We all aim to avoid starting off on the wrong foot with clients. Managing client relationships can be challenging, particularly when we consider the range of personalities and organisational cultures we are required to engage with. An energetic and welcoming style may not be well received by more conservative clients, while a professional and corporate manner can feel uncomfortable for clients with a more relaxed approach.

In building a quality relationship with a client, the ability to develop rapport early is important, as there may be limited opportunity to recover from a poor initial interaction. But how do you:

• Establish rapport with clients when it does not come naturally?
• Manage initial uncertainty or awkwardness when meeting a client for the first time?
• Respond if a client raises concerns or begins to complain about an aspect of your organisation’s service?

In this guide, we outline practical approaches to building rapport with clients, focusing on professional behaviours that support trust, alignment and effective communication.

What is “creating rapport with clients” in a professional context?

Establishing rapport with clients can be defined as communication, relationship and connection within a professional interaction. It refers to a sense of mutual understanding and alignment that supports productive interaction between individuals. Rapport can develop early in a conversation or interaction, particularly when people recognise shared perspectives or interests.

How do you build rapport and maintain it in client interactions?

Building rapport is not about personality or informal conversation. Studies have demonstrated that rapport relies on consistent professional behaviours that support understanding, trust and productive dialogue. While rapport develops over time, there are several practical actions that help establish it early and reinforce it throughout the client relationship.

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The following behaviours provide a useful foundation:

• Ask questions — Asking considered, relevant questions helps clarify the client’s priorities, expectations and concerns.
• Listen and show genuine interest — Effective rapport requires listening more than speaking. Paying close attention to what is said, and how it is said, allows you to respond appropriately.
• Learn what matters to them — Understanding what matters to the client supports more relevant and aligned communication.
• Respect their time and opinions — Rapport is strengthened when interactions are focused, purposeful and respectful.

One of the most effective ways to demonstrate these behaviours, particularly in early interactions, is through the questions you ask.

Rapport-building do’s and don’ts

• Do ask open, relevant questions to understand context. 
  Don’t rely on assumptions or default talking points.
• Do listen carefully and respond to what is said. 
  Don’t rush to solutions before the issue is clear.
• Do respect time, boundaries and differing perspectives.
  Don’t over-personalise or force familiarity.

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What questions help establish rapport early in a client relationship?

Asking questions is a practical way to develop rapport, but knowing which questions to ask, particularly in early interactions, can be challenging. The aim is not informal conversation, but gaining a clearer understanding of the client’s context, priorities and expectations.

Examples of appropriate rapport-building questions include:

• “How long have you been working in this role or area of the business?”
• “What prompted you to get involved in this work or industry?”
• “What are the key priorities for you or your team at the moment?”
• “What challenges are you encountering in this area of the business?”
• “What would a successful outcome look like from your perspective?”

These types of questions help shift the focus away from assumptions and towards understanding. When used thoughtfully, they create opportunities for effective communication throughout the client relationship.

Common rapport challenges and how to respond:

Building rapport is not always straightforward. The following examples show how common rapport barriers can be addressed through deliberate, professional responses:

Problem — A client appears reserved or disengaged early in the interaction
Solution — Ask neutral, context-setting questions that invite perspective without pressure.

“What would be most helpful for you to focus on today?”

Problem — A client raises concerns or dissatisfaction early
Solution — Acknowledge their perspective before moving to resolution:

“I can see why that would be frustrating. Let’s clarify what’s most important to address first.”

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Acquire rapport-building skills with AIM

Studies have shown that building rapport is a practical communication skill that can be developed with the right guidance and experience. Approached deliberately, it supports clearer conversations, stronger trust and more effective client relationships across a range of professional contexts.

Through its communication, negotiation and sales courses, the Australian Institute of Management supports professionals to strengthen how they engage with clients, manage complex interactions and communicate with confidence and credibility. Contact us to learn more.