If you’re reading this, odds are you’ve got a real interest in the art and science of selling. You probably know that sales isn’t just about slick closes or perfect presentations, it’s about connection.
So let’s play a little scenario.
You’ve just been asked to hire a new salesperson for a brand-new division of your company. Candidates are sitting out in the lobby, resumes in hand, ready to impress. One by one, you start interviewing them.
Now, what do you look for?
Experience? Sure.
Performance stats? Definitely.
Drive, ambition, attitude? Absolutely.
But let’s be honest, there’s one ability that separates good salespeople from great ones: the ability to establish genuine communication.
The best salespeople know how to spark a conversation, create agreement, and build trust, before a single pitch ever happens.
And that’s where most weaker salespeople go wrong. They think the “magic” happens at the close, some secret line or perfect phrase that flips the switch. But the truth is, the sale is won (or lost) in the first few minutes.
That’s where connection happens.
That’s where trust is built.
That’s where the door opens, or slams shut.
The Guide Word: CORE
For many salespeople, breaking the ice with a new prospect can feel awkward, especially when it’s someone powerful, busy, or skeptical. But there’s a simple way to navigate that moment, and it starts with one powerful acronym: CORE.
Before we unpack it, here’s a fun coincidence, the word core literally means “the central or foundational part.” And that’s exactly what this is: the foundation of every great sales conversation.
So let’s dive into the four parts of CORE and see how you can use them to connect with anyone.
C is for Common Interest
Finding common ground isn’t just small talk, it’s trust talk.
Ever walk into a prospect’s office and spot a wall full of golf trophies, family photos, or a signed Dodgers baseball? That’s not decoration, that’s opportunity.
One of our clients, a new rep named Kelsey, once walked into a prospect’s office and noticed an old vinyl record player. Instead of jumping straight into her pitch, she said, “You’re into vinyl? My dad’s obsessed with finding old blues records.” Ten minutes later, they were swapping favorite albums. Two days later, she had a deal.
The golden rule here: be real. Don’t pretend to know something you don’t. People can sense fake interest faster than a dog smells bacon. Find something authentic and lean into it.
O is for Occupation (or Organization)
This one’s gold. Everyone loves to talk about their work, especially if they’ve built something they’re proud of.
Ask questions like,
“How did you get started as COO here?”
“Did you come up through the company, or were you brought in from another firm?”
You’ll see people light up. You’re showing interest in them, not just their checkbook.
A great example: one of our clients once complimented a prospect’s company ad campaign she’d seen on YouTube. “That landscaping drone video was killer, who came up with that concept?” Suddenly, she wasn’t talking to a stranger anymore, she was talking to a fan.
Result: instant rapport.
At home visits, the same idea applies. Ask about their work, retirement, or how they like their current projects. “You built this patio yourself? That’s impressive!” gets you further than any script ever will.
R is for Relationships
People buy from people, not robots.
If you can connect on a relationship level, you’re already halfway there.
Maybe you discover you both grew up in the same state, root for the same team, or know some of the same people. (“Wait, you know Mike Shea? No kidding! I used to work with him at Xerox!”) That moment of mutual connection breaks down walls faster than any sales tactic.
One of our favorite stories comes from a rep who found out her prospect went to the same small college she did, only 10 years earlier. Within minutes they were swapping professors’ names and campus stories. That “tiny world” moment set the tone for the entire meeting, and the sale followed naturally.
E is for Expertise (or Entertainment)
This one’s all about respecting and recognizing skill. Everyone likes to be seen as competent and unique, especially professionals who’ve worked hard to get where they are.
You might ask:
“I’m curious, how did you learn to juggle the financial side of being CFO while running daily operations?”
or
“I’ve heard pilot training is brutal, what part was toughest for you?”
When you show genuine curiosity about someone’s expertise, you communicate respect, and that earns attention.
And yes, “E” can also stand for Entertainment.
Maybe your prospect’s got a vintage Mustang in the driveway or a wall of concert posters. Talk about it! If they light up, you’ve got a connection.
How to Use CORE in the Real World
CORE isn’t a trick or a “hack.” It’s a mindset. The idea is to walk into every conversation ready to discover something real about the other person.
Before your meeting:
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Research the company website.
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Check out your prospect’s LinkedIn or recent press.
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Look for potential C, O, R, and E connections you can build on.
Come in prepared, mix in genuine curiosity, and watch how fast that cold conversation warms up.
The Bottom Line
When you apply CORE:
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You build real trust instead of forced rapport.
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You make your prospects feel seen, not sold to.
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And you create conversations that actually matter.
The sale doesn’t start with the close, it starts with connection.
So before your next appointment, remember your CORE:
Common Interest. Occupation. Relationships. Expertise.
It’s not just an acronym, it’s a roadmap for building real communication with any prospect, anywhere, anytime.
Ready to find out where your CORE strengths are?
Take SELLability’s Free Sales Skills Assessment today and discover how to strengthen your communication, and your confidence, in every sales conversation.
