6
BUILDING RAPPORT
NOW THAT YOU’VE gotten buyers to tell their stories, it’s time to share yours. These include stories about you personally, as well as stories about your company. Buyers tend to do business with people they like and trust—people they’re comfortable with. That’s why building trust and rapport with a potential buyer is usually the earliest objective a salesperson has. And as discussed in Chapter 2, storytelling is the quickest way to do that. It helps people get to know you more intimately than reading your resume, and more quickly than spending a lifetime together. The chief sourcing officer at Huntington National Bank, Debbie ...
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