Updated: 11/08/2026
Creating rapport is an element that only the top
marketers practice and it’s one of the few things
that sets them apart from the average marketer.
By creating a rapport or relationship with people
in your peer group and with your customers, you
start to build on the initial contact you have with
them and they start to get to know you.
Once they get to know you, they start to trust you. Only then
will they buy from you or promote you to other people.
Listening is a key skill here. Listen to your JV partners
and your customers and deliver what they want. Try to
hear what’s happening beneath the surface or between
the lines.
If they want a product in another format, then realise
that this means that they want ease-of-use. It also means
that your customers take on information in a number of different ways.
Once you have rapport with your clients, you can
begin to practice persusasion. This sounds like a
‘dark art’ but in fact it simply means showing the
benefit of your products and services in a way that
shows people why they would want or even need them.
Only when you’ve listened to the market can you do this
effectively, as you’ll know what makes them tick. Find out
what their desires are and then tap into them.
Ensure that you use the personal touch when
communicating with your partners and customers.
You may have heard the phrase: ‘People Buy People First’
This is very true when it comes to online marketing.
Just think of the online personalities that have sprung
up as a result of them making a connection with their
own ‘tribe’ or group of fans.
It’s also worth noting that people buy people like them.
If you can demonstrate that you share their values and
aspirations, people will be far more likely to connect with
you on an emotional level, simply because you help to
reinforce their values.
Align yourself with the values of the market, be genuine
about it and then deliver your own value to help them fulfil theirs.
