What should you focus on when trying to build rapport with customers?

Focusing on listening to customers' preferences and needs is crucial when building rapport because it shows genuine interest and respect for their individual situations. When customers feel heard and understood, they are more likely to trust the representative and feel comfortable expressing their needs. This connection fosters a positive relationship and enhances customer satisfaction.

In contrast, establishing a strict sales approach can often come off as pushy and may discourage open communication. Demonstrating extensive product knowledge, while important, is secondary to understanding the customer's specific needs. If the representative doesn’t first listen to the customer, the knowledge may not be relevant. Similarly, highlighting sales promotions might attract attention, but it could also divert focus from personalized interactions that build long-term relationships. By prioritizing listening, you create a foundation for meaningful engagement that can lead to better service outcomes.