1. ESTABLISH A PRE-CALL INTEL PROCESS
Before that all-important call, invest a few minutes in research. A quick scan of your prospect’s LinkedIn profile and their company’s social media pages can reveal a treasure trove of rapport-building opportunities. Look for:
- Shared connections: A mutual contact can be a great conversation starter. Saying “John Smith mentioned you’re doing some great work on…” instantly breaks the ice.
- Industry buzz: Their recent social media posts might reveal a trending topic or a project they’re tackling. Demonstrate your awareness by mentioning it in your call.
- Hidden gems: Does their profile mention a passion for mountain biking (like you!) or volunteering for a cause you care about? These personal details can create unexpected connections.
2. LISTEN MORE, SPEAK INTENTIONALLY
Building rapport isn’t a monologue – it’s a conversation. Here are some quick tips to leave a good impression on your prospects:
- Be an active listener: Pay close attention, ask clarifying questions, and paraphrase key points to show you’re engaged.
- Be clear and direct: Set realistic expectations, proactively address concerns, and keep communication lines open to build trust with prospects.
- Show genuine interest: Ditch the generic sales pitch. Ask open-ended questions about their company goals or specific challenges they face.
3. MATCH AND MIRROR YOUR PROSPECTS
Mirroring in sales shows prospects you’re on the same page and conveys feelings of trust. In one social experiment by researcher William Maddux studying business negotiations, when one participant copied the other, they made a deal 67% of the time.
In calls with prospects:
- Be yourself but tweak your behavior and body language slightly to match theirs.
- Speak their language by adjusting your tone and pace to create a sense of ease.
- Mirror their emotions and energy levels to create a shared experience.
4. HARNESS TECHNOLOGY FOR QUICKER COMMUNICATION
Technology can be your best friend in the time-strapped world of B2B sales:
- Shorter, focused calls: Propose dedicated 15-minute calls to discuss specific topics. This demonstrates respect for their busy schedule and allows you to delve deeper into their needs. Services like ME Matchmaking can help you execute these time-efficient calls all year round.
- The power of video: A short, pre-recorded video introducing yourself and highlighting your research on their needs can be a more engaging and memorable way to connect than a cold call.
- Personalized greetings at scale: Craft email templates with “fill-in-the-blank” sections for company name or industry trends. These personalized messages take minutes and are far more engaging than generic blasts.
5. FOLLOW UP LIKE A PRO
The last impression matters just as much as the first. Here’s how to ensure your prospect remembers you positively:
- Personalized follow-up emails: After your call, send a quick email thanking them for their time and reiterate the key points discussed. Include any promised resources or relevant articles you mentioned.
- Connect on LinkedIn: Send a personalized connection request mentioning your recent call and offer to connect on LinkedIn. This keeps you top-of-mind and opens the door for future communication.
- Engage with their content: Actively engage with their company’s social media posts and articles. Leave thoughtful comments or share their content with your network, demonstrating your ongoing interest.
IF YOU HAVE MORE TIME, CONSIDER:
ENGAGING IN RELEVANT WEBINARS
Attending webinars related to what your company does gives you a broad picture of the interest areas and challenges of your target audience without having to ask them directly. Webinars provide a focused space for sales professionals to participate in discussions, ask pertinent questions, and share valuable insights.
- Register for the webinar and add it to your calendar immediately so you don’t forget it.
- Be an active participant and use the chat box to ask questions and engage with other participants.
- Take the opportunity to move the conversation elsewhere after connecting with participants through the chat function.
ATTENDING TARGETED NETWORKING EVENTS
Participating in industry-specific networking events is a practical way for B2B sales professionals to connect with prospects. These gatherings offer a convenient platform for engaging conversations and relationship-building. By being present at these events, sales representatives can efficiently showcase their expertise, initiate discussions, and create a personal connection with potential clients. For example, ME Matchmaking clients can attend full-day invitation-only local events where sales professionals can network with hundreds of top decision-makers in the region under one roof.
Building rapport is a marathon, not a sprint. It’s a continuous process of consistently demonstrating your knowledge, interest, and respect. By incorporating these time-saving tactics, you can cultivate trust and lasting relationships with your prospects, ultimately leading to more closed deals and a thriving sales pipeline.
