在人類歷史上, 我們從未碰到像現在那麼競爭的年代, 以業務員來說,他們得面對多如牛毛的競爭對手及消費者挑剔的需求。唯一心法就是找出及滿足客戶需求,但是如何達到呢? 簡單的方法就是有效快速的與客戶建立愉悅的互動及交心的連結; 布魯克(1989)曾舉出,業務人員若不先建立愉悅的關係, 客戶的購買行為是很難發生的。
本研究整理出有關業務人員建立愉悅關係的文獻, 然後從文獻中加上研究者的實務經驗建立此模組, 即業務人員欲有效快速建立愉悅的關係, 需培養”人格特質”, ”經驗及知識”, ”教育訓練”, 及”公司文化及聲譽”著手; 我們從美商3M台灣分公司的業務人員問卷來檢驗此模組,問卷發出98份,有效問卷共54份。
我們使用信度分析及T 檢定來分析我們問卷結果, 結果顯示,我們的模組對於建立客戶愉悅關係具有非常高的可信度及幫助,可以做為業務人員自修及訓練的參考。

We never face the severe competitive environment like this moment. The salespersons encounter the tremendous competitor and diversified customers’ requirement. It is inevitably crucial for salespeople to meet and clearly identify the clients’ need. In this situation, salespeople need to instantly build the enjoyable interactions and personal connection, rapport, with customers in order to get the prospect. Brook (1989) presented in his research that salespersons attempt to sell without first establishing rapport, customers will avoid purchase the product or service.
The first purpose of this study integrates relevant literature and develops a comprehensive research model for rapport building. The model discusses two phases: the personal factors which include “characteristics”, “experience and knowledge” and the organizational factors that include “training”, “company culture and reputation”. The second purpose of this study is to test the research model through conducting survey of helping rapport factors. 98 questionnaires were sent out to 3M Taiwan sales representatives and got 54 valid responses. The valid responded rate is 55%.
The study uses Internal Consistency Analysis and Paired Sample T-Test to evaluate weather the factors are significant and reliable to rapport. Meanwhile, the study observes the important elements of the four factors, “Characteristics”, “Experience and Knowledge”, “Company culture and reputation”, “Training” that indicate strongly reliable and significant to the rapport building.

Key word: Personal Selling, Rapport, Salespeople, Selling

CHAPTER ONE INTRODUCTION……………………………………………….....1
1.1 Background ……………….…………………………………………….….....1
1.2 Motivation ………………………………………………………………..…...2
1.3 Objectives………………………………………………………………..…....4
1.4 Research Process………………………………………………………………5
CHAPTER TWO LITERATURE REVIEW….............................................................6
2.1 Personal Selling …………………………………………………………….....6
2.2 What is rapport? ................................................................................................6
2.3 Why rapport is important ? ……………..……………………………………10
2.4 NLP builds the rapport ….…………………………………………………...10
2.4.1 What is NLP ?..............................................................................................11
2.4.2 NLP model ……………………………………………………………….12
2.5 Rapport in the selling process ..………………………………………...........15
2.6 Factor helps Rapport. ………………………………………………………..18
2.7 The study factor review ……………………………………………………...18
2.7.1 Characteristics …….…………………………………………………........18
2.7.2 Experience and Knowledge ………………………………………………19
2.7.3 Company Culture and Reputation …………………………………………20
2.7.4 Training ……………………………………………………………….......23
Chapter Three Research Methodology ……………………….…………………...25
3.1 Research structure………………………………………………………........25
3.2 The research target and the data collection .……………………………........26
3.3 Questionnaire design ………………………………………………………...26
3.4 Data Analysis Methodology …………………………………………………31
3.4.1 Descriptive analysis……………………………………………………….31
3.4.2 Internal Consistency Analysis ……………………………………………31
3.4.3 Paired-Sample t-test ……………………………………………………...31
Chapter Four Result Finding..…………….………………………………………….32
4.1 Descriptive Statistics Analysis ………………………………..…………. …32
4.2 Internal Consistency Analysis ……………….……………………………....33
4.3 Repaired sample t-test ……………………………………………………….34
Chapter Five Conclusion and Suggestion ….…………………….…..………….…..42
5.1 Conclusion ……………….…………………………………………..……...42
5.2 Research limitation and suggestion for future research …………………….43
REFERENCES………………………………………………………………………45
APPENDIX…..............................................................................................................50

1. Adler Stan(1998), The Zen of Selling: the Way to Profit from Life’s Everyday Lessons, N.Y.: AMACOM
2. Anderson, Sweeney and William(2002), Statistics for Business and Economics 8th Edition, Mason: South-Western
3. Archambault Susan, “Paired sample t-test” , Retrieved July 13, 2006, from
http://www.wellesley.edu/Psychology/Psych205/pairttest.html.
4. Ashley Dowlen (1996),”NLP-Help or Hype? Investigating the Use of Neuro-Linguistic Programming in Management Learning”, Career Development International 1/1, pp. 27-34.
5. Baldwin, Timothy T. & Ford J. K. (1988), ”Transfer of Training：A Review and Direction for future research” Personnel Psychology, Vol. 1, Spring, pp. 36-42
6. BASIS international. “What makes a successful seller? How to make the Big Bucks Selling” BASIS International. Retrieved (February 6, 2002) from the internet.
http://www.basisinternational.com/sales/selling/sellingasis.pdf
7. Beatty, Sharon E., Morris Mayer, James E. Coleman, Kristy Ellis Reynolds and Jungki Lee (1996), “Customers-sales Associate Retail Relationships” Journal of Retailing, 72(fall), 223-47.
8. Beth Hall Manning and Vera Marie Reece (1990), Selling Today, A Personal Approach, an Extension of the Marketing Concept, Fourth Edition, Boston: Allyn and Bason.
9. Boshoff, Christo (1999), “RECOVSAT: An Instrument to Measure Satisfaction with Transaction Specific Recovery,” Journal of Service Research, 1(February), 236-49.
10. Brook, Michael (1989), Instant Rapport, 1st Edition, New York: Warner Books.
11. Campbell Kim Sydow (2003), “Leader-Member Relations as a Function of Rapport Management”, Journal of Business Communication, pp. 170-194.
12. Capon, Noel and John Swasy(1977) , An exploratory study of compliance Gaining Techniques in buyer behavior, in B. Greenberg and D. Bellenger, eds., Contemporary Marketing Thought, 1997 Educators’ Proceedings, Chicago: American Marketing Association.
13. Cullen B. John and K. Praveen Parboteeah (2005), Multinational Management: A Strategic approach, 3rd Edition. Mason: Thomson
14. DeCormier A. Ray and Anita Jackson (1998), “Anatomy of a Good Sales Introduction-Part I”, Industrial and Commercial Training V.30 o.7,1998,pp.255-262
15. DeCormier A. Ray and Anita Jackson (1999), “Anatomy of a Good Sales Introduction-Part II”, Industrial and Commercial Training V.31 No.1, 1999, pp.24-29.
16. DeCormier, A. Ray and Jobber (1993), “The Counselor selling method: concept and constructs”, Journal of Personal Selling and Sales Management, Vol. XIII No.4, Fall, pp. 39-59.
17. Dell, Sherry A. (1991),” Relational Communication and Organizational Customer Loyalty (Customer Loyalty),” Doctoral Dissertation, University of Denver.
18. Dilts, Robert (1982), “Let NLP Work for You”, Real Estate Today, 15(January), 21-23.
19. Easton J. Valerie and John H. McColl, “Paired sample t-test”, Retrieved July13,2006, from
http://www.stats.gla.ac.uk/steps/glossary/paired_data.html#pairsampt.
20. Edgar H. Schein(1990), “Organizational Culture,” American Psychologist 45, 109-119.
21. Ford, Zabava S. Wendy and Christina Nation Etienne (1994), “Can I Help You? A Framework for Interdisciplinary Research on Customer Service Encounters” Management Communication Quarterly, 7(May), 413-41.
22. Gitomer, J. (2001), “Specific characteristics are what make top sales people tops” American City Business Journals. Retrieved March, 16,2006 from
http://houston.bcentral.com/houston/storyies/2006/16/03/smallb2.html.
23. Geoff Lancaster(1994), “Selling and sales management”, Retrieved 30,April,2006 from
http://www.da-group.co.uk.geoff_lancaster/sales_handout.doc.
24. Gremler D. Dwayne and Gwinner P. Kevin (2000), “Customer-Employee Rapport in Service Relationships”, Journal of Service Research, V. 3, No.1 (August) 82-104.
25. Grinder, John and Richard Bandler (1976), “The Structure of Magic II”, Palo Alto. CA: Science and Behavior Books.
26. Harrigan, Jinni A. and Robert Rosenthal(1983) ”Physicians’ Head and Body Positions as Determinants of Perceived Rapport”
27. Harrison M. T. and Janice M. Beyer (1984) “Studying Organizational Cultures through Rites and Ceremonials,” Academy of Management Review 9(1984), 653-669.
28. Huczynski, A. A. & Lewis, J.W.(1980), “An Espirical Study into the Learning Transfer Process in Management Training”, Journal of Management Studies, Vo1. 17.
29. James McGregor(2005), One Billion Customers- Lessons From the Front Lines of Doing Business in China, 1st Edition, N.Y. :Wall Street Journal Book.
30. Johnson L. Kerry(1994), Sales Magic: Revolutionary new techniques that will double your sales volume in 21 days, New York: Morrow.
31. Kaiser H.(1974), “An Index of Factorial Simplicity,” Psychometrika, vol. 39, No.1(March 1974), pp. 31-36.
32. Kim Sydow Campbell(2006), “ The Sociolinguistic Basis of Managing Rapport when Overcoming Buying Objections”, Journal of Business Communication, volume 43, Number 1, (January 2006)
33. Knight Sue(1995), NLP at Work- The Difference that Makes a Difference in Business“, first edition, London: Nicholas Brealey
34. Kurtz L. David, H. Robert Dodge and Jay E. Klompmaker(1988), Professional Selling, Plano, Tex: Business Publications
35. LaBahn, Douglas W.(1996), “ Advertiser Perceptions of Fair Compensation, and Rapport,” Journal of Advertising Research, 36,(March/April), 28-38
36. Levitt Theodore,(1965), Industrial Purchasing Behavior: A Study in Communication Effects, Boston: Division of Research, Harvard Business School.
37. LONGMAN Dictionary Of Contemporary English(1987), Essex: Longman
38. Matsuo Makoto and Kusumi Takashi(2002), “Salesperson’s Procedural Knowledge Experience and Performance- an Empirical Study in Japan”, European Journal of Marketing, Vol.36 No.7, August, 2002, pp.840-854.
39. Marks, Ronald B. (1994), Personal Selling: An Interactive Approach, Boston: Allyn & Bacon, 210-17.
40. Moine, Donald J. (1982), “To Trust, Perchance to Buy,” Psychology Today, 18(August), 51-54.
41. Nickles G. William, Everett F. Robert, and Klein Ronald,(1983), “Rapport Building for Salespeople: A Neuro-Linguistic Approach” Journal of Personal Selling and Sales Management, 3(November), 1-7.
42. Noe, R. A., & Schmitt, No. (1986), “The Influence of Trainee Attitudes on Training Effectiveness: Test of a Model”, Personnel Psychology, Vol. 39, pp. 497-523.
43. Peters and Waterman (1981), “In search of excellence”, 1st edition, N.Y: Harper.
44. Philip Kotler (2003),”Marketing Management” 11 Editions, Upper Saddle River, New Jersey: Prentice Hall.
45. Ruth Amanda and Wysocki Allen (2002), Top Sellers: Characteristics of a Superior Salesperson, University of Florida, Gainesville, FL. Published April 2002.
46. Stuttard Marie(1997), The Power of Speech, first edition, NY: Barron’s
47. Wu Li-Chen (2004),” An Empirical Study of the Impacts of Internet Experiential Marketing on Experiential Perception, Quality, Value, and Purchasing Intention of Consumers”, National Cheng Kung University Master thesis.



Chinese reference
1. 3M Taiwan handbook(2006), page1-12
2. 天下編譯(1993)，“追求卓越”， 台北：天下文化 。
3. 邱皓政(2000)，“量化研究與統計分析”， 初版, 五南圖書出版公司。
4. 邱皓政(2005)，“量化研究法: SPSS 中文視窗版操作實務詳析”，初版，台北：雙葉書廊。
5. 李開復(2005)， “做最好的自己” ，初版, 台北：聯經出版事業股份有限公司。
6. 李樹中(2001)，“業務人員專業職能需求研究—以某辦公家具公司為例”，國立中央大學人力資源管理研究所碩士論文。
7. 吳明隆(2005)，“問卷分析與應用統計-SPSS”， 第二版，台北：知城數位科技。
8. 張雲景､賴礽仰 譯，SPSS 統計軟體的應用 初版，(2003)，台北：華騰文化股份有限公司。
9. 野中郁次郎､清澤達夫著，陳秋月譯，向創意挑戰，(1989)，初版，台北：天下文化。
10.簡振源，關鍵客戶管理對組織績效影響之研究-組織文化與領導風格之干擾效果,(2004)，淡江大學國際貿易學系國際企業學碩士論文。
11. 羅莎貝斯．摩斯．肯特,郭約翰,孚瑞得．維瑟瑪編著; 蘇怡仲譯(2000)，“創新高手談創新 : 3M,杜邦,奇異,輝瑞,Rubbermaid自剖其競爭力之源”，台北:智庫