3 Tips For Building Rapport In Sales


As you step through the sales process with your prospect one of the areas requiring the most time and attention is Building Rapport. I believe the more time you spend and the stronger rapport you build the less time you spend overcoming objections.

Since birth we’ve heard people buy from who they like and trust. Webster’s defines rapport as

relation: especially :  relation marked by harmony, conformity, accord, or affinity

So important is this part of the sales cycle countless books have been written on simply how to build rapport. While it is a learned skill, there is so much of it requiring feel, sincerity and a genuine interest in the other person. It’s not like learning a new close or how to ask open-ended questions.

In order to help, I’ve compiled my 3 Tips For Building Rapport In Sales

Be Present: when you’re getting to know your prospect and developing that harmony Webster talks about it is so important to be present. Be in the moment—block everything else out of your mind and focus as if your prospect were the only person in the world. Eliminate distractions and if at all possible, take notes. Just be present.

In How To Win Friends and Influence People “>How to Win Friends and Influence People, Dale Carnegie said, “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”

Be sincere: Once again, you can’t fake this one. If you are truly going to build rapport and have the other party like and trust you, you must be sincere. If you aren’t they are going to smell it a mile away. We’ve all seen people who are just “social butterflies” at a party that are so phony they’re almost plastic. Relax. Be yourself, but remember it’s not about you. It’s about them. Be careful about verbalizing your sincerity, to me—that seems put on. Never start a sentence, “In all sincerity…” or “To be honest with you…” This makes me think everything else you said wasn’t sincere or honest. Again, just relax, be yourself and enjoy the conversation. Go in wanting to learn and you’ll be fine.

Be Interested: I don’t care who you are, you can’t fake this. You are either interested in the other person or you’re not. Nobody can give you a list of questions to ask—those will come naturally, from the heart when you are truly interested in learning more about your prospect on a personal level. What makes them tick? Who are they? These are all part of building rapport. I strongly suggest you not go in with a pre-determined form of items you have to fill out—let the conversation take its own course.

If you really want to get good at building rapport, watch a good interviewer on television or listen on the radio. Like him or not, Howard Stern is one of the best. He always is right there with his guest—putting them at ease and simply carrying on a conversation like two long lost friends. Watch some YouTube clips of famous interviews—you can tell when the interviewer is really interested. It’s impossible not to be able to tell because you feel as if you’re eavesdropping. Most of all: listen. Listen intently.

I certainly don’t mean to imply you should grill your prospect in an interview format, but this is what it takes to truly be a superstar.

Well, there you have my 3 Tips For Building Rapport in Sales

I’d love to hear your feedback.


Disclosure: If you happen to purchase anything I recommend in this or any of my communications, it’s likely I’ll receive some kind of affiliate compensation. However, I only promote and/or recommend things that I truly believe in and/or have personally experienced. If you ever have an issue with anything I recommend please do not hesitate to let me know. I want to inspire and help you succeed and grow. – Butch