Are You Selling Your L-Factor

A person's likeability factor is often referred to by people such as Simon Cowell when assessing contestants for TV shows like Pop Idol. While it might be a commonly used term, how many of us really understand what it means? How can you use your own L-factor to improve your sales performance?

Definitions of "likeable" can be vague. Terms such as "Easy to like", "attractive" or "appealing" are just some of the descriptions that are often used. In the book "The Likeability Factor" author Tim Saunders tells us that it is only when we enter the fields of psychology, physiology, and personality that a more concise description of likeably can be found.

Tim defines our likeability as, "An ability to create positive attitudes in other people through the delivery of emotional and physical benefits" He identifies four key factors that go to make up each individual's L-Factor, they are:

�œ Friendliness: your ability to communicate liking and openness to others.

�œ Relevance: your capacity to connect with others' interests, wants, and needs.

�œ Empathy: your ability to recognize, acknowledge, and experience other people's feelings.

�œ Realness: the integrity that stands behind your likeability and guarantees its authenticity.

We refer to actions in sales, where both the prospect and the salesperson benefit, as win-win. Improving your L-factor is also win-win, because not only do those who know you benefit, but as Tim points out - you also benefit. You win more of "the popularity contests" that define your life.

In sales, your likeability is vital in creating good first impressions, building rapport and allowing the prospect to trust you. These are critical building blocks to creating strong relationships with customers.

Likewise, in a competitive situation where two solutions are evenly matched, the salesperson's L-factor could quite easily become decisive. So what are some practical steps you can take to increase your own Lfactor with your customers?

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1. Friendliness - Be more open to creating a lasting Impression with your Customers.

One of the first ways that you convey friendliness to prospects is through non-verbal communication.

�œ An open posture
�œ Using open gestures
�œ Maintaining eye contact
�œ Interested facial expressions
�œ Smiling
�œ Laughing

Note: Remember that later evidence is only interpreted by customers in light of their first impressions of you.

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2. Relevance - Let your Customers know you are listening to what they want.

Active listening is how you communicate your listening to customers. This means nodding, conveying expression in your face and making good eye contact. Also important are not interrupting, asking the customer checking questions and taking notes. Remember, it's how you dramatise and convey you're listening that really matters.

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3. Empathy - To better know your customers, first get to know how they are feeling.

Developing empathy with your customers requires that you manage your responses to:

a. Your customers and their circumstances.
b. Your customer's reactions to you.

�œ Be careful not to pre-judge an emotional state, tone or reaction, as there are nearly always circumstances beyond your knowledge.

�œ Rather pose questions to better understand where the particular emotion (good or bad) is coming from.

�œ The best way to develop empathy with customers is to ALWAYS try to look at things from their perspective.

�œ Remember, the first step in getting customers to feel strongly about you is to first understand what they already feel strongly about.

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4. Realness - Guarantee your Customers nothing but the Truth (even when it hurts).

Honesty is an integral part of sales. Without it, there cannot be trust and without trust, there cannot be a relationship. The ability to develop strong relationships is the critical aspect of a successful outcome in sales - which in turn makes honesty so vital.

Remember (Honesty �œ Trust �œ Relationship �œ Sales)

Most salespeople are never intentionally dishonest, but there are times when pressure or temptation creates traps that we can fall into. These sometimes result in salespeople venturing into grey areas and telling customers white lies.

Traps to be very careful of:

�œ When a customers asks a question where you don't know the answer to or only know some of the answer. Not wanting to appear foolish - the temptation here can be to bluff - don't do it!

�œ When a solution only partially meets a customer's needs, but they continue to be interested - the temptation can be to fail to highlight that the solution will not meet all of their needs - don't do it!

�œ When a competitor makes very ambitious claims - the temptation can be to follow suit - don't do it!

�œ Where a customer is still struggling to grasp how a solution will work, but still wants to buy - the temptation can be to choose to explain after the deal is done - don't do it!

The easy rule to apply to any circumstances is, if in doubt - DON'T do it!

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Getting prospects and customers to like us more is by no means easy. The challenge to building great person to person relationships, very often comes down to our understanding and acceptance of the individual's uniqueness (warts and all). The skill is in finding the common ground.

There are certain traits that we all find appealing in others - business and sales are no different in that regard. Becoming a better salesperson may require that you become a better person.

Applying these 4 simple, yet effective, principles in both your personal and professional life will help.

Oh yeah! And your customers will trust, respect and LIKE YOU MORE for it.