Have you ever tried to make someone like you? Turns out, relationships evolve over time. Seller attempts to accelerate the process can be awkward because sales is a profession buyers generally don’t hold in high esteem. When calling at executive levels, sellers may feel a buyer’s time is worth more than theirs. Taking Al Franken’s approach can be deadly — “I’m good enough, I’m smart enough, and doggone it, people like me.”
Given the long-standing stereotype of buyer-seller relationships, many salespeople hope buyers will like them. This contributes to sellers failing to view themselves as equals because buyers aren’t making any efforts to get sellers to like them.