Why do some businesspeople and salespeople seem to have more business than they can possibly handle, while others just scrape by?

One reason is because people want to do business with them. They have a “magnetic selling personality”, meaning that people are attracted to them, and want to have a relationship with them, and do business with them.

All of us are born with a certain quantity of charisma, but most of what you need to increase your ability to attract prospects to you magnetically can be learned and developed over time.

So, what can give you a magnetic selling personality? I can think of at least a dozen factors.

First, people tend to do business with people they like. So behave in a way that makes you likable. Be polite and patient. Avoid being crude, rude, gruff, or impatient. That sort of thing.

Second, people are attracted to people who keep their word. So when you make a promise, do exactly what you promised, by the deadline you promised or sooner.

Third, people are attracted to people whom they believe have their best interests at heart. They know that you have their best interests at heart when they hear you give them advice that benefits them the most, in spite of the fact that you won’t make any money by doing so.

Fourth, people are attracted to people they believe are experts in their fields—the “gurus.”

To use this principle, first actually become a leading expert in your field through practice, research, training, education, and study.

Then, do things such as writing articles and books, or giving speeches, that demonstrate your expertise to others, including potential customers.

Fifth, people are attracted to people who are honest, ethical, and above board. Why lie in your marketing and elsewhere when telling the truth is so much more effective at getting you the business?

Sixth, people are attracted to people who are physically attractive, or at least not physically repulsive.

Eat right. Exercise. Stay fit. Be well-groomed. Dress well. Have good personal hygiene, showering regularly. Brush your teeth and visit your dentist as needed.

Seventh, people are attracted to people who seem “real”—meaning they seem to be just regular people.

Be cordial, friendly, and interested in others.

The best way to establish rapport and begin a relationship is to ask the other person questions—about their company, their job, their industry, even their family and interests.

It’s so easy. And it’s extremely effective, because very few people use this technique (most people just prefer to talk about themselves, and indulge in this desire at every opportunity).

Eighth, people are attracted to people who listen—and really hear what they are saying.

Remember the old cliché: you have two ears and one mouth, so you should listen twice as much as you talk.

Actually, for best results, you should spend 80% of any conversation listening, and talk only 20% of the time.

Ninth, people are attracted to people who are like them.

The trick here is to establish one thing you have in common with the other person—golf, kids, pets—and allow that to grow and cement the bond between you.

Tenth, people are attracted to people who are humble.

Don’t be a braggart or egomaniac.

Also: Never discuss how much money you make with your customer.

Reason: If it’s less than they make, they may think you are not successful. If it’s more, they may feel you are making too much money because of the high prices you charge.

Eleventh, people are attracted to people who seem busy and successful.

Never tell a prospect things are slow and you really need orders.

Think about doctors. You don’t like waiting for the doctor. But how would you feel if you walked into a new doctor’s office during hours and found it empty?

Wouldn’t you be wondering how good he is if he has no patients? Wouldn’t you feel more assured if the waiting room was packed with patients, waiting to see him? Of course.

Twelve, people are attracted to other people (as well as companies and products) that make their lives easier and save them time.

They also prefer to deal with people who are flexible and accommodating, not rigid and difficult. And they hate it when you waste their time, although they are not terribly concerned about wasting yours.

Bottom line: practice these 12 techniques (or traits, or whatever you want to call them) until they come as naturally and easily as driving a car or tying your shoe.

When you do, you will attract at least twice as many prospects, close at least twice as many sales, and earn at least twice the income you make today.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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