2 Chapter Two:

The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System? The Importance of Bonding & Building Rapport
Chapter 2:
u
Bonding & Chapter 2: Summary & Learning Objectives
Building Rapport

uChapter 3: Chapter Description:

Up-Front
Contracts Participants will understand the importance of understanding how people
communicate and the different behavioral styles so that the salesperson can
Chapter 4:
u
Identifying Pain
adapt to the prospect’s preferred styles. This will allow the participant to
focus on the prospect and build a more trusting relationship.
u Chapter 5:
Questioning
Strategies
Chapter Outline:
uChapter 6:
Uncovering —— The Role of Active Participation in Bonding & Building Rapport
Budget
—— Three Elements of Communication
uChapter 7: —— Active Listening Techniques
Decision
—— Transactional Analysis (TA)
u Chapter 8: —— Primary Sensory Dominance (PSD)
Fulfillment
and Post-Sell —— DISC Chart
uChapter 9: —— Protect the Prospect’s OK-ness
BAT-ting
Average —— Was It Something I Said?

u Chapter 10:
Prospecting
Behavior
Chapter Objectives:
At the conclusion of this Chapter, you will be able to:
—— List the elements of communication.
—— List Active Listening techniques.
—— Describe the characteristics of the three Primary Sensory modalities.
—— Share the key points of the three psychological ego states.
—— Describe each of the four Behavioral Styles.

CHAPTER 2 – The Importance of Bonding & Building Rapport 13

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 2 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
The Importance of Bonding & Building Rapport
uChapter 2:
Bonding & It’s important because:
Building Rapport
—— People who are like one another, tend to like one another.
uChapter 3:
Up-Front —— People who like one another, tend to trust one another.
Contracts
—— People tend to do business with people they trust.
u Chapter 4:
Identifying Pain

u Chapter 5: People want to be:

Questioning
Strategies —— Heard.
Chapter 6:
u
Uncovering
—— Understood.
Budget

uChapter 7: All things being equal:

Decision

u Chapter 8:
—— People buy from people they like.
Fulfillment
and Post-Sell —— People like people who are like themselves.

uChapter 9: —— Hence, people buy from people who are like themselves.
BAT-ting
Average

u Chapter 10:
Prospecting
Behavior

14 CHAPTER 2 – The Importance of Bonding & Building Rapport

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System? The Role of Active Participation in Bonding & Building Rapport
uChapter 2:
Bonding & Active participation is a communication process that enables you to enhance the
Building Rapport way you communicate with a prospect by adjusting your style of speaking, body
language, and sensory cues to mirror those of the prospect.
uChapter 3:
Up-Front This is done subtly so the prospect is aware only of feeling familiar with you and
Contracts
bonding and building rapport can begin.
Chapter 4:
Elements of communication
u
Identifying Pain
—— Spoken words
u Chapter 5:
Questioning —— Tonality
Strategies
—— Body language
uChapter 6:
Uncovering Active listening techniques
Budget
—— Restate the message
Chapter 7:
u
Decision
—— Paraphrase

u Chapter 8: Transactional Analysis (TA)

Fulfillment
and Post-Sell —— Parent
—— Adult
uChapter 9:
BAT-ting —— Child
Average

u Chapter 10:
Primary sensory dominance (PSD)
Prospecting —— Visual
Behavior
—— Auditory
—— Kinesthetic

Behavioral Styles
—— Dominant
—— Influencer
—— Steady Relater
—— Compliant

CHAPTER 2 – The Importance of Bonding & Building Rapport 15

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 2 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Three Elements of Communication
uChapter 2:
Bonding & 1. Spoken words
Building Rapport

uChapter 3: 2. Tonality (quality or character of sound)

Up-Front
Contracts —— Tempo: Characteristic rate or rhythm of speech

u Chapter 4: —— Pitch: Having either a high or low range of tone

Identifying Pain
—— Inflection: An alteration in pitch or tone of voice, so that a word
u Chapter 5:
Questioning is emphasized
Strategies
—— Resonance: Intensification or prolongation of a sound
uChapter 6:
Uncovering —— Volume: Degree of loudness or softness
Budget

uChapter 7:
Decision 3. Body language (non-verbal communication)

u Chapter 8: —— Facial expressions

Fulfillment
and Post-Sell —— Gestures

uChapter 9: —— Body movements

BAT-ting
Average
—— Posture
u Chapter 10:
Prospecting —— Eye contact
Behavior

16 CHAPTER 2 – The Importance of Bonding & Building Rapport

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Three Elements of Communication
uChapter 2:
Bonding &
Building Rapport

uChapter 3:
Up-Front
Contracts

u Chapter 4: Spoken
Identifying Pain
Words
u Chapter 5:
Questioning
Strategies Body Language
uChapter 6:
Uncovering
Budget Tonality
uChapter 7:
Decision

u Chapter 8:
Fulfillment
and Post-Sell

uChapter 9:
BAT-ting
Average

u Chapter 10:
Prospecting
Behavior

CHAPTER 2 – The Importance of Bonding & Building Rapport 17

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 2 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Active Listening Techniques
uChapter 2:
Bonding & Active listening is simply reflecting back to the speaker the message you heard, so
Building Rapport that you can either confirm or correct your understanding of that message. Ask
questions or make statements that will prompt the speaker to comment on your
uChapter 3:
Up-Front reflected message.
Contracts
There are two ways to reflect the speaker’s message:
u Chapter 4:
Identifying Pain —— Restatement
u Chapter 5: —— Paraphrasing
Questioning
Strategies Follow your comment with a significant pause in speech and body language, to
prompt the speaker to let you know if the message you heard was the message
uChapter 6:
Uncovering he intended to send.
Budget

uChapter 7:
Decision

u Chapter 8:
Fulfillment
and Post-Sell

uChapter 9:
BAT-ting
Average

u Chapter 10:
Prospecting
Behavior

18 CHAPTER 2 – The Importance of Bonding & Building Rapport

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Transactional Analysis (TA)
Chapter 2:
Each of us has three ego states:
u
Bonding &
Building Rapport

uChapter 3:
Up-Front
Contracts
—— Parent
u Chapter 4:
Identifying Pain

u Chapter 5:
Questioning
Strategies

uChapter 6:
Uncovering
Budget

uChapter 7:
Decision
—— Adult
u Chapter 8:
Fulfillment
and Post-Sell

uChapter 9:
BAT-ting
Average

u Chapter 10:
Prospecting
Behavior

—— Child

CHAPTER 2 – The Importance of Bonding & Building Rapport 19

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 2 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Primary Sensory Dominance (PSD)
uChapter 2:
Bonding & The characteristics of the visual:
Building Rapport
—— They are “show me” people.
uChapter 3: —— They process their environment through pictures.
Up-Front
Contracts —— They tend to think fast, move fast, and speak fast.
u Chapter 4: —— They are very animated, and use gestures while talking.
Identifying Pain
—— They do not like to be interrupted.
u Chapter 5:
Questioning —— They use visual terms in conversation.
Strategies

uChapter 6: The characteristics of the auditory:

Uncovering
Budget —— They are “tell me” people.
uChapter 7: —— They think in words, sounds, and dialogues.
Decision
—— They represent ideas in their minds as conversations.
u Chapter 8:
Fulfillment —— They speak in even tones and with a steady rhythm.
and Post-Sell
—— They are more comfortable with people who speak at the same rate they do.
Chapter 9:
—— They are easily bored by monotonous speech.
u
BAT-ting
Average
—— They use auditory terms in conversation.
u Chapter 10:
Prospecting
Behavior The characteristics of the kinesthetic:
—— They are influenced by how they feel about their reality.
—— They make judgments on the basis of inner feelings of comfort/discomfort and
on external experiences of touch.
—— They breathe deeply and slowly.
—— They have low-pitched voices and speak at a slow pace to make sure they
convey the right feeling.

20 CHAPTER 2 – The Importance of Bonding & Building Rapport

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
DISC Chart
uChapter 2:
Bonding &
Building Rapport
HOW TO IDENTIFY
uChapter 3:
Up-Front
Contracts TASK-ORIENTED

C D
u Chapter 4:
Identifying Pain

u Chapter 5:
Questioning
• Precise, exact, analytical • Decisive, tough, impatient
Strategies
• Logical, systematic • Strong-willed, competitive
uChapter 6: • Does not express emotions • Demanding, independent
Uncovering I E
Budget • Careful, formal, disciplined, • Direct, does not listen
N quiet X
uChapter 7: T T
Decision R R
O O
u Chapter 8: V V
Fulfillment
E E

S I
and Post-Sell
R R
uChapter 9: T T
BAT-ting E E
Average
D • Calm, steady, laid back • Sociable, talkative, open
D
u Chapter 10: • Careful, patient, amiable • Enthusiastic, energetic
Prospecting
Behavior • Listens carefully, sincere • Persuasive, spontaneous,
impulsive, emotional
• Modest, indecisive,
trustworthy • Talks more than listens

PEOPLE-ORIENTED

CHAPTER 2 – The Importance of Bonding & Building Rapport 21

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 2 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
DISC Chart
uChapter 2:
Bonding &
Building Rapport

uChapter 3:
HOW TO COMMUNICATE
Up-Front
Contracts TASK-ORIENTED

C D
u Chapter 4:
Identifying Pain

u Chapter 5:
Questioning • Use data & facts • Be direct, brief, & to the point
Strategies • Examine an argument thoroughly • Focus on the task
• Keep on task; do not socialize • Use a results-oriented approach
uChapter 6: • Disagree with the facts, • Ensure they win
Uncovering not the person • Use a logical approach
Budget I • Use proven ideas & data • Touch on high points & big ideas E
N • Don’t touch • Don’t touch; keep your distance X
• Don’t talk about personal issues
uChapter 7: T • Explain carefully
• Don’t be emotional T
Decision • Act quickly, they decides fast
R R
Chapter 8:
O O
V V
u
Fulfillment
and Post-Sell E E
uChapter 9:
BAT-ting
Average
R
T
E
D
S
• Be patient, build trust
I
• Allow time for socialization
R
T
E
D
• Draw out their opinions • Lighten up; have fun
u Chapter 10: • Relax; allow time for discussions • Ask for feelings & opinions
Prospecting
• Show how solutions affect people • Use touch; forearm and back
Behavior
• Clearly define all areas • Be friendly & warm
• Involve them in planning • Set aside time for chatting
• Slow down your presentation • Let them speak
• Provide information needed • Give recognition
• Secure commitment step by step • Speak about people & feelings

PEOPLE-ORIENTED

22 CHAPTER 2 – The Importance of Bonding & Building Rapport

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Protect the Prospect’s OK-ness
Chapter 2:
You are responsible for the prospect’s OK-ness. Everyone, including the prospect, is
u
Bonding &
Building Rapport fighting for OK-ness.

uChapter 3:
Up-Front
Contracts
Always let the prospect preserve his or her dignity.
u Chapter 4:
Identifying Pain

u Chapter 5:
Questioning
Strategies

uChapter 6: Since most people want to feel OK about themselves,

Uncovering the way to feel OK about themselves is to find someone
Budget
else who is more Not-OK that they are. 98% of the
uChapter 7:
population wants to feel OK about themselves.
Decision

u Chapter 8:
Fulfillment
and Post-Sell

uChapter 9:
BAT-ting
Average

u Chapter 10:
Prospecting
Behavior

CHAPTER 2 – The Importance of Bonding & Building Rapport 23

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 2 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Was It Something I Said?
uChapter 2:
Bonding & In general, what are buzzwords?
Building Rapport
Company Buzzwords
uChapter 3:
Up-Front
Contracts • •
u Chapter 4:
Identifying Pain
• •
u Chapter 5: • •
Questioning
Strategies

uChapter 6:
Industry Buzzwords
Uncovering
Budget • •
uChapter 7:
Decision
• •
u Chapter 8:
Fulfillment
• •
and Post-Sell

uChapter 9: Examples:
BAT-ting
Average How a salesperson makes a prospect feel Not-OK:

u Chapter 10: —— Rushing or pressuring the prospect.

Prospecting
Behavior —— Talking down to the prospect.
—— Asking the prospect intrusive questions.
—— Acting cocky.
—— Speaking from the salesperson’s world—not relating the information
or questions to the prospect’s world.
—— Using jargon, buzzwords, or acronyms.

Make your prospect feel OK: Eliminate buzzwords!

24 CHAPTER 2 – The Importance of Bonding & Building Rapport

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Lessons Learned & Knowledge Testing
Chapter 2:
u
Bonding & Chapter Summary:
Building Rapport Key takeaways from this Chapter:

uChapter 3: This chapter emphasizes the significance of establishing rapport with prospects
Up-Front
Contracts and maintaining bonds with clients as the first step in the Sandler Selling System.
The underlying assumptions upon which the system’s approach is built are:
u Chapter 4:
Identifying Pain —— People buy from people that they like.

u Chapter 5: —— People like people who are like themselves.

Questioning
Strategies —— Hence, people buy from people who are like themselves.

uChapter 6: The objective of building rapport is to establish the bridges of trust that are necessary
Uncovering for the sales process to take place. Without trust, the possibility of a sale is dramatically
Budget
reduced. With rapport, the chances of a sale are markedly increased.
uChapter 7:
Decision
Observations & Revelations:
u Chapter 8: During this Chapter, I learned:
Fulfillment
and Post-Sell

uChapter 9:
BAT-ting
Average

u Chapter 10:
Prospecting
Behavior As a result of what I learned, I will:

Join the conversation about this lesson by tweeting @SandlerTraining

with #HowToSucceed or posting in the official LinkedIn Group at:
www.sandler.com/linkedin-group

CHAPTER 2 – The Importance of Bonding & Building Rapport 25

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 2 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Knowledge Testing
uChapter 2:
Bonding & All things being equal (or not), people buy from people...
Building Rapport

uChapter 3:
Up-Front
Contracts

u Chapter 4:
Identifying Pain

u Chapter 5:
List the Elements of Communication:
Questioning
Strategies 1.
uChapter 6:
Uncovering 2.
Budget
3.
uChapter 7:
Decision

u Chapter 8:
Fulfillment
and Post-Sell

uChapter 9:
List two Active Listening Techniques:
BAT-ting
Average 1.
u Chapter 10:
Prospecting 2.
Behavior

26 CHAPTER 2 – The Importance of Bonding & Building Rapport

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Knowledge Testing
uChapter 2: List two characteristics for each:
Bonding &
Building Rapport
Visual:
uChapter 3:
Up-Front 1.
Contracts

u Chapter 4:
2.
Identifying Pain

u Chapter 5: Auditory:
Questioning
Strategies
1.
uChapter 6:
Uncovering 2.
Budget

uChapter 7: Kinesthetic:
Decision

u Chapter 8: 1.
Fulfillment
and Post-Sell
2.
uChapter 9:
BAT-ting
Average

u Chapter 10:
Prospecting
Behavior What are the three Psychological Ego States?

1.

2.

3.

CHAPTER 2 – The Importance of Bonding & Building Rapport 27

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.

 2 Chapter Two:
The Importance of Bonding & Building Rapport

uChapter 1:
Why Have a System?
Knowledge Testing
uChapter 2:
Bonding & In Transactional Analysis terms, which ego state is best described with the word:
Building Rapport
Logical:
uChapter 3:
Up-Front
Contracts
Judgmental:
u Chapter 4:
Identifying Pain
Emotional:
u Chapter 5:
Questioning
Strategies

uChapter 6: List the four behavioral styles and one trait for each:
Uncovering
Budget
Behavioral Style: Trait:

• •
uChapter 7:
Decision

u Chapter 8:
Fulfillment
• •
and Post-Sell
• •
uChapter 9:
BAT-ting
Average • •
u Chapter 10:
Prospecting
Behavior

Why is it in your best interest to keep the prospect OK?

28 CHAPTER 2 – The Importance of Bonding & Building Rapport

© 2006 - 2016 Sandler Systems, Inc. All rights reserved.