Sales is all about human interaction and the building of relationships, however, too often, sales people just follow their natural instinct and believe that sales is all about convincing the buyer about how great their product or service is.
One of the most significant barriers to becoming a successful sales person is focussing more on yourself as a sales person, than the prospect in front of you. In every sales opportunity, the only person who has the power to make any purchasing decision is the buyer, therefore all focus must be focussed on gaining an understanding of them and how they view or feel about the need of the product or service.
I have found that empathy is the most crucial building block I have used in my sales process; however it is often one of the most misunderstood words around. Many people get confused between sympathy and empathy. In my simple way, I define them as follows;
-Sympathy is looking at an emotional issue through your eyes.
-Empathy is looking at and understanding an emotional issue through the eyes of the person experiencing it.
In order to earn a prospects respect, their time and attention, it really helps when we approach the situation by understanding and looking at it from their prospective, as this is how we get to understand clearly why it is important to them. We need to stop talking at them and put yourself in the position alongside them.
How do we apply empathy to a sales meeting?
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