4 Reasons Building Rapport is the Most Important Part of the Sale

October 26, 2018 By Dave Chase

As any sales or marketing professional knows, building rapport with the potential customer is an extremely important part of the sales process. Successfully building trust and rapport with a customer can make the difference between a prospect’s “yes!” and “no”.

Opening the Gate for the Sale

Rapport is the gatekeeper to the sales process. By skipping this step, the salesperson is inviting the prospect to slam the door, hang up the phone, or end the sales meeting right then and there. In order for a sale to proceed, a certain amount of trust needs to exist between you and your prospect. Without it, the sales process never really takes place.

Wowing Your Customer Now and Later

A good salesperson builds rapport by asking effective discovery questions. By discovering problems they need to solve, as well as interests and hobbies, you can wow your customer during the sale and after. Think of how much more likely your customer is to say yes when you remember that his hobby is golf and have the final sales meeting at Top Golf, as opposed to the office? Information learned through the discovery process can make a powerful impression in the customer experience both before and after the sale.

The Difference Between a Lifelong Customer and a Chargeback

One of the most important factors of buying decisions is trust. Do I trust the product or service will be able to fix my problem? Do I trust they will deliver the promised good or service? Am a falling for another silver-tongued salesman? Until rapport is built, the prospect remains skeptical of you, the company, and the product/service. A foundation of trust that begins before the sale and continues beyond the sale can make the difference between a lifelong customer and a chargeback. Once the sale is over, if the customer doesn’t believe the product or company will help them, they’re likely to leave for another who will.


Rapport Leads to More Sales


The Customer is More Likely to Say “Yes”

Discovery questions give you the tools you need to effectively close a deal. Additionally, these discovery questions communicate to the prospect that you care about them, not just the sale. Discovery questions lay a foundation of trust that can be leveraged in the sale. By discovering and remembering key pain-points, the you can later use these to persuade the prospect to buy.

In every sale, take time to ask good discovery questions and build rapport with the prospect. By taking time to build a relationship and make connections with the potential customer, the sales processes will become a more comfortable and engaging experience for both you and the prospect, consequently, leading to more successful closes.

Alysha Willden is a Marketing Specialist at Advanced CFO. A certified Multipliers consultant, Alysha is passionate about effective leadership that betters individuals and teams.  Her background includes 5 years in Marketing and Sales roles, as well as Corporate Training. Alysha is a BYU Alumna.

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