Rapport Building In Business


Business Rapport

Trouble building rapport in your business? I know you’re probably sick and tired of hearing this term used over and over…. but let me tell you first hand that it is quite necessary if you’re trying to build big.

When I first got involved in the home based business industry, all I did was “try and sell” people stuff, without caring whether or not they needed or wanted what I had to offer. I never built any kind of rapport with anyone, I didn’t even know that it was actually a circuital step in marketing!

I’m sure you understand that new people are the life blood to your business; without new customers, your business is done. But in order to get these new clients you must connect with them.  I mean, why do you want to make a relationship with your customer or even team member? Well because people buy not only because they like your product but, most importantly, because they like, know and trust you.

Therefore making friends before-hand is extremely important. Holton Buggs’ biggest secret is “You can’t out-friend me!” He will be your best friend, even if you are his worst! So learning how to make friends will help you greatly. Even if that person doesn’t want to buy into your stuff, they may know someone who does, so keep everyone you meet close by, because you never know who knows who!


How Do You Actually Build Rapport?

Most of the population, when they meet new people, all they do is talk. Even when we’re “listening” we are still talking. Instead of blabbing away-learn to shut up and actively hear what your prospect is saying. This means not only physically being quite, but MENTALLY as well.

I know it’s extremely difficult to silence that voice in your head….But in order to take in what’s being said you have to learn how to do that. And the way that I have found to be most effective is being curious and asking a lot of questions that I really do wanna know about my prospect.

Some marketers may use scripts to ask questions, and that makes it not genuine. Most likely the scripted questions are things you may not even care about and therefore you’ll be talking in your head again, or wishing they’d hurry up, so you can probe them with the next scripted question.

Not cool, my friends!

So instead of giving you some crazy script to follow, I’m just gonna give you a guideline that I use to build rapport, and it’s worked excellent for me! I can say that I’ve met some pretty amazing people in this industry-doesn’t matter if all of them have bought from me or not, we’re still friends (which should be your goal anyway-making as many new friends as possible!!)



Okay, so have you heard of “FORM”? If not, take some notes so you can refer to this later… or better yet, just bookmark this webpage!! 😉

F- Family Ask them anything about their family. Where they are from, spouse, kids, pets, etc.

O- Occupation Asking questions about their jobs and what they do. How long they’ve been there, what they like about it and so on. Whatever you wanna know about their employment status, ask!

R- Recreation Ask about their hobbies and what they like doing in their free time.

M- Message This is AFTER you have a real friendship with someone. You take what you know about them and see if your product or business opportunity is a fit for them and ask them to take a look.  Don’t be hasty to get to this last step.


While You Are “Forming”

While asking questions and getting to know your new friend better if they have something in common with you or you have had a similar experience that they are talking about, share your story with them. The more you can relate to them, the quicker a person will begin to like you.

Sharing stories is a great building block to making friends quickly. Just remember that if they are telling their story or sharing something with you, that you are not chatting in your own head something similar to “Oh hurry up and finish because I have an awesome story I want you to hear” or “Oh man, I’ve got a better experience, wait til you hear it.” Let them fully tell you what they want, and if they ask a question answer it, then proceed with your story.

And when they do ask you questions-because eventually they will… don’t beat around the bush to the answer. Be clear about your answer. If you’re talking to someone who is not in network marketing, and they ask you what you do-don’t tell them some creative answer like- “I’m a freedom creator” or “I’m a retirement specialist” Just be honest!


The Result

So what does rapport look like?

It’s having a true friend. Think about your best friend right now. Why are you guys friends? Most likely it’s because you have things in common and share a ton of stories (this may be in the form of “gossip” ladies!!) and experiences together.

By definition it is “something that occurs when 2 or more people feel they are on the same page because they can relate to each other.” And if you’ve build a friendship-you may get messages like:

building rapport

Notice “I feel like I know you even though we don’t really know each other” That’s building a friendship, not just adding them to see if I could sell them.

Once you’ve got rapport, you can easily invite your friends to see your offer and when you do, you may get messages like:

building rapport

Notice: “Knowing you use it and endorse it makes it that much easier for me to try it.” Again I didn’t pitch, I simply asked questions, built a friendship and saw that they may benefit from what I have, so all I did was offer them to take a look.


Summary & Final Thoughts

The simple answer to “How do you build rapport?” is this:

  • Be genuinely interested in them
  • Ask questions that you really do want to know the answer to-don’t just ask “set up questions” to get them to buy your stuff
  • Give simple direct answers to their questions-not creative riddles
  • Listen, really listen to them without chatting in your head, thinking about something else, or judging them


Sounds too simple, doesn’t it? But that’s all there really is to it!

Was this helpful? Please comment and share on social media!


  1. Hi Marie,

    You are right about the importance of building rapport in business. I like the points you made about this.

    I’d rather buy from a business that makes me a friend first than from one which doesn’t.

    This is the first I am hearing about FORM. It looks like a really good strategy for striking connection with someone before selling to them.

    But what about those who just want to buy and don’t really care about striking any connection?

    How do you use FORM in such cases?

    • Hello Abigail,

      Yes I prefer to have some type of relationship with someone before I buy-and that doesn’t necessarily mean you always have to use FORM. As long as I either trust them or like them.

      For example-I found 2 programs that I bought from the internet from a guy…But he built a relationship with me thru “attraction marketing”

      I would watch his videos-and with each one, I liked him more…which build a relationship even though he hadn’t actually talked to me until AFTER I already bought.

      So for those that want to only buy-then I would say those are your BEST leads ever, as they are ready to throw their credit card at you! LOL But for that I would still use attraction marketing. Having content, information or offers out 24/7 so people are able to just buy without forming.

      And that’s the beauty of online or internet marketing!

      As for FORM, then that would only be used to have connections and building friendships.
      Marie Yovcheva recently posted…Creating Your Customer Avatar & How To Market To ThemMy Profile

  2. Hey Marie,

    Rapport is an interesting concept in a relationship. In a business, this should be emulated. If there is no genuine rapport then the marketer will be ‘salesy’ and must customers show disdain for brands that try to sell to them without minding their feeling!

    Yes, understanding who the potential customer is beginning of a good rapport. Just like in social relationship, we can only relate freely and trust the one we understand.

    Empathizing with the pain point of the other party is a great way to start building rapport.

    Finally, your “FORM” concept readily summarizes how to start building rapport. Thanks for sharing this piece!

  3. Hi Marie,

    This is an interesting piece! Personally, I know for a long time that without a good rapport with the customer, my marketing effort would be in jeopardy.

    However, if only we take proactive measures then would all the imminent risk of losing traffic and conversion be avoided.

    This post reminds me once again on the need to constantly engage with the customer. I am sure re-motivated to start implementing the FORM tactics.

  4. Hi Marie,
    Building rapport with the customer is fundamental for business success. Rapport is all about building relationship and trust.

    The truth remains that while many entrepreneurs understands the need to build rapport with the customers, only few actually knows how to do it right.

    Its a good thing that you have pointed out the “hows” of building rapport. Many readers would be inspired to start taking the right action on rapport building!

  5. Hi Marie,

    A very fundamental practice to make money online. Relationship building generates trust. Every business must take this to heart. A good rapport means a good relationship and ultimately it would lead to a increased conversion.

  6. Hello Marie

    Great article on building a rapport with your customers.

    That is one of the keys for having loyal and returning customers in a business, I have some clients that have been with me for over 10 years and even though we have never met in person we consider each other friends and they know they can contact me at anytime and I will respond back.

    I always try to provide my clients or potential customers with friendly service and over-deliver on their expectation’s.

    Thanks again, Have a nice day

    W. Moore

  7. Hi Marie,

    You shared really good tips here on building rapport in business.

    I agree most that sharing stories is a great building block to making friends quickly. I prefer to do business with those who have similar stories with me than complete strangers.

    Thanks for these tips.

    By the way, I clicked to your blog but couldn’t get through. I got this error:

    “Bandwidth Limit Exceeded

    The server is temporarily unable to service your request due to the site owner reaching his/her bandwidth limit. Please try again later.”

    • Hey Norma!

      Thank you. Yes-similar story sharing is usually the reasons we feel connected and want to be connected with someone. If you haven’t got anything in common then there’s not really a realtionship there.

      You’re welcome.

      Thanks for letting me know-I just clicked the link to see if it works, and for me it does, I have had that error before, but last time I also saw the error and couldn’t get into the site either. If you can click again and let me know if it’s working or not, that would be great. If it doesn’t I’ll have to send a support ticket.
      Marie Yovcheva recently posted…Creating Your Customer Avatar & How To Market To ThemMy Profile

  8. Hey Marie,

    When I was in MLM I really didn’t get it LOL

    Although the leaders told us not the pitch and focus on building relationships, and couldn’t put two and two together.

    But now I know better. Especially now since I’m doing affiliate marketing.

    I’ve heard of FORM and it’s a great way to get to know people. Especially for us introverts who really don’t have a lot to say.

    But one thing I would add, although you’ve said touch upon it, would be to also focus on building a great reputation. You want the people you meet to also say some great things about you to their inner circle of friends. This can create a positive snowball effect for you.

    Great share Marie! Have a great rest of the week!
    Sherman Smith recently posted…Why Solopreneurs Struggle With Generating Blog TrafficMy Profile

    • Hey Sherman,

      LOL It took me a long time to start to “get it”

      Yes this works for any kind of business really, not just MLM 😉

      Well usually when you do nothing but ask questions and listen, you are building your reputation because most people don’t come across someone who will listen to them anyway. So its like they’ve just had a great conversation, but they did all the talking! 😉

      I agree with FORM being good for introverts, being one myself-I always found it hard to think of what to say with this I don’t really need to say much, just question them 😀

      Thanks for your comment and enjoy your day!
      Marie Yovcheva recently posted…Inspiring Quotes To Motivate Your Entrepreneurial SpiritMy Profile

  9. Hey Marie,

    This is sure helpful! Building rapport in business is great. It makes for clear understanding of the prospect and client.

    When this happens, it becomes easier to part away with rewards and benefits.

    I think every business should establish a true system of building strong rapport!

  10. Hi Marie,

    The importance of having rapport in business cannot be ignored nor denied. Ordinarily, when interacting with just anyone, it makes sense to build trust, and this can only come to fruition when there is absolute rapport.

  11. Hmm! Marie,

    I guess it is absolutely necessary to increase rapport building for sustained business relationship?

    The real question that marketers must answer when it comes to rapport building is how can your effort increase engagement?

    If this question is clarified and answered accurately then to build a rapport for business success would be very easy!

  12. When it comes to building a business that is profitable, or just getting someone to buy something from you, you have to build rapport.

    There is an increase in chance that someone will buy something from someone they like, than someone they feel no connection to. Building that connection is very important in sales.

    The things you have highlighted here are great ways to build rapport. the most valuable thing that you said was to listen to the prospect.
    Lawrence Berry recently posted…5 Ways Cleaning Your Home Can Help You Clean Your MindMy Profile

  13. Hi Marie,

    Thank you for sharing this article. It really changed my perspective a lot. It also got me to thinking about my uncle.

    My uncle sells Medical Insurance plans here in the US. He is a natural salesperson but he is just natural at building rapport with people. In a way it can be a little bad as he can be like a chameleon and never express opinions, he just takes on the opinions of the people he is talking to but I guess that helps in winning friends and building rapport.

    It also made me think about list building. I am starting over again in internet marketing. I am planning on building a list. One of the the emails I wanted to send as the first email is just asking new subscribers questions about themselves and get to know them.

    The FORM suggestion gave me a lot of ideas. I can ask about their family, their business and dreams, hobbies etc… I also was thinking about asking them to add me as a friend on facebook.

    You kind of confirmed my idea of doing this with this article. Thank you so much for this unique perspective.

    Take care my friend,


    • Hey John,

      You’re welcome!!

      Sounds like your uncle is pretty good a building rapport! I don’t think you have to necessarily agree with everything that others say, but you don’t want to argue with a potential customer either. The way I see it is just keep asking questions. 😉

      Your email sounds like a good idea. I would include a little bit about you in that email, then ask them to reply with an introduction about them.

      Facebook is an excellent way of keeping in contact with your subscribers. I have my social media at the bottom of my emails as well, so if someone wants to connect, they can easily do so.

      Hope all works out well for you! 😀
      Marie Yovcheva recently posted…What Donald Trump Taught Me About Network MarketingMy Profile