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Why Small Talk Is a Big Deal -- And What to Do If You Hate It Not everyone likes to chitchat in business, but here's why small talk is important, and what to do if you hate talking about traffic, weather and kids.

By Weldon Long

Opinions expressed by Entrepreneur contributors are their own.

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We've all heard it a thousand times: "People buy from people they like!" "Engage your customer!" "Ask questions about their family and hobbies!" "Become their friend!" And deep down you may even believe that small talk leads to relationship building, which is of course, important to your business. But, what if on the surface you feel that chitchat about weather, sports or your prospect's family is a waste of time and you would just rather get right down to business?

Related: That Potential Client Is Judging You So Focus on Making a Good First Impression

Well there is hope for you my friend! Once you understand why small talk is important to your sales and business success, you'll be more motivated to engage in it and even get better at it.