It’s a simple fact that we all prefer to deal with people that we like and so, in a business context, it pays to get people to LIKE you.

In Cialdini’s book ‘Influence’ he talks about the Tupperware phenomenon. These use many of the rules we’ve already covered in this blog – reciprocity, social proof, commitment and so forth – but its most powerful weapon is the ‘liking’ rule.

Even though the Tupperware sales rep is on hand, the party is hosted by someone you know – your friend. It trades on the attraction, warmth, obligation and friendship that go hand in hand with your relationship with the hostess.

Interestingly, research shows that the strength of the social bond is twice as likely to get you to purchase, compared with your liking for the product itself – which is astonishing at every level. And bizarrely, as customers we are aware that this is what is happening – some of us don’t mind, and others don’t know how to avoid it. Others choose not to go to Tupperware parties as they know they’ll end up spending!

People like us

We prefer what we are familiar with – in other words, we like people who are similar to ourselves. We are much more likely to do business with people who dress like us and have similar backgrounds and interests.

Car salesmen are adept at being our friends. The salesman who happens to say he plays golf, is just as likely to have spotted your clubs in the boot of your car. The salesman who is running between you and his boss is becoming our friend, trying to get the best deal possible for us.

The power of referral

The concept of refer a friend is greatly used in business – and for good reason. We are much more likely to entertain an approach if it has the endorsement of someone we know.

The tools of friendship can be easily deployed – sending cards to say ‘thank you’ in business work for a good reason. As they say – the best way to make friends is to be friendly. It’s not rocket science – but it is powerful!