Stop Selling! Build Relationships and They Will Buy.

Stop Selling! Build Relationships and They Will Buy.
Let's face it, people buy from people, particularly people
they trust and like - people who remind them of themselves.
This is the foundation of a relationship. Therefore it is
important for you, as a sales professional, to learn how to
quickly build rapport and gain that trust.

In order to build a relationship, there are a number of
factors to consider - one must be to first establish trust.
Trust can be established in a number of ways but the
quickest way is through building rapport.

Once rapport is established, and the prospect trusts you,
you can proceed to ask questions and get information.
Without trust, the prospect will not answer any questions.
This is the most important first step in the selling
process you are about to discover, the ABC, 123 Sales
Results System.

In contemporary use, "building rapport" refers to achieving
a sense of relationship, agreement, and harmony. However,
the word "rapport" actually derives from Old French and
means "to bring back". In sales, the concept of "bringing
back" is key to what is meant by "building rapport."

Building rapport is an ongoing process that is only
beginning early in the sales effort. Therefore, you will
have both short-range and longer-range objectives for
building rapport.

Short-Range Objectives

These are some typical short-range objectives for building
rapport.

* Make the prospect comfortable in the sales situation.

* Begin to find out why the prospect is there — gain
a sense of the prospect's need and how you can learn more
about that need.

* Ensure that you will be able to continue the sales effort
beyond its opening moments.

Objectives such as these must be met if you expect the
prospect to be around long enough for you to earn the right
to proceed.

Longer-Range Objectives

Here are some typical longer-range objectives for building
rapport.

* Gain attention so that you are able to begin a dialogue
with the prospect.

* Begin building a foundation of rapport between yourself
and the prospect — the sense of "harmony, affinity,
and agreement" that is key to your success.

* Earn the right to proceed — ensuring that the
prospect will stay with you (and return if necessary), thus
positioning yourself to learn about the prospect's need
and complete the sale.

A key point about building rapport is that it is an ongoing
process that is only beginning early in the sales effort.
But it is by far the most important first step to building
long term relationships.

Keep in mind that people by people first - if they buy you,
they trust you, a relationship begins. You job as a sales
professional is then to maintain that relationship and
start to create a secondary sales force through word of
mouth - the greatest referral program going. So, stop
selling and start building relationships.

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Bob Urichuck is an International Speaker, Trainer and
Best-Selling Author. Learn personally from Bob in the areas
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