How do you build rapport with technical decision-makers?

1 Know your audience

Before you approach a technical decision-maker, do your homework. Research their background, role, pain points, goals, and preferences. Find out what they care about, what they expect from you, and what they want to achieve. Use this information to tailor your message, language, and style to their needs and interests. Show them that you understand their situation and that you respect their expertise.

2 Speak their language

Technical decision-makers are not impressed by vague or generic claims. They want to see facts, evidence, and logic. They also want to hear technical terms, jargon, and acronyms that they are familiar with. Use these elements to communicate your value proposition, features, benefits, and differentiators. Avoid using too much salesy or emotional language, as this might make them doubt your credibility or sincerity. Instead, focus on how your solution can solve their problems, improve their situation, and meet their requirements.

4 Engage in dialogue

Technical decision-makers are not passive listeners. They are active participants who want to interact with you and your solution. They want to ask questions, share feedback, and express opinions. They also want to be heard, acknowledged, and respected. To engage in dialogue, invite them to join the conversation. Ask open-ended questions, listen actively, and respond appropriately. Show interest, curiosity, and appreciation for their input. Avoid interrupting, dominating, or arguing with them. Instead, seek to understand, clarify, and align with them.

5 Build rapport

Technical decision-makers are not robots. They are human beings who have emotions, values, and personalities. They want to connect with you on a personal level and feel comfortable and confident with you. To build rapport, show your human side. Be friendly, polite, and respectful. Use humor, stories, and anecdotes to lighten the mood and create rapport. Find common ground, such as hobbies, interests, or experiences. Compliment them on their achievements, skills, or insights. Express empathy, gratitude, and enthusiasm.

By following these tips, you can build rapport and trust with technical decision-makers and increase your chances of closing the sale. Remember, rapport is not a one-time event, but a continuous process that requires consistency, authenticity, and value.