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Rapport and rapport-building are fundamental building blocks of the sales process. As part of the approach in personal selling, as well as a relationship-building mechanism, rapport allows salespeople to facilitate customer engagement. This paper reviews and synthesizes articles over four decades of research on rapport and rapport-building within buyer-seller relationships to provide insight into the gaps in the current literature and provide an overarching conceptual model of where rapport research stands. This analysis of the research from theoretical and methodological perspectives identifies three major themes in the existing literature and offers five gaps where the literature should grow going forward. Building on these gaps, we identify an agenda for future research that extends knowledge in this domain, particularly as salespeople grapple with changing digital communications and relationship-building in virtual spaces with customers.

Salesperson rapport: a literature review and research agenda for an evolving digital sales process