The Social Contact—Building Rapport
According to many image consultants, “First impressions are lasting impressions.” This statement is essentially true, and some profitable business relationships never crystallize because some trait or characteristic of the salesperson repels the prospective customer. Sales personnel have only a few minutes to create a positive first impression. Susan Bixler, author of The New Professional Image, describes the importance of the first impression this way:
Books are judged by their covers, houses are appraised by their curb appeal, and people are initially evaluated on how they choose to dress and behave. In a perfect world this is not fair, moral, or just. What’s inside should count a great deal more. And eventually it usually does, but not right away. In the meantime, a lot of opportunities can be lost.23
Building rapport should lead to credibility, which leads to trust. Once trust is established, the customer is likely to open up and share information. This information will provide clues regarding ways to create value. To be certain your first impression is appropriate, review the material in Chapters 3, 4, and 5. The information in those chapters is timeless and can serve you well today and in the future.
The goal of good social contact is to build rapport. Building rapport leads to credibility, which leads to trust. Once trust is established, the customer is likely to open up and share information.
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The brief, general conversation that often occurs during the social contact should hold the prospect’s attention and establish a relaxed and friendly atmosphere for the business contact that is to follow. As mentioned in Chapter 4, there are three areas of conversation that should be considered in developing a social contact.
Comments on here-and-now observations. These comments may include general observations about an article in the Wall Street Journal, the victory of a local athletic team, or specific comments about awards on display in the prospect’s office. Janis Taylor, sales representative with Trugreen Chemlawn, likes to start each new appointment by seeking “common ground” with her prospects. She looks for such items as a picture of the prospect’s children or a trophy.24
Compliments. Most customers react positively to sincere compliments. Personal items in the prospect’s office, achievements, or efficient operation of the prospect’s business provide examples of what can be praised. A salesperson might say, “I learned recently that your company is ranked number one in customer satisfaction by J.D. Power and Associates.”
Search for mutual acquaintances or interests. The discovering of mutual friends or interests can serve as the foundation for a strong social contact. Most people enjoy talking about themselves, their hobbies, and their achievements. Debra Fine, author of The Fine Art of Small Talk, says, “Small talk isn’t stupid. It’s the appetizer for all relationships.”25
Guidelines For Good Social Contact
The social contact should be viewed as rapport-building communication on a personal basis. This brief conversation establishes the foundation for the business contact, so it should never be viewed as an insignificant part of the presentation strategy. The following guidelines can help you develop the skills needed to make a good social contact.
Prepare for the social contact. Conduct a background check on topics of interest to the person you are contacting. This includes reviewing information in the prospect database, reading industry reports, and searching the Internet. Once you arrive at the customer’s office, you will discover additional information about the person’s interests. Most people communicate what is important to them in the way they personalize their work environment.
Initiate social contact. The most effective opening comments should be expressed in the form of an open-ended question, such as, “I understand you have just been elected president of the United Way?” You can improve the possibility of a good response to your verbal question by applying nonverbal communication skills. Appropriate eye contact, voice inflections that communicate enthusiasm, and a warm smile will increase the customer’s receptivity to your opening comments.
Respond to the customer’s conversations. When the customer responds, it is imperative that you acknowledge the message both verbally and nonverbally. The verbal response might be “That is really interesting” or any other appropriate comment. Nonverbally, you let the customer know you are listening by taking notes, maintaining good eye contact, and occasionally nodding of your head. These gestures communicate you want her to continue talking.
Keep the social contact focused on the customer. Because you cannot control where a conversation might go, you may be tempted to focus the conversation on topics with which you are familiar. A response such as, “Several years ago I was in charge of our company’s United Way campaign and we had a difficult time meeting our goal,” shifts the focus of the conversation back to you. While an occasional short personal reference may be appropriate, it is best to keep the conversation focused on topics that are of interest to the customer. Dale Carnegie said that one of the best ways to build a relationship is to encourage others to talk about themselves.
Communication on a personal basis is often the first step in discovering a common language that can improve communication between the salesperson and the prospect. How much time should be devoted to the social contact? There is no easy answer to this question. The length of the conversation depends on the type of product or service sold, how busy the prospect appears to be, and your awareness of topics of mutual interest.
In many cases, the rapport-building conversation will take place over lunch or dinner. Some sales professionals contend that social conversation should occur before the meal is served, reserving business conversation until later. In some cases, it may be during a sporting event, such as a golf outing. It may also occur during a social event, such as a Broadway play that is offered in appreciation of prior or future business. Many successful sales have been closed during or after a social event. This explains why some companies enroll their sales staff and other customer contact personnel in dining etiquette classes.