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John Sterling, Amazon bestselling author of Sales for Noobs and CEO of NOOB School, shares valuable insights on building rapport and trust in sales, inspired by his cousin Anita. Although Anita is not technically in sales, she has a natural ability to connect with people through her empathy and curiosity. Whenever Sterling meets her, she engages in thoughtful, personal conversations by asking questions like:
- How’s business? What new projects are you working on?
- Where have you traveled recently? What’s your favorite destination?
- How are your book sales going? Have you met any interesting readers?
Anita’s ability to ask genuine questions and show interest in others serves as a great example for anyone in sales. Her approach highlights the importance of building rapport, an essential skill for any salesperson looking to create trust with potential clients.
Authentic Rapport Building
Rather than starting a conversation by talking about oneself or pitching a product, successful salespeople focus on listening to the other person. People appreciate being heard and understood, and asking good questions — combined with a warm, engaging demeanor — helps establish trust. The goal is to create a connection, not overwhelm prospects with a checklist of questions about their business.
READ: 4 Key Reasons Why Successful Entrepreneurs Prioritize Sales Over Marketing
Avoid the Checklist Mentality
One common mistake beginners make is turning conversations into an interrogation. Bombarding a prospect with rapid-fire questions about details like company size, budget, and logistics too early in the conversation can hinder rapport. These details can be addressed later; the key is first to understand the bigger picture by listening to their story and getting to the heart of their needs.
Trust Leads to the Truth
When a salesperson builds trust with a prospect, they’re more likely to receive honest answers about the prospect’s true needs and challenges. Once this information is clear, it becomes much easier to determine whether the product or service being offered is the right fit.
The goal is not to pressure the prospect into making a purchase, but to focus on building a genuine connection — similar to how Anita naturally interacts with others. By establishing trust, salespeople create an opportunity to uncover the real situation and determine how best to help the prospect.
Focus on Trust, Not Just Selling
Sales isn’t just about pushing a product; it’s about creating a relationship where both sides feel comfortable. When salespeople concentrate on building trust and listening to the prospect’s needs, they increase the likelihood of closing a sale, if the solution is right for the customer.
John Sterling is the Amazon bestselling author of Sales for Noobs and CEO of NOOB School, an online resource designed to help new salespeople succeed. For more sales tips and insights, visit noobschool.org and subscribe to his YouTube channel for weekly content.
