Richard Kaye- The Importance of relationship in your sales process


Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Richard Kaye.

About the interviewee

Dr. Richard Kaye received his Bachelors of Science Degree in business, from Long Island University, C.W. Post College in 1973, and his Doctorate of Chiropractic from the Columbia Institute of Chiropractic, in New York, in 1976.
In addition to having appeared on numerous television and radio shows, he is an internationally acclaimed lecturer, having presented seminars and workshops in Australia, France, Japan, and Russia, as well as in the United States.
He is a Director, former Vice President, and faculty member of CEO Space (a multi-national business growth organization).
Richard has been featured on KTLA television, Los Angeles, California, on several occasions, discussing two of his specialties: Team Building and Super Networking.
He’s also a trainer for Peak Potentials Training, the largest training seminar company in the world.
Richard co-hosts a morning radio talk show on 1340-KVOT, in Taos, New Mexico, where he lives.
He speaks around the nation about the Secrets of Empowering Negotiation Revealed.

Tell me about your firm (number of employees, location, type of companies you work with, etc.).

Dr. Richard Kaye is the Founder, Director, and CEO, of Fifth House, Inc., incorporated in 2008, based in Taos, New Mexico.

Richard, the soul employee, works with emerging entrepreneurs, professionals, and small to medium sized companies. He is most recognized as a “platform speaker.” That is, he speaks on stages, to groups of entrepreneurs, from as few as 20, to as many as four-hundred plus.

He’s recently reached out to colleges and universities, bringing his knowledge, wisdom, and experience to students, so when they leave the shelter of school, they can enter the real world with highly valuable, and usable skills. That is, the ability to communicate and negotiate more effectively.

He is not a lecturer in the common sense, one who simply imparts information to the participants. Rather, he has the audience fully engaged, so when they leave the program, their skills, at least the foundation, is already in place.

What type and size of companies do you have as clients?

Richard recently facilitated a program in Orlando, Florida, working with a group of some 400-chiropractors, for a continuing education program, teaching them how to communicate with their patients on a much deeper level. Research reveals that malpractice claims (in all professions) escalate when the patient/client feels there was poor communication between the service provider and client. Enhanced communication significantly reduces the incidence of malpractice claims.

They also learned how to negotiate. (My entire premise is for win-win scenarios, where each party feels they’ve won.) Doctors are always negotiating: getting new patients in the first place, getting them to follow “doctor’s orders,” and with insurance companies to reimburse for services rendered.

He left Orlando for Dallas, Texas, to work with another group of four-hundred entrepreneurs.

As a “platform speaker,” he works with groups, clubs, and organizations, to help the participants generate more revenue, so they can take better care of themselves, and their families.

Tell us what you love about the selling process?

Nothing happens until someone buys something. No one “needs” a Porsche, a yacht, or a 10,000 sq ft home. We purchase those things because we have a “want,” not a “need.” What I love about the selling process is working with people to fulfill their wants. We all have a story, we justify our wants, and when they are about to be fulfilled, it’s fun, actually exciting, so see so much joy ignite in someone.

Most people really don’t like “sales people.” The old, stereotypical image of the door-to-door salesmen (they were all men, “back then”), knocking on your door and selling you an encyclopedia set you really didn’t want, or the quintessential used-car salesman, conjures up images of people who made you buy something you really didn’t want.

What I love about the process is working with people who really want to grow, personally, as well as professionally.

Tell us why relationship is important in the selling process?

There’s is an old saying, “They can’t hear you until they know you.”

Building a relationship with your prospect allows them to know you. We’ve all been assaulted by well-meaning, but inept salespeople, who have no care what it is you need (or want!), but never-the-less attempt to foist their merchandise on you. How wonderful was that experience?

It doesn’t matter if it’s a salesman in a store, or a man (or woman) wanting a date with someone they just met.

The human being (as all living things) is designed to survive. When someone comes at you forcibly, without building a relationship, the hindbrain, that part of the brain which, among other things, controls primitive instincts, such as survival, “lights up,” and your chance of the relationship (business per personal) rapidly diminishes.

You’ve got to gently build the relationship to be able to move forward.

How can people foster a better relationship with potential clients?
Rapport. That single word is the way to foster a better relationship with anyone.

Unfortunately, knowing how to build rapport is seldom taught. Connecting with the person of interest is of paramount importance. We’d all rather do business with a friend than a stranger, one with whom we feel comfortable – with whom we have rapport.

It has been said that opposites attract. Not so. Look at your closest friends; look at the person with whom you may be in a relationship. You’ll find more things in common than you can imagine. Why? Rapport. At time or another you’ve built rapport with that person.

So how do you build that connection? You’ll often have similar likes, as well as dislikes; you’ll discover that in conversation. Of course there’s the depth of NLP (neuro linguistic programming). While there are some who’ll say NLP is a nefarious tool, used to manipulate people, my experience is it is an outstanding vehicle to build outstanding rapport.

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