“What do I need to know?” you ask.
Here are Gitomer’s 40.5 Info-Bits that build a relationship:
NOTE: To start, you must develop an information form or screen for your contact management program (Info-Bytes) to gather the following data.
1. Favorite sports teams
2. Favorite participant sport
3. Type of car owned and liked most (may be different)
4. Type of pet
5. Hobbies (special interests that are done with passion)
6. Favorite magazine
7. Favorite movie
8. Last books read (both enjoyment and personal development)
9. Leisure activities (weekend things)
10. Last vacation – where? why? Next vacation – where? why?
11. Courses taking now – personal development
12. Favorite Restaurant
13. Favorite Food
14. Last seminar attended
15. Office status symbols – note and discuss awards or unique items.
16. Prime 1994 goal – personal
17. Awards won
20. Present place of residence
21. Marital status (name of significant other)
23. Key views on important issues
24. Type of humor (if any)
25. How he or she got started in business
26. How he or she got started in their career
27. College(s) attended
28. Country Club member of
29. Other places lived
30. Other places worked
31. Belief or faith
32. Number of kids (in school? which one? studying what?)
33. Children’s achievements
34. Children’s activities
35. Prime 1994 goal – business (biggest issues)
36. Biggest competitor
37. Trade publications read
38. Trade association involvement
39. Civic/community organization involvement
40. Previous personal experiences and dealings with your type of product
40.5 Hot Buttons – The first 40 pieces will give you the longest list of hot buttons you’ve ever had.
This may seem like a lot of stuff to know about someone. You’re right. It is. How do you get all this information? You have to gather it subtly, slowly. A little at a time as the relationship grows. You can get this information from lots of places. Secretaries, brochures, annual reports, and employees of the company (especially other salespeople). Take notes constantly.
The more information you have, the better (and easier) it is to establish rapport, follow up and have something to say, build the relationship, and gain enough comfort to make the sale.
If given a choice, people will buy from those they like and can relate to. If you have the information, and use it to be memorable, you have a decided advantage. Or you can decide, “It’s too much work, I can make the sale without it.” This philosophy gives the advantage to someone else – your competitor.