Building rapport and trust is so important. Wayne Berry: This is because the “Likeability Factor” is very important in selling because people like people who are like them and like to do business with people they like and trust. Some people are naturally good at building rapport. In the early days of my sales career (at 18 years of age) I didn’t understand this or think it was important. I had to actually learn how to do this on purpose. This this video I share 5 steps to building rapport that I learned way back then and have served me well all of these years..