8 reasons why building rapport is critical in business sales

Picture of by Ros Jones

by Ros Jones

Business coach and author

Building rapport with our prospects and our customers is vital. Whether we’re selling to an individual or to a business, we are selling to a human.

We humans make buying decisions based on emotion and the biggest reason why people buy is because they like us. People will never like us unless we build rapport and get on their wavelength.

Here are 7 other reasons why building rapport is critical in business

  1. Trust

People are more likely to do business with individuals and businesses they trust.

Building rapport is the vital first step for building trust. When we take the time to connect with our potential customers on a personal level, we’re showing our commitment to understanding their needs and starting a genuine relationship.

  1. Communication

Communication is the number one skill needed to be good at sales – to be a human in fact.

We need to build rapport so people feel comfortable with us and are more likely to speak openly, share their preferences, and give us valuable feedback. This information is like gold for tailoring our offerings to meet specific needs (see 6 below).

  1. Objection handling

Objections are common in any sales process.

When we’ve established a solid rapport, however, objections become easier to manage. They are opportunities for further discussion rather than insurmountable barriers to a sale. People are more inclined to listen to alternative solutions when they feel heard and respected.

  1. Increased loyalty

When a customer feels a personal connection with us it’s more likely that they’ll refer us to their friends and contacts.

Building rapport turns satisfied customers into long-term advocates who not only continue to buy from us but also recommend us to others.

  1. Competitive advantage

Our ability to build a strong rapport will set us apart from the competition.

Customers are more likely to choose us if they feel a strong connection or affinity.

  1. Tailored solutions

Building rapport allows us to understand and gain invaluable insights into our customers’ unique needs, preferences, and pain points.

This knowledge helps us tailor our solutions and proposals to match our customers’ specific needs, increasing the likelihood of a sale.

  1. Adaptability

As we know, the world of business can change rapidly. When we’ve established a solid rapport, we’re better equipped to adapt as circumstances change.

Whether it’s unexpected objections, negotiating terms, or navigating changes in the prospect’s business, a strong rapport can make it easier to keep the sales process on track.


When we invest time and effort into building rapport by establishing trust, being great at communication, and building genuine connections with people it will make the whole idea of selling more appealing.

We are really just building and nurturing relationships and helping people to buy from us. In the process, our sales will increase, and we’ll be creating a loyal customer base that will help us maintain our growth in a balanced way going forward. It’s a win, win, win!

You can watch my video that includes tips on how to build rapport here on YouTube.

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