Building rapport and creating connections with customers are still a key focus in today’s selling environment. It can happen in an instant. You can also blow it right at “Hi, my name is…”—and once it’s gone, you probably won’t get another chance to forge a bond. So how do you build instant rapport with customers? We’ve broken it down to the following eight steps:
- Use Your Resources The world wide web may be full of a lot of useless data (all the swans in England are the property of the queen; flies jump backwards during takeoff; 11% of the global population is left-handed…). Yet when it comes to finding out about a prospect, the Tower of Babel that’s the internet comes in very handy, often providing you with insights into who your prospect is.
Invest a bit of time researching who you’re going to be meeting with. Look at their Twitter account or public Facebook page for clues as to their hobbies and interests. Connect with them on LinkedIn. From their LinkedIn page, note where they worked previously, their alma mater, any articles they’ve posted, or any other relevant info you might be able to refer to during your meeting. Is there a common denominator, such as a company you both worked for at some point? - Keep an Open Mind If your schedule doesn’t allow you to look up the prospect beforehand, or if they’re one of those folks who keep themselves off the radar of the Net, just keep an open mind when meeting with that individual. Listen to what they say, what they omit, how they say what they say, her or his tone of voice, delivery, and personal style. Shoot the breeze for a bit if you get a friendly, outgoing vibe from them. If they’re reserved and “all business,” skip the weather channel chitchat—even if hail the size of soccer balls is coming down, they’re not going to want to talk about anything other than what they need and what you can do for them.
Regardless of whether you know a little something-something about the customer before the meeting, paying attention to verbal and nonverbal clues is best practice for any customer interaction. - Consider Your Target All people are created equal, but not all customers are the same. Train yourself to recognize the Mr. or Ms. Right prospect, and then adapt your style and approach to meet her/his needs. After you’ve moved your dream prospect into your pipeline, be a trusted advisor and accommodate their particular issues and ways of doing things.
- Listening Can Make All the Difference News flash! This just in: Sales folks are talkers. In fact, we often like to be “on.” However, much as you might enjoy the “you show,” park your healthy ego and let the customer talk. If you allow them the room to explain in detail the dilemmas they’re facing, you’ll instill a sense of trust in them. Helpful person that you are, you might find yourself wanting to jump in and interrupt with a problem-solving insight. Hey, don’t! Instead, take notes. When it’s appropriate for you to speak, you’ll buy a lot of first-impression points by repeating back to them what they’ve highlighted as their business challenges. Not only will they know you’ve been actively listening, you’ll learn more because you have been actively listening.
- Use the Customer’s Name During the conversation, use the customer’s name often. People like to hear their own name spoken back to them. It creates instant rapport, a sense of security, and a feeling of individuality.
- Active Listening is Key Unless your inbox is on fire, don’t rush the customer. And don’t tune them out. You may have been around the sales block a couple of times and have put your foot in a thousand doors, but don’t put it in your mouth where the prospect is concerned. Park your assumptions in the back lot next to your ego, allow the customer to get all their thoughts out, and pay close attention to their words.
When you’re trying to build rapport and truly connect with a customer, there’s a real danger in coming off as impatient. If the customer doesn’t feel that you have the time, attention span, or inclination to stick with them to the conclusion of what they’re saying, they’ll lose confidence in your ability to know what it is they truly need and want over the broader “conversation,” i.e., a working relationship with them. - Positivity Creates Bonds Whether meeting with a prospect in person or over the phone, remember to smile. Positivity is your friend—it will create a bond between you and the customer. People don’t want to do business when negativity is in the picture. They will especially get their backs up when someone is rude, or even just perceived to be rude. So play nice, be friendly, and flash your pearly whites.
- Consider the Wrap-Up Toward the end of the meeting, make certain to ask if there is anything further you can do for the customer. Also, ensure that everything that needed covering has been checked off the list. Finally, ensure that next steps are clearly mapped and understood by everyone.
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In sales, it’s almost always the case that you have only one chance to make a connection with a customer. Think of it as skydiving, with the customer as the plane and the rapport as the parachute: If the chute fails to open, you may have a back-up chute, but you will not get another chance to jump from that particular plane. Remember, before your bonding experience—sometimes even after that—the customer has no loyalty to you. That’s something you need to earn. You’ll begin to earn it by making a connection.
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About the Author: Justin Zappulla is a Managing Partner at Janek Performance Group. He has worked hand-in-hand with a global clientele across a variety of industries and business segments including technology, finance, consumer goods, healthcare and manufacturing. With extensive sales performance management and training expertise, he works with hundreds of companies to develop and implement strategic sales performance solutions.
Justin has co-authored a book called Critical Selling: How Top Performers Accelerate the Sales Process and Close More Deals which is set to be released by Wiley Publishing in October, 2015.
