Building Rapport with ANYONE in Sales

Let’s face it: if a prospect doesn’t like you, the chances of them making a purchase are pretty slim.

Now, this doesn’t mean you have to establish an immediate best-friend relationship, but building some level of connection or rapport with a prospect is invaluable for overcoming initial barriers and resistance.

In this video, I’ll show you how to build rapport with anyone in sales. Let’s dive in:

1. Stop trying to mimic them.

Traditional sales advice often suggests mimicking prospects to build rapport. However, true rapport is built through demonstrating comfort rather than imitation. People naturally feel at ease around others who are comfortable with themselves, not those who are thoughtlessly copying what they do and say. So, instead of focusing on mirroring their every move, aim to display genuine comfort and confidence in your interactions.

2. Show that you’re at ease.

Continuing from the previous point, the goal isn’t to become your prospect’s best friend. Rather, it’s to demonstrate that you’re comfortable and at ease. Veteran salespeople often outperform novices simply because they exude confidence. Take a moment before meetings to relax and envision yourself confidently navigating the conversation. Just like in dating, nervousness can be off-putting to prospects. By showing your ease, you’ll create a more favorable impression and build rapport with your prospect quickly.

3. Take a leadership role.

Leadership in sales doesn’t equate to dominance. It’s about guiding the conversation with confidence and expertise. Prospects appreciate leadership, especially when they’re unsure how to proceed. By leading the discussion, you establish credibility and instill confidence in the prospect. Avoid following the prospect’s lead, as it can make them uncomfortable and diminish your perceived expertise. Take a leadership role from the start and you’ll naturally build rapport with any prospect.

4. Don’t spend more than a minute on pleasantries.

While some pleasantries are fine, spending excessive time on small talk can be counterproductive. Prospect’s time is valuable, and extended pleasantries may make them feel uncomfortable or that their time is being wasted. Politely transition the conversation to the purpose of the meeting after a brief exchange of pleasantries. This shows respect for their time and prioritizes the discussion’s substance.

5. Focus on their issues.

The key to establishing rapport is showing genuine interest in the prospect’s challenges and objectives. While many salespeople focus on pitching their product or company, true rapport is built by addressing the prospect’s concerns. Center the conversation around them, their needs, and their goals. This demonstrates that you understand their priorities and establishes a stronger connection than surface-level pleasantries ever could.

So there you have it. Now you know the keys to building rapport with anyone in sales. Which of these ideas did you find most useful for your own interactions with prospects? Be sure to share your thoughts in the comments section below to join the conversation.