Grab More Market Share: How to Wrangle Business Away from Lazy Competitors

The False Start to a Conversation

Another nugget I mined from the television business was the following: Don't immediately launch into your interview questions when you first meet your guests. Begin with a polite greeting, something simple, such as “Hello, how are you?” I would also try to make a flattering remark about their clothing or accessories, compliment them on a recent statement in the press, or something similar. I would always exercise some kind of short verbal handshake before asking the first real question. Why? Because talk show interviews are awkward and stressful. Guests are forced to make a myriad of decisions before they ever arrive at the TV studio: what to wear, how they will answer questions, and which specialized makeup to use to cover a pimple. Slowing things down, being easy to talk to, and being as relaxed as possible is the connective tissue I need to create quick rapport.

Rapport Killer

Salespeople make a deadly mistake if they immediately start a big appointment (either face-to-face or by phone) with a comment like “I know you're a busy person. Let me show you what solutions I have for you today.” That approach is rude. It's you doing the talking without questioning the customers about themselves. It's ignoring the fact that you need to establish some level of rapport.

Jack Gets It

I have a friend named Jack who sells automotive additives. In fact, he sells more additives than anybody else in his company. When Jack walks into a client's office, he quickly ...