The Sociolinguistic Basis of Managing Rapport When Overcoming Buying Objections

TLDR

Rapport in sales comprises enjoyable interactions and personal connection, and higher rapport fosters customer loyalty and information disclosure, yet while nonverbal cues have been studied, the impact of verbal choices on rapport remains underexplored. The study aims to identify verbal strategies for managing rapport by applying sociolinguistic theory to sales interactions. The authors use speech acts and rapport‑management theory to explain how sales representatives’ verbal communication shapes customer rapport. Analysis of a real sales interaction led the authors to propose normative guidelines for sales representatives and outline directions for future research.

Abstract

Rapport has two important facets: enjoyable interactions and personal connection. Increasing levels of rapport builds a deeper sense of loyalty in customers and inspires a greater amount of information disclosure. Although the influence of nonverbal behaviors (e.g., how body orientation matches while interacting) on rapport has been recognized and subject to some empirical validation, the influence of verbal behavior (e.g., what is said rather than how) has not been explored within the sales literature. Nevertheless, verbal choices in communication can play a critical role in a sales representative's ability to establish rapport. The authors identify verbal strategies for managing rapport in such situations by discussing two aspects of sociolinguistic theory, speech acts and rapport management, to explain how sales representatives'verbal communication influences rapport with customers. After applying this theory in an indepth analysis of an actual sales interaction, the authors conclude by offering normative guidelines for sales representatives and suggesting ways in which future research might build on our theoretical framework.