How to build rapport with customers

Written by hayley ames Google
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How to build rapport with customers
Building rapport with customers secures their loyalty. (Brand X Pictures/Brand X Pictures/Getty Images)

Building rapport with customers is a key tool in business, helping to secure sales as well as maintain long-term business relationships with customers. While some people have a natural ability to form positive relationships and gain their customers’ trust, others find it difficult. However,anyone can learn how to build rapport by following a few techniques. Once established, businesses can use rapport to improve sales and customer satisfaction while customers will feel that they are better understood.

Skill level:


  1. 1

    Be honest with the customer about whether a product is suitable and be realistic about delivery lead times. Trust builds rapport and a customer who feels understood and pleased with his purchase likely to return with future business.

  2. 2

    Listen carefully to customer complaints and show empathy. Resolve issues rather than blocking or dodging them.

  3. 3

    Remember the customer’s name and interests to show that they are valued. Use open-ended questions to find out more about a customer and identify common interests in a friendly, conversational way. Use this common ground to form the basis of future conversations. This will help you to seem on the same level, building rapport through forming a friendly relationship rather than a purely professional one.

  4. 4

    Mirror the customer’s style to make yourself seem more approachable and to encourage a customer to open up to you. Subtly mirror the tone and volume of the customer’s voice and use similar body language.

  5. 5

    Be warm and friendly so that customers will enjoy your company, be more likely to spend money and want to do business with you again. Take care, however, to gauge a customer’s mood as appearing bright and jovial can antagonise a customer with a complaint.

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