Nitin D

by Nitin Deshmukh
(Pune. Maharashtra, India)

How to use examples and simple language that the customers can relate to and make a decision on buying the product without bothering too much about the cost or competition. IN SHORT building a rapport. (in my field i.e. water purifiers the costs of all other products are almost the same). It is just that too much of jargons are floating around.

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Jul 23, 2019
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by: Greg

Hi Nitin,

You really mention 3 things in your question:
Building Rapport
Using simple examples/language that customers can relate to and see the value of your offer (rather than the costs)
Too much jargon is "floating around"

Rapport is indeed important in selling.
Duane Lakin, in his book "The Unfair Advantage in Sales" writes ...
"Too many contemporary selling models assume the customer or prospect will welcome you and talk freely with you. That assumption is naive"

Often a sales trainer will tell you to search for the common denominator between you and the prospect.
They suggest you look for an activity or interest that you share with your client.
The idea being, if you create the appearance of similarity, the other person is inclined to grant you credibility.

However, the search for the common denominator is often ineffective.
The reason is simple: IT IS TOO OBVIOUS.
And if you get caught the client smells manipulation and becomes increasingly resistant.

There is a better way.
But first, you need to understand that any building of rapport has to be preceded by your GENUINE CARE FOR THE PROSPECT.
For more on this better way go here


Secondly, you ask about "simple examples that the customers can relate to and make a decision on buying the product without bothering too much about the cost".
The operative word in that sentence is "relate to"
Customers relate to what is important to them.
How do you find out what's important to them?
YOU ASK ... AFTER you build some rapport
And there is a great way to ask that even gives you the language to use that'll help them accept what you are saying.
To find out more go here.

You should also know that not everyone is convinced by examples.
For more about this go here.

As for jargon? Just don't use it. Find out what the prospect wants and use THEIR LANGUAGE to confirm what they want AND to sell them your offering

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