Building Sales Rapport

 In Sales

Building Sales Rapport

coursedetailsWhat is the meaning of rapport in sales?

Rapport refers to a friendly, cooperative, and sympathetic relationship. Building rapport in sales is about gaining trust through communication and concern. So how can you build trust with buyers? First, you need to give yourself enough time and space. It’s possible to be disinterested, bored, or in hurry. Even subtle signs of boredom, disinterest, or urgency can be picked up by people. Talk to people and be human. Make eye contact and say hello to everyone.

When you meet with multiple people, make sure to have conversation and wait for the others to arrive. Do not assume that the buyer is ready to get into business with military precision. Instead, build rapport as soon as possible.

Be sincere in your connection. Chit-chat can often feel forced, superficial, or generic. These seven strategies will help you build genuine rapport and a sense of sincerity before, during and after calls and meetings.

What is rapport building in sales and how does it work?

Rapport is the basis of a relationship built on harmony or affinity. People have a natural preference to do business with people they trust, like and respect. It is not worth being casual in building relationships with clients. Although it seems intuitive, rapport building in sales is difficult because it is a personal skill. It can also be difficult to mimic behavior with skills.

How to build rapport in sales

Your sales techniques must be authentic to the salesperson, and also appropriate to the culture and style of the client. It doesn’t have to take too long. By paying close attention to how the other person reacts and responds, it should be easy to gauge how much time to spend on this relationship-building stage and what needs to be communicated.

Selling professionals can miss the opportunity to build rapport and connect with clients if they take things for granted, become anxious, or drive their own agenda. This interpersonal skill is best mastered by a salesperson who plans ahead to build trust with clients.

Sales relationship building strategies

 1.Be yourself

Building rapport starts with being true to yourself. You can channel your inner Oscar Wilde and say, “Be yourself everyone else has already taken.” This is especially true in this age where “authentic” is a popular buzzword and prospects and customers can see an act from miles away. However, it is easy to forget that “be yourself” can also be a cliché.

Give genuine compliments. If you don’t like the buyer’s office, don’t say so. Avoid being too friendly, as buyers tend to associate over-friendly and sugary smiles with fakeness. Ask for advice and ask questions to encourage sharing and vulnerability.

2. Be friendly

Cold people can get cold reactions from others, right or wrong. There are simple ways to show warmth and friendliness, even if you aren’t the most warm person on the planet. One way to smile is to smile. Engage with the person in front by you.

Avoid “forcing friendliness”. Most people know someone who was so eager to be loved that they were willing to do anything for it. This person was likely to be a needy and conspicuous sales rep. It’s a great way to come across friendly and conversational by asking follow-up questions.

3. Demonstrate real interest

Tunnel vision isn’t good for building rapport. People are naturally self-focused. I am no exception. A seller can’t build trust if they focus only on closing the deal, especially if this is at the expense learning about buyers and their needs, and creating a customized solution.

Buyers want to feel heard, to be able to express their thoughts, as well as fears and hopes. They want to feel heard, and that’s what is most important. They will listen more if you make an effort to connect with them.

4. Find common ground

Like attracts like when it comes to people. You can build relationships by sharing common interests. Perhaps you are:

  • The same school I went to
  • Living in the same place
  • Children of similar ages should be raised
  • You can enjoy the same TV shows, sports, and hobbies.
  • Shared connections

5. Give genuine compliments

While fake comments are not appreciated, genuine compliments can make a difference. You can compliment the buyer’s office, the website or the books on the wall if you like it. Relay your genuine congratulations if the buyer has just achieved something.

To avoid appearing insincere:

  • Consider if you really care about the compliments you make.
  • You need to go beyond the superficial details that everyone could mention.

Do not allow yourself to feel guilty about putting it all on. Instead, take a moment and enjoy the present.

6. Calibrate the rapport

Buyers are often more sensitive to new sellers. They might think, “I have an hour and she is the CEO.” There’s no time for chit-chat. They dive in, without any icebreaker. Some people spend too much time talking, forgetting to notice how anxious buyers are to get started.

Both situations are caused by assumption. Instead of thinking that the CEO is busy, build rapport with them and then adjust according to the feedback they provide.

7. Learn more about the culture

While it’s best to be true to yourself, you should adjust your approach to suit the person or company. You don’t have to change your personality in order to fit into the culture, but you should be aware of how it works and what impact it might have on your conversation.

Do yourself a favor and avoid bashing. Too many sellers assume that they are free to publicly bash someone. It doesn’t matter if it’s a politician or sportsman, the rest of this call will be difficult if you assume wrongly.

8. Build trust by asking the right questions

People love to talk about themselves and ask questions. You can build a relationship and become a better seller by giving your buyer the chance to tell you what they think.


It takes more than just hiring outgoing sales reps. It requires discipline and a framework that ensures proper planning and execution across the entire sales team. It is a skill that requires planning and preparation. Building relationships can be a long-lasting process. It’s possible to have a connection with clients or find a conversational cue like a trophy or vacation photo, but those who do their research find it easier to make connections with more people and more often. Learn more by joining one of our courses or have our team deliver a tailored training session to suit your employees.

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