Consider this: a poll asked, “What percent of people in general are trustworthy?”

The answer: 30%. Pretty sceptical we all are, right?

Not necessarily. At the same time, poll asked a similar group the same question, but with a slight difference. “What percent of people that you know are trustworthy?”

The answer: 70%.

That’s a huge difference. Goes to show you: when people get to know you and people get to like you, people begin to trust you. Of course, there’s a lot more to building trust than making a good initial connection with someone, but it’s sure a good start. And making a connection with someone makes them more comfortable sharing with you their aspirations and their afflictions, two things you need to know if you want to succeed in sales.

When you build rapport in sales, keep in mind you want to make a sincere connection. All too often chit-chat before a sales call seems contrived…because it is. Assuming you want to build solid and real relationships with people, consider the following:

• Be genuine. Before the first day of school, first jobs, camp, and any family get-together, Dad always said, “Just be yourself and everything will be fine.” This lesson applies to generating rapport with prospects and customers.
• Be yourself. Don’t try to be anything you are not, create a new persona, or adopt a “sales-like” tone. Relax, smile, and go in with a positive attitude. Good things will follow. As Oscar Wilde said, "Be yourself; everyone else is already taken."
• Be warm and friendly. Chilly people get chilly reactions from other people. Approach rapport building with the intent to be warm and friendly. Smile, give a firm handshake, make eye contact, and engage.
• Show interest. No surprise to anyone, people are self-focused. This is quite helpful to those of us in selling because we need to learn about our prospects before we can provide the best solutions. People want to feel like they have an opening to share what they’re thinking, including their desires, fears, and problems. The more genuinely interested you appear the more relaxed and willing to share they’re likely to be.
• Don’t seem too needy. Most of us know someone who wanted to be liked, so he “tried hard,” but it didn’t work. In trying to be liked, he appeared needy and conspicuous. You cannot force rapport. Show interest, but don’t act subservient, overly friendly, or too pushy or you will only turn the other person off. Don’t come on like gangbusters.
• Give genuine compliments. Sycophants get nowhere, but genuine compliments are endearing. If you like the office, someone’s web site, or are impressed with their book, say so. If your prospect had a recent accomplishment, relay your authentic congratulations. They’ll appreciate it.

Building Rapport