What's wrong will selling by the 'Like' factor?

"In every sales training program, the first rule is you have to get the buyer to like you. I think that's wrong." This was a tweet comment by Scott Bywater http://www.copywritingthatsells.com.au/

I have to agree with Scott. The first rule is to have the buyer to TRUST you, and TRUST is not the same as LIKE. You can like someone without trusting them, and you can TRUST someone without LIKING them.

If you focus on earning TRUST, you will discover that you reach agreements faster and be less 'surprised' by decisions.

In the following situations, if you could only choose one, TRUST or LIKE, which is will lead to a more predictable result:

- a boss-employee relationship
- an employee-boss relationship
- a supplier relationship
- a personal relationship

Even with the last one, if trust isn't there, the 'liking' will soon go away.