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Respect for the client If I asked you How much respect do you have for each client you handle today you d notice how they conduct themselves, the things the say, their situations and the reasons they give for wanting your product You ll naturally start making subtle changes in your own responses without any need for further instruction from me at all
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AIMS CASCADE Let s now have a look at typical set of aims that might emerge from a sales related coaching session, see Table 61 Remember that the people you coach will have a variety of aims and part of the coaching process is to organise these in such a way as to provide clarity and mobility in moving towards them As ever, the critical variables and hence the sources of appropriate focus are found at the level of processes The dream will provide a backdrop, and the performance goals a de nition of success, but with these things clear we ll need to move on to processes to make changes and take action to bring these things about
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WO U L D YO U L I K E A N OT H E R S U G G E S T I O N In this section I ll set out some hints, tips and other ideas to help in your coaching sessions, particularly where your coachees get stuck and you want to offer some help
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Establishing rapport We know that the level of rapport we establish with customers is a critical variable in sales and a crucial area of performance, but
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Table 61 Sales Team To top the regional league Average 5 % increase in sales on all product lines Effective use of systems Sales training Appropriate communications etc Sales Division To be the most pro table division in the group Increase net pro t by 2 % whilst maintaining cost of sales at current levels Effective use of systems Sales & Marketing training Monitor effectiveness of sales and marketing policies etc
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To be the top performer this year
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Questioning technique Product knowledge etc
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how do people establish rapport or repair it if things are not going well Rapport is a somewhat exotic English word derived from the French verb rapporter, meaning to bring back, to refer The English meaning, a relation of harmony, conformity, accord or af nity, indicates the importance of rapport to communication Rapport is the link between the models of the world of different people In creating rapport we agree to enter someone else s model of the world, and to let them into ours We both bene t from the exchange because we both enlarge our model of the world by including someone else s experience in it It is for this reason that just being with a warm, trustworthy and trusting person can help us relate to customers It is why no prescriptive sales technique will be universally successful; it is the salespeople themselves who are more or less effective One of the signs that people are in rapport is that they have become like each other in some way When we enter someone else s world we begin to match some aspects of them The possibilities are endless but some examples are posture, gestures, balance, voice, language and so on It is astonishing how closely people in real life match each other when they are in rapport Look around in a pleasant social situation, and watch the matching shift with the rapport If we are in a sales situation where rapport would be useful, and it isn t there yet, we can begin the process by matching some aspects of the customer s communication and usually this is enough to start the process of rapport going It s also worth noticing that good rapport may not necessarily be comfortable or cosy If the customer is upset or angry, rapport may consist of taking on a bit of that distress or anger Questioning Models of customer thinking and behaviour in the buying process for example the one laid out in Tom Lambert s excellent High
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