Be Aware of the “I Like You” Trap
How can you argue with a fake smile pressing your “buy button”?
Some days earlier, while I was looking to buy a couple of items from a department store, I noticed some toothbrushes. The toothbrushes seemed very elegant and stylish. I just picked a light blue toothbrush in my hand at random and wondered about which color to choose. At that time, a salesman approached with a smiley face and said, “I also use this toothbrush of the same color.” I ended up buying the light blue toothbrush due to the influence of liking bias.
Rolf Dobelli — in his bestseller book “The Art of Thinking Clearly” — presented the idea of liking bias very impeccably. He states:-
“The more we like someone, the more inclined we are to buy from or help that person.”
Now you might ask what exactly this liking bias is? Let’s try to understand the concept step by step. In general, we like three types of people very easily.
- People who look very attractive (by appearance and gesture)
- Who is alike of us in terms of culture, character, interest, etc.
- If, for whatever reason, they like us.
That is why it is seen that advertising firms, international corporations, or super shops prefer smiling, attractive individuals as advertisements and salespeople. Suppose you go to a store, and there’s a storekeeper who’s appearing very creepy or too grumpy. You say, would you like to go to that store for the second time?
Giants supermarkets, successful brands, understand exactly this human psyche. When you go to the outlets of these companies, you’ll see that everyone from their salesperson to the store manager is trying to maintain a smiley face. But you’re not going to be bothered by this — moreover, you will start thinking yourself important. You’ll feel, they’re giving you a priority, and that’s why trying to keep a smiley face. Exactly, that’s what they want you to think. Because the more you are pleased with someone, the more you are likely to do something (like buying kinds of stuff, agreeing with a deal) in return.
While buying the toothbrush, when the salesman said he used the same toothbrush of the same color that I chose, I don’t know why, but I started to like him. I don’t know whether the salesman said it intentionally or if he actually used the same toothbrush. Back then I was not familiar with the concept of liking bias. But now I realize, in that case, I’ve definitely been biased.
Since I liked the toothbrush and the salesman also preferred the color that I chose, there was a kind of positive feeling within me saying — “My choice isn’t that bad.”
The politicians are very good at applying the liking bias. As we saw in our country during the elections, when a candidate goes to an assembly anywhere, his main goal is to show his relationship with the people of that region. If he was born in that region, then there is no other option, his speech will begin by saying, “I am your child.” Besides, they try to gain the compassion of the people by asserting their resemblance to the social context or some other unique regional aspects.
Another modus operandi they use to influence you is to “make yourself feel important.” They would also say that people are the source of all power and the highest priority. We all know they are bluffing. But even then, we feel happy to hear these things somewhere in the corner of our mind. If people were truly important to politicians, the world would be a better place to live.
Joe Girard — one of the most successful car salesmen of the world — says, “There’s nothing more effective in selling anything than getting the customer to believe, really believe, that you like him and care about him.”
Positive comments work like magic, even though they ring hollow like a drum. We find people compelling if they like us. You may go to a showroom and pick a dress to check — you will find a salesman come and say, “Sir, your preference is incredible, this dress suits your personality very well.”
Again in many cases, they will try a different trick. They might even say, “Your choice is quite impressive, but if I had a bold personality like you, I would check that dress too.” Here, in both instances, the salesperson is making compliments about you — and you might even catch the tactic. But you will still feel flattered and will become vulnerable enough to buy something.
This has also happened to me many times. Maybe I chose one thing, and when I was going to bargain with the price, the salesperson would say, “Sir, it was very nice to talk to you, we will make the least profit on this product, only for you.”
That’s how I fell into their trap. I could even realize that he/she is giving me fake compliments, but I become helpless. A polite person who expresses his appreciation for you — even if it is fake — you would feel hesitant to argue with him.
So, whether you’re a customer or considering about finalizing an important contract, be aware of liking bias. Focus on what you are obtaining, regardless of what the salesperson is complimenting you, or how he or she is trying to interact with you. Check its quality and think whether it’s worthy of its price.
Are you there to make a new best friend with someone who’s just a fake smile, or are you there to take action?
