Editor's Note: This is an updated version of one of our most widely-read articles, Being Liked vs. Being Valued, revisited for 2022. Traditionally, sales "relationships" were about being "liked." Salespeople were good guys and gals. They were easy to get along with. They made customers feel good. They took people to ball games and had big(ish) entertainment budgets. I remember sitting in a Tom Hopkins Boot Camp and reciting that my job as a salesperson was to get them to "like me and trust me"...
