants brains established a connection between their environmental conditions and their experience of the food. Our brains simply don’t separate these things.

For salespeople, this mental correlation makes for a huge opportunity… or a dangerous pitfall.

The Likability Factor

Research in the field of sales indicates there is a correlation between a salesperson’s likability and a customer’s perception of a product. Psychologist Robert Cialdini points out that likability is one of six key principles that leads to influence.

In short, likability leads to trust, and trust leads to influence.

Customers view salespeople who are kind, polite, attentive, and engaged as being more likable, and therefore more trustworthy. The customer then attributes that positive emotion to the product. In other words, if I like the salesperson, I am much more likely to appreciate the product or service.

Of course, this goes both ways. If I do not like a salesperson I am less likely to appreciate the product or service.

Likable salespeople have a distinct advantage because the way they treat their customers translates into a higher respect and appreciation for their product or service.

So when your manager says you must be friendly toward your customers, it’s not just about doing the right thing or about protecting the company image. While these are noble goals, the fact is that the business advantages run far deeper.

Brainstorm

Consider sitting down with several of your peers and discussing this topic. Brainstorm ways you can demonstrate attentiveness, courtesy, kindness, and concern for your customers.

When you build your sales presentation around these qualities, you put your customer in a better frame of mind to appreciate the product or service that you provide. And that’s a huge opportunity for a successful sale.