How to Build Rapport Before Sending Your Sales Proposal



As a salesperson, it’s always important to remember that you’re selling to other humans: complex, messy, diverse humans.

That’s why you need to put establishing a relationship and building rapport at the top of your to-do list with new prospects.


People want to do business with people they like. Remember, emotions really drive our purchasing decisions, even more so than logic.

This is why building a good rapport with someone before you send over a sales proposal is crucial. In order to do so, have your first meeting over coffee in-person or via Skype. This will allow for a little-to-no-pressure environment and give you both an opportunity to get to know each other, find commonalities, and learn more about your prospect’s business challenges.

Establishing a relationship before sending over your proposal will mean that instead of it simply being another item to review, your sales proposal will be something the prospect looks forward to reviewing and discussing with you.


Partnership is crucial when it comes to creating business relationships. People don’t want to feel like they’re simply paying you for the service you provide, they want to feel like you’re in this together.

They’re not just paying you for how efficient you are at completing the task at hand; they’re paying for an invested partner who will work with them to take their business to the next level.

Make sure you keep partnership in mind as you craft the language for your sales proposal.


While trust is ideal, it takes time to build. Therefore, it’s important that before you send your proposal, you at least prove that you’re credible.

Use compelling case studies that showcase the value you provide, the types of business relationships that you have, the creative solutions you’ve used to solve problems, and the results you deliver.


Good design inspires confidence. Make sure you know the basics of sales proposal design and that you follow modern design practices and standards.

Your proposal should be clean and easy to read. The more sloppy design work, spelling errors, and grammatical mistakes you include, the less credible your organization will seem.

Inspire confidence by paying attention to detail and presenting a good-looking proposal.


Once you build rapport with your prospect, it’s time to send over that proposal. But that’s not the end.

This is where persistence comes in. While many companies think a few emails or calls are enough, persistence is what truly pays off.

To keep the momentum going, it’s a good idea to send the proposal with an invitation for a meeting the following week.

Once your prospect receives your proposal, they’ve moved into the decision-making phase of the buyer’s journey. Now it’s time to give them the information they need to make that final leap and sign on the dotted line.


The best salespeople are those that know how to establish meaningful, beneficial human connections. Their ability to build business relationships as they would individual ones ensures that they make prospects and clients feel more like partners than customers.

By tapping into the basic tenets of humanity, partnership, credibility, confidence, and persistence, you’ll be able to close more deals and create stronger relationships.