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.
Are you itching to find out more? Next time, we'll offer you a way that you can begin sharpening your skills at covert hypnosis!
Look for that with your next module in this series. Until next time...