At its core, selling is about turning leads into prospects and prospects into customers. Sounds simple, right? Not so much. In fact, the closer you get to closing the deal, the tougher it gets and the more you need to be on top of your sales game. But before you can move that prospect deeper into the sales funnel and closer to conversion, you’ll need a solid foundation — a foundation on which you can build a solid and sustainable professional relationship. Building that kind of relationship begins with establishing rapport.