Dive summary:

• All else being equal, clients like to do business with people they like, and likability is something that can be created with genuine effort to make a personal connection.
• A smile is a good place to begin. No one wants to turn away from someone wearing a smile, and it generates an understanding that you are genuine, not slick.
• Practice low-key self-confidence. Admitting mistakes is honest, not weak, and is appreciated.

From the article:

Over the years, I’ve learned that the ability to relate is just as important as being knowledgeable. ...