Get the "story".

If you are courting a new client, building rapport is an essential part of the sales process and the best way to do that is to ask questions. And I don't mean questions about market sectors, bottom line numbers, or industry challenges (although there is a time and place for all of that), but more so asking questions about the people, customers and personal history of the business.

This is especially important during your first meeting(s).

Even though I am often well researched about my prospect, I will still go in to a meeting quite wide-eyed and often lean towards questions such as "Who thought of that design?", "Who made that window display?", "Who is that in the picture?", or "Does your daughter work with you full time here?". People love talking about themselves and important things in their life and business. The sooner you get them to open up a little, the more honesty (and thus, control) you'll get from the prospect.

The reason for steering the conversation away from the obvious sales process serves many purposes besides building rapport though.

- Helps relieves anxiety about talking to a sales person
- Creates friendship and partnership as opposed pressure
- Builds background information you can use to serve client better
- Learn "story" possibilities for your clients' social media/advertising
- Shows a caring and inquisitive perspective on your part (sets you apart)
- Prospect is more accepting for subsequent meeting (sales process)

Many such meetings I've had have run over time, because time flies when you are having a good connection with a prospect. But that is also indicative of a really good first meeting.

By getting the story of the client before you make a proposal, you are much more likely to be prepared for any objections, and have already earned a level of trust that allows you to control the negotiations/contract.