No sales system will work if you don’t establish some level of bonding and rapport so that the individual will feel safe enough to share sensitive information -- and their pain -- with you.
As a sales professional, you likely already know some of the traditional ways of establishing bonding and rapport. These methods are good, but the problem is, because they’re old, it’s easy for the prospect to tell when the salesperson is using them to sell.
Three communication and behavioral models teach the techniques that support good bonding and rapport with a prospect.
- DISC, a behavioral assessment tool developed and based on psychologist William Moulton Marston’s DISC theory.
- Transactional analysis (TA), a psychological model developed by Dr. Eric Berne.
- Neuro-linguistic programming (NLP), which was developed in the 1960s and has grown in popularity and impact since.
All three of these models apply to selling, sales management, and even leadership. All three have major implications for the salesperson eager to master the intricacies of establishing bonding and rapport with a prospect (or anyone else, for that matter).