In B2B sales, it’s easy to focus on the more complex aspects of the process—crafting the perfect presentation, handling objections, and successfully moving through the discovery phase.
Yet, the so-called easy steps, like building rapport, often get glossed over. Why? Because they feel natural, sales professionals assume they are already good at them. But rapport is the foundation of trust, and without trust, the entire sales process is built on shaky ground.
Have you ever considered that the key reason you’re not achieving greater success in your sales career could be a lack of strong rapport-building skills?
Coaching Tip –
Rapport isn’t just about exchanging pleasantries or finding common ground—it’s about creating a genuine connection where the buyer feels understood, valued, and comfortable sharing their real challenges.
Rapport isn’t something you build once; it must be reinforced throughout the relationship.
When rapport is weak, prospects remain guarded, conversations lack depth, and deals stall. Sellers then scramble to diagnose why things aren’t moving forward, often misattributing it to pricing, competition, or timing—when, in truth, the missing piece was the human connection at the start.
Sales is about managing uncertainty, and rapport bridges hesitation and confidence. It’s not a step to rush through—it’s the key to everything that follows.
When sales professionals intentionally build rapport, the rest of the sales process unfolds with clarity, trust, and momentum. If they overlook it, uncertainty takes its place.
Shift Thinking Challenge –
I encourage you to experiment with these thinking shifts to become intentional about establishing rapport:
- From assuming you’re good at rapport → To continuously refining your approach
- From Pitching your solution → To Connecting with people
- From thinking rapport is one-and-done → To seeing it as a continuous effort
Complimentary Coaching Call –
Charlie Anderson offers the path forward for those ready to break free from limiting beliefs and achieve next-level results. If you would like to explore how Shift Thinking Sales Coaching can catapult you to the next level of success, Click Here to schedule your complimentary coaching call.