When you have a strong relationship with a buyer, you tend to have more influence with them. Meaning you will gain respect from them about your experience and advice, they are more likely to value your contribution to the decision process, and there is a greater chance of to converting the customer to a more “long-term” clientele.
Rapport enables smooth communication because it allows people to be at ease. Sometimes rapport happens naturally, you might instantly hit it off with someone. This is often how friendships are started. Other times, you have to be more deliberate in building rapport with someone.