People Buy from People They Like:
The Power of Personal Connection in Sales

Published: 10/21/2024

Michael Caputo
Director, Account Management

In a world overflowing with options, why do we often find ourselves drawn to products and services from people we like? When we feel a personal connection with someone, we’re more inclined to make a purchase, not just because of the product itself but because of the relationship that comes with it. Here is a deeper dive into why people buy from those they like:

1. Trust
   Trust is the bedrock of any transaction. When we like someone, we naturally trust them more. This trust isn’t built on grand gestures but on consistent, genuine interactions. A person we like is often seen as more reliable, and their recommendations feel more credible. This trust can significantly influence our buying decisions, making us more willing to take a leap of faith.
   
2. Emotions
   People don’t just buy products, they buy feelings. When we connect with someone, we are more likely to be emotionally invested in what they’re offering. A positive personal connection can transform an ordinary product into something special, increasing its perceived value.
3. Social Proof and Word of Mouth
   When we like someone, we’re more inclined to share our positive experiences with others. This word-of-mouth marketing can be incredibly powerful. If we have a good rapport with a salesperson or brand ambassador, we will always recommend them to friends and family, further amplifying their reach and credibility.
4. Similar Interests
   People are drawn to those who share their values and interests. When we like someone, it often means we find common ground with them. This alignment makes their recommendations feel more relevant and trustworthy. We’re more likely to buy from someone who understands our needs and perspectives, as their suggestions seem more tailored to us.
   
5. Personal
   A person who takes the time to build a relationship with us is likely to offer personalized attention that we wouldn’t receive from a faceless corporation. This personalized care makes us feel valued and understood, which can be a compelling reason to make a purchase. It’s not just about the product; it’s about the experience of being seen and heard.
   
6. Creating a Positive Experience
   People buy from those they like because the buying process becomes a positive experience rather than a transactional one. When interactions are friendly, respectful, and enjoyable, they enhance our overall experience and make us more inclined to return. This positive association can turn one-time buyers into loyal customers.
   

Conclusion

In the end, buying from people we like isn’t just about the product or service; it’s about the connection we have with the person offering it. This personal connection builds trust, creates emotional value, and turns a simple transaction into a meaningful interaction. As consumers, we’re not just looking for what we need; we’re seeking an experience that resonates with us on a personal level.