Chris Lytle's Sales Tip: Don't worry about being liked. The prospect doesn't have to like you to buy from you. The prospect does have to trust you and your company. The prospect has to need or want what you're selling. You have to have a service or product to fit the need. Your timing has to be right. And the prospect has to believe that he or she is investing in a solution. Help your prospect become a customer and get a positive outcome. Being liked is a by-product of being of service.