The first sale is YOU

The relational sale gives you an opportunity to make a friend. You're going to authentically affirm your prospect. You're going to display empathy. You're going to illustrate credibility.

This sale provides the foundation for the resultant conversation. This component gives you, the salesperson, and the customer, time to develop trust. It's the time for the salesperson to create an atmosphere of authentic concerned. This paves the way for deeper, probing questions that uncover the customer's true needs and interest.
The relational component consists of three critical elements: affirmation, empathy, and credibility.

Authentic affirmation is the opposite of a condescending comment. I'm asking you to authentically of affirm the prospect. You are an invited guest. Treat the invitation as a privilege.

Then give a compliment that can be as simple as “You gave me great directions. I didn't get lost. I struggle with this all the time and I want to thank you for your help.”

Or you can find something in their life, home, or neighborhood that you can compliment them on. “You keep your home so well. The yard just looks great. You must have a green thumb." Whatever it is, that allows you to say something that is truthful and encouraging, you want to take the opportunity to do so.

You want to practice the five rules of being a credible person: likability, composure, dynamism, competence, and reliability. Be honest and don't over qualify your firm or yourself. You sometimes might even say, “You know, there are several organizations or people that provide the same service that we provide. I want to work with you to tailor a strategy that addresses your specific situation and your needs."

The goal of the relational phase of the kitchen table conversation is to establish trust and then to find out what business you're in. (more on that later)

You want to learn about your prospects goals and objectives. You want to find out, ultimately, what is the transcendent objective. Is it peace of mind? Is it connecting with their family? Is it to see the world because they saw the world when they were just out of college and want to go back to some fabulous place to see how things have changed? You want to be able to work through all of these areas and find out what it is the customers really need.