Download Sell the Feeling e-book - The Referral Code

Step 2: Create RapportNeil sat back, preparing himself for Sam’s next curve ball. Aftera long silence, Sam quietly asked, “What business are you in?”Neil was impatient. “Sales? Financial services? What are youdriving at? The obvious answer is never right with you.”“Son,” Sam began. Neil knew that he was in store for a ‘profoundzinger’ anytime Sam started a sentence with ‘Son.’”“Son, never forget this: No matter what you’re selling or to whomyou’re selling, you are first and foremost in the people business.” Sampaused to let what he said sink in.Sam continued, “People likedoing business with people they like,and people like people who are likethem. You can be the biggest expert inyour field, but if you’re not an expertin connecting with people, you’llseverely limit your success in sales.”Neil rolled his eyes and thought,Here we go, basic sales stuff—PeopleSkills 101. This ‘profound zinger’didn’t seem profound at all.Neil shot back defensively, “What do you think I am, an idiot?I’m nice to people. I’m friendly. I look them in the eye. I smile andexchange pleasantries.”Sam remained calm and composed. “Being pleasant and respectfulis a small part of connecting with people. It’s the stuff that anyoneraised with manners does. The real connection—the connection thatallows you to influence people and sell the feeling—takes place mostlyon the unconscious level. Did you ever meet someone for the firsttime and you knew you liked them right away?”Neil thought for a moment. “Yeah, I met this guy named Rogerat a party last month. We started talking and found out we were 61 People like doingbusiness with peoplethey like, and peoplelike people who arelike them.