Most salespeople handle rapport casually compared to how important recognizing client rapport is. Few really prepare for rapport, and in not doing so, miss a big chance to differentiate themselves and make critical personal connections.

Like all other aspects of the sales dialogue, being excellent at rapport takes thought. The goal is to create a connection and build on it in a way that is concise and genuine.

As for how much time to spend on rapport, rapport can be established in two to ten minutes (or more) depending on the client, situation, and culture. Regardless of how much time, and especially if time is short, it is important to effectively establish rapport.

Here are some best practices for building High-mileage Rapport:

Prepare to build rapport. Do your homework. Ask colleagues and gain insights into the client. (After you meet with your clients, include personal information in addition to business needs and strategy in your CRM. Refer to the information before each contact so you can use it.) Ask personal interest questions appropriately. Show interest — for example, if a client says, “My daughter is in an ice skating competition,” ask about the competition and his/her daughter.

Most importantly, know how to keep the focus of rapport conversation on the client, not yourself! It’s okay to make a comment such as, “Our family has also been very involved in ice skating, and our daughter competes in college.” Sharing is important, BUT STOP there and ask a question to get back to the client’s daughter or situation. Too many salespeople mistakenly think rapport is 50/50 (or more in their favor).

Be prepared with ideas for rapport, but also be flexible to cues in the office — such as posters, décor, photos — and be ready to adjust the discussion.

Read client signals for appetite for rapport, but don’t assume there is no interest on the client’s part in rapport. Initiate rapport.

Maximize the opening for rapport, but don’t limit it there. Look for opportunities during the call to connect. For example, if the client says, “I met with our production group in Hong Kong. I was there three weeks,” take a second to acknowledge and ask about travel and if he/she had some free time before exploring the needs of the production group. Often with prospects, the end of the call is an even better time to build rapport because they can feel more comfortable with you at that point than in the opening.

End each call with personalized rapport based on the discussion. For example, “I wish your daughter great success in the competition.” Create a final positive impression with a summary of the next step and a thank you.

Remember to rapport in e-mails and letters in the first sentence (Thank you …), and end with personalized rapport based on the personal information you learned, such as by saying, “Enjoy the conference.”

Action Step: For your next call, plan how you will build High-mileage Rapport and then build it!