Mavens speak eloquently behind the lectern on the importance of “building rapport” with prospects and customers, but few provide the tools for others to do so. Most sales trainers speak of rapport in terms of prospect development and client retention; few talk about the rapport that leads to a suspect becoming a prospect. Yet that early rapport is what enables an agent to earn the right to someone's business. Nurture expert Jim Cecil frequently quotes Mae West as saying, “When you need a friend, it's too late to make one.” Substitute “friend” with “prospect,” “client” or “sale,” and you'll understand what I mean by “earning the right.”

One of the best advanced tools for building rapport and more is the presentation of business seminars. Please note, I did not use the ubiquitous term “seminar selling,” which can be extremely negative. The term brings to mind the pile of dinner invitations from financial planners that seem to arrive in my mailbox, along with time share offers. “Come have a free meal and listen to our 90-minute sales pitch!” That is not the way to make friends, influence people or build long-lasting rapport.

The key to success in seminar presentations by insurance agencies is the absence of selling in any direct way. Think in terms of providing valuable information to potential and existing clients to develop your brand, your image, your professionalism, your expertise and your interest in their success. The selling is accomplished at a subconscious level, creating a foundation upon that you can build a mutually beneficial relationship.