People say, “People buy from people they like.” This is only partially true, people really buy from people they trust. In today’s world you can’t afford to give your friend the business if she can’t deliver. The stakes are too high and if you recommend her, your reputation (trust) is on the line as well. Trust and credibility go hand-in-hand. So, focus on gaining trust and hope you’re liked meanwhile. After all, it’s as simple as this: If you tell someone you’ll do something, do it. Period.