I'm going to expand on these in a minute. But first notice that the first four are all about THEM, and you only start talking about YOU in the very last step.

OK, let's look at each of these in turn ...

=== 1. Show them what's BAD in their business/life. ===

What is your customer's biggest problem? What are they most worried about? What causes them to stay awake at night, tossing and turning?

The first step is simply to state that problem. That immediately gets rapport because it shows that you understand them. And it engages them as well.

For example, suppose you're a realtor looking for new clients, and you know that most vendors are worried about getting the best price for their house. You might start like this:

"Selling your home is one of the biggest financial decisions that you will make in your life. How can you be sure that you're getting the best price for it? And how can you be sure that your realtor is getting the best deal for YOU, not just the best commission for themselves?"

=== 2. Show them that it's WORSE than they thought. ===

OK, you've got their attention, but do they really understand how bad the problem is? What are the consequences of having this problem? If you dig a little deeper, you'll uncover the real costs associated with it.

For example, you might go on to say:

"You might choose a realtor who's local, or who has been referred to you, or maybe even some distant uncle who does this for a living. But what if they don't get the best deal for you? This could cost you a fortune! For instance, even if the price they get for you is just 1% lower than what it should be, that could amount to thousands of dollars. That's money out of YOUR pocket. And if you're planning to use that as a deposit on your new home, that 1% will cost you many MORE thousands of dollars interest in the coming years."

=== 3. Show them how GOOD it could be. ===

OK, now you've got them worried! They might have started out as neutral, bored or complacent. But now you've shown them the real cost, they are forced to think harder about their decision.

Now you show them the other side of the coin: If they didn't have this problem, what are the benefits to them?

For example:

"On the other hand, what if your agent got you 1% MORE than the normal price? A good agent can do that for you. Now that's extra money in your pocket! Money that you can use on a vacation. Or the college fund. Or an extra deposit on your new home, which could save you many times that amount in interest."

=== 4. Show them HOW to fix it. ===

Now you tell them - briefly - how to fix it. Like this:

"The secret of getting the best price for your house is to constantly sell its value, not its market price. If you know what your buyer's hot buttons are, you can make sure that all your marketing is aimed at pressing those buttons."

=== 5. Tell them how YOU can help. ===

Finally, you describe how YOU can help them to implement that solution, like this:

"Our team of trained professionals works closely with you to get the best possible price for your home. All of our realtors have at least 10 years experience in the market, all are currently active working with clients just like you, and all have Blah Blah qualifications. Contact us now for a free consultation, etc. etc."

=== Do you see how simple this is? ===

I hope you can see the simplicity and elegance of the BAD / WORSE / GOOD / HOW / YOU formula.

In just a few short paragraphs, it establishes rapport, demonstrates understanding, provides a solution, establishes your credibility, and encourages action.

For another example of this process in action, visit the front page of my Web site at http://gihanperera.com.

Gihan Perera is the author of "Make More Money From Your Web Site". Visit http://gihanperera.com and get your free e-book "The Seven Fatal Mistakes That Almost Every Business Owner Makes on Their Web Site" - PLUS free resale rights.