It can be difficult to build meaningful and lasting business relationships in sales. Why? No matter how solid a relationship is, there’s always an end game. Someone typically wants something from the other person.
This ever-present power dynamic can be a tricky one to navigate. In fact, only 3% of prospects trust sales people. This lack of trust, coupled with the risk of ghosting, can be overwhelming for sales teams.
While building effective sales relationships that drive business impact is no easy feat, implementing specific changes to your routine and approaching these relationships in a l thoughtful way can make a huge difference.
And, in my opinion, a large part of it comes down to focusing on building a rapport and having valuable face time.
The Art of Building Rapport
Building rapport — developing responsiveness by finding a feeling of commonality — is key to strengthening trust and ultimately, a successful business relationship. Sales expert Peter Sage once explained “Exceptional (salespeople) focus on being able to build a rapport and understand the client’s needs.”
But sadly, in today’s world of back-to-back Zoom meetings, I’ve seen rapport become a lost art. And those newer to the industry struggle with it most.
So here’s a quick but important reminder: Sincere communication comes before everything in sales.
It starts with engaging with a prospect as a human, not just a transaction. This has nothing to do with discussing the weather, and everything to do with making them feel seen, valued and respected.
The first five minutes of any conversation sets the tone. Be intentional and empathetic with your discussion, and practice active listening from start to finish. This will help you pick up on nuances about a prospect or client and connect with them on a personal level. Asking real, genuinely curious questions and taking the time to get to know someone always wins.
It also helps to show your appreciation for them through personalized gestures of gratitude. Help them celebrate important dates and milestones or support hobbies and interests. Making that personal connection outside of work can go a long way when building rapport and trust. And these small acts of gratitude can generate outsized business impact in the long run.
In-Person Interactions
Not only do face-to-face interactions help you further develop your own conversational skills, but meeting in person vs. virtually also helps soften the power dynamic considerably.
When using Zoom or other virtual platforms, you often miss out on body language and bonding opportunities, leading to a greater sense of disconnect compared to face-to-face time.
One in-person meeting can make all the difference when it comes to building a stronger, more authentic business relationship. Offer to meet for coffee, lunch or dinner. A team happy hour is also a great way to interact with multiple stakeholders in a more relaxed setting outside of the office.
Or, for more established connections , organize experiences like sporting events and concerts that further strengthen the existing relationship. Identifying opportunities like these to connect beyond work can foster shared experiences, making the relationship more authentic and less transactional.
The power dynamic in sales-driven relationships will always be there. But these two approaches can help soften the blow. And at the end of the day, a sales relationship can and should be mutually beneficial.
By focusing on building genuine relationships with gratitude, you’ll be one step closer to turning a tricky dynamic into a rewarding partnership that drives lasting business impact.
Learn more about how you can grow your relationships and business with gratitude.
