Via Black Enterprise, Jacqueline Whitmore, an internationally-recognized etiquette expert, author and founder of The Protocol School of Palm Beach, teaches us about the importance of likability in business.  Her first suggestion:

Master the BLT factor. In this case, BLT stands for
believability, likeability and trustworthiness. Cultivate a reputation
that embodies these three key traits. “When clients decide with whom to
do business, they ask themselves, ‘Is Todd capable of the work and will I
enjoy working with him?’ When we need help getting a job done, we most
likely choose a congenial person over a more capable but less cordial
one.”