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Building rapport with customers is one of the most important steps in the sales process. A strong relationship with a customer creates mutual trust and a lasting relationship that can lead to repeat business. As the saying goes ‘People do business with people they know, like and trust’.

Use Your Customer’s Names

One of the most effective ways of building rapport with customers is to use your customer’s name and know how to pronounce it. That is so important that helps you connect with them and for them to feel like, you’ve heard them and that they’re part of this conversation. People love the sound of their own names.

Mind Your Manners

Mindfulness is often looked upon. By adding “Please” and “Thank you” into your conversation, helps create empathy that helps build rapport.

Be Honest and Transparent

Explain the reasons for saying no and give an alternative solution. Be honest and transparent with your reasoning even it looks bad on you as this creates trust with your customers.

Show Interest in Your Customers

This might be counter-intuitive. A lot of people are more interested in their products or services and they’re more interested in talking about their business and themselves and their solutions and they don’t spend a lot of time, actually being curious or taking an interest in customers. By showing interest in them, you find things that you and your customers have in common. At the end of the day, most products and services are all the same pricing, differences negligible five per cent here and there. What’s going to make a huge difference is in your ability to connect with your customer. The more things you have in common, the more they’re gonna like you.

Remain Present

Be there for the prospect. Be there for your customer. What exactly does it mean to be present? Being present does not necessarily physically present but also emotional present, connected with and in sync with your customers. One way is to empathise words in conversation with feeling.


When you smile to someone when you smile with someone, it just helps to build that connection. People can’t help but smile when you smile back. It’s very hard for someone to frown angrily when you’re smiling. You can even give bad news with a smile and people might even give you a bit of a break

Be sure to apply these quick tips when you are building rapport with your customers.

The easiest way to get people to like you is to be like them!

-Tom Abbott
About Tom Abbott

Tom Abbott is the author of 'The SOHO Solution' and 'Social Selling' and the creator of the online sales training platform SOCO Academy. Sales leaders engage Tom for his proven solutions to building high performance sales teams that exceed targets and for motivational keynotes that energise their audiences.

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