Often when an IT salesman enters a prospect’s office and is getting ready to begin a marketing presentation, it’s typical that the computer consultant tends to be so focused on what they are going to say in their presentation that they often miss golden opportunities to build rapport.
I know all to well about this problem because I recently blew the perfect chance to build rapport with a prospect. When I entered the prospect’s headquarters, I was first greeted by a friendly and playful dog. While I was petting this dog, my thoughts were racing about whether or not I had parked in a tow away zone and my presentation about sales leads
Once I had verified from the computer business owner that in fact my car wasn’t in any danger, then my basic sales voice spoke to me, “Any business owner that keeps his dog at the office must care an awfully lot about his pet!” When I realized this I instantly asked what the dog’s name was.
The owner of this technology firm proudly replied that his dog’s name was Tesla. Wow, I thought, the dog’s name isn’t Rex, Rocky or any other run-of-the-mill pet name, but is named after a famous scientist. It was even more exciting because I just happened to know a great deal about Tesla and his struggle to provide free energy to the world. I thought to myself that if the owner had cared enough to name his beloved dog after this scientist, then he must also know and care a lot about Tesla himself. As I was pondering the possible conversation and amazing rapport that I could build with this prospect by talking about his dog interesting name, I was suddenly distracted when the owner sat down at the conference table and lost my train of thought.
From this point on our conversation became pretty blah and boring, ending up going nowhere. As we discussed our lead generation services and our price points, it was clear that I had failed to get his attention and interest. I had gone there to unveil our new guaranteed sales program and had anticipated this prospect being extremely interested.
The reality is that building rapport and making your prospect feel important is to a large degree more important than the managed services message that you are prepared to deliver. People are not ‘static’ in the sense that they are either interested or not interested when you arrive for an IT services marketing call. The fact is that the impression you make and your ability to establish rapport can help you gain a sale even if the prospect hadn’t been prepared to make a purchase at the outset of your meeting.
So learn from my mistake and from now on be prepared to capitalize on any golden opportunities to establish rapport with your prospect!