Sales Opening Techniques: Finding the Connection

We’ve talked about setting an emotional attitude with our potential buyer in the sales opening, but what comes just after asking the right questions?

The perfect sales opening involves finding a connection with the buyer.

Without a connection, you can still ask all the “right” questions but end up nowhere.

Let’s expand on this topic and see how you can turn sales into a meaningful experience for both you and your buyer.

Why The Connection Is So Important

If you have followed me at all during the years, then you know I’m a huge fan of Robert Cialdini. His book, Influence: The Psychology of Persuasion, is a must read for sales professionals.

In the book, he lays out six principles of influence and one of those key principles is the principle of COMMONALITY.

You see, we are influenced by people with whom we should have something in common.

Now, you don’t need to get cheesy on this and pretend that you’ve got something in common, especially when you really don’t.

You don’t want to be inauthentic. What you want to be is curious. 

When we look for that connection point, remember that it begins with your own curiosity.

Think About What You Have in Common

So you can start here. What are some of the things that you already have in common:

  1. What do you both have in common? Well, for one thing, you both have an interest in the same product.
  2. You both live in the same area. Unless you’re doing phone sales, you probably live in the same area. So, you’re dealing with the same events going on around you.
  3. You both experience the same weather. Likewise you both experience the same weather. Look, in my opinion, this is why God invented the weather: so that salespeople would have something to talk about to start a conversation.

The key here is to be very curious about what interests them.

I cannot overstress the importance of curiosity.

It’s one of the most underappreciated skills that stands for great sales people.

That being said, what do you think the number one thing that most people like to talk about is?

People like to talk about themselves. Why?

It’s not because they’re narcissists; it’s simply because it’s easy.

Everyone’s an expert on their own experience.

The key here is not to see this as a sales tactic.

You want to take a genuine interest in the person in front of you. You want them to start talking about themselves, to feel at ease, and let down their guard.

Practice Makes Perfect

So, let me make this suggestion:

Practice away from work. Practice with your peers, your food server, your Uber driver, even your own teenager. In turn, you’ll become more adept at being “naturally” curious and you’ll feel more comfortable getting people to talk about themselves.

Curiosity is not just a good sales skill. It’s a good life skill. And as you do that, what is your reward?

It’s COMMONALITY.

Slowly, you will find those common interests from which you can build a trusting relationship. And that often leads to a sale.

Until next time, learn more to earn more.


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About the Author: Jeff Shore

Jeff Shore is the Founder and CEO of Shore Consulting, Inc. a company specializing in psychology-based sales training programs. Using these modern, game-changing techniques, Jeff Shore’s clients delivered over 145,000 new homes generating $54 billion in revenue last year.