“It’s the one that follows up the response that is more important, particularly when it comes to this bucket.” Those follow-up questions should be natural progressions of the conversation your associates are having.
A shared value, perception or even voice can make your brand relatable and instill trust.
Encourage sales associates to share a bit about themselves, through the lens of your brand.
That was under the category of what Guillot calls familiarity.
“Familiarity is when you’ve seen a customer before,” she says.
“Personal testimonials are important when you’re establishing commonality,” Guillot says.