Law of Liking When you like someone, or believe that they are “just like you,” you are more inclined to want to please them and, therefore, purchase whatever they are selling.This is how successful salespeople operate; they establish rapport by demonstrating how similar they are to their potential buyers. For example, they note that they are from a comparable background as you, or even better, they are people you know—your friends.As for those in-home sales parties,the kicker comes when your neighbors provide the testimonials for the product.You don’t want to disappoint them by not purchasing, do you?