I was recently coaching a residential service technician on sales and customer service and one of the things we got to talk about was how to find common ground with our prospects and why that matters for sales.
The technician said he felt it was “nearly impossible” for him to find common ground with the homeowners in his market because he wasn’t originally from that area.
So, how can we find our common ground in that situation?
Common Ground Creates More Sales – How And Why
I could instantly relate to this technician felt. I knew the feeling of being a “fish out of water” and have experienced it several times myself.
I grew up in a very small town in Northern Indiana. So small I graduated High School with less than 75 other people!
When I joined the Navy out of High School, I was immediately thrown into a pool of people who I never met, shared no background with, and shared no mutual connections with. Talk about being a “fish out of water!” (Yes, Pun intended!)
After getting out of the Navy, I moved away to attend college in Muncie, Indiana where I again was thrown into a pool of people whom I shared nothing with. (¡Ay caramba!)
After getting out of college I landed a position in automotive sales at a local dealership where (you guessed it!) I didn’t know a soul.
I was also selling to people who I had never met and shared no personal background with.
Naturally, I had to force myself out of my comfort zone, learn how to find common ground with people, and how to build rapport with them.
Now I own and operate my own Sales Coaching and Business Consulting firm and work with Residential Service professionals all across the United States. Most of whom I do not know personally prior to working with them.
How do I do it you might ask?
Here are a few things that help me which I know will help you as well…
How To Create Common Ground
Rule 1: Be Curious
When your goal is to find common ground with another individual it’s imperative that you ask them questions. In order to find or discover our common ground with another person, we have to get them talking and the best way to get someone talking is to ask them open-ended questions.
You can read more about open-ended questions in my other article, how to build rapport.
Don’t be afraid to ask people questions. Asking someone a question is like sending them an invitation to share information with you. Most people actually enjoy talking about themselves and what they’re passionate about!
You’d be surprised at how much people will share with you if you would just invite them to.
Rule 2: Listen
If you’re asking questions, then you should be practicing active listening as well.
Listen to the information they are sharing with you. Have they shared anything that you could relate to? I’d bet you have more in common with people than you think if you listen!
P/s: This isn’t the time to zone out, day dream, or make any interruptions!
For more information on asking open-ended questions and using active listening, read how to build rapport.
Rule 3: Be Personal
Don’t be afraid to ask personal questions and share some personal details about yourself with the client. Do you both have kids? Share that with them! Do you both love soccer? Share that with them!
Just to clarify, I’m not suggesting you ask for private or sensitive information. However, if they have anything on display in their home, chances are it’s something they’re passionate about, so ask them about it!
When you show up at the doorstep, you are a stranger to this person and they are a stranger to you. I can understand how uncomfortable you might feel being in a stranger’s home. Understand that it’s at least ten times (10x) more uncomfortable for them to have a stranger in their home!
How long do you want to remain a stranger in someone’s home? How long would you want a stranger to be in your home?
Get to know them and let them get to know you FAST!
Rule 4: Be Authentic
Be yourself. Don’t fabricate any stories to generate common ground. Be truthful and transparent and allow it to occur naturally.
A mentor of mine once said, “The best person you can be is you!”
It’s important to remember that the only thing we have to offer that’s different than our direct competitors is ourselves. So, don’t be afraid to be you.
It’s not much fun pretending to be someone you’re not and it erodes trust when people catch you in a story that isn’t true!
Why Common Ground Matters
Relationships are key to making sales in this industry and common ground is essential to building long lasting relationships with our clients / customers.
A great sales trainer, Joe Verde says, “71% of people will buy from people they like, trust, or respect.”
How can anyone like, trust, or respect you if they don’t know you?
I challenge you to make it your mission to establish common ground with your next prospect!
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About The Author:
Patrick is a Husband, a Father, a Modern Entrepreneur, the Founder of BizPAL.org, and the Creator of BizPAL’s Automated Recruiting Program.
He holds certifications in Social Media Marketing, Facebook Advertising, Inbound Marketing, Business Automation, and more!
Fun Fact:
Patrick was born and raised in a predominantly Amish community in Northern Indiana.
Got questions about the Amish? Ask Patrick!
Patrick is the son of a Career Tradesman and is extremely passionate about helping the Contracting industry grow and advance.
He has over 10+ years of experience in Customer Service, B2C Sales, Social Media Marketing, Sales Training and Coaching, Business Consulting, etc.
He has spent the past 7+ years working with Service Contractors from coast to coast to increase their Sales, boost their Profits, increase Customer Satisfaction and Brand Loyalty, and improve their Operational efficiency by Building Creative Solutions and Implementing Innovative Ideas!
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