Deborah Torres Patel: You and I both agree that many salespeople often forget the most important part of the sale...the customer.

Paul Archer: That's right. My crusade is to put the customer back on the pedestal where they deserve to stay and flourish. If your product or service is high transaction then leave it to the internet or telesales. However, if your product or service is high relationship then you'll want to work on creating exceptional sales rapport.

Deborah: What is Rapport Selling?

Paul: It emphasizes the customer every time and all the time. The salesperson is constantly putting themselves in the customer's shoes. It requires an intense ability to build rapport and needs honed communication skills.

Rapport is far more than just talking about the same football club or discussing your client's children. It is a deeper integration with the client, immersing you into their world and what makes them tick and then designing a sales process around them, not you.

Deborah: I know you have a multitude tips. Would you mind sharing your top ten rapport selling tips with us?

Paul: I'd be delighted.

1. When making calls to customers, never, never, never hang up your phone before them. Wait for them to hang up first. It's a small point but very irritating when you're on the phone; agree to say farewell and immediately you hear their click at their end. Some get the impression that the other person can't wait to get on to the next call.

2. Record all details of the customer. Use paper or technology to record all you can about the customer that you have so fastidiously collected and refer to it every time you speak or meet with them again.

* I use a software programme that records all sorts of information about my customers, not just the usual things like names and addresses. It records spouse details, children, hobbies etc.

* It shows me every contact I've had with them whether by phone, letter, email or a meeting. The software allows me to constantly recollect everything about them when they call me.

* Make your customer data portable so you can recollect it at a moments notice. Handheld computers are fantastic devices to contain this information especially the ones which double as phones instantly bringing up the customer file. Very impressive and it shows the customer that you are putting them first.

* When you return to your desk, simply pop the device into the cradle attached to your PC and presto, the data is synchronized.

3. When asking questions be careful of your tone. Research has constantly shown that communication is vastly more than just the words we choose to use.

* Body language comes into it but, increasingly, the tone we use affects how the words are interpreted by the customer. That's what it's all about. How the customer sees it.

* Record your tonality during questions and statements that you make and observe the direction it takes.

* Questions should have a slight rising of the tone towards the end.

* Statements should have a relative flat tone, with emphasis on words where needed.

* Commands should and do have a tone that falls sharply at the end.

4. Listening is more than the words. I break it down into 3 levels.

* Level 1 is listening but with your point of view, constantly relating what you're hearing to our experiences and values. I do this when I go to the airport. I'm listening and looking at everything with the sole purpose of going to the right terminal, at the right time.

* Level 2 listening is hearing what's being said with the customer's experiences. This is very difficult and means relating everything that is being said to them and their situation, constantly bringing it back to their world and their agenda.

* Level 3 listening is a level that few people can master. This is listening as though the information flowing to you is like a radio wave coming from all directions. Smells, instincts, opinions, body language, that subtle grin, that tonality, that closing of their eyes when they talk about their holiday.... That's level 3 listening and that's the one we need to strive towards.

5. Eye contact has to be one of the most important means of gaining rapport and building trust with people.

* The eyes are said to be the windows of the soul and unless we look at people as we talk and present, many people will not believe you.

* The key is to give as much eye contact as they give you. No more and no less, just the same.

* Again the whole emphasis here is to put your habits in the back room and focus on your customer and how best to communicate with them.

6. Be aware of your customer's requirement for territory. Gauging the size of this zone is the trick. Just like with eye contact, the key is to give people as much space as they give you.

* Most people from the country respect and need space around them, whereas in the city people are not too fussed about getting closer to you.

* Everyone has an intimate zone that you should never encroach unless you are their lover.

7. Instinctive rapport salespeople use metaphors and comparisons all the time to help the customer understand and relate to their service or product.

8. Real communicators tell stories. Customers want to hear stories if it helps them understand and relate to what you are saying. Talk to me and I hear, show me and I understand, tell me a story and I'll remember. Try and relate something you're saying into a story that illustrates your point beautifully.

9. When writing letters to your customer, write in a modern 21st century style. You should develop a style of writing that matches the way we talk to people. Little things like writing hello instead of Dear and writing goodbye instead of yours sincerely, makes all the difference. After all when I say farewell to someone I never say "assuring you of my best attentions at all times, yours sincerely".

10. Finally, product knowledge is very important. However, thanks to the internet customers can know as much if not more than us. Learn your products, yes, but learn more about the customer's context. In other words study up on their market if they are a business. Find out as much as you can about their company and industry. Discover their challenges and problems, read their trade journals, be aware of what their competition is doing. Add value to the sales interview, not just information about your product.

Deborah: Thanks so much Paul.

by Deborah Torres Patel - Deborah Torres Patel & Paul Archer have devoted their careers to mastering the fine art of communication. To learn more exciting, effective skills and techniques to express yourself and create better relationships with your clients, go to http://www.archertraining.co.uk and http://www.expressingyou.com .

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