How levels of ‘trust and rapport’ with people can affect your sales success

By Jackie Jarvis of Heart Of Business based in Oxfordshire – Specialising in small business sales and marketing mentoring

People will buy from you when there is trust and rapport and you can genuinely help them. If there is no trust and rapport it is less likely that someone would want you to help them. There may be situations where there is trust and rapport but if you can’t help someone or they can’t pay they won’t buy. There is one thing for sure, people won’t buy from you if they don’t like and trust you unless they absolutely have to.

Think about your own experiences as a buyer. Do you remember a time when you didn’t buy because you just didn’t trust the person offering the service? What about the opposite, think about a time when you bought something of high value from someone you really felt you liked and trusted?

There is a big difference between the two. People don’t like to be sold too but we all like to buy what will genuinely help us from someone we like and trust who has our interests at heart. Easy words to say, but are we always putting those words into practice or do we sometimes make mistakes?

What makes the biggest difference?

So how do you make sure that you build a relationship with your potential customers where they both like and trust you and you can help them to make the decision to buy from you? It is a fine balance. You want a good paying customer and they want to buy the right thing from the right person.

Effective selling is all about building strong relationships with people and helping them to make the decision to buy that is right for them. The more trust and rapport you have the more likely you will be to be able to help and the more open that person will be to engaging with you to find out how.


‘Rapport is the oil that lubricates all human relationships’
 without rapport your sales will get stuck!

Avoid rapport breakers

We have all done it and we have all experienced the results. Here are some of the classic rapport breakers that need to be avoided.

  • Over selling your service before you know who you are talking to
  • Jumping in and interrupting someone before they have finished
  • Not following up when you said you would
  • Not delivering in exactly the way you promised
  • Only caring about what you want out of the interaction
  • Pushing and pushing and then pushing some more (exhausting yourself and them)
  • Speaking to fast or too technically for the customers you are with
  • Telling them more about you before you ask questions and listen to them
  • Planning your next sentence whilst they are speaking
  • Rushing someone to a decision before they are ready because you are!

Personal awareness is the key. When you make a mistake and can see that rapport has or is likely to be broken, do something about it! If it matters to you that you have rapport make it a focus to build more and see what happens to your sales results.

How to get more rapport and increase decisions to buy

  • Listen and really pay attention to people
  • Be present – in the moment with the person you are with
  • Find a way of connecting – a common interest
  • Respect and find out what someone values and deliver accordingly
  • Ask more questions to find out what is important to them
  • Care more about them
  • Put yourself in the customers’ position – ask they do they want?
  • See yourself helping someone to buy as opposed to selling
  • Keep in touch and do your follow up
  • Talk their language not yours
  • Help them as much as you can
  • Be genuinely interested in who someone is and what they value
  • Give back without always expecting something in return
  • Practice what you preach and if you make a mistake admit it and learn

So remember your relationships with people are the most important part of your business growth. The stronger your relationships the stronger your business will be! We all need to remember this and give the people that really matter to us the attention they deserve.

I hope you enjoyed this blog! Have a good week.