Are you looking to date your clients or do business with them?  For many, an outsider looking into your last appointment would likely think the first.

Clients buy when they like, trust, and have confidence in the sales professional.  At one time or another, someone has likely coached you to "find common ground" with your clients and "build rapport."  The idea is that by identifying common interests and experiences, the client will like you, and therefore, buy from you.  Seems to make sense, right? If they like dogs and you like dogs, they're more likely to buy from you.  If you like baseball and they like baseball, they're more likely to buy from you.  If they watch Desperate Housewives and you watch Desperate Housewives, they're more likely to buy from you.  Well, yes and no.

The above outlines "personal rapport."  While that may lead to the client liking you, it doesn't necessarily build trust and confidence.  Try to limit the time you trade personal likes, dislikes, and experiences.  There are millions of sales professionals that know everything about their potential clients: kid’s names, kid’s interests, favorite sports teams, where they went to college, what shows they watch, etc.

What they don't know is their credit card number!

Personal rapport is certainly important.  However, it only focuses on a third of what the client needs to feel about you to buy from you: like.  What about trust and confidence?

Focus on building more "professional rapport."  Professional rapport is built by asking relevant, open-ended questions that uncover your clients’ real goals, establish you as an expert, and most importantly, show you care.  Clients don't care how much you know until they know how much you care.  It all starts during your qualification of the client.

If you're in B2B sales, ask questions that lead to the client talking about profitability, increased revenue, decreased costs, client acquisition, and employee retention:  Jim, tell me a little bit about your overall employee retention.  Are you happy with where it’s at? 

LISTEN to what your client says!  Remember the old 80/20 rule:  they talk 80% of the time and you only talk 20% of the time.  This will also boost how much the like you.  The more they talk, the more they like you!  Not the other way around.

Ask confirming questions to gain a commitment on their goals:  So Jim, what I hear you saying is that by increasing employee retention by at least 10%, you stand to save the company millions when considering training and productivity costs.  Is that right?  Remember, when they say it, it’s true. Find out the implications of not enhancing those numbers. Tell the client your job is to help them look like a hero by enhancing those things.  Let the client know you're only interested in a win-win scenario.  If you don't think you can help them, you'll let them know that.

If you're in B2C sales, 99% of the above applies.  The only difference is what kind of goals and needs you’ll uncover.  Is it security, flexibility, cash flow, keeping up with the Jones', looking sexier, more time to spend with the family, etc.?  What are the implications of achieving or not achieving these things? Just like above, let them know your job is to help them obtain the thing most important to them.  If you can't do that, you'll let them know.

Review the key points with your client prior to presenting your product or service.  Show them you listened.  Show them you understand.  Show them you care and you’re here to help.  During the presentation, align the benefits of your product or service to the key points your client identified as important.  Make it clear that you’re helping the client reach their goals.

Taking the time to really dig deep with great questions to uncover your clients goals will set you apart from the rest.  Your competition is likely too uncomfortable or too stupid to ask.  Remember, your goal of getting a sale is based on uncovering and fulfilling your clients’ goals. 

Personal Rapport will sometimes make the client like you.  Professional Rapport will get them to trust and have confidence in you.  Spend your time accordingly.

Agree?  Disagree?  Email me at Brian@BrianMacias.com.