Sales: The Business of Making Friends

For many of the sales principles and ideas that we’ve learned together about on Sell Me This Blog, we’ve underscored the point that sales strategies mean absolutely nothing if we haven’t first built trust with our prospects. Trust is the foundation of sales, and in reflecting on the people I trust most and why I trust them; I realized that the most trustworthy people in my life are my friends. That leads me to the thesis that will drive our learning today – to become better at sales, we need to become better at making friends.

Friendship is more than just a social bond; it’s the bedrock of influence, forming the solid foundation upon which effective persuasion and impact are built. At its core, friendship is characterized by trust, understanding, and a shared emotional connection. These elements create a conducive environment for influence to thrive. Let’s further explore why friendship is essential for influence and how it shapes our ability to persuade and impact others.

Trust and Reliability

Friendships are built on trust, and trust is a crucial component of influence. When there is a strong bond of trust between individuals, it becomes easier for one person to influence the other. Friends rely on each other, establishing a sense of predictability and reliability that is essential for influence. People are naturally more inclined to be swayed by those they trust, making trust the cornerstone of any influential relationship.

Emotional Connection

Friendship involves a deep emotional connection, and emotions play a significant role in decision-making. When someone cares about and feels connected to another person, their emotional investment in that relationship can make them more open to being influenced. Emotional bonds foster empathy and understanding, allowing a person to better comprehend the perspectives and needs of their friend. This emotional connection enhances the power of influence, making it more impactful.

Open Communication

Friends often communicate openly and honestly with each other. This open communication creates an environment where ideas can be shared without fear of judgment. In the context of influence, transparency allows for the effective transmission of information, arguments, and perspectives. A friend is more likely to listen attentively and consider the viewpoints presented, making open communication a vital element in the process of influence.

Mutual Understanding

Friendship is characterized by a deep understanding of each other’s values, beliefs, and motivations. This mutual understanding provides a foundation for effective influence. Knowing what matters to a friend allows for the framing of persuasive messages that resonate with their values, making it more likely that they will be swayed by the influence exerted. Understanding each other’s motivations strengthens the bond and enhances the potential for positive influence.

Shared Experiences

Friends often share experiences, creating a sense of commonality and shared history. These shared experiences contribute to a shared worldview and can be leveraged to strengthen the persuasive impact. Reference to shared memories, goals, or challenges can be a powerful way to appeal to a friend’s emotions and align their interests with the influencer’s objectives. Shared experiences make influence more personal and relatable.

Support and Reciprocity

Friendships are based on mutual support and reciprocity. When one friend needs help or guidance, the other is more likely to provide assistance. This willingness to support each other establishes a platform for influence. People are often more inclined to be influenced by those who have been supportive and helpful in the past. The cycle of support and reciprocity strengthens the bonds of friendship, making influence a natural extension of that relationship.

In summary, friendship serves as the foundation of influence by fostering trust, emotional connection, open communication, mutual understanding, shared experiences, and a sense of support and reciprocity. These elements create a conducive environment for effective persuasion, making it more likely for friends to influence each other in positive and meaningful ways. In a world where influence is often sought, the power of friendship should never be underestimated. So, go out and make some friends, your book of business will thank you – happy selling!