What are the most effective ways to build rapport with prospects resistant to change?

2 Highlight the benefits, not the features

Once you have identified their pain points, you need to show them how your solution can help them solve them. However, instead of focusing on the features of your product or service, emphasize the benefits and outcomes that your prospects can achieve. For example, instead of saying that your software has a faster processing speed, say that it can save them time and money, and improve their productivity and efficiency. By doing this, you can appeal to their emotions and desires, and also create a contrast between their current state and their desired state.

3 Address their concerns and objections

Even if you have shown them the benefits of your solution, your prospects may still have some concerns and objections that prevent them from making a decision. These may include the cost, the implementation, the compatibility, the support, the risk, or the inertia of staying with the status quo. To overcome these barriers, you need to address them proactively and confidently. Use facts, testimonials, case studies, guarantees, or demonstrations to provide evidence and reassurance. Also, use positive language and avoid words that may trigger negative reactions, such as "but", "however", or "unfortunately".

4 Involve them in the process

Another way to build rapport with prospects resistant to change is to involve them in the sales process as much as possible. Make them feel that they are part of the solution, not just passive recipients. Ask for their feedback, opinions, preferences, or suggestions. Show them how they can customize or personalize your offer to fit their needs and goals. Give them options or choices, but not too many that may overwhelm them. By doing this, you can increase their engagement and commitment, and also make them feel valued and respected.

5 Follow up and follow through

Finally, to maintain and strengthen the rapport with your prospects, you need to follow up and follow through on your promises and expectations. Don't let them forget about you or your offer. Send them a thank-you note, a reminder, a check-in, or a value-added message. Keep them updated on the progress and the next steps. Deliver on your guarantees and commitments. Show them that you are reliable and consistent, and that you are there to support them throughout the journey. By doing this, you can build long-term relationships and loyalty, and also increase the chances of closing the deal.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?