In a world flooded with advertising, endless product options, and aggressive marketing funnels, one timeless truth still cuts through the noise: people buy from people they like. This simple phrase often expanded to “people buy from people they know, like, and trust” has guided top salespeople, entrepreneurs, and marketers for decades. But why does likability matter so much when logic tells us that price, features, and reviews should drive decisions?
The answer lies in psychology. Humans are emotional creatures first and rational creatures second. Even in B2B deals worth millions, the final “yes” is rarely about spreadsheets alone it’s about the relationship. This article explores the people buy from people they like meaning, real-world people buy from people they like examples, and proven ways to become someone your prospects genuinely want to buy from.
What Does “People Buy From People They Like” Really Mean?
At its core, people buy from people they like meaning is straightforward: purchasing decisions are heavily influenced by the emotional connection (or lack thereof) between buyer and seller. Features, benefits, and price matter, but they become secondary when the buyer feels a genuine affinity for the person on the other side of the transaction.
The fuller version of the quote “People buy from people they know, like, and trust” is widely attributed to sales legend Bob Burg, co-author of The Go-Giver and Endless Referrals. While similar ideas have been around since Zig Ziglar and Dale Carnegie, Burg popularized the modern phrasing in the early 2000s.
Related phrases like people buy people, not products and people buy from people meaning reinforce the same idea: customers aren’t just buying your widget they’re buying you.
The Science: Why Likability Trumps Logic
Psychological research backs this up:
- The Halo Effect: If someone likes you, they automatically assume positive traits about your product or service even if evidence is thin.
- Reciprocity Principle (Robert Cialdini): When you give value freely, people feel compelled to give back often by buying from you.
- Mere Exposure Effect: The more familiar and comfortable someone feels with you, the more they trust and like you.
A 2023 Harvard Business Review study found that salespeople rated as “highly likable” by clients closed deals 31% faster and at 12% higher margins than average performers even when their technical knowledge was identical.
People Buy From People They Like Examples (Real-World Proof)
Here are concrete people buy from people they like examples across industries:
| Industry | Example | Why It Worked |
|---|---|---|
| Real Estate | Agent hosts client appreciation movie nights for past buyers | Creates genuine friendships beyond transactions |
| SaaS Sales | Rep sends personalized Loom videos instead of generic demos | Feels human, not robotic |
| Retail (Local) | Coffee shop owner remembers every regular’s name and usual order | Turns customers into “friends of the shop” |
| Consulting | Consultant shares behind-the-scenes failures on LinkedIn | Vulnerability builds massive likability |
| Car Sales | Salesperson spends 20 minutes talking about the buyer’s dog before cars | Emotional connection first, pitch second |
| E-commerce | Brand founder replies personally to customer emails and DMs | Removes corporate distance |
Who Said “People Buy From People They Know, Like, and Trust”?
The exact phrase “people buy from people they know, like, and trust” is most commonly credited to Bob Burg, though variations appeared earlier. Tom Hopkins, Brian Tracy, and Zig Ziglar all taught similar concepts in the 1980s and 1990s. Today, the idea is considered foundational sales wisdom taught in almost every professional selling methodology.
The 70/30 Rule in Sales: Talk Less, Listen More
One practical way to become more likable? Follow the 70/30 rule in sales:
- 70% of the conversation: The prospect talks
- 30% (or less): You talk
People love talking about themselves. When you ask thoughtful questions and truly listen, you instantly become more likable and you gather the exact information needed to close the sale.
People Buy From People They Like Book Recommendations
Want to master this principle? These books dive deep:
| Book Title | Author | Key Takeaway |
|---|---|---|
| The Go-Giver | Bob Burg & John David Mann | Giving creates massive success and likability |
| How to Win Friends and Influence People | Dale Carnegie | Timeless classic on becoming genuinely likable |
| To Sell Is Human | Daniel Pink | Modern look at why “likability” still rules sales |
| Endless Referrals | Bob Burg | Practical scripts for building know-like-trust |
| Influence: The Psychology of Persuasion | Robert Cialdini | Science behind why people say yes |
How to Become Someone People Want to Buy From
Here are actionable ways to increase your likability factor:
1. Be Authentically Interested (Not Interesting)
Dale Carnegie’s famous line: “Become genuinely interested in other people.” Ask questions. Remember names, kids, dogs, hobbies.
2. Share Small Vulnerabilities
Perfect salespeople feel fake. Admitting “I actually struggled with this exact problem last year” builds instant connection.
3. Give Value With No Strings Attached
Send articles, make introductions, share templates freely. This triggers reciprocity and positions you as a giver.
4. Use Humor (Appropriately)
A well-timed, self-deprecating joke can break tension and skyrocket likability.
5. Follow the 24-Hour Rule
After every meeting or call, send a personalized thank-you note within 24 hours. Tiny habit, massive impact.
6. Mirror Energy and Communication Style
Match their pace fast and direct, or slow and thoughtful. Subconsciously, this creates rapport.
What Are People Buying Most in 2025?
While products change, the underlying driver doesn’t. According to recent data from Shopify, Amazon, and industry reports, the top-selling categories globally are:
- Health & wellness supplements
- Sustainable fashion
- Home fitness equipment
- Online courses & digital education
- Pet products
But here’s the twist: in almost every category, the brands winning are the ones with founders customers feel like they know and like whether through TikTok, newsletters, or podcast appearances.
FAQ: Common Questions About “People Buy From People They Like”
What does “people buy from people” mean exactly?
It means that even when logic points to one decision, emotions and specifically the relationship with the seller often determine the final choice.
Who said people buy from people they know, like, and trust?
The modern phrasing is most commonly attributed to Bob Burg, author and speaker, though the concept predates him by decades.
Is the 70/30 rule in sales real?
Yes top performers speak far less than average ones. The best salespeople are master listeners.
Can introverts succeed in sales using this principle?
Absolutely. Quiet, thoughtful, genuinely curious people often become the most likable because they listen deeply.
Does this only apply to high-ticket sales?
No. It works for $10 e-commerce purchases, million-dollar enterprise deals, and everything in between.
What’s the fastest way to build “know, like, trust” online?
Consistency + personality + value. Post regularly, show your face and real life, and give away your best advice for free.
Are there industries where likability doesn’t matter?
Very few. Even in commodity markets (office supplies, freight shipping), the supplier people like usually wins the long-term contract.
Conclusion: Start With Likability, Close With Confidence
Price, product, and promotion matter but never underestimate the power of being someone people genuinely enjoy interacting with. In 2025 and beyond, as AI and automation handle more transactions, the human touch becomes the ultimate differentiator.
