Sales Mistake #4: Not Empathizing With The Prospect | TravelResearchOnline


Sales Mistake #4: Not Empathizing With The Prospect

Regardless of what side of the political fence you are on, don’t you find it hard to believe that supposedly intelligent people can actually believe the things they do? Don’t you find yourself asking yourself, “How can people think like that? How can they behave like that?” In your eyes, the solution is so obvious. It doesn’t take a rocket scientist to sort through the BS and interpret the situation intelligently. Why can’t others see the world as I do?

Because they don’t. Because they are the product of a zillion different inputs that have influenced their thinking over the many years of their existence. Parents, schools, friends, teachers, religious beliefs, towns, cities, states, TV News Channels, sporting affiliations, educational level, hobbies, likes, dislikes, and the price of soybeans all are responsible for developing you into the person you are today.

Bottom Line: We are all different and we all see things through our own personal lenses.

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But, what does this lesson in uniqueness have to do with business?

  1. In order to position the buying situation properly and tilt the outcome in your favor you must begin to see your offer through the eyes of your prospect or customer. This is often referred to as empathy. The dictionary succinctly describes empathy as the ability to understand and share the feelings of another. It goes without saying that being empathetic is easier said than done.
  2. When you are ready to start enjoying the sales process again, try seeing the world from your customer’s side of the table. Table your views and opinions for a minute or two and try listening with the purpose of understanding.

This is worth rephrasing: No one really cares what you think.

The next time you begin your sales presentation, pause and reflect on the person you are speaking with. Think about what is important to them. Think about their current working environment, the problems they might be dealing with, and the fears they may be confronting. Only true pros practice this pre-call meditation. Adopt this practice and you too, will soon be enjoying the fruits of your labor…time and time again.

Practice empathy. And it does take practice.

Mike Marchev

Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at

Mike’s daily column is made possible by AmaWaterways.

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