/ ways to build rapport with your customers

By Dave Kahle

D) UILDING rapport with customers

Ilis like squirting oil into gears. Imagine some gears grinding together. When you squirt lubricating oil into the gears, you reduce the friction and make everything work smoother.

So it is when two people interact with each other. Rapport, like lubricating oil, reduces friction and makes the interaction work smoother. In sales, creating rapport is an essential step that enables the customer to feel comfortable and leads to a more effective sales interaction. The best salespeople create rapport with everyone.

The dictionary defines rapport as "an emotional bond or friendly relationship between people based on mutual liking, trust and a sense that they understand and share each other's concerns." Here are seven ways to create that sense of understandins and mutual trust.

L. fay attention to your appearance

People will form an impression of you based on how you look, before they even say hello to you. Your appearance, then, should be designed to help you look confident and competent-based on your market. At a minimum, that means clothes clean and pressed, shoes shined, and hair cut.

Your attire should help you connect with the customer-not separate you from him. For example, if you are calling on production supervisors. you ought not to wear a suit and tie, as that will separate you from them, and generate a bit of discomfort in them.

The best rule I've seen is this: Dress like your customer, only a little better. On several occasions, I have worked with sales forces who sold to farmers. Blue jeans and flannel shirts are okay, as long as they are clean and pressed blue jeans, and a better quality flannel shirt.

But what if you call on several different types of customers in the same day? One salesperson wore grey slacks, a blue button-down collar shirt, and a navy blazer. When he called on managers and executives, he dressed it up by putting on a tie. And, when he called on people who weren't in the executive suite, he dressed it down by removing the blazer and the tie. 2.fry a bit of disarming honesty

In routine interchanges! say something that the customer is not expecting. When he says, "How are you?", instead of the perfunctory "Fine," try something like this: "Honestly, my day didn't get off to a good start. One of the kids was sick this morning, and I was a half-hour late getting out of the house. How are you?"

It's disarming because il r.rrs uncxpected. And, it's honest, reveals something about you. and describes a situation with which almost everyonc can relate. A good way to build rapport.

3. Hn-o.

If you are one of thosc pcople who can make most people laugh most of the time, then you are equipped with a powerful rapport-building asset. There is something about laughing together that breaks down barriers hetween people and removes lension.

If you are not one of those people so gifted, then it's better to stay away from this. Telling a joke that nobody gets, or having a glib comment being seen as sarcastic or caustic is NOT a good way to build rapport.

4. Ur" a sincere compliment

Everyone likes to be complimented. When you sincerely complement a customer (or his company), you communicate that you're interested in them, that you've noticed something they do that stands out, and that you aren't atiaid to say something complimentary. Those are all good things.

Not long ago, I entered a prospect's officc building for the first time. The lobby was quite dramatic, with a twostory atrium and a soaring piece of sculpture. When he came down to mcct me, I immediately told him that the lobby was impressive, and that I felt comfortable and a bit inspired because of it. We bricfly chatted about it and I then followed him to his office, having achieved some rapport.

5.lst a perceptive question

A perceptive question does everything that a compliment does and then some. When the compliment doesn't call for any response from the customer, a question does. If done correctly. it can initiate the conversation and help the customer feel like you are interested and care about him. In the previous situation, for example, I could have asked, "Was it designed to create that kind offeeling?"

6. Indicate a personal connection

Il you have something in common with the customer. mention it. Don't beat it to death, just mention it. When the customer discovers that you both know the same person, vacationed in the same place. or belong to the same group, he realizes that you are alike in some ways. It's easier to do business with someone who is like you.

7 .t"ll a short personal story

It shouldn't be a major digression, but a short story about something personal is a great rapport builder. Something like: "Boy, I had a hard time -setting here on time. I must have run over somc glass or somcthing sharp, because about halfway here, my right front tire went flat. Took me a while to change it. Glad I made it on time." It's short, personal and a bit transparent because it reveals something about you, as a human being. And, it's something cveryone can relate to.

Building rapport is a science with proven tactics you can usc to smooth out the way to more sales.

Duva Kahle, "The Grov'tlt Crnch," is a sules cortsultant, traincr untl author of si.x books and a.free monthly "Thinking About Sulcs" e.ine. Reoclt him at (8001 -1.1 I - 1 287 : v.'rtty.davekthle.com.

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