Rapport is a relationship of mutual respect and influence. To achieve the best exchange of information, you must be in rapport. But when visiting pharmacies, we often notice that pharmacy staff completely out of rapport.

It's something that can be built and lost in an instant. It is essential to have excellent rapport in order to develop a meaningful interaction with customers. This equally applies to selling, providing advice and managing consultation room services.

If you follow the simple rules of rapport, you will experience a significant transition in your customer service leading to enhanced sales. What we say can create or destroy rapport, but that is only seven per cent of the communication. Body language and tonality are actually more important.

We often overuse the word 'empathy' in healthcare: saying that we should show empathy for the other person. Frankly, you could not understand what it is like to be in the shoes of someone with, say, diabetes or epilepsy. However, the technique of developing rapport allows you to better understand the other person in their terms; to see the world from their point of view.

In turn, this can greatly influence how the individual views their medical condition and management of their medication. When rapport is built over time, it normally develops into trust.

Rapport is developed more easily within a comfortable environment. Prepare the consultation room. You should consider investing in comfortable chairs and ensure that the room is not too cold or warm.

It is also important that you are not disturbed by phone calls, mobile phones or staff queries. Make sure that your consultation room does not look like it is being used as a storeroom.