We always talk about how to make a good first impression, which is one of the most important steps in a sale, and how to greet customers properly with the word “welcome”, asking a question and taking another step forward in the sale. Now the next step is to find the common ground with your customers by building rapport. Why? Because these two opposing stats clearly prove that liking you is almost more important than anything else except a demo:

• 71% said they bought because they liked their salesperson.

• 71% who didn’t buy, said they even found a vehicle in inventory they were interested in, but didn’t buy because they didn’t like their salesperson, the process or management.

We could argue about the stats and bring up exceptions who loved us and didn’t buy, or who hated us but did buy. But what’s the point? Why not go with the most logical solution to selling more and just learn how to be friendly, and learn how to make friends quickly when you meet someone?

No, we’re not hoping for an invitation to dinner, just developing a friendly business relationship.

How do you make friends away from work? Don’t you get into a conversation, and then by asking questions and listening, find things you have in common with the other person?

Step back to the other side of the curb for just a minute and remember that buying a new car is tough for anyone. It’s like being the stranger at a party for a charity you aren’t that familiar with, and knowing the host is going to hit you up for $30,000 before you leave. You’re interested in charitable giving or you wouldn’t have gone to the party at all. But you’ll have to learn more about the charity, and you’ll definitely have to like and trust the person, before you’ll just hand over your money.

So how’s that much different than buying a car? They want a car, that isn’t in question, the stats are clear; eight out of 10 who look at a car, take one home, and seven of the eight do that within a week. And we know 85% of those buyers walk out their front door to go buy a car, not to just look at or think about buying one.

They really do have the same problem as at the charity party. There are tons of charities to give to, so their decision to donate will almost always be based on the trust of the people and organization.

We break the selling process into eight steps, but when you take that course, you realize that each of those steps have mini-steps in them, too. But of everything about selling, two areas stand out heads above the crowd; getting a demo is number one. Why? Because 99% will not buy until they’ve driven the vehicle.

The other is using your time in the wander around to not only investigate who the car is for, how they’ll use it and what’s important to them to select the best vehicle — but to really listen to their answers so you can find that common ground so they can like and trust you.

How Do You Build Rapport?

The easy answer: be genuinely interested in the people you talk to about a new car. Stop trying to sell, and start trying to help them solve their transportation needs. But how do you know what to talk about? You have to find out who it’s for, how they’ll use it and why they’re getting it.

• “It’s for my son” ... First car or replacement? “first car.” Reward or just helping out? “Reward.” Why? “Good grades, headed to college.” Which high school, which college, will you help him move, what’s most important with him driving back and forth, you helping him pay?

• “Wrecked it.” Everyone OK? “Yes, but totaled.” How’d it happen? (Response.) What did you like best about your truck? “Performance.” Why? “To pull Jet Skis to the river.” Cool, where, how often, who goes, how long, where do you stay?

• “Just a replacement.” How will you use it, work, pleasure? “Both.” What do you do? “Real estate.” How’s that going now, what area, which office, how long, what do you see with the market? (Response) How about pleasure, what? “River trips, pulling Jet Skis.” (See above).

Don’t make it tough. Your next question comes from their last answer. Just keep the conversation flowing by learning how to ask ‘open-ended’ questions. There are also clues everywhere. Bumper stickers, license-plate frames, ski racks, trailer hitches, sports equipment visible, window stickers, lapel pins, charms on bracelets, dog hairs on their clothes, kids — all are easy clues you can spot and talk about.

One caution, however: Don’t make asking questions an interrogation. Just develop an honest interest in your customers. And if you don’t sell it, you have the rapport the salesperson down the street won’t have, and that makes follow up easy. You’re making new friends and if you want to grow in sales, it sure helps to have lots of friends who use your products, and who tell their friends about you.