Active Listening And Rapport – Turning Calls Into Real Conversations
Buyers recognise when you’re not really listening
You’ve had that experience as a customer.
You answer a question. The person talks over you. They push their script. They miss what you actually said.
In sales, that disconnect costs you trust. It also costs you deals. That’s why the intermediate “From Good to Great” course at our Sales Training Academy puts “building genuine rapport” and “active listening” at its core.
What active listening actually looks like in sales
Active listening is more than being quiet while the other person talks.
On a call, it means you:
Ask one question at a time
Let the other person finish
Reflect back key points in your own words
Check you’ve understood before moving on
It sounds simple, yet it is rare.
Trainees at the Academy practise this in live exercises and role-plays. They learn to resist the urge to jump straight into a pitch, and instead stay with the prospect’s story long enough to see what really matters.
Rapport without fake “small talk”
Many people hear “rapport” and think forced chit-chat. That is not what works.
Genuine rapport in sales comes from:
Respecting time
Showing you’ve done basic homework
Asking relevant questions
Picking up on cues in their tone and language
When you do that, small talk becomes natural, not forced. A brief comment about their role, their market or something they mentioned earlier feels human, not scripted.
The Academy helps you spot those openings and use them without derailing the call.
Features, advantages, benefits – explained in plain language
“From Good to Great” places a strong emphasis on understanding features, advantages and benefits of what you sell, then using that clarity to build solutions.
In simple terms:
A feature is what it is
An advantage is how it works better
A benefit is why your buyer should care
Intermediate training helps you link these to the needs you heard earlier in the call. Instead of saying “We have a dashboard,” you say “You told me you struggle to see which leads are worth your time. Our dashboard shows you that in one screen, so you don’t waste your morning chasing the wrong ones.”
That shift turns a product description into a relevant solution.
Why this level matters for modern buying
Recent buyer research shows that many B2B customers want self-service options, yet still value human support when decisions are complex or high-stakes. Active listening and consultative selling help you show up as that trusted support, not as an extra obstacle.
Training data also shows organisations are investing more in relationship-based skills, including listening and communication, as part of broader sales development programmes.
Where this series goes next
You now have mindset, structure and listening in place. The next barrier is one everyone knows well.
Objections.
In the next blog, we explore objection handling – from basic responses in the beginner course to advanced reframing techniques at higher levels in the Academy. To explore the “From Good to Great” intermediate course, visit the Sales Training Academy.
FAQs: Active listening and rapport
1. Can you really “teach” rapport?
You can’t fake personality, but you can learn behaviours that build trust. Listening properly, using people’s language and respecting time all build rapport.
2. Does active listening slow down my calls?
It can make calls slightly longer, but they become more productive. You spend less time chasing poor-fit prospects and more time on real opportunities.
3. How do I listen well while also taking notes?
Use simple note prompts and write key phrases, not full sentences. Training helps you balance focus on the person with capturing what matters.
4. What if the person on the phone gives very short answers?
That’s common. Good questioning, gentle prompts and explaining why you’re asking can help people open up.
5. Is this only useful in telesales?
No. Active listening and rapport are core skills in account management, leadership and everyday conversations.