Technique Four: "Echo" Your Customer's Words

Every business has jargon and buzzwords that distinguish knowledgeable insiders in the industry from uninformed outsiders. And every one of your customers has his or her own language that distinguishes family, friends and co-workers from strangers. The words may all be English, but subtleties in choices vary from industry to industry, and even family to family. Imagine for a moment you are giving your sales pitch to a young mother. Perhaps she refers to her "child," her "kid," her "infant," her "toddler," or her "newborn." When you are talking with her, use whatever word she uses. Use HER words to establish subliminal rapport. You're giving your sales pitch to an executive? He speaks about his "job," his "profession," his "assignment," his "commission." Use HIS word for his work to establish subliminal rapport. You will appear more credible, trustworthy and likeable. When you echo their arbitrary choice of words, customers feel you're "family."

Technique Five: "Caption" Your Customer's Life

Did a prospect just tell you he was going on vacation to St. Thomas? Did a customer just tell you she got promoted at her company? Did a client just tell you he's a new grandfather – and the baby's name is Sammy?  Write it down! After every conversation with a prospect or customer, make a note of any stories they told you. Write them on the back of their business card or in your customer file. Then, whenever you see that customer again, check your file. Before you say word one about your merchandise or service, ask "Hey, tell me about St. Thomas?" "How's the new job?" "Hey, how's Sammy doing - taking after his grandaddy yet?"  What makes captioning so powerful is this. We remember facts about people we love, our family and friends. But we don't usually remember these things about strangers or even our customers. Recalling a customer's personal history gives the subliminal impression that you are not just a salesperson, but a friend.

Technique Six: Ask Your Customer "Long-Form Questions"

Just like there are short-form and long-form tax returns, there are questions requiring short answers, and questions requiring longer answers. Very early in the conversation, ask your customer a long-form or open ended question.

SHORT-FORM QUESTION: "Did you enjoy St. Thomas?"

LONG-FORM QUESTION: "Hey, if you've got a minute, I'd love to hear about your trip to St. Thomas."

Why take time to listen to a customer's long-winded answer rather than his short puff?

Four solid reasons:

1. Your question sends out subliminal "caring" messages. Asking a long-form question makes your customer feel you're interested in him.
2. Listening to your customer, especially on subjects not related to your merchandise or service, gives you valuable insight into them. You have time to judge their body language, determine their values in life, and figure what emotional approaches will work best with them.
3. You involve the customer and get their mind off the fact that you'll soon be separating them from their money.
4. It increases your customer's interest in what you have to say. Everyone likes to be the center of attention. But, after hogging the spotlight, a little guilt starts to set in. They're now ready to hear somebody else talk. That's you, making the sale.

Technique Seven: "Mega-Listen" to What Your Customer is Saying

A full 85% of your knowledge is fed to your memory through your eyes. Only 7% comes through your ears. The rest reaches your brain through the other senses. If you intend to convince your prospect that your merchandise is right, you must remember every aspect of her problem. So, while she's talking, picture in your mind everything she is telling you. Imagine a little TV screen in front of your eyes, and "watch" what she is describing. When you "see" her problem, you will be less apt to give your standard pitch. You will clearly "see" how your merchandise or service is the solution to her specific problem. In addition, mega-listening makes you a more empathetic listener. By picturing everything she is saying, your body responds more energetically to your customer's story. This creates a bond with her.

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