Businesses, like everything else in life is about relationships. How you manage those relationship, how likeable and believable you are in that relationship will determine whether it will grow or die. People who like to hang around people they like, and to be liked, it means you have to possess some characteristics, mainly integrity, reliability and empathy.
Integrity, means doing what is right, even if it is unpopular or no one is watching. Everyone desires to work with someone who is honest and consistent in what they say and do. It is a rare quality, but it is possible, because you can work on attaining it, by consistently doing what is right in small things whether alone or in public.
The second part is reliability; in business, like in other relationships, people deal with those they think to be responsible and dependable. Customers expect to receive the same quality service/product all the time, every time. They like to have a sense of security and certainty that comes from being able to count on someone and they will be willing to pay more for it. It is therefore key to work on building a reputation of reliability and dependability. Under promise and over deliver all the time, and if you can't deliver, communicate in time. This will win you lots of customers.
Lastly, empathy; the ability to relate to someone else’s situation. Enduring relationships are always built on this characteristic. It always has to do with listening, putting yourself in the other person's shoes, and sharing a personal story if you relate. Empathy is a life skill that needs practise in reacting less, listening more and considering other people's feelings when making decisions.
With these, the chances that you will be more likeable increase much more, and that means, more relationships and more customers and more business.