How to Build Rapport as an SDR

08 November 2023

How to Build Rapport as an SDR

Building rapport as a Sales Development Representative (SDR) is crucial to your success in the role. It's the foundation of any strong relationship, and in sales, relationships are everything. In this guide, we'll explore various strategies and techniques to help you build strong, lasting rapport with your prospects.

Understanding the Importance of Rapport

Before delving into the 'how', it's important to understand the 'why'. Rapport is not just about getting along with someone. It's about establishing a connection based on trust, understanding, and mutual respect. In the context of sales, rapport is the bridge that connects you to your prospects, allowing for open communication and collaboration.

Building rapport is not a one-time task. It's a continuous process that begins the moment you make contact with a prospect and continues throughout the sales cycle. It's about showing genuine interest in your prospects, understanding their needs, and providing value in every interaction.

Strategies for Building Rapport

Active Listening

Active listening is a key skill in building rapport. It involves fully focusing on the speaker, understanding their message, responding thoughtfully, and remembering key points. This shows the prospect that you value their input and are genuinely interested in what they have to say.

Active listening also involves non-verbal cues. This includes maintaining eye contact, nodding in agreement, and using open body language. These non-verbal cues can convey a level of understanding and empathy that words alone cannot.


Personalization is another effective strategy for building rapport. This involves tailoring your communication to suit the individual needs and preferences of your prospects. It's about showing that you understand their unique challenges and are committed to providing solutions that meet their specific needs.

Personalization can be as simple as using the prospect's name in your communication. It can also involve referencing previous conversations, acknowledging their concerns, and providing personalized solutions. This level of personalization can make your prospects feel valued and understood, thereby strengthening your rapport with them.

Providing Value

Providing value is a fundamental aspect of building rapport. This involves going beyond the sales pitch and offering something of value to your prospects. This could be industry insights, useful resources, or helpful tips. By providing value, you position yourself as a trusted advisor rather than just a salesperson.

Providing value also involves understanding your prospects' needs and offering solutions that meet those needs. This shows that you're not just interested in making a sale, but in helping your prospects succeed. This can significantly enhance your rapport with your prospects.

Overcoming Challenges in Building Rapport

Dealing with Resistance

Resistance is a common challenge in building rapport. This could be due to a variety of reasons, such as past negative experiences, skepticism, or simply a lack of interest. Dealing with resistance requires patience, understanding, and a non-confrontational approach.

One effective strategy is to acknowledge the resistance and address it directly. This could involve asking open-ended questions to understand the source of the resistance, empathizing with their concerns, and providing reassurance. This can help to break down barriers and build trust.

Building Rapport in a Virtual Environment

In today's digital age, many SDRs are required to build rapport in a virtual environment. This can present unique challenges, as the lack of face-to-face interaction can make it difficult to establish a personal connection.

However, there are ways to overcome this. For instance, video calls can provide a more personal touch than phone calls or emails. Additionally, using collaborative tools can help to foster a sense of teamwork and collaboration. By adapting your approach to suit the virtual environment, you can still build strong rapport with your prospects.


Building rapport as an SDR is both an art and a science. It requires a combination of effective communication skills, empathy, and a genuine desire to provide value. While it can be challenging, the rewards are well worth the effort. By building strong rapport with your prospects, you can establish long-lasting relationships that lead to increased sales and customer loyalty.

Remember, rapport is not a one-time task but a continuous process. It's about showing genuine interest in your prospects, understanding their needs, and providing value in every interaction. With the right approach, you can build strong rapport with your prospects and achieve greater success in your role as an SDR.

About the author
Arnaud Belinga
Arnaud Belinga
Arnaud Belinga is the Co-Founder & CEO at Breakcold. He talks about Sales CRM use, marketing & sales. He loves Surfing 🏄‍♂️ & Skateboarding 🛹️.
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