Winning business - Getting the Rapport right!

I think all of us involved in business and management recognise that rapport is an essential part of the persuasion process. Although over the years I have come across lots of different interpretations of what rapport is. From younger salespeople who saw "getting on well with the customer" as a reason never to push for more business or higher prices. To the "old sweats" who asked for bigger entertainment budgets each year to keep their favourite customers happy. And who legitamized their selling strategy with the old maxim "people buy from people they like!"

They would be very interested in a recent study carried out at Ohio State University and summarised in  escience news.  This concludes amongst other things that buying a prospective client a nice lunch could backfire on you. It seems that there are many amongst us who if predisposed not to trust somebody will become even less trusting after attempts to jolly us along!
Of course the expression "people buy from people they like" was always a misrepresentation. Yes we are unlikely to buy from somebody we dislike! But like is not meant to be taken in the context of friendship...but in likemindedness.
People are more likely to buy from people who are like them. In other words people who look at things in the same kind of way. Who seem to share similar values. Who go about making choices in much the same manner and for similar reasons. Who genuinely seem interested in how we think and feel. Who even seem to relax and chat in the same kind of way.
That is true rapport. The kind of subtle rapport and likemindedness that prompts the instinctive belief  "if you think it's right...then I do too!"
So sharpen up your body language, listening and questioning skills, and save the entertainment budget for a thank-you lunch once you're doing the business.

Bob Howard-Spink is a partner in Persuadability. For tips and advice on how to present your business messages more persuasively visit us at http://www.persuadability.co.uk/