People do business with people the feel like they know, grow to like, and trust.
Know, like, trust is the language of business. Most business decisions are made outside of the conference room. Think about the people we spend time with both personally and professionally. The "Personability " factor is a real thing! Take the action to do a real assessment of your professional professional relationships. Who knows you? Who likes you? Who trusts you?
Are you in the "circle of trust"?
Thrive Global article on Know-Like- Trust