From the series:  What I learned about sales from the presidential campaign.
Lesson #2
NOTHING REPLACES PERSONAL CONTACT FOR BUILDING RAPPORT.

Regardless of the ultimate outcome, Rick Santorum has proved one thing. You can go from obscurity to notoriety quickly thru one-on-one, personal interaction.

Want to observe sales in its purest form?   Scrutinize the handling of candidates in our presidential elections. For a moment, put aside your political ideologies and think of candidates as the ‘product’ that is being sold to the American people.

In our brave new world of  social media optimization through  FaceBook, LinkedIn, Google+, Twitter and countless other applications, Rick Santorum decided to do business the old fashioned way and it paid big dividends. Visiting all 99 counties in Iowa,  Rick Santorum proved that ‘pressing the flesh’ is more effective for building rapport quickly than attempting a predominantly virtual campaign. Social media is important. However, Rick’s campaign has achieved extraordinary success  because he has mastered integrating personal contact with a strong social media presence.

Building rapport with Iowa voters is no different than working with business contacts.  Rapport is the deepest level of relationship between two individuals in business which involves sharing common ground and is established when trust and affinity have been reached between both parties. At rapport you have secured a long term, repeat client who will provide you with quality referrals.

Here are two tips from the Santorum campaign for building rapport.

1. Rapport does not happen overnight. Rick stomped through Iowa for months. Developing rapport will require time and repeated contact with the client.

2. Rapport is developed more quickly through personal contact. It’s time for business people to stop hiding behind social media. Although social media is a piece of the puzzle, it is just that, a piece. E-mails are often misread or mis-interpreted.  Nothing is more powerful than a personal phone call or a face to face meeting. Too busy to leave the office? Use  SKYPE! We are also getting a positive response from the field using personalized, video email. Try EYEJOT.com. It is another SKYPE product that is free and easy to use. You do not need to download anything.

Want a systematized methodology for developing rapport? Get our free E-course:  Three Keys for Building Rapport.

 

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