How to Build Rapport with Sales Leads: Finding Your Shared Connection
In the world of sales, it's not just about the product; it's about the people. Building rapport is the cornerstone of a successful sales relationship, and finding common ground is the key to unlocking that connection. Let's dive into how you can effectively build rapport by discovering shared interests and experiences.
The Power of Pre-Call Research & Active Listening
Before you even pick up the phone or send that email, a little research goes a long way. Understanding your lead's background, interests, and industry can reveal invaluable commonalities.
Leverage Social Media and Professional Platforms. Platforms like LinkedIn, Twitter (X), and company websites offer a wealth of information. Look for shared connections, similar career paths, or mutual interests. Even the place they went to school can be a wonderful talking point. You may not have attended that school, but you can relate to it somehow. You may have had that team in your March Madness bracket last year. Any of these things provide a natural conversation starter and demonstrates you've done your homework.
Active Listening is Key. When you're in conversation, truly listen. Pay attention to the details they share, and ask follow-up questions that show you're engaged. When you are really listening people tend to share important details that can help connect you. I remember when listening to someone revealed we had the same favorite video game as children. That was a great connection. Just like that, it can reveal shared values or experiences you can build upon.
Find Industry-Specific Common Ground. Understanding the challenges and trends within your lead's industry allows you to speak their language. Is there new legislation coming out that is going to directly affect their industry? Have there been any headlines in their industry in the last few days? Discussing relevant industry news or shared pain points creates a sense of understanding and camaraderie.
“People don’t care how much you know until they know how much you care.”
Identifying Shared Interests and Passions
Beyond professional connections, personal interests can be a powerful bridge. Finding out what your lead is passionate about can create a genuine and lasting connection.
Casual Conversation Starters. Don't be afraid to ask about their hobbies, recent travels, or favorite sports teams. These seemingly small details can reveal shared interests and provide a relaxed, conversational atmosphere. The only complicating factor with sports teams comes when you cheer for a bitter rival. If you can’t stomach that, it is best not to bring it up.
Use Contextual Clues. What is in someone’s office tells you something about that person. Pay attention to their office décor, pictures on their desk, or even the background of a video call. These can provide clues about their interests and offer natural conversation points. The other bonus is that if it is out in plain sight it is something that the person will want to talk about. You don’t put things that you don’t like in plain sight.
Be Authentic. Don't pretend to share an interest you don't have. Genuine enthusiasm is contagious, and your lead will appreciate your honesty. If you don't share an interest, ask questions to learn more about theirs. Otherwise, you may find yourself in a situation where you are expected to enjoy something that you have no interest in. Think about going fly fishing when you dislike the outdoors or going skiing when you don’t know how to ski. It is much better when you are authentically you.
Building Trust Through Shared Experiences and Values
Shared experiences and values create a deeper level of connection and trust. This is where you move beyond surface-level rapport and build a more meaningful relationship.
Highlight Shared Values. We all want to have deeper connections with people, and to do that we need to connect on things that are deeper than a common love of Jell-O. Discussing personal or company values, ethical standards, or community involvement can reveal shared beliefs and create a sense of alignment. When you can connect on genuine shared beliefs, that is a more meaningful relationship.
Relevant Personal Stories. If you have a relevant personal experience that aligns with your lead's situation, sharing it can create a sense of empathy and connection. However, be mindful of oversharing. I once had a friend who described a movie to an executive team that they had not seen before to make an analogy work. They were so bored that nothing good came out of the meeting. If you are going to share something, make sure it is something you would be comfortable having your grandmother share if she were right beside you.
Create a New Shared Experience. Instead of solely relying on past connections, actively create a new shared experience. This could involve inviting them to a relevant webinar, a virtual industry event, or even a brief, informal online discussion with other industry professionals. This creates a fresh, mutual point of reference and strengthens your connection.
Conclusion
Building rapport through common ground is an art and a science. It requires preparation, active listening, and genuine interest in your lead. By focusing on shared connections, interests, and values, you can create meaningful relationships that lead to successful sales outcomes. Remember, it's about building genuine human connections, not just closing deals.
What are your favorite ways to find common ground with sales leads? Share your experiences in the comments below! We'd love to hear how you build genuine connections and create lasting rapport.
