We’ve all been on the receiving end of sales pitches and telemarketing calls where our eyes glaze over and all interest is lost in the first sentence. Why is that? It’s because all they’re doing is telling you why you need their goods or services, without even bothering to find out if you are a good fit for what they are selling. It’s a cold, one-way conversation. Cultivating authentic relationships is what transforms these exchanges into lasting partnerships. Relatability is where it all starts.
"The key to this business is personal relationships." —Jerry Maguire
Ask specific, open-ended questions using the words “tell” and “describe.” Most people will open up about themselves if someone is showing genuine interest. Show your sincerity and respect by actively listening. Taking notes is also helpful. Parroting, or repeating back what you've heard, to be sure you are understanding correctly, shows that you are fully engaged.
Once you get the ball rolling and you understand your new contact's background and interests, you can more easily speak to them from a perspective of relevance. Perspective is at the core of effective communication, and relaying information your prospective client will find essential is easier when you understand their needs. Finding the right message for your prospect is a matter of understanding what part of your story and services align with what is important to them.
Once relevance and relatability are established, that doesn't necessarily immediately translate into a sale. People usually aren’t ready to “sign on the dotted line” after a first conversation. Most of us want business relationships built on authenticity and trust, and that is something that has to be cultivated over time. Your sincere and steadfast relationship will make you the one someone wants to turn to when needs arise. Not every contact will quickly turn into a new client, but you are carefully planting seeds of a sincere desire to provide services because you care—not because you're only after increasing your bottom line. Some of the best accounts with longevity originate from patiently developing relationships over time. Patience and persistence set you apart as someone who cares about people rather than numbers.
Here is a simple 5-step formula to establish relatability with a prospective client:
Developing real relationships based on authenticity is key to your long-term success. Your extra care and concern established with a first introduction will set you apart as the reliable professional your contacts will want to turn to when their needs arise.
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