Putting the Customer at Ease (Redux)
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By John Newland in Selling Published: Thursday, 08 March 07 - 04:38 PM (GMT) Last Updated: Thursday, 08 March 07 - 04:40 PM (GMT) |
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I first discussed putting the customer at ease here, and in other posts, I have mentioned "building rapport".
One of the selling newsletters that I get is from a guy named Jacques Werth at High Probability Selling. If you are not a professional salesguy, I would not recommend subscribing, because it is pretty much for other salesguys. However, he does have a really interesting rant on the difference between building a working relationship built on respect and trust (which is what I was talking about when I said "build rapport"), and what most salesfolk consider "building rapport" (which I calll "sucking up" and "wasting time").
A relationship built on mutual respect and trust is the best (and probably only) foundation for a business relationship, whether your product/service is a one-time purchase or regular purchase. This means being authentic and honest. In Jacques's example, if you reallly think the fish is cool, ask about it. If you are just trying to find a way to open the conversation, you have already blown it - you should already know exactly what you are there to talk about.
This lack of sincerity is why most people out there "don't like salesfolk", even if they have never had a bad experience themselves. Entrepreneurs frequently have trouble selling their products/services, simply because they do not want to be associated with "selling". However, as long as you are real, and honest, and don't try to be something you are not, you will be able to sell what you have (so long as it solves a problem for your customers).
People will recognize your authenticity, and will be drawn to you, just as they recognize insincerity and are repulsed by it.
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