Rapport First. Sales Second.

One of the biggest mistakes both professional and accidental salespeople make on an initial call is jumping straight into business.

The prospect says hello and within 30 seconds they’re getting hit with questions, features, benefits, pricing, or (more commonly) a “pitch.”

Slow down.

People buy from people they know, like, trust, and feel comfortable and safe with.

That doesn’t mean spending 20 minutes talking about sports, weather, or their favorite vacation spot. Rapport isn’t about wasting time. It’s about creating a genuine human connection before diving into business.

A great rapport-building question typically has nothing to do with what you’re selling.

For B2B sales, I love questions such as:

“I’m curious…how did you end up becoming the VP of Sales here?”

“What attracted you to this company?”

“How long have you been in this industry?”

Most people enjoy talking about themselves and their career journey. The answers often provide valuable insights that can help throughout the sales process.

For B2C sales, especially when working with couples, try questions like:

“How long have you two been together?”

“What originally brought you to this area?”

“What keeps you both busy when you’re not working?”

The goal isn’t interrogation. It’s conversation.

For coaches meeting with prospects, rapport can be even more important because coaching relationships are personal.

Questions such as:

“What inspired you to become a _________________?”

“What’s the most rewarding part of the work you do?”

These questions help prospects relax while giving you important context.

Here’s the key:

Rapport isn’t a script.

Rapport is genuine curiosity.

When you stop trying to impress people and start trying to understand them, conversations become easier, prospects become more comfortable, and sales become far more natural.

People don’t care how much you know until they know you care.

Build the relationship first.

The sale often follows.