Theory vs. practical experience
Whenever I ask, “what is the most important thing about selling?” I often get this answer, “We must build rapport with our customers first”. I would then reply, “Fantastic”. Show me how you would build rapport with me”.
How else do I determine whether the person knows how to sell by principle or by practice? Anyone can say that the art of selling is about building rapport with our customers. In practice, it is not really something that can be easily achieved. Why do you think that is?