Building Rapport with Customers

What exactly is rapport? 

“A relationship characterized by agreement, mutual understanding, or empathy that makes communication possible or easy.” — Merriam-Webster Dictionary 

The concept may be simple to understand, but building rapport with customers takes effort, intentionality and time to achieve. 

• Relationship. Before a customer enters a business relationship with you, they have to know they can trust you. They expect you to stand by your word and even go above and beyond the minimal requirements of a bid. Be dependable, on time, face up to problems and seek solutions immediately. If the plans for a project call for unnecessary work, point it out to the customer. Show them where you can save them money. Be upfront about change orders, but don’t be stingy. 

• Agreement. People like doing business with people they like. But don’t, as some business books suggest, mimic the style or personality of your customer (sometimes called behavior mirroring). That can come off as phony, if not a little creepy. If your customer is reserved and formal and you are more gregarious, don’t come on too strong, and vice versa. Be yourself, accept people for who they are. 

• Mutual understanding. Some of the best teamwork comes from people with different personalities who understand and appreciate each other’s differences. As you get to know your customer, spend some time thinking about their point of view in the world, their experience, strengths and weaknesses, and how your strengths and weaknesses can mesh with theirs to the benefit of both of you. 

• Easy communication. Some people are articulate and detailed in conversation. Others do better with email or written forms. Be aware of your customer’s style and preferences and make sure to ask for clarification any time there is doubt. At the end of discussions, it’s always a good idea to summarize the details to ensure the client understands you.