"Empathy and the Art of Selling

One of the simplest ways to increase your productivity as a salesperson is to tune in to the buyer's perspective. When you're in tune with the buyer, it's said that you've empathized with them. This means that you can identify and understand their situation, feelings, and motivations for making a purchase decision.


When the buyer feels your concern to know what they need and what suits them best, they have the sense that you truly understand them, and the path to sales success seems like a highway leading to the final destination. Conversely, it's also true that when you're not in sync with your buyer, the highway turns into a cobblestone street where everything vibrates, and something may break.


Experienced salespeople (by experienced, I mean those who have been in constant learning, not just those with many years in the sales business; it's not the same) understand the importance of empathy and tuning in to their buyers as soon as possible.

To read an excerpt from the book. OBJECTIONS FROM OBSTACLE TO OPPORTUNITY

Beginner salespeople, on the other hand, rarely make the effort, or indeed, they don't know about it. This lack of empathy between buyer and seller accounts for a large part of the negative experiences many consumers have. But it also accounts for lost sales.


When I need to buy a product or service and enter a business like a department store, a home goods store, a clothing store, an electronics store, and so many others, I always wonder: How many sales were lost today because the seller didn't know how to empathize with the potential client? How many sales were lost today because the seller didn't listen to the needs? How many sales were lost today because the seller talked too much and didn't ask questions to make the prospect feel like they were interested in solving a problem or satisfying a desire? How many sales were lost today because the supervisor or manager didn't train the seller on how to make a real approach to the prospect? How many sales were lost today because the seller didn't know everything the product or service could do for the buyer? And furthermore, how many companies care to know how many sales are lost not because the buyer decides not to buy, but because the seller didn't know how to sell?


But since sales are made anyway, they don't worry too much... and even worse, many don't know this happens or don't care.

To read an excerpt from the book. THE FOUR BEHAVIOR STYLES OF BUYERS

And what about the seller who works on commission? Why doesn't it matter to them either? Or they don't ask themselves, "Am I doing something wrong?" or they just say, "This was another customer who wasn't planning to buy, just came in to look."


Let me tell you, another "little job" I do when I go shopping is to ask some prospects why they didn't buy, and although not all of them look kindly on me, others tell me the reasons. Here are some of them:


  1. The seller talks too quickly.
  2. The seller applies pressure.
  3. The seller wants to impose.
  4. The seller is a talkative and dishonest person.
  5. The seller talks alone.
  6. The seller wasn't interested in what I wanted but in what he wanted to sell me.
  7. The seller didn't listen to me.


There are several more, but these are just examples. Selling with empathy requires a real willingness on the part of the seller to try to provide the best service to the potential buyer. It's quite easy to identify the seller who has this kind of desire. These sellers are interested in the buyer on a more personal level. The seller who empathizes with their prospect asks more and better questions. They wonder what kind of questions they should ask the buyer to get them to talk about their situation, needs, or desires, or both.


What kind of buyer is this person? If I know what kind of buyer they are, what kind of questions should I ask to achieve a good approach - empathy?


Buyers feel when sellers reach them on a personal level. They feel heard and understood. By demonstrating to the buyer that you're interested, they'll pay attention to you, opening up and telling you what's needed to make a sale.


Focus your attention on the buyer, what I call "tune in to the prospect and leave the world aside." Don't get distracted. Think, how can I help and benefit this person and both of us win? I leave you with four actions for a good approach:


  • Set aside the rest of the world and tune in to the client.
  • Make the Prospect feel comfortable.
  • Get the Prospects to talk about themselves.
  • Learn to listen to understand how the Prospect feels.

If you're able to see the buyer through the buyer's eyes, you'll be able to sell them what the buyer wants to buy.


Approach is very important as a sales skill; it allows the buyer to uncross their mental arms and prepare to listen to us, telling us their situation, hopes, and fears.


Selling with empathy increases your productivity immediately!


Dionisio Melo

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