Being buddy buddy and nice with your prospects can backfire. Try a different approach instead.

You should be personable and friendly but also be known as the expert. You need to be able to challenge your prospects to gain a different perspective on a situation. 

If you’re buddy buddy, they’ll be able to push you off no problem. If you’re friendly and kind but bring insight, knowledge, and suggestions to your conversations you’ll be taken more seriously.

You need to establish this on the front end of your conversations. Show the prospect that you have their best intentions in mind and that you’re there to provide them with a solution to their problems. You’re not just a nice guy “checking in” every two weeks with you. You provide value during those follow up conversations.

Whether that be an article that you’ve found, a current client of yours you think they should talk to, or a solution to their hesitation with your product, you’re now the person they go to when they have issues.

They may not buy from you now but when they are looking you’ll be the first one they call.

Establishing your rapport and being friendly is crucial but don’t get caught in the trap that being friendly will win you more business.

Being an industry expert and providing true value in every conversation will.