Rapport is the foundation of any successful sales relationship.
It’s the connection you build with your prospects that goes beyond just words—it's about trust, understanding, and mutual respect.
When you establish strong rapport, your clients feel valued and understood, making them more open to your suggestions and more likely to engage in meaningful dialogue.
In sales, rapport isn’t just a nice-to-have; it’s essential.
It allows you to move from being just another salesperson to a trusted advisor, paving the way for deeper conversations and long-term partnerships. Without rapport, even your best sales pitch can fall flat, as prospects are less likely to trust or engage with you if they don’t feel a connection.
Remember ... know, like and trust.
You’ve likely been told by various sales trainers to find common ground with a prospect—maybe a shared hobby or interest.
The idea is that this creates a sense of similarity, building credibility.
But does it really work?
Often, it’s too obvious.
If your prospect senses manipulation, you may be in big trouble.
Plus, switching back to business after small talk can disrupt the flow of your conversation.
Have you noticed how the atmosphere shifts when the topic changes?
There’s a gap between social rapport and sales rapport that can be tricky to bridge, especially early on.
Do you doubt what I am saying ?
Maybe if you watch the video below from Jordan Belfort, "The Wolf of Wall Street" you'll be more inclined to believe me ?
Have you ever met someone and instantly felt a connection, as if you already knew what they were thinking?
That kind of rapport is powerful—it’s effortless, natural, and it builds trust quickly.
In sales, achieving this level of connection without relying on superficial common ground is crucial.
Instead of forcing a shared interest, you can cultivate what’s known as unconscious rapport.
This involves subtly mirroring your prospect's behaviour, tone, and pace, allowing you to ask insightful business questions while simultaneously building trust with their subconscious and within a business context.
If you’re already successful in sales, you might be using these techniques without even realizing it.
That’s the beauty of unconscious rapport—it's most effective when it’s instinctual.
But if you find yourself struggling with a particular client or situation, it might be time to consciously refine these skills.
By mastering unconscious rapport-building, you can create deeper connections that feel genuine and effortless, all while staying focused on the business at hand. This approach bridges the gap between casual conversation and meaningful sales dialogue, ensuring you maintain the flow and trust necessary for successful interactions.