Building Rapport, Interest, and Credibility

Sales Prospecting 101

Michael Halper

Rapport

What is Rapport?

Rapport is a term used to describe, in common terms, the relationship of two or more people who are in sync or on the same wavelength because they feel similar and/or relate well to each other.[1]

– Source: Chaper 8. Communicating to establish rapport - Patient practitioner interaction. Carol M. Davis, Helen L. Masin

Why Rapport is Critical

• We need a responsive prospect

• We need the prospect to share information

• We need the prospect to like us

Rapport Building Tactics

Display Humility

Humility (adjectival form: humble): the quality of being modest and respectful. Humility, in various interpretations, is widely seen as a virtue in many religious and philosophical traditions, being connected with notions of transcendent unity with the universe or the divine, and of egolessness.•Source: Wikipedia

Rapport Building Tactics

Display Humility

•Why Humility Can be Elusive– Taught to be the best– Alpha– Aggressive

– Type A personalities

•How to Display Humility– Take ownership of a mistake– Admittance of not having the answer– Admittance of not being perfect– Admittance of not being expert– Be able to laugh at yourself– Be real

Rapport Building Tactics

“We are also looking at ProtoTech.”

“OK. Yes, we know ProtoTech well. They have a good platform.

But one main way that we are different from them is that…..”

Compliment the Competition

• Displays confidence• Positions you as an advisor• Builds credibility• Builds trust

Rapport Building Tactics

“I don’t know, our current system is working pretty well.”

“If things are going well, maybe it does not make sense to make a change.”

Disqualify the Prospect

• Puts their interests first• Displays confidence

• Displays honesty• Displays lack of

aggressiveness• Stand out from other

sales people

Rapport Building Tactics

Understand the Prospect

•“Seek first to understand in order to be understood”

– 7 Habits of Highly Effective People, Dr. Stephen Covey

•We all have a piece of us that where we need to be understood

•We can build rapport by directly communicating that we understand the prospect

Rapport Building Tactics

Respect the Prospect’s Time

•Confirm availability– Have I caught you in the middle of anything?– Do you have a moment?– Are you still available for this meeting?

•Manage time when meeting– Do we have a hard stop for this discussion?– How much time do you have to spend with us?– How are we doing on time?

Rapport Building TacticsFocus on the Prospect’s Interests

•We like talking about areas where we have interest and knowledge

•By staying focused on prospect’s interest we are able to create more engaging conversations

•Areas where our prospect has interest– Career– Money – Success– Family– Fun – Personal interests

•Display shared interests– Point out commonalities– Point out parallels

Rapport Building Tactics

Listen to the Prospect

•Respect for what they have to say

•Displays that we understand them

•Increases their respect for us

•Lets them do more of the talking

•How to display listening– Eye contact– Nonverbal confirmations– Verbal confirmations– Reflecting back– Taking notes

Rapport Building Tactics

Move on the Prospect’s Terms

•What direction do you want to go?•What do you want to do next?•When would you like me to check back with you?•When would you like to meet again?

•Important with Letting them Lead– Qualify– Find pain– Build interest– Build rapport– Trial closing– Building pipeline

Building Interest

Interest Building Tactics

Communicate Value

•Shift from talking products and features to talking technical and business benefits

•Connect the value you offer to the pain the prospect is experiencing

Interest Building Tactics

Communicate ROI

•Communicate ROI examples for results that you have delivered

•Communicate ROI ranges that can be expected

•Share expected payback period

Interest Building Tactics

Storytelling

•Tell a story about a previous client that you have helped

•Find a story that is similar to the prospect’s scenario

Interest Building Tactics

Paint a Picture of Future State

•Work to build a picture in the prospect’s mind for where they will be if they use your products and services

•Describe where you can take them

Interest Building Tactics

Focus on How You Differ

•Service

•Support

•Features

•Functionality

•Price

Interest Building Tactics

Threats from Doing Nothing

•Biggest competition is the option to do nothing

•What happens or could happen if they do nothing

Develop Silver Bullet Statements

• We helped many companies in the manufacturing industry to decrease the cost of goods sold by between 10 to 15 percent

• Investments in our products typically reach a payback in 18 months

• One way that we differ from other options out there is that our system only uses one database

• Our products are easy to get up and running and use and can be implemented without the need for any consulting services

Building Credibility

Credibility Building Tactics

• Establishing Social Proof

• Storytelling

• Lack of availability

• Lack of neediness

• Consensus

• Testimonials

• Stating the facts

Credibility Building Tactics

Establish Social Proof

•Name dropping internal contacts– I spoke with Mary Gonzalez and she

said that you were the right person to speak with.

– I am planning on meeting with Mary Gonzalez to discuss the cost cutting initiative and wanted to meet with you to identify your concerns with the project before I spoke with her.

•Name dropping titles– Usually when I meet with CFOs, I find

that they are usually concerned with…

Credibility Building Tactics

Storytelling

•Tell a story about a previous client that you have helped

•Find a story that is similar to the prospect’s scenario

Credibility Building Tactics

Display a Lack of Availability

•Lack of product availability

•Lack of your availability

•Sub-communicates something of value

Credibility Building Tactics

Display a Lack of Neediness

•You want the deal but do not need the deal

•Sub-communicates something of value

•Act like you have exceeded your sales targets

•Act like you have customers lined up

Credibility Building Tactics

Display Consensus

•Herd mentality

•Present your products as being part of the trend

Credibility Building Tactics

Testimonials

•Share and display customer testimonials

•“SalesScripter helped me to get my business to the next level and increased my profitability by 20% in the next 12 months after working with them.”

Credibility Building Tactics

Company Facts

•Years in business•Number of clients•Number of offices•Financial figures•Awards, accomplishments, accolades

Key Takeaways

• You have control over building rapport, interest, and credibility

• Add minor changes to your communications and see big impacts on your results

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