Establish Rapport

The longer the sales cycle and higher your product’s price tag, the more likely it is that you will need to invest more effort in establishing rapport.  Ultimately, it helps you gain your prospect’s trust.  That is why it pays to send a series of messages offering something of value such as an industry article, link to a podcast or YouTube video.  Become your prospects ally first, and then ask for the order.  Remember people buy from people . . . necessarily companies.  And when all things are equal (price, quality, guarantee, etc.), people buy from the person they like the most.  This is why establishing rapport is so important.