This is a Guest Post from Paul Archer, of Archer Training.

Last season, my little Under 10’s rugby team, that I help coach, were galvanised into action by one of the most powerful action principles ever known.

The team we were playing were playing tough. Some would say dirty, some would say physical. The fact was they had a few intimidating players on the pitch and they were only 10 years old. Motivated by the wrong doings on the pitch, our team began playing like they’ve never played before.

They had a common aggressor to beat. The enemy had done harm to them and had to be beaten. Now this is not normally how the children behave, but sometimes when you have a common opposition or enemy, it spurs you all into action and you work together to bring about success.

Now what does this have to do with selling? Quite simply, if you find a common enemy with your client, you will build bond together and a firm rapport will result.

But what sort of common enemies do we have in selling? I’m not talking about terrorism or another rugby team; I’m talking something we all have in common. Like:

• CO2 Emissions. Do you have a carbon footprint policy? Do you save paper, do lots of communication via electronic means. Agree with your client the need to reduce the carbon footprint and see the rapport building.

• The taxman. Most clients don’t appreciate the amount of tax that’s taken from their hard earned income. So rally behind the client against the taxman, the enemy.

• High interest rates and the Bank of England. This causes untold misery for people who can’t pay their mortgages so rally behind the fixed rate and beating the interest rate rises.

• Inflation the common aggressor. Show how your products can defeat this.

Do you see where I’m going?

Find common enemies, back them and just watch that rapport with your client building beautifully.

Things have changed for my rugby juniors since last season. I took my referee badge this summer and now ref. all our games. Guess who’s now the common enemy!

Paul Archer is an international sales speaker, sales trainer, author and coach based in the UK. He specializes in rapport selling and rapport coaching and can ignite his audiences large or small. For more information on Paul and his training courses, visit www.paularcher.com, where you’ll also find his own sales blog, too!