Likeability and trust are essential in order for a selection panel to choose you over a competitor. These are qualities each of us is capable of eliciting from others and elements I work on with clients in my coaching and workshops.
My friend Laurie Brown wrote a wonderful article on the subject of trust that encapsulates concepts from the book “The Trusted Advisor” by Green, Maister and Galford.
http://www.gitomer.com/articles/ViewSCArticle.html?key=ajcdMibak3NJt0fCA6CMjw%3D%3D