We have all heard that we need to make a connection with those who we have just met and to whom we would eventually like to sell something. My experience is that only a small minority of sales people have learned this important technique. I don’t think that it is a coincidence that these few also cash the biggest paychecks at the end of the month!
Many salespeople make the mistake of trying to build a connection by discussing “things”. You’ve all experienced them. They drone on about the weather, the headlines, the ball game or the price of tea in China! BLAH, BLAH, BLAH! When you are the customer, his sort of drivel just makes you want to hand over the checkbook doesn’t it.
Successful people realize that the proper way to build trust with a customer is to focus on the customer herself. Compliment her on her good taste. Ask where her children go to school. Learn all that you can about the family pet. What you are hoping to find is some commonality with her.
Maybe it’s children in the same school or a common love of Labradors.
This really isn’t as hard as it may seem. I’ve rarely met anyone who wouldn’t spend a minute or two talking about themselves. It’s your job to invite them to do so. Remember that the customer is looking for someone to buy from as much as they are looking for something to purchase. Make a friend first – the sale will likely follow.
Tom Jennings
