Grandma used to say, “You catch more flies with honey than with vinegar.” We are much more willing to do something for someone we like. While that may be obvious, what is surprising is how powerful a part rapport can play in persuasion, especially when we don’t think about it. Companies such as Tupperware and Mary Kay are built on it; Joe Girard, the “world’s greatest car salesman” according to Guinness Book of World Records, became so by making friends with his customers, and then sending out monthly reminders that he liked them.
When we look at the research that has been done on likability, we’ll see that some other well-worn phrases don’t fare so well. We’ll look at seven factors that make us likeable and hence more persuasive.
