With respect to sales, the similarity principle is based on this idea that certain facts- when presented during a sales presentation- can serve to heighten the probability that two individuals will be drawn to each other and experience a positive outcome in their interactions. Since prospects are far more likely to buy from a salesperson that they like and trust, the similarity principal is an important tool for sales professions to understand and master.
When we are trying to decide whether to trust someone or not, we often do not have time to find out just how trustworthy the other person actually is. So we take a short-cut by assuming that someone who is either similar to us, or who is similar to someone we like and trust must also be trustworthy.
When two business people share similar prospectives, attitudes, and activities they tend to develop deeper business relationships. As the old saying goes, “Birds of a feather flock together.” Therefore, prospects are attracted to sales professionals who share their interests.
Disagreements or an incongruence in their principals and beliefs creates a level of anxiety and often leads to a level of stress and conflict in selling relationships. However, people who share the same principles and beliefs rarely experience significant levels of disagreement and as a result, tend to experience less conflict overall.
Having things in common with a prospect is a great way to connect with them on a visceral level. Finding similar principals and beliefs will quickly establish rapport and create a productive environment for developing successful business relationships.
In general, we are predisposed to like people that resemble us and engaged in similar pursuits. Developing strong business relationships is easy if you can find some common ground with the other person.
When you first meet a new prospect, you can build up this predisposition by discussing things that you know that you have in common. The kind of vehicle and stickers on the prospect’s vehicle, team logos on apparel and even tattoos can give you a clue as to what is important to the other person.
Not wanting to rely only on chance, I do a bit a research on a new prospect before I meet with them. I attempt to locate their social media profiles such as Facebook, LinkedIn, Instagram, and Twitter accounts before I have a meeting with a new prospect to discover their interests. I also use the Reference USA Lifestyle Database as a way to discover some of their interests before we meet so I can be sure to include them in the preamble portion of our meeting to build rapport with the prospect.
By directing portions of the conversation towards things that you know that you have in common such as shared experiences, interests, hobbies, jobs, or any other common topic you will enter the prospect’s friendzone making your job as a salesperson much easier.
How can you use the Similarity Principal to appear more likable and trustworthy?
