[Talent Development] Building Rapport in Sales 如何在销售中建立互信关系

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Rapport can be defined as the building of a connection between two people. It may seem a simple concept; however it is a key component for success - both in sales and in daily life generally.

Rapport 可以定义为在两个人之间建立联系。这似乎是一个简单的概念，但它是通向成功的关键组成部分 - 无论是在销售还是在日常生活中。

（注释：Rapport 的中文意思是亲善关系、和谐关系，相比于Relationship, Rapport是一个褒义词，同时在英文中所描述的关系类型属于‘和不熟悉的人刚刚建立某种和谐关系’，如果是一个你已经熟悉的人，通常不会使用Rapport来表达两人之间的关系）

Rapport matters in sales; especially in the building of trust and showing the client that you are genuine person who they can do business with. Of course, gaining trust is only part of this; you must actually have an offering that customers will want and need. Additionally, you need to show that you are adding value and offering viable solutions.

融洽关系在销售中很重要；特别是在建立信任和向客户表明你是他们可以做生意可信赖的人。当然，获得信任只是其中的一部分；你必须拥有客户想要和需要的产品。此外，你还需要证明你正在（为客户）增加价值并提供可行的解决方案。

To develop mutual trust there are a number of approaches that can be adopted, including:

· Being yourself - rather than acting or sounding like a ‘salesperson’, simply act the way you would when meeting with a colleague.

· Being curious - people are drawn to those who show a genuine interest in them.

· Being consistent - they are more likely to trust you when they can predict your behaviour.

· Being professional - individuals who are serious about what they do, and take the time to gain a deep understanding of their industry and profession, gain trust.

· Being conversational – making every meeting a real dialogue, not just a sales pitch.

为了发展互信，可以采取一些办法，包括:

做你自己 - 让自己的行为就像是跟同事见面一样轻松简单，而不是表现得像个“销售员”;

保持好奇 - 人们会被那些对他们表现出真正兴趣的人所吸引;

始终如一 - 当他们觉得自己能够预测你的行为时，他们更有可能信任你;

成为专业人士 - 认真对待自己的工作，花时间深入了解自己的行业和职业，获得信任;

‍善于交谈 - 让每一次会议都进行真正的交流，而不仅仅是推销.

Selling on trust 基于信任的销售

Relationship, or trust-based, selling consists of building up relationships of rapport and trust for a buying decision that is genuinely in the best interests of all parties. Without belief and integrity, both in the sales process and the client’s buying process, mutual trust cannot be established and maintained.

关系销售，或者说基于信任的销售，是通过为购买决策而建立的融洽和信任关系构成，而这种关系是真正符合各方最佳利益的。没有这种信念和诚信，在销售过程和客户购买过程中，就无法建立和维持互信。

Salespersons should project a deep belief in what they are offering; through active listening and offering timely insights via questions. The focus of all this must be almost exclusively on the customer and on the overall relationship, not the current transaction. Taking the longer view allows both sides to think in terms of win-win or lose-lose, rather than just win-lose or lose-win.

销售人员应通过积极倾听以及用和提问及时提供见解，来体现对他们对所提供的产品有强烈信心。所有这一切的重点必须几乎完全放在客户和整个关系上，而不是当前的交易上。从长远来看，双方都可以从双赢或双输的角度来考虑问题，而不仅仅是单方面输赢。

Furthermore, collaborate with your clients. Really work together; with each of side bringing to the process all the information needed to deliver the best possible offering. Finally, be transparent in all things. Raise and discuss sensitive issues openly, but make sure the client agrees give you the opportunity to do a great job of utilising this information to best advantage. The benefits by being transparent are manifold; not the least being that you show you have got nothing to hide.

此外，与你的客户合作 – 所谓真正的合作是：每一方都在这个过程中分享所有必需信息以寻找最佳的可能合作方案。最后，在所有事情上都要透明 - 公开提出和讨论敏感问题，但要确保客户同意让你有机会充分利用这些信息。透明的好处是多方面的，最重要的是你显示你没有什么可以隐瞒的。

Sales personality 销售人员的个性

Often the reason why one sale closes and another does not is down to one thing – personality. This means the personalities of both the salesperson and the customer, and how the two interact.

通常，一次销售成功而另一次销售不成功的原因在于一件事 - 个性。这体现了销售人员和客户的个性，以及这两种个性如何相互影响。

In terms of a sales personality we are referring to the salesperson’s style, which comes from their own temperament, motivation and personal traits. Skills and knowledge that have been learned do not constitute a part of this. Typical traits in a sales personality can be, for example, assertiveness, sociability or patience.

在销售个性方面，我们指的是销售人员的风格，它来自于他们自己的气质、动机和个人特征。所学的技能和知识并不构成这一部分。例如，典型的销售个性特征可以是自信、社交能力或耐心。

Nonetheless, it is not just about how things are sold – it is also about how the client buys. Some issues to consider here are:

• What does the client value?
  

• How do they make decisions?
  

• What motivates them to action?
  

• How do they prefer to communicate?
  

尽管如此，这不仅仅是关于商品如何被你销售出去的问题，也是关于客户以何种状态接受产品购买的问题。这里销售人员需要考虑的有关客户个性的问题有：

• 客户看重什么？

• 他们如何做出决定？

• 什么促使他们采取行动？

• 他们更喜欢如何交流？

The personal touch 个人风格探讨

There are several ways to add a personal touch to the sales process: being proactive and keeping in touch are two basic methods. Additionally, transactions can be customised to exactly fit specifications, or social media can be used to compliment and boost client profiles. However, perhaps the simplest and most effective approach is to listen.

在销售过程中，有几种方法可以增加个人风格：积极主动和保持联系是两种基本方法。此外，可以尝试让交易定制化以满足客户的特别需求，或者通过社交媒体赞美和提升客户形象。然而，也许最简单和最有效的方法是倾听。

Active listening allows for a full understanding of what the client has told you; which can be used to successfully close the sale. In addition to helping to drive sales, this process also enjoys the admirable benefits of building rapport and avoiding miscommunication.

积极倾听可以让你充分了解客户告诉你的事情；这将有助于你成功完成销售。除了有助于推动销售，积极倾听的过程还将带来绝妙的好处 – 建立融洽的关系和避免信息的错误传达。

In conclusion, starting a good client relationship relies on a wide range of small, commonplace actions that collectively add up to a great investment of a salesperson’s time. In addition to what has been mentioned above, some additional points to also consider are:

• Research the background of your client before you meet with them
  

• Send a thank-you and follow up message after your initial meeting
  

• Personalise the relationship by using your clients' first name in conversation
  

• Be honest with your client and never promise more than you can deliver
  

• Treat your client with respect and don't be afraid to admit that you don't know something

总之，建立一个良好的客户关系依赖于一系列小而平常的行为，这些行为加起来是一个销售人员大量时间的投资。除上述内容外，还需考虑以下几点：

• 在会见客户之前，先调查一下他们的背景

• 在初次见面后发送感谢和后续信息

• 在谈话中使用客户的名字使关系个性化

• 对你的客户诚实，不要承诺超出你的能力范围的事情

• 尊重你的客户，不要害怕承认你不了解某些事

If you are interested in further developing your knowledge on building rapport in Sales, or other leadership and management skills, please contact us to discuss our range of market tested, fully customised training programs.

如果您有兴趣进一步拓展您在如何在销售场合建立互信关系这一方面的知识或其他领导与管理技能，请与我们联系，一同探讨我们经过市场测试的全定制培训计划。

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Contact (English & Chinese):

Charlie He - Managing Director, BM Consulting (Shanghai) / Head of Centre, City&Guilds China Centre

Tel: (+86) 186 2187 6930

Email: charlie01@bmconsulting.cn

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About us:

        BMC Partnership总部位于上海，作为中国和海外的国际认证职业培训项目的专业合格供应商和咨询顾问，拥有数十年的国际经验。

      目前，我们提供City & Guilds商务支持（Business Support)三级文凭（4475-13），为中国大陆的职业高中、高等院校和跨国企业，以及私人商业等领域的专业人士提供商业技能培训。

Based in Shanghai, BMC Partnership has over a decade of experience as a specialist qualified provider and consultancy for internationally accredited vocational training programs in China and overseas.

Currently, we offer City & Guilds Level 3 Diploma in Business Support (4475-13), providing vocational business skills training to China Mainland vocational high schools, colleges, universities, and multinational enterprises, as well as for private business professionals.