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How can you improve your ability to build rapport with customers during a sales call?

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Building rapport with customers is a crucial skill for outside sales professionals. Rapport is the feeling of trust, connection, and mutual understanding that you establish with your prospects and clients. It can make the difference between a successful sales call and a wasted opportunity. In this article, you will learn some practical tips on how to improve your ability to build rapport with customers during a sales call.

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Venkadesh Karthik

Helping Businesses reach their Target Audience | Help to get Quality Leads | Grow your Online Presence | Digital…
Kristy Wilson

Partnerships with Value

1 Prepare before the call

One of the best ways to build rapport is to show that you have done your homework and that you care about the customer's needs and goals. Before the call, research the customer's industry, company, role, and pain points. Use social media, company websites, news articles, and other sources to gather relevant information. Then, use this information to craft a personalized and relevant opening statement, to ask insightful questions, and to offer valuable insights.

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Venkadesh Karthik

Helping Businesses reach their Target Audience | Help to get Quality Leads | Grow your Online Presence | Digital Strategy & Brand Consultant | Business Manager-Corporate Sale
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- Engage in attentive listening, demonstrating genuine interest in the customer's needs, concerns, and perspectives - Show empathy by acknowledging and validating their feelings and challenges - Find common ground by identifying shared interests, experiences, or backgrounds - Avoid overly promotional or scripted language - Maintain a positive and enthusiastic demeanor throughout the call - Address the customer with respect, using appropriate titles and names correctly - Speak clearly, concisely, and at a moderate pace - Adapt your communication style and presentation to suit the individual customer's preferences and needs - Patience and Understanding - Follow-up and Gratitude

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Kristy Wilson

Partnerships with Value
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We are in a busy time with tons of information available about customers and their business. Be sure to learn about them and ask questions specific and relevant to them. Ask open ended questions and listen to the customer. Nobody likes a time wasting call so make your time count.

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2 Use active listening skills

Active listening is the skill of paying attention, showing interest, and giving feedback to the speaker. It helps you to understand the customer's perspective, to empathize with their emotions, and to build trust and credibility. To practice active listening, use verbal and non-verbal cues to show that you are listening, such as nodding, smiling, and saying "uh-huh" or "I see". Summarize and reflect back what the customer has said, and ask clarifying or follow-up questions. Avoid interrupting, judging, or dominating the conversation.

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Kristy Wilson

Partnerships with Value
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Listen and repeat the customers words back and dive deeper into their comments. Get the meat under the statement. Listen and build trust with a goal in mind to serve and care about their mission as well. Highlight those needs with specifics.

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3 Mirror the customer's style and preferences

Another way to build rapport is to mirror the customer's communication style and preferences. This means adapting your tone, pace, language, and body language to match the customer's. For example, if the customer is formal and professional, you should also be formal and professional. If the customer is casual and friendly, you should also be casual and friendly. Mirroring helps you to create a sense of similarity and harmony with the customer, and to avoid any potential conflicts or misunderstandings.

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4 Share something personal

Sharing something personal can help you to humanize yourself and to create a deeper connection with the customer. However, you should be careful not to overshare or to be inappropriate. You should only share something personal if it is relevant, positive, and appropriate for the context and the relationship. For example, you can share a common interest, a hobby, a family story, or a personal experience that relates to the customer's situation or challenge. You should also balance your sharing with your listening, and avoid talking too much about yourself.

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5 Express appreciation and gratitude

Finally, one of the simplest and most effective ways to build rapport is to express appreciation and gratitude to the customer. This shows that you value their time, their business, and their relationship. You can express appreciation and gratitude at different stages of the sales call, such as when you introduce yourself, when you acknowledge their pain points or achievements, when you answer their objections or questions, and when you close the call. You can also follow up with a thank-you note or email after the call.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you improve your ability to build rapport with customers during a sales call?

1

2

3

4

5

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1 Prepare before the call

2 Use active listening skills

3 Mirror the customer's style and preferences

4 Share something personal

5 Express appreciation and gratitude

6 Here’s what else to consider

Outside Sales

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How can you improve your ability to build rapport with customers during a sales call?

1

2

3

4

5

6

1 Prepare before the call

2 Use active listening skills

3 Mirror the customer's style and preferences

4 Share something personal

5 Express appreciation and gratitude

6 Here’s what else to consider

Outside Sales

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