The Value of Building Strong Relationships and Rapport in Sales 

In this episode of the Sales Readiness Podcast, Ray Makela, SBI’s Managing Director, is joined by Ethan Radoff, Partner at SBI, to explore the critical role of building strong relationships and rapport in sales. The two discuss why trust and emotional connections are essential in the sales process and how sales professionals can improve their ability to connect with buyers. With a strong focus on delivering value in every interaction and sustaining long-term customer relationships, Ray and Ethan outline practical strategies and techniques for improving sales effectiveness.

Key Talking Points

• Active listening is a superpower.

• Engaged, thoughtful conversations build trust and credibility.

• Sustained relationships drive long-term success.

• Post-sale engagement is just as important as pre-sale interactions.

• Sales is still a people business.

• Emotional connections drive decision-making just as much as a product offering. 

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