In any relationship, the foundation that the relationship is built upon is trust. If there is not trust in a relationship, the relationship is not a strong one. It can take a great deal of time to build trust and, unfortunately, it can take only seconds to destroy. Trust needs to be built and maintained. As a professional sales representative, you must understand the importance of trust and learn how to build trust, client relationships and rapport with your customers.

Be real.

Everyone can spot a phony, and, realistically, most people have an innate distrust of anyone that is trying to sell them something. As you work to build trust, client relationships and rapport, you must be genuine. Do not try to create a persona or limit yourself to being “all business”. When you are being yourself, you will be relaxed and confident and a person who is confident builds trust, client relationships and rapport.

Be friendly and open and curious.

If you want to build trust, client relationships and rapport, you must take an interest in your client. You need to see the client as more than a potential sale. You will find that the more you listen and learn about your client, the more trust the client will feel for you. You do not build trust, client relationships or rapport by divulging information about yourself. You build trust by asking questions, listening to the answers and showing that you understand. You must never try to “one up” your client with a better story. Any interaction you have with your client should be all about them.

Be consistent.

When you are consistent, the customer learns that they can depend on you. Do you best not to change or reschedule appointments. Always be on time. Always be prepared. When you are selling, it is your show but it’s their theater. You need to always be completely prepared but, at the same time, be flexible.  If something happens on the end of the client, be understanding and helpful. Being consistent and dependable is a sure way to build trust, client relationships and rapport.

Be honest.

Again, this is an area where many sales people have to overcome an innate obstacle. Many people believe that sales people will not be honest with them. When you work to build trust, client relationships and rapport, you need to make the client feel that you will always be honest with them. If they are interested in a product or service that you offer that really won’t fulfill the need they have, tell them. If there is information that you need to pass along that your are concerned about, don’t sugar coat it, but be upfront. One method that works for delivering less than desirable news is to use the Kiss Kick Kiss approach. Tell the client something good, tell them the bad news, and tell them something good. This approach softens the blow but still allows you deliver all news honestly. Being frank shows that you have integrity. Integrity is a strong component in the building of trust, client relationships and rapport.

Be professional.

Be serious about what you do. Take pride in your company and your work. Complaining about your boss, the shipping department or the product lessens trust in the company. Since you represent the company, it also lessens trust in you. You are a professional sales person. You need to dress and act in a way that displays your professionalism. Trust, client relationships and rapport need to be built in a professional manner.

As you work to develop your sales technique, the most important goal is developing a good rapport and a solid trust with your client. By being yourself and acting professionally, taking an interest in the client, and being consistent and honest, you will find it far easier to build trust, client relationships and good rapport with your customers.