This is the sixth and final principle of influence from Dr. Cialdini is liking.

This one really is common sense.  It says that people prefer to say ‘yes’ to those they know and like.

There is a key distinction about this principle that is worth noting and understanding that isn’t as obvious as the general principle.  The distinction is that it is more important that people see that you like them than it is for them to like you.

I think this is really important for people to understand, particularly when it comes to networking and sales situations.  I think most people focus on being likeable, when in fact they need to focus on liking the person in front of them.  How exactly do you do that?  Dr. Cialdini suggests that you can do three things:

• Look for similarities between you and the other person
• Look for opportunities to sincerely compliment the other person
• Look for opportunities to cooperate with the other person

By doing these three things you will not only appear to like the other person, but you will more than likely find yourself genuinely liking them.  Now who wouldn’t want to do business with someone that genuinely likes them?!