The Ways to Build Customer Rapport

Building customer rapport is key to making sales.

Because customers are naturally wary of salesman, it is essential for you to build a good rapport with them as quickly as possible. Good salesmen, regardless of product, know two things: how to talk to people and how to relate to people. If you regurgitate a half-hearted pitch to a customer, their suspicion that you only want the sale is confirmed. However, if you treat the customer like an individual and not a number, you will build a relationship, one that will hopefully last beyond one sale.

Back Off

Do not go on the offensive the moment someone walks through the door. Many reasons brought them to your place of business and almost all of them can be traced back to interest in your product or service. If you come right at them with your sales pitch, it makes you look desperate and puts their guard up. Give them a moment to get acclimated and then make an introduction. Ask if there is any specific way they need help. If not, just go about your business. Not only will they remember you, they will appreciate the space you give them. This is the first step toward building rapport with customers.

Talk to Customers like Human Beings

Odds are the customer you want to build rapport with is an individual no different from you. He has a job, a family and a need for a service that you can provide. Talk to him in a friendly, conversational manner, like a friend or neighbor. Do not talk down to him or assume he doesn't know anything about your product or service. Treat him with respect and you will be closer to building rapport.

Use the Customer's Name

Many customers go in thinking they are only a number to a salesman. The quickest way to diminish this feeling and build rapport is by using customers' names. If they do not offer their name when you introduce yourself, ask for it. This tells them that, even though you're interested in a sale, you're interested in John's sale, not customer number 37's.

Encourage Open Dialog

Once you've initiated a conversation and are working toward a sale, do not offer her the opportunity to shut it down by asking simple yes or no questions. Don't ask, "Are you looking to refinance your mortgage?" That's a yes or no question. Instead, ask, "Why are you looking to refinance your mortgage?" This offers the customer the opportunity to tell you things such as "lower rate" or "better service," affording you the opportunity to tell her how you can help her reach that goal.

Be Honest

Do not make promises to customers that you know you can't deliver. The quickest way to ruin the rapport you've built is to not follow through. If you can get them a 20 percent discount, that's great. Go ahead and offer it. If you have no idea if your boss will grant the discount, then do not say that you can. If your customers get to know you as someone who delivers on promises, they will stick with you both now and in the future.

References

• Entrepreneur: How do I Build Customer Rapport?
• SelfGrowth: Building Customer Rapport