An exploratory study of rapport and its impact on sales success : an honors thesis (HONRS 499)

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Malayter, Megan E.
Inks, Scott A.
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Thesis (B.?.)
Honors College
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When examining the sales process, professors and sales trainers instruct students to build rapport with their customers in a sales setting. Students are often confused by the process of rapport-building and question its relevance to sales success. In the development of the thesis, "An Exploratory Study of Rapport and its Impact on Sales Success," initial research was allocated towards developing an understanding of rapport, rapport methodology, and existing research in the area of rapport's role in the sales process. The weight of the project was centered on the development, implementation, and analysis of an experiment testing the effect of rapport on sales success in a simulated sales setting. Secondary analysis was conducted in an attempt to discover the correlation between buyer personality and receptiveness to rapport techniques. The paper examines the combination of analysis of existing literature in the subject area and findings from the experimental portion of the project. Findings from the experiment are not conclusive as the experiment was designed to be exploratory in nature. However, trends in the data were identified, which suggest some interesting opportunities for future research and discovery.