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How to Succeed AT Sales | Relationship Building | Part III

How to Succeed in Sales – Part 3 – Relationship Building (Apr 5, 2016)

This is the third part of our series. Remember in the Forward session we stated, People buy from People. This is the beginning process for building a relationship. One that builds trust and empathy for what the customer has to accomplish. It will be the first time the customer hears from you and first impressions are everything; So let’s go.

It is a well know fact that you have 30 seconds to make an impression. The so called elevator pitch emphasizes this fact. So your elevator pitch is crucial. Keep it short concise and to the point which you have researched in Part I. This is where trust is built between you and your prospect. Remember we are either building trust or we are diminishing trust. There is no neutral position. Without trust, you can only sell price. With trust you can sell value. Value is where we serve the customer the best.

The definition of trust, in this context, is to sincerely communicate your interest in solving the clients problem and assuring him that you, your product, your knowledge, your experience, and your organization is going to deliver with all the promises given. It also means that you will stick with the account completely through the whole development cycle. This sets you apart from everyone else. It is your value add. Not only the product, but the way you approach it through the application.

Part of understanding this section and communicating, is understanding how people communicate. The easiest way to build the rapport needed is to communicate in the same way the prospect communicates to you. First is understanding:

There are three methods by which people communicate:

  • Visually

  • Auditorially

  • · Kinesthetically – or by feelings and emotion

These are listed in priority. Most people are visual. Then comes the Auditory and kinesthetic person. In my experience, it pays to study and work on the first two. That is over 90% of the total population. Master that and that will get most of the market.


Visual people listen and process information with pictures in their head. You can tell what you are by reviewing a future project. Before you start a home project which you have not any experience, do you picture yourself doing the project and reviewing the outcomes both positive and negative. If so then you are a visual. For instance, I’m a pilot. Before a flight, view my self going through the flight and navigation before I get to the airplane. There are many other examples also.


Auditories process information through hearing. They are folks that need descriptive words with detailed adjectives to process a new concept. Do you love audio tapes and learning through pod casts, then you are maybe a auditory.


These people are the hardest to describe. They process new information through emotion and feelings. For these people, you need to speak in a feeling way. One good example is, ‘I feel that modifying this process will give a beneficial result; People of this nature do not occur in the general population more than 10%. Therefore, this should be your last thing to master.

What is the point of the above?

When building a relationship, building trust, or making a proposal, you will be most likely to get agreement when you are speaking and presenting in a way that the target person absorbs information in the most efficient way. Presenting to a Visual with Auditory means just frustrates the receiver and draws the decision out.


Determine what a person innate communications mode is. Then communicate with them in that mode. Remember, people buy from people and that means people like them.

Trust and Relationship is absolutely everything. Work on it.

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