Who do you enjoy spending time with at all the holiday gatherings this month? I'm not talking about the bartender, but those you socialize with. People with the 'gift of gab' - those who are easy to talk to generally make parties more interesting. Why? Human nature is to feel more comfortable with people who take an interest in us - those we have something in common with.

The same is true with selling. If you are focused on your customers or prospects as people, building rapport becomes an essential first step in the sales process. Let’s face it; if they feel like you’re interested in them, they’re a lot more likely to want to do business with you. Remember - people buy from people and trust is a huge factor.

Some might call this “schmoozing” or trying to “win the customer over.” I disagree! Building rapport is about identifying the other person’s interests, getting to know their style, and finding what you may have in common. The first requirement is that you have to have a sincere interest in getting to know them as a person – not just as a potential revenue generator.

Ideas you can put to work to build rapport:

• Discover interests: Find out what they enjoy in life, personally or professionally. Look for signs in their office or at their place of business. Spend some time asking questions about them to discover more about them.
  
• Match styles: Does your customer prefer to get right down to business, share personal stories, or enjoy joking around? Pay attention to how they prefer to communicate and get in step with them.
  
• Build trust: Identify what your customer’s needs are beyond what you’re selling, then see how you can help with those. Get them in touch with other suppliers or provide information to show you’re interested in their own well-being before your own profit.
  
• Do your homework: If you were referred, ask the referrer about the person you're going to meet with. If not, do some research on the web or in an annual report. Don’t waste their time or yours.