How can you build rapport with prospects while keeping the conversation focused on the sale?

Building rapport with prospects is essential for account management, but it can also be challenging to balance it with the sales objectives. How can you create a positive and trusting relationship with your potential clients without losing sight of the value proposition and the next steps? Here are some tips to help you achieve both goals.

1 Do your homework

Before you reach out to a prospect, do some research on their background, industry, pain points, and goals. This will help you tailor your message, ask relevant questions, and show genuine interest in their situation. It will also help you avoid generic or irrelevant pitches that might turn them off or waste their time.

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Asha Kanta Sharma

Manager - Finance & Accounts @ Opendoors Fintech | Financial Accounting
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Building rapport with prospects is crucial for a positive and trusting relationship. Strategies include starting with a warm introduction, active listening, asking open-ended questions, finding common ground, tailoring communication style, demonstrating empathy, sharing relevant insights, highlighting success stories, building credibility, maintaining a solution-oriented focus, following the prospect's lead, being transparent and honest, showing enthusiasm, addressing concerns proactively, using positive body language, offering value during every interaction, expressing gratitude, creating a personal connection, setting clear next steps, and following up promptly. By incorporating these, we lay the foundation for a successful relationship.

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2 Use active listening

Active listening is a skill that involves paying attention, reflecting, clarifying, and summarizing what the other person is saying. It shows that you respect their opinions, understand their needs, and care about their outcomes. It also helps you uncover valuable insights, objections, and opportunities that you can use to move the conversation forward.

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3 Be empathetic and authentic

Empathy is the ability to put yourself in someone else's shoes and feel what they feel. Authenticity is the quality of being honest, sincere, and consistent. Both are crucial for building rapport and trust with prospects, as they demonstrate that you are not just trying to sell them something, but that you are genuinely interested in helping them solve their problems and achieve their goals. To be empathetic and authentic, you need to use appropriate language, tone, and body language, express emotions, share stories, and admit mistakes.

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4 Provide value and education

One of the best ways to build rapport and trust with prospects is to provide them with value and education. This means that you should not just focus on your product or service features and benefits, but also on how they can help them overcome their challenges, improve their situation, and reach their desired state. You should also share useful information, insights, tips, and resources that can help them learn more about their problems and solutions.

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5 Align and confirm

Another important aspect of building rapport and trust with prospects is to align and confirm your understanding and expectations. This means that you should check in regularly with them to make sure that you are on the same page, that you have addressed their concerns, and that you have agreed on the next steps. You should also use positive feedback, reinforcement, and validation to acknowledge their progress, commitment, and achievements.

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6 Follow up and follow through

The last tip for building rapport and trust with prospects is to follow up and follow through on your promises and actions. This shows that you are reliable, professional, and respectful of their time and interest. It also helps you maintain the momentum, the relationship, and the engagement until you close the deal. You should follow up promptly, frequently, and consistently, and use various channels and formats to communicate your value proposition, remind them of the benefits, and overcome any obstacles.

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Nadia C.

Making Big Data Simple | Spark | ML | AI
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Following up is so key! We often forget the power that lies in a handwritten note. PRO TIP: Keep a stack of thank-you notes on deck when prospecting. After your meeting/introduction, jot down a thank you as well as something that references a relationship-building conversation that was had. Mention your appreciation for their time and a specific date that you will be following up. Leave it with the secretary or administrative assistant and you're sure to make a lasting impression.

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7 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?

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How can you build rapport with prospects while keeping the conversation focused on the sale?

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1 Do your homework

2 Use active listening

3 Be empathetic and authentic

4 Provide value and education

5 Align and confirm

6 Follow up and follow through

7 Here’s what else to consider

Account Management

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How can you build rapport with prospects while keeping the conversation focused on the sale?

1

2

3

4

5

6

7

1 Do your homework

2 Use active listening

3 Be empathetic and authentic

4 Provide value and education

5 Align and confirm

6 Follow up and follow through

7 Here’s what else to consider

Account Management

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