Stop selling! Build a relationship instead

Trust and understanding formulate a sturdy foundation for a solid selling relationship.

June 19, 2014

3 Min Read
Stop selling! Build a relationship instead

Let’s face it, people buy from people, particularly people they trust and like, and people who remind them of themselves. Trust and understanding formulate a sturdy foundation for a solid relationship.  Therefore, it is important that a sales professional learn how to quickly build rapport and gain the prospect’s trust.
There are a number of factors to consider in order to create a satisfying relationship with a prospect. First you must establish trust.  The quickest and most effective method is to develop a strong rapport with the prospect.  Then, you can proceed to ask specific questions and acquire further information once a beneficial rapport has been established and the prospect trusts you. Without trust, the prospect will not willingly answer any questions. You are about to discover the most important first step in the selling process of the Velocity Selling System.

The contemporary meaning of “building rapport” is to achieve a sense of relationship, agreement, and harmony. However, the word “rapport” is derived from the old French language and means “to bring back”. In sales, the concept of “bringing back” depicts the true meaning of “building rapport.”

Building rapport is an ongoing process and is only the beginning of the overall sales effort. As a result, you will have both short-range and long-range objectives for building rapport.

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

1. Make the prospect comfortable in the sales situation.

2. Find out why the prospect is present, gain a sense of the prospect’s needs, and discover how you can learn more about their particular needs.

3. Ensure that you will be able to continue the sales effort beyond the first encounter

It is imperative you meet all of these objectives if you expect the prospect to be interested long enough for you to earn the right to proceed.

Long-Range Objectives
Here are some typical long-range objectives for building rapport.

1. Gain the prospect’s attention immediately and begin an informative and rewarding dialogue with said prospect.

2. Begin building a fundamental rapport between you and the prospect — the sense of “harmony, affinity, and agreement” that is key to your success.

3. Earn the right to proceed.  Ensure the prospect will stay with you (and return if necessary), thus positioning yourself to learn everything about the prospect’s needs, and ultimately, complete the sale.

A key point about building rapport is this endeavour is an ongoing process which begins early in the sales effort.   A sturdy rapport is by far the most important first step to building long term relationships.

Keep in mind that people buy from people first.  If they buy from you, they trust you, and a mutually beneficial relationship begins.  Your job as a sales professional is primarily to maintain that relationship.  You must create a secondary sales force via word of mouth which is the most valuable referral program. I urge you to stop selling and start building relationships.

Bob Urichuck is an internationally renowned Velocity Selling Specialist, the creator of the ‘Buyer Focused” Velocity Selling System and a virtual sales training platform, With some fifty years of sales experience, ranging from door-to-door sales to corporate high-value boardroom sales, he has accumulated a wealth of experience in selling to individuals and big corporations.;;

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