The Value of Building Strong Relationships and Rapport in Sales

A foundational yet often overlooked element of successful selling is relationship building and rapport. In the latest episode of the Sales Readiness Podcast, Ray Makela, Managing Director of Talent at SBI, sits down with Ethan Radoff, Partner at SBI, to remind us that while modern sales teams invest heavily in technology, data, and automation, human connection is at the heart of every deal.

Listen to the full episode here. 

Relationship Building is a Sales Imperative

People buy on emotion and justify with logic, Ethan explains. While product quality and business value are important, the relationships built throughout the sales process can be just as critical. Buyers want to feel confident in who they are working with, and trust is the cornerstone of long-term customer success.

Ray reinforces this idea by referencing SBI’s buyer friction research, which found that beyond having a strong solution, the experience buyers have with a sales team often determines the final decision. Sellers who prioritize relationship-building differentiate themselves in a competitive marketplace.

The Art of Building Rapport Goes Beyond Small Talk 

Gone are the days when rapport-building meant scanning an office for personal artifacts to spark conversation. As Ethan points out, rapport isn’t about forced small talk or surface-level commonalities. It’s about bringing value to every interaction.

Whether it's the first touchpoint or a long-standing client relationship, sellers should aim to provide insights, industry trends, or relevant research that help the buyer navigate their challenges.

One effective approach? Mirroring and matching. While it might sound gimmicky, Ethan emphasizes that subtle alignment with a buyer’s communication style, whether they are analytical and measured or fast-paced and expressive, can go a long way in fostering a natural connection.

The Power of Active Listening 

A key skill that separates top performers from average sellers is active listening. As Ray points out, many salespeople listen just to respond, rather than to truly understand the customer’s perspective.

Ethan elaborates, "It’s not about just waiting for your turn to speak. Great sellers are present in the conversation, take notes, and ask follow-up questions that show they are genuinely engaged." He recommends using a structured framework for conversations, so sellers can guide discussions while remaining flexible enough to explore customer pain points in depth.

Overcoming Resistance and Building Trust 

Not every buyer is immediately receptive to building a relationship. Some may be reserved, skeptical, or simply having a bad day. Ethan suggests a few tactics for navigating these situations:

• Stay curious: If a prospect seems disengaged, dig deeper to understand why. Are they hesitant about the solution, or is it just bad timing?
• Lead with empathy: Acknowledge their position, whether it’s a packed schedule or internal challenges, and adjust your approach accordingly.
• Know when to move on: Sometimes, the best move is recognizing that this prospect isn’t the right fit right now, and that’s okay.

Sustaining Relationships Beyond the First Sale 

Great sellers continuously nurture relationships over time. Ethan highlights that relationship-building doesn’t stop once the deal is signed. Whether through value-driven check-ins, industry updates, or relevant content, staying top-of-mind without being overly transactional helps maintain trust and open doors for future opportunities.

For sellers looking to stand out in an increasingly complex sales environment, these insights serve as a crucial reminder: the best salespeople aren’t just product experts, they’re trusted advisors.

To hear the full conversation, listen to the latest episode of the Sales Readiness Podcast.