Building Rapport brings people together for mutual success!
While working with sales teams, I inevitably run into the situation where someone shares the following issue that they are having with their customer. They are dismayed that although they have a “great relationship” with the buyer, the buyer hasn’t returned their calls over the past several weeks. As we discuss the situation further, it becomes clear that this person had a very generous perception of their relationship with the buyer. I have experienced this conversation so many times that I have become hesitant to use the word “relationship” when talking about personal interactions.
When I talk about forging connections with others, I prefer to strive for “rapport”. For me, rapport signifies a mutually beneficial bond between individuals built upon aligned objectives and a strong foundation of trust. Typically, rapport is built when two people are looking to achieve the same outcome – they see partnership as key to achieving their objectives. Other times, rapport is built over time, as small wins combine to build a track record of mutual success.
Successfully Building Rapport is a commercial differentiator. With a strong rapport we become a primary resource for the customer, and in many instances the first person they will contact when a problem or question in our area of expertise arises. With more transparent communications, we are better able to understand the situation, co-create the solution, and sell to the appropriate decision maker. In effect, we become the trusted advisor our competition envies.
On a personal level, the rapport we develop may last a lifetime. Some of my best relationships (yes, I used that word) are with former customers where we remain in touch even though we no longer work together. We still connect on video conference calls, write email updates to each other, and exchange Holiday cards.
Building Rapport can be learned, and proficiency is developed with practice. It is important to build rapport with others, especially when we desire to utilize our Informal Authority to influence and motivate them. This includes collaborating with others to accomplish objectives both at work and in non-work activities.
For salespeople, Building Rapport is a critical competency to influence and motivate the customer Buying Influence to purchase our solution. Considering there may be limited instances where the salesperson may use Formal Authority to influence and motivate the buyer (I don’t personally know of any), this interaction is truly an “Influence without Authority” situation.
Within the Intuitive Selling Process™ workshop, Building Rapport is a higher-level competency which amplifies the positive outcomes of communications skills, aligning objectives & co-creating solutions, and executing with excellence. We believe that it is important to devote a learning module on Building Rapport to reinforce and enhance the skills that were taught in earlier modules.
- In the Positive Communications module, we learn how to “open the blinds” of active communication, practice using the Information Exchange model, and learn new Questioning Skills. When communicating with others, it is not enough to listen to them, you must convince them that you truly are listening!
- In the not-too-distant past, the skills we taught for Face-to-Face Communications focused on Adaptability and Body Language to mirror the other person. Today these same skills are more frequently used in Zoom calls as face-to-face interactions have grown beyond “in person” engagements.
- To better target our solutions, we explore the tools to Identify Value Drivers of the person we are working with – including both their professional and their personal Value Drivers. This helps us determine the important factors they hold dear for themselves and their work, which contributes to the strengthening of rapport. We may then Align Objectives and Co-create Solutions that ensure our mutual success.
- In the end, Excellent Execution is the only outcome that the other person truly cares about. Demonstrating that they can count on us and rely on our contributions will result in the trust that forms the lasting bonds of rapport.
In the past, people equated Building Rapport with Relationship Selling - the “art of selling”. This Relationship Selling relied on positive interactions by like-minded individuals extended over numerous years to build the salesperson’s network. In today’s dynamic marketplace where diverse individuals are interacting and more frequent role and company changes are the reality, this pure Relationship Selling has become increasingly difficult. I’m not suggesting that there isn’t a place for the “art of selling” in commercial engagement. The key point is that commercial productivity requires more of the “science of selling” - there simply isn’t enough time for multi-decade relationships to develop. We need to cement accretive sales now!
If you would like to engage with Ascend Commercial Solutions to harness Building Rapport to:
- Create customer intimacy and better align your commercial team with your customer’s Buying Influences. Become the trusted advisor your competition envies!
- Integrate your cross-functional members into a high performing Customer Team that differentiates your value to the customer. Everybody Sells!
- Build the sales competencies of communicating, aligning, and influencing for your non-Sales team members with Ascend’s Sales Skills are Life Skills™ workshop.
Feel free to sign up for a no-obligation 30-minute review of your challenges and possible actions we may take to overcome them by pressing the “Get Started” button on LinkedIn or “Let’s Talk!” button on the AscendCommercialSolutions.com website.
Happy Selling!
George
Ascend Commercial Solutions brings our expertise in Customer Engagement, Sales Management, and Market Development to overcome your barriers to growth. Our structured approach is tailored to your specific company objectives and the challenges you face. The improvements to your business and organization will stand the test of time.
