Having rapport with prospects is one of the most important skills in sales. But what exactly is rapport and why does it matter so much?
Rapport is a deep connection or mutual understanding that allows people to feel at ease with each other. Research shows that salespeople who build strong rapport are 50% more likely to meet their targets.
Let me tell you about one real case in my past. Walking into the headquarters of a major retailer, I knew building rapport with Jane Mitchell, the CFO, was crucial. Learning of her passion for vintage cars, I arranged a private museum tour and dinner, where we bonded over our shared interest. The next day’s formal meeting felt transformed; we negotiated like friends, and the deal was sealed weeks later. This experience reinforced the power of rapport in forging business partnerships and personal connections.
In my 20+ years in sales and business development, I’ve seen that building genuine connections can be the key to unlocking doors and moving deals forward.
So how can you go about developing strong rapport as a salesperson? Here are my top 5 tips:
1. Identify Common Ground
Look for shared experiences, interests, backgrounds, values etc. that you can bond over. For example: “I see you went to the University of Michigan. I’m actually an alum as well – go Blue! What was your favorite part about going there?”
2. Use Mirroring Techniques
Match the energy, tone, body language of your prospect. This creates an unconscious affinity and harmony in the conversation.
3. Actively Listen
Give your full attention rather than thinking about what you’ll say next. Make eye contact, reflect emotions, and lean in to show you understand.
4. Ask Thoughtful Questions
Get prospects talking about themselves, their challenges, goals. Then provide relevant solutions tailored to their needs.
5. Be Authentic
Share a relevant story or anecdote about yourself. Being human builds connection quickly.
A few of my favorite strategies for connecting with prospects include thoroughly researching them beforehand so I can reference details that show I did my homework, and engaging them directly on social media.
Some common rapport-building mistakes to avoid:
- Over-sharing personal details
- Being inattentive
- Ignoring cultural differences
- Interrupting
- Neglecting follow-up
- Using inappropriate humor
- Being too self-centered
Mastering the art of rapport can truly elevate your sales skills. Use these tips to build deeper connections with prospects and boost your chances of sales success.
Conclusion:
Building strong rapport won’t happen overnight, but with intention and practice, it can become second nature. Be curious about each prospect as a person, focus on understanding before seeking to be understood, and find ways to add value from the initial conversation. When you get rapport right, prospects will see you as someone who cares about their success. Rapport turns sales from a transactional affair into a collaborative partnership.