For effective sales, two facts stand out above the rest. First, great salespeople build long-term relationships with their customers because people buy from people they like. Second, customers buy from sales people with behavioral styles similar to their own. They feel more at ease talking to salespeople who make them feel comfortable. I hope you agree that how you sell is as important as what you sell. But how do we make our customers like us? We can't unless we are able to understand our own selling styles and the buying styles of our customers.