Empathy is the ability to understand and share the feelings of another. The old saw reminds us to “walk a mile in another person’s shoes before making a judgment call.”
This particular mistake, I am afraid, is common to the majority of sales professionals. They spend too much time self-absorbed… dreaming about their next sale or acquisition. Their time would be better spent trying to identify the current feelings of their prospects.
It is truly in your best interest if you manage to see your offer from the eyes of your prospects or customers. This is true empathy. But, like many other admirable traits, being empathetic is easier said than done.
If you are seeking a distinctive edge or a competitive advantage, start envisioning the world from your customer’s side of the table. Known as empathy, seeing things through your customer’s eyes is a pretty intelligent way of operating your business. This is worth rephrasing: No one really cares what you think. When you can adjust your point of view to reflect your customer’s primary interest, fears and concerns, you will be on your way toward establishing a healthy and mutual beneficial working relationship.
The next time you begin your sales presentation I want you to pause and focus on the person you are speaking with. Think about what is important to them. Think about their current working environment and the most glaring problem they are dealing with. Only true pros practice this pre-presentation examination.
Once you effectively adopt this practice you will soon be enjoying the fruits of your labor… by as much as tenfold.
Mike Marchev is recognized for his down-to-earth, street-savvy and honest delivery of useful sales and marketing advice, suggestions, tactics and strategies. For a complimentary copy of his Special Report titled: 11 Sales Mistakes You Must Avoid send Mike an email with the word TRO-11 in the Subject Box. firstname.lastname@example.org