Why is Building Rapport Important in B2B Sales?

Got this question from both a b2b sales person directly during one of our meetings and then I noticed several of you readers were asking the same question through your keywords used to find this site.

So, why is building rapport important to the b2b sales process?

In my opinion it is due to three major reasons. And these three major reasons are…

  1. The Beginning of a Trust Based Relationship
    Rapport building is the starting point of building trust. It sets the stage for allowing trust to be built due to your ability to match with the buyer. This feeling of “this b2b sales person is just like me.” begins the building of trust based relationship.
  2. The Need for Real Answers Questions
    When you begin to ask questions you really need objective answers rather than the corporate speak answers you get when no time or effort is taken to build rapport – you know those cold almost sterile answers with no emotion or interest contained within the answer. When you develop a rapport with another individual, you will be able to get real answers about problems, concerns and issues the buyer has about their business situation. Objective answes lead to greater understanding and clarity which provide you will clear pathways to help your customer or prospect.
  3. A Bond or “X” Factor is Built Between You and the Buyer
    Now this may sound a like weird initially, however, it is a real issue or a success factor of your ability to bond with your customer over time. The “X” factor is only an emotional feeling a customer has about working with you. There is no clear way for the customer to truly describe you or why he will continue to only buy from you – they just feel it. This “X” factor is your ultimate goal to have with a customer. These customers will go to war with their organizations to keep you in their process. In other words, they want you to be part of their business world and will openly tell others they will not change this relationship. When you reach this level of total rapport you also have the total trust of the individual – and there is no stronger bond that the combination of rapport and trust between a b2b sales person and a decision maker.

There you have the three reasons to build rapport with your buyers – prospects and customers. It can mean the difference between success and failure. It can also influence the short or long term nature of the account.

Make a part of your personal development process about learning how to gain rapport with anyone. It is a priceless objective and will contribute to success in all parts of your life – business and personal.

If you are not sure how to get started in a focused development process. Then either call me at 901-757-4434 9 to 5 Central Time in the US or email me using the Contact Us page of this site. Just fill out the form and I will get it – without all the SPAM.

Also, for all of you reading this, let me know if it would be helpful for you if I offered a Webinar on “Building Rapport in B2B Sales.” Just use the comment section below to let me know your thoughts. I will receive all your comments. Thanks, Voss

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Voss Graham

Sr Business Advisor / CEO at InnerActive Consulting Group Inc
Your Knowledgeable Partner for Business Success and Achievement. Dedicated to helping others get to their next level of success. Award winning business advisor; coach to executives and business owners; Business Growth Strategist; and experienced using assessments for hiring & selection, evaluation of teams and improving communication. Voss is available as a Speaker for your conferences or company meetings contact him at 901-757-4434 or use the LinkedIn or Facebook direct messages.

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2 thoughts on “Why is Building Rapport Important in B2B Sales?

  1. I would be very interested in a webinar on building rapport in B2B sales. So very important in small business!

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