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The Likability Factor

For better or worse, the sales process is not much more than a popularity contest. Do you have what it takes to win?

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This story appears in the March 2010 issue of Entrepreneur. Subscribe »

Do your potential clients like you? Do they perceive you as likable--and I mean really likable?

If they don't, none of the rest of your efforts to establish yourself as the answer to their problems will matter. When you get right down to it, life is a series of popularity contests. You may not want to admit it or believe it. In fact, you've probably been told it ain't so, but ultimately, if you're well liked, then you're more likely to be better in sales.

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