Rapport represents the level of trusting connection, positivity, and mutual understanding established during interactions between a salesperson and prospect. Strong rapport leads to more open, authentic conversations and relationships more conducive to sales success.
Building rapport relies on attending to prospect needs, finding common ground, displaying integrity, asking thoughtful questions, listening fully, and being helpful without expecting immediate sales. Salespeople invest time upfront nurturing rapport to enable problem solving versus pressuring quick decisions.
However, rapport should not be mistaken for friendship. Strategic sales professionals maintain rapport's benefits while still driving conversations with intent. Trust alone does not close deals. Rapport enables progressing opportunities through enhanced communication, chemistry, and willingness to collaborate.