(Part four of a seven-part business coaching series on sales strategies that work for small business. ) If you missed the last installment, you can read part three here.

FACT: People buy from people they like. And, people like people who are like themselves. It’s as simple as that.

Target Training International, based out of Scottsdale, Arizona performed a study that proved this basic premise. And, if people truly understood the implications of this fact, the entire sales process would undergo a dramatic 180-degree turnaround. We’ve seen this over and over again with our business coaching clients.

Think about your own experiences. How many times have you found yourself buying something from a store, walking out with a smile, and thinking how nice the sales person was? Think about why this was a good shopping experience.

Using the right words is critical to whether the doorway to communication gets opened, or closed. But it doesn’t stop there. Studies have been conducted that reveal how “words” constitute a mere 7% of the communication process.

This tells us that we must also pay close attention to matching the voice cues, body language, and rate/tone of speech of the people with whom we communicate. With this information, we have the knowledge as to how we must adapt our communication style in order to build rapport.

Adapting to your clients’ preferred ways of communicating will open doors quicker than any other sales strategy (commonly referred to as “matching and mirroring”).

In workshops where we coach business owners on stealth sales strategies, we see time and time again how the exact same words will carry very different meanings when the tone of voice or body language is altered.

Emphasis on using certain words over others has been proven to dramatically influence behavior in small and large crowds. Just imagine how persuasive you can be using the right words in the right way when meeting with a prospective client one-on-one.

Adam Bayless, president of Global Asset Consulting, based in Los Angeles, positioned building rapport as one of “the most important skills that a professional salesperson should constantly improve upon above all others.”

This not only helps the sales professional – but it also makes the entire sales experience an enjoyable one for the client. The client leaves feeling satisfied, and assured that his/her needs were met.

Bayless describes this as the new ideal for sales professionals who are serious about helping their clients get what they want. “By understanding and communicating with your prospects at a deeper level, you are able to create solutions your client needs, as they’ll feel more at ease discussing their real motivation for buying your product or service.

And when this is done correctly, you’ll never have to close another prospect.” Smiling, Adam continues, “Your prospects will literally be asking you for your products and services, then raving about you to all their friends. And that’s enjoyable for everyone!”

In part five of this series of business coaching articles, we’ll expand upon the strategies to use to close more sales.

Deborah Micek is known as the “Business Communication Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™.

Official Life Coach for the Dream Makeover Hawaii TV show aired on NBC, internationally published author and weekly columnist for the business section of the Honolulu Star Bulletin. Deborah is a managing partner with the international small business coaching company RPM Success Group Inc.®

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