In the competitive world of sales, building rapport is often considered the key that unlocks success with prospects. But what if the traditional methods taught in coaching for sales are actually jamming the lock? Too many salespeople are trained to connect over trivial details – commenting on a family photo, chatting about hobbies, or making small talk about the weather. While these approaches may seem harmless, they often backfire, leading to awkward moments that can derail a promising conversation before it even begins.
The Purpose of Rapport
Rapport is about creating a connection where mutual understanding and trust can flourish. It’s not about forming a personal relationship or becoming best friends with your prospect. When a potential client gives you their time, they’re not looking for someone to chat about their weekend plans or compliment their office decor. They’re interested because something you said or wrote caught their attention. This initial interest should be the foundation upon which you build rapport, focusing on the business purpose of your interaction rather than personal trivia. For example, if your prospect mentions a current challenge they’re facing in the industry, use that as an opportunity to share a relevant solution you’ve successfully implemented for another client. This not only demonstrates your expertise but also shows that you’re genuinely focused on helping them solve their problem, laying the groundwork for a meaningful and productive relationship.
The Pitfalls of Superficial Connections
Too often, sales training, including various coaching for sales programs, emphasises the need to “find common ground” by quickly identifying shared interests. However, this can lead to forced and irrelevant conversations that do little to advance the sales process. For example, making a comment about a photo on the prospect’s desk might seem like a good icebreaker, but it can easily backfire. Imagine complimenting a photo of what you assume is their daughter, only to find out it’s their spouse. Such missteps can create unnecessary discomfort and shift the focus away from the business discussion. Similarly, asking about hobbies or personal interests can come across as insincere if it’s clear you’re only doing so to establish a connection. Prospects can see through these tactics, and rather than feeling a sense of camaraderie, they may feel that their time is being wasted. In the worst cases, these attempts can even damage your credibility as a professional.
Focusing on What Matters
So, how do you build rapport without falling into the trap of irrelevant small talk? The answer lies in focusing on the prospect’s needs and the business reasons for your meeting. This approach is often emphasised in effective coaching for sales. Start by acknowledging why the prospect agreed to meet with you in the first place. Was it something specific in your proposal? Did a particular solution you offered resonate with their current challenges? Use this as a starting point for your conversation. Instead of searching for personal commonalities, delve into the business issues that matter to them. Ask insightful questions about their goals, challenges, and the outcomes they’re hoping to achieve. This not only shows that you’ve done your homework but also demonstrates that you’re genuinely interested in helping them find a solution. By aligning the conversation with their business objectives, you’re more likely to build a meaningful connection based on mutual respect and professional relevance.
In sales, rapport is not about making a friend; it’s about making a connection that adds value. Effective coaching for sales highlights the importance of focusing on the business at hand and avoiding the pitfalls of superficial commonalities. By doing so, you can build rapport that is both effective and professional. This approach allows you to create a relationship built on trust and mutual understanding, which ultimately leads to more successful sales outcomes.
If you’re ready to improve on your sales strategy, contact SalesGuru today. Our expert training will show you how to build genuine business connections that lead to more sales.
