MSP Persuasion Principle #5 : Liking

In this episode, we explore liking as a critical principle of persuasion and explain why people are far more likely to say yes to those they trust, feel comfortable with, and enjoy working with. We look at how liking goes far beyond simply being friendly, it’s driven by factors such as similarity, familiarity, clear communication, and emotional safety. Drawing on behavioural insights highlighted by Robert Cialdini, we show how people often choose the option that feels right, even when multiple solutions appear technically similar.For MSP owners, we connect this directly to the reality that clients aren’t just buying IT services, they’re choosing a long-term relationship. We discuss how listening well, explaining things clearly, working collaboratively, and showing genuine interest can significantly reduce perceived risk and increase trust. We also explore how liking strengthens retention and referrals, and how it becomes even more powerful when combined with reciprocity, commitment, social proof, and authority. When prospects like you and feel understood, the decision stops being purely technical and starts to feel safe, natural, and easy.Mike Knight MBA FCIM  Director, MKLINK Ltd