Building Rapport During the Sales Process

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Building Rapport is the Foundation of Building Relationships


Building rapport in the sales process requires more than hiring sales representitives with an outgoing personality, it takes discipline and a framework to ensure that proper preparation and implementation are taking place across the board within the sales organization. Rapport building in sales is a skill and a process that takes forethought and preparation and could take on a life of its own. While it’s possible for relationships with clients to automatically click or to find a convenient conversational cue like a vacation photograph or trophy in the client’s office, those who do their homework find it easier to connect more often and with more people.


Building Rapport is a Critical Selling Skill


Building rapport is a component of “relating,” which is one of Richardson’s Six Critical Skills for effective consultative selling (Positioning, Listening, Questioning, Relating, Presence, and Checking). It is the foundation of a relationship based on harmony or affinity, while relating is the overall manner in which salespeople interact with a client to make personal and business connections, it's one of the languages of sales.

It doesn’t pay to be casual about making connections with clients because people have a natural preference for doing business with those they know, like, and trust. Rapport building in sales seems intuitive, but it’s a challenging skill to practice because of its personal nature and sometimes difficult to mirror behavior with skills.


How to Build Rapport During the Sales Process


Salespeople can easily miss opportunities to connect when they take the situation for granted, are nervous, or are driving their own agenda. The salesperson who excels at this interpersonal skill is one who thinks about it their plan to build rapport before the client meeting takes place.

Attempts have to be both genuine to the salesperson and appropriate for the client’s style and culture. There doesn’t need to be a long, drawn-out process.  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.  


Building Rapport By Asking Questions


The best way to build rapport is to use questions that show interest; then, listen closely and respond appropriately. You should look for authentic opportunities throughout the meeting. In some cases, a client who wants to get right down to business may be more open later in the meeting. And, if a visual cue in the office provides an opener — all the better.  For example, a salesperson recently relayed a story about starting a conversation based on a few cat items in the client’s office. She also was a cat person, and this pet 

Whatever you learn about the client in one meeting can always be used in future meetings, especially with the growth in social media. connection continued after the sale was made.


Two Levels of Rapport Building in the Sales Process


Rapport in sales can be built on two levels personal and business, for both, the Internet has made learning about clients faster and easier. Even a short Internet research session should be enough to provide some solid questions in areas that matter to the client, a bonus is that sales professionals also have the opportunity to learn about the larger company culture while researching the individual prospect. Such preparation earns respect and time. Here are some quick tips on how sales professionals can use the internet to research information that will help them build rapport throughout the sales process:


  1. Personal Level: Personal information can be found through Google searches and alerts, LinkedIn, Twitter, free articles, and other social sites. You can see where the client has worked and in what cities, or even recent conferences that the client attended or what conferences the person talks at.
  2. Business Level: Business information is most readily found on the client company website, along with YouTube channels, LinkedIn company pages, and company Twitter accounts. Information can also be found on a marketing automation systems where you can track what web pages they hit and reads.


Sincerity is Key to Building Rapport in Sales


Whatever preparation method you use, be genuine. Your sincerity and interest must come through and be perceived by the client.

When thinking about building rapport as a part of the sales process remember these key concepts:

  • Be sincerely interested
  • Pick up on cues
  • Do your homework
  • Be client-centric
  • Be well mannered

And, when you layer on the skills of verbal acknowledgment to what the client says and empathy to your efforts, you will have set the stage to truly and authentically relate to clients. 

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