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Salespeople recognize that establishing rapport with a prospect
is an essential ingredient for developing a meaningful business
relationship. There is an abundance of information available
about how to develop rapport. The information covers everything
from what to say, the tone of voice to use, and the posture and
facial expressions to exhibit, to how to recognize and
appropriately respond to various personality styles.
While all the rapport-building
techniques have some value in shaping your interaction with a
prospect, the most important element for developing rapport and
a meaningful relationship is not a technique. It's empathy - the
ability to perceive the prospect's problem, challenge, or goal
from his perspective, to understand what he feels, and to gain a
sense of his desires and motivations. It's a state that results
from having a sincere desire to understand your prospect and his
world, and ultimately, make a contribution to improve it.
Empathetic salespeople are sincere
and inquisitive. They take an interest in their prospect on a
personal level. When they meet with a CEO or business owner, for
instance, they are genuinely curious about how the person came
to own the business or become its CEO.
They ask a lot of questions in order
to fully understand the prospect's situation. Their first order
of business is to understand ... not sell. They ask "how,"
"what," "why," and "when" questions rather than questions
designed to manipulate the prospect into one position or
another. They recognize that they can't help a prospect solve a
problem or accomplish a goal until they fully understand the
situation ... from the prospect's point of view.
Prospects, like everyone, want to be
listened to and understood. They appreciate salespeople who
reach them on a personal level. When they interact with
salespeople who are sincerely interested, they tend to open up
and s hare information more freely.
When you meet with prospects and
customers, be prepared to ask well-crafted questions that focus
on them, their situations, and their desires. Learn as much as
you can about your prospects before discussing your product or
service. When you focus on them first, the sales will follow.
© Sandler
Systems, Inc. All rights reserved.
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