Michael Epps Utley 
Sales interactions involve an element of friendliness. However, the ultimate goal isn’t making friends; it’s to sell something. To sell well requires striking a balance between approachability and authority, which is challenging. That’s why building rapport with prospective buyers is so fraught.
This guide reveals six common mistakes salespeople make when trying to build rapport with customers and explains how to avoid them.
Read on: See how you can come up with an elevator that gets customers’ attention.
1. Getting Humor Wrong
Using humor to build rapport is usually a double-edged sword. Get it right, and it’s a quick way to build kinship. Getting it wrong can lead to uncomfortable silences or, worse, offend your prospect. Everyone’s sense of humor is different. What may be hilarious to one person might be inappropriate or offensive to another.
If you want to use humor as part of your sales conversations, understanding your audience is crucial. Never assume what might make someone laugh. Instead, open your discussion with neutral topics and pay attention to how people react. Watch out for cues, such as whether they’re smiling and nodding or seem reserved. Paying attention to these things will guide you in deciding whether humor might help or hinder your relationship-building efforts.
If you have any doubts, don’t go for the joke. You never want it to raise barriers that could prevent a sale.
2. Not Matching a Prospect's Communication Style
Failing to echo a prospective customer’s speaking style typically results in big disconnects. Be thoughtful about matching the buyer’s tone, words, and delivery.
A formal prospect may prefer a highly structured conversation that includes technical language. A more casual customer might appreciate a relaxed chat with everyday conversational words and a little humor (see the previous point).
A proven way to align your communication with a prospective buyer’s style is to use the mirroring technique. You subtly mimic the other person’s tone, pace, and word choices. For instance, if someone communicates quickly and with urgency, respond similarly with concise replies. It will help demonstrate that you’re on the same wavelength. What’s critical is to avoid making it seem like you’re mocking the purchaser by taking mirroring too far.
3. Getting Too Personal
Discussing personal topics with a prospect can feel intrusive and unnatural unless it’s necessary to make a sale (for instance, pitching a weight-loss program). It can harm the rapport you're trying to build.
When people feel their personal space is invaded during a sales interaction, they typically become guarded. When prospects close down, it’s less likely you will seal a deal.
Always pay close attention to your prospect's cues regarding their comfort level. If they’re not sharing personal details, focusing the conversation on more neutral or business-related topics is probably wise.
4. Going Too Generic
Opening a sales conversation with generic topics, such as the weather, usually fails to create an authentic connection with prospective customers. Bland topics make interactions feel mechanical, causing people to tune out. Instead, try to engage in discussions that are relevant and interesting. It’s the only way to engender real rapport.
Always take a genuine interest in your customer’s situation. This demonstrates that you‘ve done your homework and aren’t running on autopilot. Guide your small talk to topics buyers care about. It shows that you're invested in them and not just trying to make a sale.
Prepare for sales conversations by researching the prospect’s background. You can often find out a lot online, especially on social media. It’s fine to use these findings to select conversation topics, but don’t push too far (remember what was just said about the risks of getting too personal).
5. Over-Promising
A significant mistake salespeople make to get attention is overpromising. It can damage trust. It's better to be honest about what you can actually deliver. Being truthful helps build credibility and demonstrates integrity, which is a powerful way to develop rapport.
6. Not Respecting Time Constraints
Never ignore a prospect’s time issues. If they have limited time and don’t seem interested in small talk, forcing unnecessary conversation can be annoying. Not only does it waste time people don’t have, but it can also make you seem rude, inconsiderate, and unprofessional.
Always pay attention to the cues people send. If they seem rushed or exclusively focused on business, get to the point and cut the small talk. Respecting their time and moving the conversation to the business they want to discuss demonstrates respect, which is another authentic way to build a connection.
Building Rapport: The Final Word
Developing the kind of rapport with customers that evolves into long-lasting, productive relationships with them isn’t easy, and there are many ways to mess it up. Leverage the information in this article to avoid common conversational errors so you can genuinely connect with customers and close more deals.
Read more: Find out how to sell without being too salesy.
