The Secret To Building Rapport With Clients
Mike Adams (pictured below) is a business storytelling specialist and author of Seven Stories Every Salesperson Must Tell. Adams has managed sales teams for international corporations such as Schlumberger, Siemens, Nokia and Halliburton. In this guest post, Adams offers his expert tips on selling yourself to sell the business…
Easy rapport building is the hidden skill of the best salespeople. Their client’s keep coming back for more business and go out of their way to refer them to friends and colleagues. And those recurring clients are many times more valuable than single-transaction clients.
Have you ever wondered how some people seem to effortlessly reach their sales targets? How they have steady flow of easy, friendly business? These salespeople make the most money, are the most valuable employees and love their job, to boot!
Ben Feldman was a high school dropout who became possibly the greatest salesman in post World War Two America. In a career spanning 50 years, Feldman wrote $1.8 billion in life insurance policies. In 1992, in his 80s, Ben suffered a cerebral edema. While he was critically ill in hospital, his employer, New Your Life, decided to create a sales competition in his honour, to be called “Feldman February”. The inaugural winner of “Feldman February”, was …. Ben Feldman! He closed $15 million worth of insurance from his hospital bed. Do you think Ben was making cold calls from his hospital bed? Of course not. He was calling friends – the legion of clients that he’d established lasting rapport with over a lifetime.
Building rapport by exchanging personal stories is not well understood. Mike Bosworth, author of the classic sales textbook Solution Selling told me that for most of his 30 years as a (legendary) sales trainer, the conventional wisdom was that rapport-building “could not be taught”. Mike changed his mind on this topic only late in his career. The secret is to tell a story in a couple of minutes of how and why you do what you do. If you include personal events in your story and if your story is honest about the setbacks and vulnerabilities of your career, all the better. Because the purpose of telling your story is to get in a position to say:“Well! enough about me, what about you? How did you get to do what you do?”
That question passes the baton. If you’ve been open, honest and vulnerable with your story, you’re likely to receive an open story in response. It’s this story exchange that initiates rapport.
I trained as an electrical engineer and was working in England in the mid-1990s as a rock-physicist when I was offered a corporate role selling software and a transfer to Norway. I did not want to be a salesperson and my wife was eight months pregnant at the time but the lure of Norway and our spirit of adventure won out! Furthermore, I would have returned to a technical role if I hadn’t closed the luckiest deal in history in my first year. It’s the surprising turning-points that make your career back story interesting and encourage your future client to respond with an open story of their own.
By now you may have some questions. Like, is it really worth putting this much effort into a personal story? And isn’t the whole process manipulative? Yes, it is worth the effort, because it will become the foundation of every effective business connection you make. And yes, in a sense it is manipulative. We’re presenting a view of ourselves that we’ve spent time crafting. We’re not telling the full story, because that’s not possible, and we’re not dwelling on things that would undermine our authority. The interesting thing, though, is that these stories are like lie detectors. When we tell a story about something that happened to us, we relive those moments and the emotion of those events comes out in our voice. If we’re telling a true story, the voice tone is authentic. If it’s not true, that too is detectable.
We select moments that actually happened in our lives and deliver them authentically as a way to connect. The listener re-creates and co-experiences the events our story with us and becomes connected to us. It’s the first step to friendship. If you think about your close friends, they know your story, and you know their story.
The secret rapport building is not in telling jokes or discussing the latest sports results, those are superficial techniques. If you want develop deep long-term business relationships, learn how to exchange personal stories. Ben Feldman spent hours practising his opening lines and stories in front of a mirror. Start thinking about the personal story you could tell and practise it with a colleague. You’ll be surprised and delighted with the result.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.