Avionics News May 2013 - 57

In your shop, this comprises a couple of things to
LOOKING AT LIKEABILITY
remember when you’re first meeting a new customer. The
So who is that? Beyond impression management and
first of these is projecting genuineness, or curbing your
preparation, eminently likeable people share some other
impression management so you’re not self-absorbed and
qualities, particularly regarding their verbal and nonvernot trying to impress the customer with yourself and your
bal communication skills. They’re probably also nice, but
shop. Instead, focus on the prospect’s needs and how you
often, that’s not enough.
can best serve them.
Stanley said likeable folks are self-confident; they
The second is preparation. You know your stuff about
accept their faults because they know they have strengths
products, services and pricing, and you have done your
in other areas. They can joke about themselves, they’re
pre-call planning. “When you’re
not defensive about criticism,
prepared, you relax – and when
and they can allow themselves to
you relax, you’re authentic,”
appear less than perfect. They’re
Fr o m f i r s t i m p r e s s i o n s
Stanley said. “You’re not having
positive in outlook because of
to play a role.”
their competence and talent, and as
to delivering a project,
This comes from practice,
a result, they demonstrate passion
understanding how
she said, particularly in asking
for their lives and their work. Each
likeability works and
the right questions that address
of these makes them the kind of
needs, budgets, equipment and
people others enjoy being around.
how you can build
expectations. Otherwise, you’re
Contrast that to the slick, faston yours helps create
inclined to be a little nervous,
talking salesperson at the corner
especially if the call involves
used-car lot or the nice person who
chemistr y that allows
a successful, high-level decision
won’t ruffle co-workers’ feathers,
y o u r b u s i n e s s t o t h r i v e.
maker, such as a wealthy execueven when there’s good reason.
tive or fleet owner.
With so much good stuff going
Both of these help you guide
for them, likeable people could
the customer toward deciding that it’s worth building
let it all go to their heads; what makes them what they
trust, so you can move on in the buying process.
are, though, is their humility, according to Stanley. They
“Likeability – at least if they’re making exploratory
not only understand the power of making other people
bids and then follow up from there – will help you land on
feel important by focusing attention on them – instead of
the radar,” Stanley said. “Then, if it gets into a bid situachecking their text messages or email or succumbing to
tion, you’re going to stay in the bid situation.”
some other distraction – but they also connect with that
Conversely, a sales rep that doesn’t listen, is short, or
person’s interests, needs and achievements rather than
doesn’t seem present during a consultation makes the
trying to be the best and brightest person in the room.
decision easy, regardless of shop expertise.
Obviously, then, they’re good listeners, and they’re
And that goes for everyone at your shop who faces the
conscious of the nonverbal messages they send. They
customer.
smile naturally and present inviting body language, often
“Sales is not a department,” Stanley said.
mirroring and matching the gestures, posture and talking
While a customer may like the person who worked his
rhythm of their partner, which subconsciously tells that
bid, bad experiences with other employees can sour him
person they’re friend, not foe. They demonstrate it’s an
or her. This can cause trouble with getting more work
honor to meet someone new, and they listen actively, even
from the customer and with collecting referrals. You can
leaning forward on every word.
have the smartest techs in the industry, but if they’re
And they ask relevant questions. They understand the
bears to customers, good plays second fiddle to difficult.
customer who has a concern, and they empathize with
Customers will shop elsewhere next time – no doubt with
Continued on following page
someone more likeable.
avionics news

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may

2013

Avionics News May 2013

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