1) Induce
Reciprocity
Building rapport
begins within you. The entire process of building
rapport is built upon the foundation of concern,
caring, compassion, interest and a desire for the
well-being of your client. Pacing and leading is a
process that creates comfort for you and the client
to know that you are moving along at a pace that is
appropriate for the client. The entire process of
building rapport, pacing, and leading could be as
little as one minute and as much as an hour or more.
After rapport has been established you can enter
into the body of your presentation.
There are many ways to begin the sales presentation,
but, my favorite is to give my client something. I
regularly give a book that I wrote, called The
Gift, to my clients. You may not have a book to
give, so here are some ideas to consider when
deciding how you will induce reciprocity.
What you will give to your client to induce
reciprocity will be, in part based upon the average
profit per sale and the significance of your gift.
You should know that gifts tend to be reciprocated
with sales in direct correlation to the dollar value
of the gift that is given. Specialty items, like
pens, date books and calendars are perceived as
advertising items and do not induce reciprocity. You
must think of something appropriate that you can
give to your client that will be appreciated.
Inducing reciprocity is not just a sales technique,
it is a way of life. There is almost a metaphysical
energy that seems to emanate from the giving of
gifts.
Expect nothing in return when you induce
reciprocity. The simple act of giving helps you
develop a caring and compassionate personality. That
is what people are buying when they buy from
you....YOU!
TIP: People don't really buy into ideas, products or
services-they buy YOU!
2) Share Part of You, With Them
Show your confidence in your client by helping them
with one of their potential clients (or problems).
In other words, offer to help them in any way you
can. Can you make a phone call for them as a
referral? Can you help them bring more business to
their store by taking 50 of her business cards? What
can you do to freely help them with their business
that is above and beyond the scope of your sales
call. OFFER TO HELP. I've done this for years in
selling and marketing and you can't believe how many
times my kindness has been returned a thousand times
over, over the years. Would you be willing to write
them a testimonial on your letterhead for your
client to show HIS clients? That is the kind of
treatment you would like from your clients, so why
not offer it out first!
3) The Common Enemy
Nothing binds two people, groups, or nations like a
common enemy. Find their enemy and align yourself
with their viewpoint. Do they hate the IRS? Do the
same people try to hurt your mutual businesses? Jibe
with them. Once someone shares with you who his
enemies are, you have built a relationship for life.
Drugs? Gangs? Taxes? Unemployment Compensation
Insurance? Lawsuits? Government? Criminals? What are
the common threats to business and society that you
both dislike and you both know hurts your business.
You
won't find a common enemy in every sales interview
or communication, but if you are thinking of the
theme, the opportunity to put both of you on the
same side of the table will occur during 50% of your
interviews. Once you have a common enemy you have
rapport and a lifetime relationship.
4) Tell a Short Story About Someone Like Them
If
you can build a reservoir of stories (short stories)
about people who have become your clients you can
utilize this persuasive skill. Tell today's client
about another client who recently bought from you.
This client should be someone they remind you of.
You can build an entrancing sales presentation
around such stories and they make great lead ins to
the core of your presentation.
5) Respect
Sincerely show respect for the person via a
compliment. Always be looking for things to like
about other people. Compliment them. A little
respect goes a long way and you cannot
under-estimate the value of a sincere compliment of
respect in the environment of influence.
6) Knock Their Socks Off
The
shortest amount of time we spend with any client is
normally that of the actual communication itself.
When you do actually begin the process, the very
first thing you do is this: Blow them away with an
astonishing claim, an amazing fact, something that
few would know. Show them something amazing that no
one else has shown them. Make the biggest claim that
you can substantiate. The client will always
remember and consider this introduction. Start
strong, finish strong. Your claim for your product
or your service should be colossal and it must be
true. Knock their socks off.
7) Always Give More Than You Promised
Napoleon Hill always made sure his audiences knew
the principle of going the extra mile. Follow the
example of those who sell who become millionaires.
If you promise something make sure that your client
gets exactly what you promise and then some.
Remember that phrase: ...and then some!
8) The Power of Understatement
After making your big fat claim you can quickly work
your way into your sales presentation. This is the
time to make sure you don't over-inflate your
product or service. You made your big fat claim, now
support it with the power of understatement. In
other words, if your mutual fund portfolio has a
track record of 12% return per year over the last 10
years, then understate that by saying, "Now, if you
average 10% per year..." For 10 years you have
earned a 12% return, but you are being conservative
for your client and he knows it and appreciates it.
9) Be Precise: Then Beat Your Precision
If
you know that this automobile is going to get your
client 19 miles per gallon, tell him that. Then tell
him a secret. "...but, if you use Mobil One oil, you
can literally add an extra 3 miles per gallon of gas
and that translates to an extra $100 of gasoline
savings per year." Be precise, then be better than
being precise.
10) Get It Done Faster, Easier, Better
You
live in an age where your client wants everything to
be better, cheaper, faster, quicker, smarter,
easier, more luxurious. So promise what you can, and
then deliver...and then some. If they tell you that
your competitor will get them X, then if you can
really do it, you tell your client that you are
going to get them X+2. Never be beaten because of
the lack of going the extra mile. What can you do
for your client that no other agent will do for
them? What can you do for them that no one else in
the business does? Answer these questions then do
it.
BONUS) Be On the Edge of Your Seat
Pay
attention with bated breath to every word your
client has to say. It should be clear that what your
client has to say is the most important thing in
either of your worlds at that moment...and it is. If
these were the last words you would hear while you
were alive you would want to know what your client
has to say. Live your sales presentation as if the
significance of each word will change your very
life. Relationships are cemented when you do this.
With the attitude of respect, going the extra mile
and intense excitement about your client and his
life, you won't need to use a multiplicity of
closing tactics "on your client." He will demand
that you sell him your product or service...now.
