Sales people invest a lot of time on the road in meetings and presentations. Their primary concern is always: “How will I achieve my goals?”Or” What’s in it for me? ” This is known as the WIIFM.
When stuck in the WIIFM, you are not considering “what’s in it for the others” as you should be. Establishing a relationship is much easier and successful if you focus on the importance of your customers, rather than on your own importance (WIIFO: What’s in it for others). Building a relationship with WIIFO, not WIIFM can make all the difference in your long-term success.
In a conversation, focussing excessively on your own thoughts and intended answers can prevent you from creating a personal and sincere relationship with your customers. It is better to prepare for a discussion by learning as much as you can about the topics and letting your customer do most of the talking by asking the appropriate questions. In doing so, you will demonstrate your expertise and your interest. It is also important to keep the conversation open-minded and non-judgmental.
Consider the Buddhist parable of the empty cup. You can begin a conversation with so much information that nothing more can get in, just like serving tea in an already full cup will make it overflow. However, if you are willing to listen, to become an “empty cup”, you put yourself in position to receive more than what you came for.
A relationship is truly established when it reflects what is happening in the present moment between you and the other person. You’re not talking to an organization, but an individual, a person, a human being who is essentially an emotional being. So, if you cannot connect on an emotional level that goes beyond words and thoughts, it is probably because you are preoccupied or possibly too focussed on yourself.
Empathy and compassion are important in building relationships in today’s fast paced world. People can sense when you are genuine and will be drawn to you. Rather than focussing solely on your own agenda, consider the other person’s agenda. At all times, try to remain aware of both persons involved in the interaction.
At Dialem Performance, we teach how to create a rapport using a mix of art and science. When participants put into practice certain skills such as recognizing and adapting to the body language of their partner or customer, they increase the exchange of energy between the two.
Neurolinguistic programming is another relevant field that that deals with the connection of thought processes, language and behaviour.
On a more basic level, this rapport helps you to become more aware of the other person’s communication style. It is essential to adapt to it: If someone talks fast or slow, it is important to follow their tone and speed. Otherwise, you can overwhelm the person by your flood of words or speed of delivery and they will simply stop listening to you. . When you smile, be sincere. Use your mouth and eyes to express yourself. The passion of your speech and the spirit of your conviction will make your intentions visible to the other person.
An integral part of the overall sales dialogue, being able to build relationships takes foresight and practice. The goal is to create a connection and develop it a concise and authentic way. This connection can occur in the first two to ten minutes or more, depending on the customer, situation and culture. But no matter how long it takes, you will appreciate all the benefits of creating a personal connection that will set you apart from the others.