Before getting anywhere in a sales call it’s a known fact that what separates the hacks from the true sales machines is the ability to bond with the buyer. This is not simply a pleasant hello and into the description of the product or service, this conversation should allow the buyer to provide as much information as possible about the reason they are looking into the product in the first place and this information should go directly into your sales database categorized as rapport building information for future reference.

Never rush to dominate the conversation, let the potential buyer talk as much as possible, and encourage them to keep talking with encouraging verbal pushes such as "that’s great" "wow" etc. What ever they say the business is that they are starting or in say "good for you", it is surprising how well that connects with each and every prospect. If the salesperson hears an opportunity to relate directly to the customers information that will also help to build rapport such as "I have two kids in college myself". Remember to always turn that back around immediately to the customers information without a long story if the sales persons information. The longer that the sales rep can gain information from this conversation without a description of the product or service, the better chance that the customer will close to the next step in the sale.

After enough rapport has been built to give the salesperson the feeling that the notes in their database are productive, then it is a good time to give the customer the "elevator speech" version of a product or service description. For example it should be as short as "well as you know our company produces a software for adding live chat to any website…", that description should complete with a question that puts the conversation right back into the customers hands.

The best possible question will make the customer begin to start selling themselves on why they need the product or service. For example, "have you thought about how having live chat on your website will increase your sales?" Keeping good notes in the sales database about what the customer sees as the benefit may be all the sales person needs to close the sale.