To successfully close a sale, it’s essential to build and then release this good tension. This is a common tactic in advertising. Tension is created by highlighting a problem—like the potential for accidents in an insurance commercial. A solution is then offered that brings relief.

Building Rapport and Trust

When you first make contact with a potential buyer, they are often tense, especially if they have an unmet need. Your first task is to alleviate this tension by building rapport. Establishing rapport is the foundation of trust. Without it, the buyer stay tense and resistant to your questions. They also be uninterested in what you have to say.

Once trust is established, you can start asking high-quality questions. These questions are designed to either confirm the buyer’s first need or stimulate a new need they hadn’t considered. This questioning process is crucial because it engages the buyer’s emotions, making them more receptive to your solutions.