BY Jessica Helinski
Looking for ways to make your cold calls a little more productive next year? Even if you’re a seasoned Think building rapport in sales isn’t a top priority? Think again. 45% of B2B buyers say likeability and friendliness are top traits they want in a seller, according to SalesFuel research.
Additionally, respectfulness (55%) and caring (57%) are traits buyers look for in vendors. These findings underscore that buyers prioritize human connection, making rapport-building a critical driver of success.
What are the risks of not building rapport in sales?
If sellers don’t ensure they’re making meaningful connections with a prospect, they likely will not get very far. As David Priemer, Cerebral Selling, explains, when sales reps fail to build rapport early in the relationship, buyers tend to remain guarded.
As a result, conversations lack depth, insights carry less influence, and trust never fully develops. This becomes a critical disadvantage in sales where strong relationships are the foundation.
How can you build rapport?
Priemer likens building rapport to strengthening a muscle. The more you practice and use it, the stronger your skills will become. Even the shyest of sellers can establish strong connections with leads. It all comes down to a can-do mindset and consistency.
“Building rapport is often a feel,” RAIN Group’s Mike Schultz writes.
“It’s about instincts and emotional intelligence. And these qualities are developed over time.” He shares various skills that sellers can work on to improve their rapport building.
Authenticity
First and foremost, buyers want to work with someone who is authentic. They can tell when a salesperson is being performative or following a script. They want to work with someone who shows up as themselves, is transparent and honest, and demonstrates integrity.
Friendliness
People tend to mirror the energy they receive. So, if you are coming across as distant or disengaged, that’s like what you’ll get in return. Even if warmth doesn’t come naturally, small, intentional behaviors can make a meaningful difference.
Body language can be very helpful when trying to demonstrate friendliness. Smiling, offering a handshake, maintaining eye contact, and being fully present in the conversation all help create a friendlier, more approachable impression.
And as Schultz notes, keep in mind the importance of authenticity. Friendliness shouldn’t feel forced.
“Relax, smile and go in with a positive attitude,” he advises.
“We’ve found that asking follow-up questions is a great vehicle for coming across as friendly and conversational.”
Active listening
Active listening is the intentional act of fully listening to what another person is saying. It means listening to understand rather than respond. It also involves demonstrating that you are listening via cues like eye contact, nodding, open body language, and confirming what you heard.
“Active listening is an essential step in building rapport with your clients and prospects,” writes SalesFuel’s Tim Londergan.
“Paying full attention and absorbing what your prospect is saying capitalizes on the value of your exchange.”
Embrace commonalities
Uncovering and pointing out things you have in common with the other person can make building rapport come naturally. Whether it’s a shared interest or experience, finding common ground creates connection, eases tension and lays the foundation for a more open and productive conversation.
During your research, make sure to look for ways that you already share a connection with the other person.
When applying these best practices, keep in mind that as Priemer noted, it's like building a muscle in that it takes time and practice. You'll find that by consistently working on building rapport, your efforts will feel more comfortable and come more naturally.
Photo by Vitaly Gariev on Unsplash
