This document discusses tactics for building rapport, interest, and credibility during sales prospecting. It recommends displaying humility, complimenting competitors, disqualifying prospects respectfully, focusing on understanding and respecting the prospect's time and interests, communicating value through stories and future benefits, and establishing credibility through social proof, testimonials, and stating company facts. The overall aim is to create a connection with prospects and increase their engagement and trust in order to advance the sales process.

1. Building Rapport, Interest, and Credibility
Sales Prospecting 101
Michael Halper

2. Rapport

3. What is Rapport?
Rapport is a term used to describe, in
common terms, the relationship of two or
more people who are in sync or on the
same wavelength because they feel
similar and/or relate well to each other.[1]
– Source: Chaper 8. Communicating to
establish rapport - Patient practitioner
interaction. Carol M. Davis, Helen L.
Masin

4. Why Rapport is Critical
• We need a responsive prospect
• We need the prospect to share
information
• We need the prospect to like us

5. Rapport Building Tactics
Display Humility
Humility (adjectival form: humble): the quality of
being modest and respectful. Humility, in various
interpretations, is widely seen as a virtue in many
religious and philosophical traditions, being
connected with notions of transcendent unity with
the universe or the divine, and of egolessness.
•Source: Wikipedia

6. Rapport Building Tactics
Display Humility
•Why Humility Can be Elusive
– Taught to be the best
– Alpha
– Aggressive
– Type A personalities
•How to Display Humility
– Take ownership of a mistake
– Admittance of not having the answer
– Admittance of not being perfect
– Admittance of not being expert
– Be able to laugh at yourself
– Be real

7. Rapport Building Tactics
Compliment the Competition
“We are also looking at
ProtoTech.”
“OK. Yes, we know
ProtoTech well. They
have a good platform.
But one main way that we
are different from them is
that…..”
• Displays confidence
• Positions you as an advisor
• Builds credibility
• Builds trust

8. Rapport Building Tactics
Disqualify the Prospect
“I don’t know, our current
system is working pretty
well.”
“If things are going well,
maybe it does not make
sense to make a change.”
• Puts their interests first
• Displays confidence
• Displays honesty
• Displays lack of
aggressiveness
• Stand out from other
sales people

9. Rapport Building Tactics
Understand the Prospect
•“Seek first to understand in order to be
understood”
– 7 Habits of Highly Effective People, Dr.
Stephen Covey
•We all have a piece of us that where we need
to be understood
•We can build rapport by directly
communicating that we understand the
prospect

10. Rapport Building Tactics
Respect the Prospect’s Time
•Confirm availability
– Have I caught you in the middle of anything?
– Do you have a moment?
– Are you still available for this meeting?
•Manage time when meeting
– Do we have a hard stop for this discussion?
– How much time do you have to spend with us?
– How are we doing on time?

11. Rapport Building Tactics
Focus on the Prospect’s Interests
•We like talking about areas where we have interest and
knowledge
•By staying focused on prospect’s interest we are able to
create more engaging conversations
•Areas where our prospect has interest
– Career
– Money
– Success
– Family
– Fun
– Personal interests
•Display shared interests
– Point out commonalities
– Point out parallels

12. Rapport Building Tactics
Listen to the Prospect
•Respect for what they have to say
•Displays that we understand them
•Increases their respect for us
•Lets them do more of the talking
•How to display listening
– Eye contact
– Nonverbal confirmations
– Verbal confirmations
– Reflecting back
– Taking notes

13. Rapport Building Tactics
Move on the Prospect’s Terms
•What direction do you want to go?
•What do you want to do next?
•When would you like me to check back with
you?
•When would you like to meet again?
•Important with Letting them Lead
– Qualify
– Find pain
– Build interest
– Build rapport
– Trial closing
– Building pipeline

14. Building Interest

15. Interest Building Tactics
Communicate Value
•Shift from talking products and features
to talking technical and business
benefits
•Connect the value you offer to the pain
the prospect is experiencing

16. Interest Building Tactics
Communicate ROI
•Communicate ROI examples for results
that you have delivered
•Communicate ROI ranges that can be
expected
•Share expected payback period

17. Interest Building Tactics
Storytelling
•Tell a story about a previous
client that you have helped
•Find a story that is similar to
the prospect’s scenario

18. Interest Building Tactics
Paint a Picture of Future State
•Work to build a picture in the
prospect’s mind for where they will be if
they use your products and services
•Describe where you can take them

19. Interest Building Tactics
Focus on How You Differ
•Service
•Support
•Features
•Functionality
•Price

20. Interest Building Tactics
Threats from Doing Nothing
•Biggest competition is the option to
do nothing
•What happens or could happen if
they do nothing

21. Develop Silver Bullet Statements
• We helped many companies in the
manufacturing industry to decrease the cost of
goods sold by between 10 to 15 percent
• Investments in our products typically reach a
payback in 18 months
• One way that we differ from other options out
there is that our system only uses one
database
• Our products are easy to get up and running
and use and can be implemented without the
need for any consulting services

22. Building Credibility

23. Credibility Building Tactics
• Establishing Social Proof
• Storytelling
• Lack of availability
• Lack of neediness
• Consensus
• Testimonials
• Stating the facts

24. Credibility Building Tactics
Establish Social Proof
•Name dropping internal contacts
– I spoke with Mary Gonzalez and she
said that you were the right person to
speak with.
– I am planning on meeting with Mary
Gonzalez to discuss the cost cutting
initiative and wanted to meet with you
to identify your concerns with the
project before I spoke with her.
•Name dropping titles
– Usually when I meet with CFOs, I find
that they are usually concerned with…

25. Credibility Building Tactics
Storytelling
•Tell a story about a previous
client that you have helped
•Find a story that is similar to
the prospect’s scenario

26. Credibility Building Tactics
Display a Lack of Availability
•Lack of product availability
•Lack of your availability
•Sub-communicates something of
value

27. Credibility Building Tactics
Display a Lack of Neediness
•You want the deal but do not need the deal
•Sub-communicates something of value
•Act like you have exceeded your sales targets
•Act like you have customers lined up

28. Credibility Building Tactics
Display Consensus
•Herd mentality
•Present your products as being
part of the trend

29. Credibility Building Tactics
Testimonials
•Share and display customer
testimonials
•“SalesScripter helped me to get my
business to the next level and
increased my profitability by 20% in
the next 12 months after working
with them.”

30. Credibility Building Tactics
Company Facts
•Years in business
•Number of clients
•Number of offices
•Financial figures
•Awards, accomplishments, accolades

31. Key Takeaways
• You have control over building rapport, interest, and credibility
• Add minor changes to your communications and see big impacts on
your results

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