In this episode of Psyche of Sales: Snapshots, Johnny Lee and Rachael Valtwies explore a sales skill that’s often misunderstood, undervalued, and yet completely foundational: rapport building.

Drawing on years of experience in live pitches, client conversations, and coaching sessions, they unpack what genuine rapport looks like, how to build it quickly and meaningfully, and why it’s not just about being ‘likeable’ or making small talk.

This episode covers the basics for those getting started or brushing up, but also explores the nuances of separating friendship from business.

Key Takeaways:

• Rapport is not surface-level charm: it’s about creating safety and trust, so clients share what matters, not just polite answers.
• Sales processes aren’t linear: in the real world, rapport doesn’t always come first. Sometimes you build it mid-meeting or even in the last few minutes.
• Tailor your approach to business styles: understanding stakeholder types (driver, analytical, amiable, expressive) helps you adapt tone, pace, and delivery to build a faster connection.
• Don’t underestimate small talk: curiosity and interest matter. Building rapport often begins with asking the right questions, rather than saying the right thing.
• Preparation helps, but presence matters more: you can’t fake a genuine connection. It comes from being present, observing body language, and actively listening in the moment.
• Practice is key: like any skill, rapport can be developed and refined through training. Role-play conversations, reflect on what works, and rehearse building a connection until it feels natural.
• Be warm. Be interested. Be real: people buy from those they trust, and trust starts with how you show up.

About Psyche of Sales: Snapshots

This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.

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