Are You Likeable?

Here’s the not-so-secret truth about sales success that too many people overlook:

Does the customer like you?

Yes, it sounds obvious... even cliché. The charming, back-slapping sales rep is practically a caricature. But like many stereotypes, there’s a reason it exists: likability matters.

You can have the best sales process in the world. Flawless call structure. Razor-sharp discovery questions. A well-crafted proposal. But if the customer doesn’t like you, you're working against the odds.

• You won’t get calls scheduled.

• You won’t get candid, thoughtful answers.

• You won’t get introduced to decision-makers.

• And ultimately, you won’t have a customer.

So how do you become more likable?

I don’t have a downloadable “Foolproof Seven-Step Program to Infectious Popularity” (yet), but I do have a few questions worth asking yourself. These aren’t gimmicks - they’re ways to reflect on how you show up in conversations and how that affects your ability to build trust and move deals forward.

Are you enjoying yourself?

Do you like what you do? Are you having fun? Your customers can tell. If you treat sales like a slog, they’ll feel that energy. Even if they’re frustrated or stressed themselves, they’d rather work with someone who brings energy, engagement, and optimism to the conversation.

Misery may love company — but it prefers motivated, solution-oriented company.

Are you honest?

If your product can’t do something, say so. Don’t hedge. Don’t mislead. You can still dig into why the customer is hung up on a particular feature, offer a different approach, or even challenge their assumptions — but be upfront. Honesty builds trust. Evasion destroys it.

Are you too serious?

Selling is serious, but people are still people. They want to work with someone who gets them. If you’re always all business, you miss the chance to build rapport. Talk about the Disney cruise. Ask about the kids. Make room for humanity.

In a world of AI-generated everything, being genuinely human is one of your strongest sales advantages.

Are you not serious enough?

On the flip side, this is often a big decision for your buyer. It carries risk — for their company, their team, and their personal reputation. They need to feel that you get that. That you’re not just excited to sell, but truly invested in helping them succeed.

Do you believe?

When it comes to solving the tedious problems facing your customer, having genuine enthusiasm and infectious confidence in your ability to deliver can be both intoxicating and inspiring, and people invariably want to be around that energy. Buyers can tell if you don’t believe in your solution. Real conviction is magnetic. And rare.

Do you know what you’re talking about?

Confidence is great, but it needs to be backed by competence. Do you know the customer’s world? The acronyms? The regulations? The politics? Are you someone they can trust to guide them, not someone they have to teach?

In the hairball world of healthcare especially, domain expertise is expected.

Are you kind?

Yes, it’s a competitive world. But when a customer signs a long-term contract or chooses a strategic partner, they’re asking themselves: What will this person do when they have leverage?

They want to know you’ll act in good faith, even when things get messy or the power dynamic shifts. That’s not about being soft — it’s about being reliable, principled and fair.

There are other questions too, of course. (Are you fun? Are you rich? Are you an elite golfer?) But these are the ones that matter most in B2B sales — especially in healthcare, where deals are complex, timelines are long, and trust is everything.

Want to get serious about improving? Ask someone who knows you to answer these for you. Pick someone who will be blunt and honest. You might not love what you hear… but it might be exactly what you need.

And for what it’s worth — I like you. So there’s that.