One of the best ways to build rapport with prospects is through their topics of interest. (And what better way to do that than by podcasting?) In today’s episode of The Sales Evangelist, Donald is joined by Co-founder and CEO at Salescast Collin Mitchell to learn how he uses podcasting to build rapport with his clients.

Use podcasting to build a professional relationship.

• People go on podcasts to contribute thought leadership and share knowledge with the world. Therefore, finding podcasts your clients or prospects have spoken on is a great way to learn more about them.
• Listen Notes is a helpful resource to view podcasting information like topics, guest names, and show popularity. You can also search for specific people to see if your client or prospect has been on a podcast! 
• People are often more personal and vulnerable on podcasts. So listening to a prospect’s guest episode is a great way to learn about them to use in conversation later.
• For example, people on this show frequently talk about how they got involved with their organization, started their career, and sales methodology. That’s all great information to bring back to the prospect. 
• Even more important is that you took the time to research and show up differently than everyone else.

Other podcasting strategies to build rapport:

• Obviously, you can host your own podcast. There are many opportunities to get into podcasting, and the barriers to entry are low. 
• Remember, the goal isn’t to get sponsors and downloads. It’s to get access to another person.
• If you’re an enterprise seller, you can reach out to those in your target account list and ask if they want to join you for an episode. You’ll receive incredible engagement. 
• Everyone is thankful to join a podcast. They appreciate being elevated alongside their peers, highlighting their expertise to their community.
• You still need to build the relationship, don’t just try to sell something immediately after the recording stops.

Creating content for social and video opportunities:

• Social media is huge, especially for sales. LinkedIn is a major platform to connect to your audience.
• When we’re busy, creating original and consistent content is the first thing that falls by the wayside. But it’s a powerful tool to create growth.
• Social media, if managed correctly, will be a powerful rapport-builder to connect and build relationships with more people in your industry.
• Collin’s best video tip- use it as often as possible. A video conveys the authenticity and the human behind the screen, which shows who you are as a person and builds trust.

For more insightful sales content from Collin, check out his podcast Sales Transformation.

This episode is brought to you in part by LinkedIn Sales Navigator.

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This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

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This episode is brought to you in part by Closers.io.

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This episode is brought to you in part by Scratchpad.

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As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS

hubpspot.com/marketers

bluemangostudios.com