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How to Build Rapport, Interest, and Credibility When Prospecting

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Building rapport with sales prospects can be challenging but there are actually some small things to do on a cold call to help.

Confirm that you are not interrupting anything
It is safe to assume that your prospect will be busy when you cal them. This is because they are either busy working if you are performing B2B calling or they may be busy relaxing if you are doing more B2C calling. With that in mind, it can go a long way toward building rapport if you check with the prospect if you are interrupting anything.

Notice that we do not say to ask them if they are busy, because we already know that they are busy. We are checking to see if we are interrupting anything. Here is a great way to do that early in a cold call and this simple question can help to build rapport.

Published in: Business
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How to Build Rapport, Interest, and Credibility When Prospecting

  1. 1. Building Rapport, Interest, and Credibility Sales Prospecting 101 Michael Halper
  2. 2. Rapport
  3. 3. What is Rapport? Rapport is a term used to describe, in common terms, the relationship of two or more people who are in sync or on the same wavelength because they feel similar and/or relate well to each other.[1] – Source: Chaper 8. Communicating to establish rapport - Patient practitioner interaction. Carol M. Davis, Helen L. Masin
  4. 4. Why Rapport is Critical • We need a responsive prospect • We need the prospect to share information • We need the prospect to like us
  5. 5. Rapport Building Tactics Display Humility Humility (adjectival form: humble): the quality of being modest and respectful. Humility, in various interpretations, is widely seen as a virtue in many religious and philosophical traditions, being connected with notions of transcendent unity with the universe or the divine, and of egolessness. •Source: Wikipedia
  6. 6. Rapport Building Tactics Display Humility •Why Humility Can be Elusive – Taught to be the best – Alpha – Aggressive – Type A personalities •How to Display Humility – Take ownership of a mistake – Admittance of not having the answer – Admittance of not being perfect – Admittance of not being expert – Be able to laugh at yourself – Be real
  7. 7. Rapport Building Tactics Compliment the Competition “We are also looking at ProtoTech.” “OK. Yes, we know ProtoTech well. They have a good platform. But one main way that we are different from them is that…..” • Displays confidence • Positions you as an advisor • Builds credibility • Builds trust
  8. 8. Rapport Building Tactics Disqualify the Prospect “I don’t know, our current system is working pretty well.” “If things are going well, maybe it does not make sense to make a change.” • Puts their interests first • Displays confidence • Displays honesty • Displays lack of aggressiveness • Stand out from other sales people
  9. 9. Rapport Building Tactics Understand the Prospect •“Seek first to understand in order to be understood” – 7 Habits of Highly Effective People, Dr. Stephen Covey •We all have a piece of us that where we need to be understood •We can build rapport by directly communicating that we understand the prospect
  10. 10. Rapport Building Tactics Respect the Prospect’s Time •Confirm availability – Have I caught you in the middle of anything? – Do you have a moment? – Are you still available for this meeting? •Manage time when meeting – Do we have a hard stop for this discussion? – How much time do you have to spend with us? – How are we doing on time?
  11. 11. Rapport Building Tactics Focus on the Prospect’s Interests •We like talking about areas where we have interest and knowledge •By staying focused on prospect’s interest we are able to create more engaging conversations •Areas where our prospect has interest – Career – Money – Success – Family – Fun – Personal interests •Display shared interests – Point out commonalities – Point out parallels
  12. 12. Rapport Building Tactics Listen to the Prospect •Respect for what they have to say •Displays that we understand them •Increases their respect for us •Lets them do more of the talking •How to display listening – Eye contact – Nonverbal confirmations – Verbal confirmations – Reflecting back – Taking notes
  13. 13. Rapport Building Tactics Move on the Prospect’s Terms •What direction do you want to go? •What do you want to do next? •When would you like me to check back with you? •When would you like to meet again? •Important with Letting them Lead – Qualify – Find pain – Build interest – Build rapport – Trial closing – Building pipeline
  14. 14. Building Interest
  15. 15. Interest Building Tactics Communicate Value •Shift from talking products and features to talking technical and business benefits •Connect the value you offer to the pain the prospect is experiencing
  16. 16. Interest Building Tactics Communicate ROI •Communicate ROI examples for results that you have delivered •Communicate ROI ranges that can be expected •Share expected payback period
  17. 17. Interest Building Tactics Storytelling •Tell a story about a previous client that you have helped •Find a story that is similar to the prospect’s scenario
  18. 18. Interest Building Tactics Paint a Picture of Future State •Work to build a picture in the prospect’s mind for where they will be if they use your products and services •Describe where you can take them
  19. 19. Interest Building Tactics Focus on How You Differ •Service •Support •Features •Functionality •Price
  20. 20. Interest Building Tactics Threats from Doing Nothing •Biggest competition is the option to do nothing •What happens or could happen if they do nothing
  21. 21. Develop Silver Bullet Statements • We helped many companies in the manufacturing industry to decrease the cost of goods sold by between 10 to 15 percent • Investments in our products typically reach a payback in 18 months • One way that we differ from other options out there is that our system only uses one database • Our products are easy to get up and running and use and can be implemented without the need for any consulting services
  22. 22. Building Credibility
  23. 23. Credibility Building Tactics • Establishing Social Proof • Storytelling • Lack of availability • Lack of neediness • Consensus • Testimonials • Stating the facts
  24. 24. Credibility Building Tactics Establish Social Proof •Name dropping internal contacts – I spoke with Mary Gonzalez and she said that you were the right person to speak with. – I am planning on meeting with Mary Gonzalez to discuss the cost cutting initiative and wanted to meet with you to identify your concerns with the project before I spoke with her. •Name dropping titles – Usually when I meet with CFOs, I find that they are usually concerned with…
  25. 25. Credibility Building Tactics Storytelling •Tell a story about a previous client that you have helped •Find a story that is similar to the prospect’s scenario
  26. 26. Credibility Building Tactics Display a Lack of Availability •Lack of product availability •Lack of your availability •Sub-communicates something of value
  27. 27. Credibility Building Tactics Display a Lack of Neediness •You want the deal but do not need the deal •Sub-communicates something of value •Act like you have exceeded your sales targets •Act like you have customers lined up
  28. 28. Credibility Building Tactics Display Consensus •Herd mentality •Present your products as being part of the trend
  29. 29. Credibility Building Tactics Testimonials •Share and display customer testimonials •“SalesScripter helped me to get my business to the next level and increased my profitability by 20% in the next 12 months after working with them.”
  30. 30. Credibility Building Tactics Company Facts •Years in business •Number of clients •Number of offices •Financial figures •Awards, accomplishments, accolades
  31. 31. Key Takeaways • You have control over building rapport, interest, and credibility • Add minor changes to your communications and see big impacts on your results
  32. 32. www.salesscripter.com | info@salesscripter.com | 713-802-2026

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