How to Build Rapport and Maintain Customer Relationships in Sales

Jul 25, 2023 | Sales

In sales, rapport and customer relationships are crucial for success. To excel, you must understand how individuals prefer to receive information and connect with them on a personal level. 

Building rapport helps keep the sales conversation going. Overselling or over-communicating can backfire, so it’s essential to grasp the true meaning behind customers’ questions.

Asking effective questions is a superpower in sales. 

By really listening to what someone says, both verbally and non -verbally, you can ask deeper and more meaningful questions. By doing this, you can uncover their motivations and wants to better meet their needs. 

Pay attention to cues that reveal preferences

Social awareness and the ability to pivot during a conversation are vital, so pay attention to cues that reveal their preferences. Some may seek a quick pitch, while others desire a comprehensive discussion. Tailoring or pivoting your approach shows respect for what the customer wants and that you are focused on them, not just your agenda.

It’s not about rigid scripts

Sales isn’t about rigid scripts — it’s about adapting to different personalities and customer needs. You obviously need to know about your products/solutions, but you must adjust your strategy, for each prospect. 

The next time you engage with a prospect, ditch the script; focus on listening to them and understanding their needs, and providing better value for them. This approach will elevate your conversion rate and lead to rewarding and long-term sales and customer experiences. 

Looking for more tips on how to build and maintain rapport? Fill out our contact form to get in touch and schedule a training session! 

Paul Bramson

Paul Bramson

Paul Bramson is renowned as a powerhouse on keynote stages and in training arenas. He is widely regarded as being one of the most impactful speakers, trainers and C-suite coaches in the world today. Paul is recognized as a leading authority and thought leader in the areas of communication, leadership and sales boasting media mentions in Forbes, Fast Company, Fortune, BuiltIn, Yahoo, and MSN. With an extensive 25-year tenure, Paul has continually ignited and empowered professionals, leaders, and teams across all echelons. His ability to captivate and engage audiences originates from an authentic zeal, unique aptitudes, and an unyielding dedication to professional and personal enhancement.