Relationship-building is a fundamental selling skill. Yet, due to their strong focus on technology, Gen Z individuals often encounter challenges in developing rapport compared to their more experienced counterparts. Here’s how dealers can address this gap: by leveraging the expertise of seasoned individuals to complement the tech skills of younger employees
This is an edited version of an article originally published on SBI Growth
Establishing strong relationships with customers is a core skill mastered by experienced dealers. As the reseller industry evolves, newcomers often bring a tech-focused approach. However, in cultivating customer relationships, they may face challenges compared to older generations with extensive experience in engagement and communication. To bridge this gap, here are essential rapport-building skills to empower your sales team and overcome any potential generational barriers.
Speaking a different language
Social skills in the digital age are vastly different to those prevalent in the workplace twenty years ago. While this statement may seem obvious, comprehending the implications of these differences is crucial for enhancing relationship-building skills within your sales force. It can be easy to go into a conversation with biases about a particular generation’s social skills. However, it’s essential to recognize that the reality is more nuanced than simply stating “younger people lack good people skills.” In fact, it might be more accurate to liken these differences to two individuals speaking different languages!
Understand the individual
One significant advantage that experienced salespersons bring to the table is their deep understanding of customers—not just at a business level, but as individuals. Engaging in everyday conversations with customers serves as a potent rapport-building technique—connecting on personal interests like local events, sports, or recent holidays can forge strong bonds. Less experienced team members stand to gain valuable insights into customers by learning from colleagues who have cultivated relationships with them over the years, gaining intimate knowledge of their business needs. Simultaneously, more tech-savvy salespersons can contribute their expertise in social media, enriching the team’s understanding of customer preferences and behaviours. By integrating personal insights with digital content, your sales team can authentically engage with customers on topics that resonate with them.
Encourage active listening
Active listening in sales is vital for making customers feel valued, understood, appreciated, and respected. It also aids in preventing misunderstandings and gaining insight into what matters most to the customer. However, one common challenge is the confusion between passive and active listening. Passive listening involves the physical reception of sound waves transmitted to the brain (i.e., hearing), but in today’s fast-paced and distraction-filled world, this often leads to incomplete absorption of information.
Dealers can support their sales teams in improving their active listening skills by creating an environment conducive to focused interactions. This can involve encouraging salespersons to eliminate distractions, such as keeping their mobile phones away during meetings. Additionally, salespeople can enhance their listening abilities by strategically deciding when in-person or digital communication is more appropriate for engaging with customers.
Build empathy skills
This is where experienced salespeople are at a significant advantage. They’ve seen it all, weathered every storm and have a profound understanding of the challenges their customers face. By harnessing this knowledge to mentor new employees, they can offer valuable insights into the industry landscape and its evolution, enabling better understanding and connection with customers.
For many Gen Z employees who have grown up in a digitally driven world, gaining a nuanced understanding of the market can be transformative. By guiding them towards a deeper comprehension of industry dynamics, seasoned salespersons help them cultivate rapport-building skills rooted in empathy and understanding.
When sales teams build a strong rapport with customers and each other, selling becomes easier. Emphasising the three-core rapport-building skills—finding common interests, active listening, and demonstrating empathy—is essential for any dealer business aiming to strike the ideal balance between interpersonal and digital relationship-building abilities.
Be the first to comment