At the end of the day, customers need to trust you before they buy anythig significant. I’ve fund that their trust can be because of a variety of reasons.

In our consulting profession, clients will often trust someone who has “been there and done it before” in terms of their own role. An ex CEO or senior executive for example. They see them as someone who has done what they’re doing, and are willing to listen to their advice.

They’ll also listen to someone who is an proven expert in the field they have a problem in; or who has a track record of successfully delivering thesort of project’s they’re contemplating.

In the UK, there’s still a lingering level of trust for someon who “looks and sounds” like you do. Someone with the same accent, who went to the same school, who socialises in the same networks. But that only gives a starting point. It’s gets you going, but you still have to prove your credibility.

And as for likeability – it’s a great way to start a relationship, it gives you a head start, and if you haven’t got taht ability to build rapport, all your expertise and experience may end up not being heard.

So in short it’s just like you said – the real top guns have both.

Ian

Well stated. Perception is one’s reality. If the do not see it, it simply is not there.

Karl

I also appreciate that you use the term “perceived” needs. If the prospect doesn’t perceive something as their need, it’s simply not a need, yet some salespeople spend lots of effort presenting to this blind need.

Sometimes I hear salespeople talk about needs from their viewpoint and not the prospect’s. If the salesperson is the only one that sees a particular need (and it’s blind to the prospect), then we can’t legitimately call that a need.