In a recent LinkedIn post, Dan Sherrard-Smith challenges a common business adage, arguing that trust is the primary driver of purchasing decisions, rather than personal likability. He directly confronts the notion that “People buy from people they like,” asserting that this popular saying is fundamentally flawed in the context of significant business transactions.
Deconstructing the ‘Likability’ Myth
Dan Sherrard-Smith uses prominent business figures to illustrate his point. He questions whether billionaires like Mark Zuckerberg, Jeff Bezos, and Elon Musk achieved their immense success because they are widely liked. In fact, Sherrard-Smith suggests the opposite is often true, noting that these figures can be quite unpopular for various reasons.
“The world’s richest because they’re the most liked businessmen? I don’t think so.”
Instead, Sherrard-Smith posits that their success stems from the trust they have cultivated in their offerings. He elaborates on this, stating:
“They built colossal businesses because millions of people trust in what they offer.”
According to Sherrard-Smith, customers are not motivated by a personal fondness for the seller but by a belief in the seller’s ability to provide a solution and a return on investment. This distinction is crucial, as he emphasizes:
“You don’t have to like someone to buy from them. But you do have to trust them.”
Building Trust in the Digital Age
The Pillars of Trust-Building
Sherrard-Smith outlines a practical, three-step approach for individuals and businesses aiming to build this essential trust with their target clients. He believes consistent application of these steps can provide a significant competitive advantage.
His recommended strategy includes:
- Increasing visibility with the target audience, with LinkedIn identified as a strong starting point.
- Consistently delivering valuable content that addresses client needs and pain points.
- Actively engaging and connecting with potential clients.
Sherrard-Smith concludes that by adhering to these principles consistently, businesses can effectively differentiate themselves from competitors who may still be relying on outdated notions of likability.
Analysis of Sherrard-Smith’s Argument
Dan Sherrard-Smith’s perspective challenges conventional wisdom in sales and marketing. While personal rapport can certainly play a role in certain transactions, his emphasis on trust aligns with the complexities of modern B2B sales and high-value B2C purchases. In an era where information is readily available, potential buyers can research extensively, and their ultimate decision often hinges on perceived reliability, competence, and the ability of a product or service to deliver on its promises. The figures he cites, while perhaps not universally ‘liked,’ are trusted by millions to provide goods, services, or platforms that meet their needs, even if the underlying business practices are sometimes controversial.
His actionable advice focuses on foundational elements of effective digital marketing and client engagement: presence, value, and connection. By prioritizing these, businesses can cultivate the trust that Sherrard-Smith argues is the true currency of commerce, moving beyond superficial likability to establish durable client relationships.
📝 About This Content
This article is based on insights shared by Dan Sherrard-Smith on LinkedIn.
📅 Originally posted on March 3, 2026 | View original post on LinkedIn →