Do you remember that episode in F.R.I.E.N.D.S(not an acronym) where Ross and Phoebe’s boyfriend, played by Paul Rudd(forgot his screen name) spend time together?
They meet up, say hello and talk about a few things. Then. Awkward silence. The silence grows and grows till someone says something. then. More silence. And then
I’ve always dreaded something like this happening to me. And when you meet a lot of people, there’s a good chance this will happen to you.
Imagine meeting someone new. It makes you nervous, anxious and excited all at the same time. You meet up, exchange hellos and then silence. 30 seconds go by and not a word spoken. Those 30 seconds feel like an hour gone by.
Why does this happen? Why couldn’t Ross and Phoebe’s boyfriend ( why can’t I remember his name?) not get along? They were not on the same page, their wavelengths didn’t match, they didn’t have good rapport. Or as the gen z may say, they did not vibe.
Matching the vibe of your customer is an important sale skill. Some have it naturally, others have to work hard to get it, but its certainly a skill that can be learnt
Why build a rapport?
In my experience, whoever I’ve built a strong rapport with has helped me get more sales. And if that isn’t a good enough reason, then here is a list of reasons you should work on building rapport as a sales skill
- Helps build trust. Trust helps build stronger long term relationships that translates to more sales closed
- Increases productivity. You can get things done faster. Having good rapport with different stakeholders helps you get results faster
- Easier to get a yes. Would Ross find to easier to get a yes out of Rachel or Phoebe’s boyfriend? I guess that’s debatable but you get the point
- Rescues you when you are in a pickle. This is so important when you need a customer favour. Trust me you will need it
- Increases Sales. All this ultimately helps you increase your chances of closing a sale. Ultimately, customers are more comfortable dealing with FRIENDS. (Ok no more of these references)
How to build a rapport without being too salesy
Sometimes ( rather many a time), salespeople come off as over friendly, too inquisitive in the process of building a rapport. That’s exactly how a new customer would feel if you get under their skin.
Here are some steps that will help you build a rapport effectively
Research Your Prospect 📚
Before your first interaction, dive deep into understanding your prospect’s business, industry, and pain points. Use LinkedIn, company websites, and industry news to gather insights.
This is a great ice breaker, a common topic and ideas to bring into conversations. Look for important changes for eg a new plant, new employees, change in locations, purchases or sale of businesses.
It’s like your looking for a scoop ( because ‘gossip’ is too cheesy a word) on the company.
Start with Small Talk 💬
Begin conversations with light, casual topics before diving into business. This to me is situational and spontaneous based on that particular moment.
It could be some compliment on the office, something peculiar about the customer, the weather. Once, I complimented the customer’s background on an online sales call.
So it could be literally anything.
Discussing neutral topics like recent events or mutual acquaintances can break the ice and make the environment more comfortable.
Find Common Ground 🤝
Then, based on what you’ve scooped in your research, look for shared interests or experiences in your conversations. It could be anything from a favorite sports team to a common professional background.
Don’t underestimate the importance of bringing up common connections. People like talking about people. This creates an immediate connection.
Personalize Your Approach 💬
Now that you have some common ground and have talked about a few things, personalize your discussion. Tailor your communication to the individual.
Use their name, refer to specific details about their business. Personalization shows that you’ve done your homework and care about their unique situation.
Ask Open-Ended Questions ❓
Next, get ever closer with more open ended questions. Encourage dialogue by asking about their business challenges, goals, and experiences. This not only provides valuable information but also demonstrates your interest in their perspective.
Make a list of questions before the call. Questions you think your customer would find interesting to answer.
Share Relevant Stories 📖
Now it’s your time to talk. Share anecdotes or case studies that are relevant to their industry or situation. You can share stories about past experiences that are relevant to your discussions.
This helps to illustrate your points and shows that you understand their context and have experience in similar scenarios.
There you have it. Do this consistently and you stand a good chance to establish a great rapport with a new customer.
Although, I’ve listed the above as steps. It may not be a simple step 1,2, 3 thing. Here are
A few pointers to keep in mind.
Building rapport is fluid
Depending on the situation, you may directly need to start from step 6 (sharing relevant stories). A customer may want to know some success stories from you before trusting you.
So be fluid and assess the situation. Also, building a rapport is not a one time thing or something you do in the first meeting only. It’s continuous.
Be Genuine and Authentic 💬
Authenticity is key. Don’t try to be someone you’re not. Be yourself and show genuine interest in your prospect’s challenges and goals.
People can sense when you’re being sincere, especially experienced customers who meet their suppliers and vendors on a daily basis. Moreover, I find it easier to be myself than be someone I’m not.
Listen Actively 👂
Pay attention to the underlying concerns, challenges and emotions. This will help you in conversations and also establish a sense of trust.
Show Empathy and Understanding 🤗
Acknowledge their pain points and show empathy. Phrases like, “I understand how challenging that must be,” go a long way in building rapport and demonstrating that you care about their situation.
Provide Value 💡
It’s also about what you bring to the table. Your authority and subject expertise go a long way in building rapport.
Offer insights or quick tips that can help them immediately, even before any formal engagement. This shows you’re not just there to sell but to genuinely help their business.
Early on in may career, this was tough. Also when I switched jobs to different industries, this was a challenge. Tell your customer upfront you are new and eager to learn from them.
Follow Up Consistently 🔄
After your initial meeting, follow up with relevant information or just a friendly check-in. Consistency shows that you’re reliable and committed to building a long-term relationship.
Few more things to be get good at building rapport
Smile and Be Positive 😃 A positive demeanor is contagious and makes you more approachable.
Personalize Your Communication ✉️: Tailor your emails and messages to the individual, not just the company.
Be Punctual ⏰: Respect their time by being on time for meetings and deadlines.
Conclusion
Building rapport is not about selling; it’s about connecting. By being genuine, empathetic, and consistently providing value, you can create strong, lasting relationships that drive B2B sales success. Remember, people do business with those they trust and like.
What are some questions you ask in building rapport?
