Showing Empathy

Many people think that empathy depends on similarity of age, background, experience, or point of view. That’s a myth.

Empathy is the ability to connect with someone -- to see things from their perspective. Several recent studies indicate that, for many buyers, a salesperson’s ability to understand their situation is the single most compelling reason why they make the decision to buy.

Many people think that empathy depends on similarity of age, background, experience, or point of view. That’s a myth. A young salesperson can connect with and relate to someone much more senior if they can identify areas of mutual interest. It’s not hard to find common ground. For starters, both are already in the same business -- even if they are on different sides of the desk. They may have similar interests and educations: if salespeople allow the customer to talk and genuinely show interest in what they say the customer will appreciate the empathy shown.

Without understanding the customer and showing real interest in what he or she has to say, a key ingredient in the relationship will be missing and the salesperson will remain an order taker... at best.

ACTION POINT: Focus on empathy. Management guru David Maister famously said: “Customers don’t care how much you know until they know ho much you care.”