Rapport is essential in sales.
When you have rapport with a prospect, they are more open to sharing and communicating with you.
For example, if the person has an objection and you have established good rapport, they’ll readily tell you why. Without that rapport, you might not get much information on why they’re saying no.
Rapport means a friendly, trusting, and positive relationship based on common ground.
How do you build rapport? First, you have to be totally genuine and transparent.
As a salesperson, you are not trying to push a product on the prospect. You’re working with them to find a solution to their problems. If you take a genuine interest in the prospect, this will come through and build good rapport with them. It also helps to establish some type of common ground and you can do this when you break the ice.
To break the ice, you can discuss some small talk topics like the weather, the traffic, a comment on the place you’re meeting, and so on.
Try to find something the two of you have in common.
It could be something like where you come from or a hobby, interest, or favorite that you share. There’s no need to discuss the topic or issue at hand when you’re just building rapport at the beginning. Establish it first, and then start discussing the prospect’s needs and the product.
One way to maintain rapport is through active listening.
Pay close attention when the prospect is speaking and repeat back to them in their own words what they’re saying. This will clarify but also show you’re listening. Imagine the prospect is a friend and keep their best interest in mind throughout.
Think of it this way: The sales conversation doesn’t start until you have rapport established.
Many service-based entrepreneurs—including consultants, coaches & experts—may need help developing an authentic sales process.
You may be an expert in your field, but if that isn’t marketing, then you can use some additional support. Use my 30+ years of experience to help you create a marketing plan and brand identity that supports your authentic sales process. We can highlight what makes you unique and showcase your value to your prospects. Then when you build rapport, and you feel like you’re a good fit to work with someone, you’ll be able to use your brand as part of the sales process.
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Marketing Strategist & Designer
With 30+ years in marketing, design, websites, and strategy, I’ve seen how easy it is for service-based entrepreneurs to get stuck or overwhelmed. That’s why I blend those services with my Brand Builder Toolkits — to give people like you a smarter, saner way to build. It’s a structured but flexible approach to adjust to your business and life. Let’s build your brand together.
