Understanding Relationship Selling: How to Build Customer’s Rapport, Respect and Trust Understanding Relationship Selling combines self-study with realistic workplace activities to develop skills in understanding the value of building relationships with your customers to facilitate repeat business and achieve referrals. It compares traditional selling techniques with more modern sales processes based on the development of trust, rapport and empathy. This Learning Short-take® will guide you in evaluating your own approach to selling, and help you develop new and innovative strategies to foster key relationships, understand customer needs, and provide appropriate sales solutions. Relationship selling is based on the premise that the best source of new business is through existing customers and referrals from existing customers. This approach requires a long-term commitment to providing ongoing customer satisfaction, rather than just a short-term focus on making sales. While relationship selling may take longer to cultivate, the organization will be rewarded with high levels of repeat business, new business and referrals from satisfied customers. Understanding Relationship Selling includes the ‘Relationship Selling’ Job Aid, provided as a free downloadable tool.