Working Your Lead Database: Resource 2 of 6
Build rapport
Build Rapport
FORD
is is
a valuable
duringinitial
follow-up
conversations
with
FORD
a valuableacronym
acronym to
to remember
remember during
conversations
with prospective
prospective
clients. Knowing and referencing this information in future conversations
clients. Knowing and referencing this information in future conversations will help you
will help you continue to build rapport.
continue to build rapport.
F
= Family
Ask your client about their family—are they married?
Do they have any kids? Any pets?
O
= Occupation
R
= Recreation
D
= Dreams
What does your client do for a living? How long have they
been in that industry? What company do they work for?
What does your client like to do for fun?
What are their hobbies?
What are your client’s hopes for the future?
Where do they see themselves in 10 years?
Now that you know about the FORD method, turn the page to review some best
Now that you know about the FORD method, review these best practices for
practices
for building rapport.
building
rapport.
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Best Practices
Working Your Lead Database: Resource 2 of 6
Best practices for building rapport
Building rapport is about showcasing your personality, likeability and professionalism.
rapport
about showcasing
your personality,
likeabilityclients.
and professionalism.
AlwaysBuilding
consider
the is
following
when talking
with prospective
Always consider the following when talking with prospective clients.
Mirror communication style
Listen intently
If a prospect prefers texting or
email, then leverage those
mediums to communicate and
build rapport.
Look for opportunities to share
like experiences, and be attuned
to what your client is saying
about their needs and
motivation to transact.
Affirm responses
Be yourself!
Whether you’re using scripts
we’ve provided or following a
rapport-building model like
FORD, let your personality shine
through the discussion!
Simple gestures, like nodding in
person or commenting on
responses over the phone,
underscore your attention to
clients.
TIP: For help during your conversations, use the FORD form to help structure your
discussions
and capture
the information
youFORD
gather.form to help structure your
For help
during your
conversations,
use the
discussions and capture the information you gather.
Icons made by Icons8, Freepik and OCHA from www.flaticon.com and licensed by Creative Commons BY 3.0.