6. Be aware of your customer’s requirement for territory. We are all animals deep down and don’t ever lose our instincts. I once took my youngest son to a party at his friend’s house. His friend’s dad was a farmer and had lived on a farm all his life. I went to shake his hands and he stood a clear 5 feet away and leant his body to shake hands. Immediately he’d finished, he leant back again. You see in the country, people respect the space around them, whereas in the city people are not too fussed about getting closer to you. Everyone has an intimate zone that you should never encroach unless you are their lover. Gauging the size of this zone is the trick.

7. Metaphors and comparisons. Instinctive rapport salespeople use these all the time to help the customer understand and relate to the service or product. Someone told me this one recently. ADSL or broadband internet connections are like TV. You only have to turn on the set and BBC1 or ITV is already there. And if you kept your TV switched on all the time, the BBC or ITV would never go away.

8. Real communicators tell stories. Customers want to hear stories if it helps them understand and relate to what you are saying. Talk to me and I hear, show me and I understand, tell me a story and I’ll remember. Don’t think adults don’t like stories – they do. Children love them, of course, we all know that. Try and relate something you’re saying into a story that illustrates your point beautifully. Become a master Rapport Seller©

9. When writing letters to your customer, write in a modern 21st century style. One of the best books on this subject, which I highly recommend is “Write Language” by the excellent Alan Pease. His main push is that we should develop a style of writing that matches the way we talk to people. Little things like writing hello instead of Dear and writing goodbye instead of yours sincerely, makes all the difference. After all when I say farewell to someone I never say “assuring you of my best attentions at all times, yours sincerely” Write me a letter and I’ll return the letter in a style that might interest you.

10. Product knowledge is very important but these days customers are beginning to know as much if not more than us. Blame that on the internet. Naturally there are some exceptions. Learn your products, yes, but learn more about the customer’s context. In other words study up on their market if they are a business. Find out as much as you can about their company, of course, but their industry. Discover their challenges and problems, read their trade journals, be aware of what their competition is doing. Add value to the sales interview, not just information about your product.