Rapport-​Building Tips for Sales Reps

Rapport-​building is an important part of the sales process. Establishing a relationship with leads eases your path to a deal. But doing so can be tricky. As HubSpot’s Jay Fuchs points out, they are friendly but don’t necessarily lead to friendship. 

Ultimately, you’re trying to sell your solution. So it’s important to be friendly and engage but also position yourself as a credible resource. 

“…you have to strike a balance between approachability and authority,” Fuchs explains. 

Establishing rapport and maintaining professionalism is key. And this doesn’t come easy to all sellers. Fuchs points out that common mistakes can prevent sellers from connecting with prospects. He tapped into the insights of fellow professionals to uncover what to avoid.

3 tips for sales reps when building rapport

The first suggestion is one that tackles the topic of using humor. As SalesFuel found, buyers want to work with a vendor who is likable and friendly. Humor is often used to encourage likability. And many sales professionals even recommend working humor into conversations. 

Anthony Iannarino believes “contacts will enjoy working with you when your sales conversations are engaging and entertaining.”

While it can drive likability in the eyes of prospects, it can also backfire. 

Because everyone’s sense of humor is different, it can be risky. And you may not be familiar enough with the buyer to know what kind of humor they find most appealing. As Digital Marketing Expert Casey Meraz points out, sellers need to recognize this fine line. 

“Misjudging humor can lead to uncomfortable silences or even offend your prospect,” he explains. 

If you want to use humor, start slow and neutral. Note their reactions and continue accordingly. Use their cues to decide what types of, and how much, humor resonates with them. If they don’t respond favorably, it’s best to cut out the jokes. 

Match their style

Another one of the tips for sales reps that Fuchs discusses is the importance of mirroring. This tactic can help sellers build rapport in a way that keeps the prospect comfortable. Plus, it can make the seller appear more relatable.

Mirroring, SalesFuel explains, is “mimicking the mannerisms and tone of whomever you’re meeting with or presenting to.”

Recognizing and then adopting the buyer’s communication style is relatively easy. If they maintain a sense of formality, adopt the same approach. If they appear to want a more relaxed, casual conversation, feel free to loosen up a bit. 

And keep in mind that mirroring doesn’t mean copying their every move. For tips on mastering this technique, take a look at these tips. 

Using tired icebreakers

The task of driving rapport typically falls on the sellers. And for those not naturally extroverted, it may feel easiest to rely on traditional icebreakers. But generic topics, like the weather, won’t help you really connect with prospects. 

As Fuchs points out, “overused lines can make conversations feel mechanical, and prospects might tune out." 

Why not use this as an opportunity to really connect and demonstrate interest in them? Before engaging, do some research to uncover potential icebreaker topics that can kick-​start dialogue. They don’t have to be deep issues but they should be personalized to the buyer. 

And showing interest will set you apart from more transactional-​focused vendors. Nearly half of buyers say it’s important to work with sellers who care about them and their business.

It also demonstrates your knowledge and boosts credibility, according to Reclaim247’s Shannon Smith O’Connell.

"This approach not only shows you're knowledgeable but also lets prospects see value right from the get-​go." 

Adopting these practices ensures your rapport-​building efforts are effective. You can avoid common mistakes and establish a true connection with prospects. And for more advice, consider these other tips for sales reps.

Photo by Amy Hirschi