In every sales opportunity, no matter what industry you may be in, rapport and likeability is a must-have element if you want to make a sale. It's a simple fact; people buy from people they like. I have met so many talented sales people over the years and this plays directly into their success. If there was no charm, personality, rapport-building, or likeability as a part of their skill set, they never could reach The President's Club.
This aspect of working with people is so, so crucial, moreso now than ever before, because of the amount of information available in a single mouse click. People have so much information in front of them, it's hard to decipher what is real or what is posturing. Do a Google search and the first five returns are paid ads. Even though the customer has unlimited access to information, they're also on the defense when it comes to encountering a sales person. Taking a step back, asking questions, and getting to know your customers is vital; in turn, you have to be willing to allow them to get to know you. Bridging this invisible barrier is the key to unlocking potential opportunities for you. But most importantly, it unlocks potential opportunities for the customer to recieve solid, impactful answers not present on a website or in a piece of marketing collateral, granting you the ability to make a big impact on their business.