Rational decisions in B2B
People in companies buy solutions in order to solve problems or issues. If you manage to become liked and trusted by the people in a company you have an advantage over your competitors. However if your solution is not the best or most appropriate being liked will not help you to get the deal. People in companies take more rational decisions than the same people as a consumer. They know they have responsibility and have to explain their decision, especially when the solution fails.
If they have to decide between two very similar solutions with similar pricing then your popularity will make the difference.
Being liked helps closing deals
However if you are liked by one of more people in the company it is likely he or they will inform you and tell you more before, during and after the meetings and during telephone calls. This will allow you to position and match your solution better to the problems and issues they are encountering: you will have the best elevator pitch. Additionally you will have one or more advocates within the company that will sell your solution for you when you are not there.
This will give you a big advantages over your nearest competitors.
The salesman has an influence of about 38% on the decision.
Are you liked by your customers ?