Understanding Humans in Business: The Key to Closing More Deals

Trust and familiarity—not flashy tactics—are what truly drive sales. Here’s how to create authentic connections that build long-term customers.

Have you ever wondered why some businesses seem to effortlessly attract customers while others struggle to make a sale? The answer lies in understanding the human element in business. It's not just about having a great product or service, it's about connecting with your customers on a deeper level.

Let's delve into the basics of why humans buy from other humans or brands they like. It's not just about the product or service, it's about the relationship. And the foundation of any good relationship? Trust.

The Power of Likeability in Business
When it comes to business, likeability is a powerful tool. But what does it mean to be 'likeable' in a business context? It's not just about being fun, stimulating, energetic or informative. These are accelerants, but they're not the core of likeability.

Trust: The Core of Likeability
At its core, likeability comes from trust. When someone trusts you, they emotionally decide to look at you through a positive lens. They're more likely to listen to what you have to say, consider your products or services, and ultimately, make a purchase.

But trust doesn't happen overnight. It's not something that can be gained from a single interaction. It's something that's built over time, through consistent and positive interactions.

The Barrier of Unfamiliarity
Humans are hardwired to be wary of the unfamiliar. It's a survival instinct. When we encounter someone or something we've never seen or heard of before, our first instinct is to put up a barrier until we've determined that it's not a threat.

This is why building trust in business can be challenging. It requires breaking down these barriers and establishing a sense of familiarity.

Building Trust Through Familiarity
So how do we build trust in business? The answer is simple: familiarity. The more familiar someone is with you or your brand, the more likely they are to trust you.

Showing Up Daily
One of the simplest ways to build familiarity is to show up daily. This doesn't necessarily mean making a sale every day. It could be as simple as posting on social media, sending out a newsletter, or even just being present in your local community.

By showing up daily, you become a familiar presence in your customers' lives. They get to know you, your brand, and what you stand for. And the more they know you, the more they trust you.

Engaging with Your Audience
But showing up isn't enough. You also need to engage with your audience. This means responding to comments, answering questions, and showing an interest in what your customers have to say.

Engagement shows your audience that you're not just there to make a sale. You're there because you genuinely care about them and their needs. And that's a powerful way to build trust.

Sowing the Seeds for Future Success
Building trust and familiarity in business is like sowing seeds. It might not yield immediate results, but with time and consistent effort, it can lead to a bountiful harvest.

Consistency is Key
Just like you can't expect a seed to sprout overnight, you can't expect to build trust with a single interaction. It requires consistency. You need to show up and engage with your audience consistently, day after day, week after week.

With consistency, you'll not only become a familiar presence in your customers' lives, but you'll also show them that you're reliable. And reliability is a key component of trust.

Reaping the Rewards
Building trust and familiarity might seem like a lot of work, but the rewards are well worth it. When your customers trust you, they're more likely to buy from you. Not only that, but they're also more likely to recommend you to others, leading to even more potential customers.

So don't be discouraged if you don't see immediate results. Keep showing up, keep engaging, and keep sowing those seeds. With time, you'll reap the rewards of your efforts.

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