5 ways to build trust and rapport to overcome sales objections
Overcoming sales objections is a crucial aspect of the sales process, as it directly impacts the likelihood of closing deals and achieving success. Sales success is not only about having a great product or service; it’s also about your ability to build rapport and trust with your prospects. Jeffrey Gitomer, a world-renowned sales expert, author of the best-selling book “The Little Red Book of Selling” and ‘King of Sales’, offers valuable insights on how to effectively build rapport, establish trust, and overcome sales objections.
- Be genuine and authentic:
Authenticity is crucial in establishing rapport with your prospects. According to Gitomer, salespeople should be genuine in their interactions and avoid using manipulative tactics or canned responses. Be yourself and show your true personality to create an atmosphere of trust and openness. Consider sharing your personal experiences and stories related to your product or service and be transparent about your intentions and goals in the sales process. Avoid using high-pressure sales tactics or making unrealistic promises and show genuine interest in your prospect’s needs and concerns.
- Active listening:
Listening is a critical aspect of building rapport and trust. Gitomer emphasises the importance of active listening, which involves giving your full attention to the prospect, acknowledging their concerns, and asking clarifying questions. Avoid interrupting the prospect while they are speaking and pay attention to non-verbal cues, such as body language and tone of voice. - Demonstrate empathy:
Empathy is the ability to understand and share the feelings of another person. Gitomer argues that salespeople should show empathy towards their prospects, as it helps to establish a deeper connection and demonstrates that you genuinely care about their needs and concerns. Put yourself in the prospect’s shoes and try to understand their perspective and acknowledge their concerns and feelings without judgment. Offer support and reassurance when addressing their objections and show appreciation for their time and input during the sales process.
- Find common ground:
Building rapport often involves finding common ground and shared interests with your prospects. Gitomer suggests that salespeople should identify areas of commonality, as it helps to create a sense of connection and trust. Research the prospect’s background, industry, and company to identify potential areas of shared interest. Look for commonalities in personal interests or hobbies, such as sports, music, or travel. Discuss mutual connections, such as shared contacts or industry colleagues and leverage shared experiences or challenges faced in the prospect’s industry. - Be reliable and consistent:
Trust is built over time through consistent and reliable actions. Gitomer stresses the importance of being dependable and delivering on your promises to establish trust with your prospects. Always follow up on your commitments, whether it’s sending information, scheduling a meeting, or providing a product demonstration. Be punctual and respectful of the prospect’s time, and maintain regular communication with the prospect throughout the sales process.
