All salespeople have heard the term “build rapport” more times than they can count, and for good reason: Rapport is a critical element of any sale. But if your competitors are already doing it, and well, you have to do it better to outsmart those competitors and win over those clients.
How do you build rapport? Consider your closest friends. When you first met, what drew you to them? Were they outgoing, sincere? Quick to help? Honest? Did they show respect for your time and values?
Alternately, consider people you’ve met who seemed off-putting. Which aspects of their character or personality irritated you? Perhaps they talked too much, were self-centered, inappropriate or unfriendly.
And, finally, to make this exercise relevant to your sales work: Consider how much more likely you are to buy something from a friend than a stranger.
Generally speaking, the traits that would attract you to any human being are characteristics that will attract a client to you. And those that turn you off will likely do the same for a client. Those clients who feel a kinship with you are more likely to purchase from you — thus the billion-dollar, multi-level marketing industry.
The following tips and tricks can help you take your rapport-building skills from “nothing to write home about” to “sold!”
1. Do your research.
Research the client in advance to allow for the most meaningful connection at the first touch. If you speak the client’s native language, consider connecting with him or her in that language during your initial call. Jeff Ragovin, chief strategy officer for Salesforce Marketing Cloud, suggests, “Before the call, research the structure of the organization, their industry and recent news; you always want to go into a meeting as prepared as possible.”
If you’ve traveled to the client’s hometown, share your love for the unique attractions there, from weather to beaches to quaint main street shops. Creating a sense of nostalgia and connecting over a place that is meaningful helps establish instant rapport.
2. Listen with the intent of understanding
If…