And the fact is, being pleasant but predictable does little to build genuine rapport with your prospects. Since you have such a short window of time to make a connection with them, why waste it on empty filler when you could be saying something much more effective?<\/p>\n
Studies show it takes an average of eight calls<\/a> to get someone on the phone, so don\u2019t torch all that hard work by asking something shallow like \u201cHow was your weekend?\u201d<\/p>\n Instead, make it memorable so that they\u2019ll not only want to talk with you, but also remember you well after the call.<\/p>\n In the high-pressure world of sales, it may seem like taking the time to foster a relationship is a luxury you can\u2019t afford, and that every contact with a prospect should be seen as an opportunity to close the deal as quickly as possible.<\/p>\n But that\u2019s just not how sales works anymore. Buyers need to know that they can trust sales reps \u2013 that their needs are being understood, and that the rep they\u2019re speaking to has the knowledge and expertise to recommend a solution to their problems.<\/p>\n It\u2019s all but impossible to achieve this without first taking the time to build rapport with your prospect. That\u2019s because investing in rapport:<\/p>\n Successful selling is all about asking the right questions. But building good connections with your prospects is just as essential as finding out more about their company, needs, and pain points.<\/p>\n Questions that build good rapport go beyond the surface level. They\u2019re highly personalized, and not something that just anyone could answer (i.e. “How was your visit to the lake this weekend?”<\/em> vs “How was your weekend?”<\/em>). You still need to be professional, of course, but adding a personal element to show you\u2019ve been paying attention will take you a lot further.<\/p>\n In addition, these types of questions must be genuine to build real trust. When it comes to B2B sales, more than 90% of companies<\/a> report that they only buy from companies they trust. This puts a lot of pressure on the salesperson, as another survey shows that only 18% of buyers<\/a> say they trust and respect salespeople.<\/p>\n Try including some of these top rapport-building questions in your next sales call to make your sales efforts even more effective.<\/p>\n Location-based questions can be a powerful way to show your prospect you know something about them. You can use a question about commute times or heavy traffic to create a relatable situation<\/a> (because who doesn\u2019t <\/em>loathe morning traffic jams?).<\/p>\n It\u2019s also unique to the individual. Someone who lives in Manhattan will likely have a strikingly different commute and experience than someone who lives in Salt Lake City \u2013 New Yorkers most likely commute via public transportation, while those in smaller metro areas probably drive to work.<\/p>\n Why It’s Effective<\/strong>: Whatever their answer, you can use their responses to build on the conversation and potentially learn more about what makes them tick. For example, someone who rides the subway every day may use that time to check email, listen to a podcast or audiobook, or review the sales literature you send them.<\/p>\n Additional Location-based Questions:<\/strong><\/p>\n Open-ended questions are rocket fuel for sales conversations. You should listen more than you talk, so going beyond the basic ‘yes’ or ‘no’ questions gives your prospects a chance to share with you.<\/p>\n Career-related questions give you more insight into their role in the company and their previous experiences. For example, if you\u2019re talking to someone who worked for another company you work with, you could use that to build your own credibility. Also look to see if you have any mutual connections, such as a friend who worked at their old company.<\/p>\n Or, you might discover that the marketing director you\u2019re talking to just got promoted to the position and hasn\u2019t personally experienced many of the challenges a marketing director will face. In this case, part of your sales strategy could focus on how you can help them make a strong first impression in their new role.<\/p>\n Why It’s Effective<\/strong>: Career-related questions are highly personalized and shift the conversation toward your prospect. And most people love to talk about themselves. Psychological studies<\/a> show it makes us feel good and lights up the same part of the brain that activates when we eat good food or do other self-gratifying activities.<\/p>\n Additional Career-related Questions:<\/strong><\/p>\n Choosing a college isn\u2019t a decision to take lightly, and getting into the school of your choice can be even harder. Most people are proud of where they went to school<\/a> (and the degree they earned), and they\u2019ll be happy you took notice.<\/p>\n You can usually find this information on Facebook or LinkedIn. It just takes a quick search, and you\u2019ll feel better prepared for your call as a result. Take it a step further by looking up additional details about their school so you’ll have more talking points when you call.<\/p>\n Or, if you can\u2019t find out where they went to college, it\u2019s 100% okay to ask them during conversation. Make a note so you\u2019ll remember it for your next call.<\/p>\n Why It’s Effective<\/strong>: These questions tap into the same psychology of how people love to talk about themselves. It gives them a chance to share a personal piece of their lives and gives you another way to connect with them.<\/p>\n Additional School-related Questions:<\/strong><\/p>\n If you think flattery is always insincere and will get you nowhere, you probably aren\u2019t doing it right. Most people can spot meaningless compliments<\/a> and feigned interest a mile away, which is why any praise or accolades should come without a hidden agenda.<\/p>\n As Dale Carnegie wrote in his quintessential book How to Win Friends and Influence People<\/em><\/a>, being sincere to others, no matter the situation, is critical to building good relationships.<\/p>\n For example, if you mention reading something that your prospect posted on LinkedIn or on their blog and ask for their take on a related issue, you should have a genuine interest in their response.<\/p>\n Why It’s Effective<\/strong>: Taking note of the content they create shows you\u2019re paying attention and care about what they\u2019re sharing. Most people are flattered by this. They feel like they\u2019re providing value or being helpful, which could help break down any communication barriers and get them to open up.<\/p>\n Additional Content-related Questions:<\/strong><\/p>\n Company-related questions, such as what it was like moving to a new location, are powerful ways to bring personalization into the conversation, while also helping you learn more about the company itself.<\/p>\n It\u2019s also an easy question to answer<\/a>. It doesn\u2019t catch prospects off-guard or force them to think too much. If you want an honest, open response, it\u2019s best not to put them on the spot.<\/p>\n Learning more about their office can give you a feel for their environment and company at large. Maybe they have a stunning riverfront view from the fifth floor. Or perhaps they moved to a bigger space because they\u2019re growing their team, or downsized because they\u2019re trying to cut costs.<\/p>\n Why It’s Effective<\/strong>: It\u2019s a simple question with powerful implications. Sift through their answer and you\u2019ll likely come up with helpful nuggets of information that will keep the conversation going or give you needed insights.<\/p>\n Additional Company-related Questions:<\/strong><\/p>\n Questions related to work travel are among the easiest for your prospects to answer, but there\u2019s also a benefit for the sales rep, too.<\/p>\n For starters, asking about a prospect\u2019s work travel habits<\/a> can lead to easy follow-up questions. For example, you might ask where they travel most often (i.e. the corporate office in New York, a branch location in Georgia, or their sister company overseas). You could even find out whether they love being on the road or loathe the thought of airports and hotels.<\/p>\n However they answer, you can most likely find common ground, whether it\u2019s having visited the same places they travel to, or sharing the same love or hate for certain airports or public transportation.<\/p>\n Why It’s Effective<\/strong>: Knowing how often they travel and where can give you good insight into their schedule and availability when you\u2019re trying to reach them. For example, an executive who travels for a week every month will be harder to connect with than someone who takes just one annual business trip.<\/p>\n Keep this in mind when you\u2019re trying to schedule meetings<\/a> or if your prospect isn\u2019t returning your phone calls<\/a>. It could be that they\u2019re out of the office, not trying to avoid you. If possible, find out a direct way to contact them (i.e. a cell phone number) so that their presence or absence in the office won\u2019t slow down communications.<\/p>\n Additional Travel-related Questions:<\/strong><\/p>\n While you want to make as many connections as possible, it\u2019s even more important to add value to every conversation. Every connection gives you a chance to make a memorable impression, so take advantage of the opportunity to make genuine connections with your prospects.<\/p>\n Salespeople build good relationships by asking the right questions. And, like any good relationship, it takes ongoing nurturing and a genuine interest to strengthen it. Be consistent in your interactions so your relationships are always moving forward.<\/p>\n When you prioritize asking rapport-building questions, you have a better chance of standing out for all the right reasons.<\/p>\n As well as asking rapport-building questions, you need to spend time on building rapport \u2013 before, during, and after your interactions with prospects and leads. Here are our six best practice tips for building rapport.<\/p>\n You\u2019re at a party. A friend introduces you to someone new. If your friend is a good host, they\u2019ll probably tell each of you a couple things about the other. For example, \u201cThis is Jack, we used to work together at Company X and he\u2019s a big baseball fan. Jack, this is Matteo, we went to school together in Chicago and he loves motorbikes.\u201d<\/p>\n Ultimately, it\u2019s easier to strike up a conversation centered around shared interests and experiences when you know something about the other person.<\/p>\n Sales is no different. You should always <\/em>look into your prospect\u2019s background before reaching out to them for the first time.<\/p>\n Presumably, you already know where they work and what their job is \u2013 that\u2019s the whole reason they\u2019re a prospect in the first place. But you need to dig deeper if you\u2019re going to build rapport based around common interests. As a minimum, you should attempt to find out:<\/p>\n Compliments can be one of the greatest tools to help you build rapport \u2013 but only when they\u2019re genuine and meaningful.<\/p>\n Let\u2019s say you\u2019ve researched your prospect on LinkedIn. It probably won\u2019t <\/em>advance your cause if you congratulate them on a recent promotion and tell them how much they deserved it \u2013 after all, they don\u2019t know who you are, and they\u2019ve almost certainly been inundated with \u201cCongrats!\u201d messages already.<\/p>\n On the other hand, if you see a piece of content that your prospect created and shared, it\u2019s absolutely <\/em>a good idea to read it, gather a couple of takeaways, and tell them how much you enjoyed it. Explain why <\/em>you liked it:<\/p>\n That\u2019s a proper <\/em>compliment, and it paves the way for a wider conversation.<\/p>\n Sure, you\u2019re ultimately trying to make a sale. Your prospect knows that. But that doesn\u2019t mean you\u2019re only allowed to talk about work.<\/p>\n Both you and the person at the other end of the line have a life outside of the office. Often, it\u2019s the personal touches \u2013 a shared love of a certain TV show, restaurant, activity, or anything else \u2013 that can really help you make a connection.<\/p>\n I\u2019m not saying that your first call with a prospect should be 15 minutes of quizzing them about their favorite book or movie. Instead, the personal approach should follow naturally from your initial research.<\/p>\n Here\u2019s an example: you\u2019ve found out they got an MBA at the University of Arizona. One of your closest friends went to UA too and studied at the same program. They told you about a certain professor who really brought the course material to life \u2013 does your prospect remember them?<\/p>\nThe Benefits of Building Rapport with Prospects<\/h2>\n
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Good Rapport-Building Questions<\/h2>\n
1. “I See You Live in ___. What\u2019s Your Commute Like?”
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2. “Where Were You Before You Started at [Current Company]?”<\/h3>\n
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3. “I Noticed You Went to X College. That’s a Great School. What Did You Like Best About It?<\/h3>\n
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4. “I Read Your Blog Post on ___. What Do You Think About ____?”
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5. “I See Your Company Just Moved to a New Office. What\u2019s That Like?”<\/h3>\n
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6. “Do You Travel Much for Work?”<\/h3>\n
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Building Rapport Is a Journey, Not a Sprint
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<\/h2>\n6 Tips for Building Rapport In Sales with Your Prospects<\/h2>\n
1. Do Your Research<\/h3>\n
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2. Give (Genuine) Compliments<\/h3>\n
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3. Take the Personal Approach<\/h3>\n
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<\/p>\n4. Get a \u2018Yes\u2019 As Soon As Possible<\/h3>\n
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