In 30 seconds
While rapport plays a valuable role in building trust and connection, it’s far from the sole driver of sales performance. Reducing sales success to “being likeable” oversimplifies a complex, multifaceted discipline. Effective salespeople don’t just charm—they listen, solve problems, communicate value, and follow through. In fact, some of the best performers aren’t especially sociable but consistently build credibility, trust, and results. At Barrett, our decades of experience and research show that true sales success stems from a cluster of traits: mindset, planning, value creation, problem-solving, trust, and yes, relationship building. Rapport is one important thread—but overemphasising it can actually derail outcomes if it replaces commercial focus. Let’s move beyond myths. Sales is about connection and competence—human-centred, yes, but grounded in strategy, insight, and integrity.
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