How Important Is Empathy in Sales And Ways to Leverage it Properly

COVID-19 was one of the most terrible pandemics of all time. The whole world came to a standstill, and the global economy crashed. Sales were at an all-time low, and outreach strategies were brutally criticized. Things remained the same even until the end of 2021. 

People around the world agreed unanimously that empathy is a completely non-negotiable thing in those distressful days!

“Empathy” became the “In Thing” in the sales world. In a time when the world was grappling with a severe pandemic and deteriorating health conditions, trying to sell without empathy was a huge turn-off. And that’s exactly why it is important to understand the concept of empathy closely. 

This article aims to bring you clarity around the importance of being empathetic in sales. Also, we will be discussing different ways to leverage empathy to churn out the desired results in sales.

Empathy: Meaning

Being empathetic is when you are capable of understanding what the other person is going through. It’s the ability to sense their emotions, thoughts, and feelings and respond accordingly. When you are empathetic, you will be in a position to reckon with what it feels and takes to be in their shoes.

However, showing empathy does not require you to understand exactly what’s going on in their head. You simply can’t do that! Every individual is different, and so are their thoughts, visions and ideas. Each person is hailing from a different background and has been carrying a different set of baggage from the past. You cannot afford to annoy people by claiming that you know them like the back of your hand.

Brene Brown, the author of Daring Greatly, defined empathy as ‘connecting with the emotion that someone is experiencing, not the event or circumstance.’ This means that it is not mandatory to have experienced the exact situations to empathize with the other person. 

Also, a point worth noticing is that sympathy is different from empathy. To sympathize is to feel sad about your prospect. This can humiliate them and develop a sense of aversion in their mind. However, when you empathize, you are simply letting your client know that you understand them and you are with them in their struggles and pain points.

What Role Does Empathy Play In Sales?

According to the CRO of Hubspot, empathy is no longer a luxury. It is a mandatory requirement to make your sales system fail-proof. ‘Selling is about understanding the buyer’s perspective and then tailoring your sales process according to that.’

Empathy helps you strengthen your communication system with your clients. You need to earn the trust of your clients by being empathetic with their feelings and visions.

Also, when you are empathetic, you tend to deliver more value to your clients. Empathy blesses you with a deeper understanding and helps you customize your services and products to cater to the requirements of your clients conveniently. This results in ultimate client satisfaction. 

Enhance Your Sales With Empathy!

It is true that empathy is the latest buzzword in the sales world. However, being empathetic while selling your product or services is more like an art, which you need to master in order to increase your sales. When you try to implement it, you will realize that being empathetic is not cakewalk. 

You are not just meant to acknowledge their needs and expectations but prioritize and fulfill them. You are required to widen your perspective and deepen your knowledge to better understand your clients’ emotions, requirements, and experiences.

Exploring AI-powered cold email software can enhance your sales strategy by integrating empathetic communication techniques to better connect with prospects and address their needs effectively. Since empathy requires herculean efforts, here are some quick tips for you:

Be an Active Listener

Listen first, respond later. Do not try to dominate the conversation. Instead, listen to what they have to say patiently. Never rush the conversation; let it flow smoothly. Unless and until you listen to your prospects attentively, you won’t be able to offer a tailor-made solution that alleviates their pain points. 

Besides, a salesperson who is also a good listener is in a position to overcome their objections much more easily. 

Study Their Body Language Closely

If you are on a video call with your prospect, then you must observe their body language and analyze it carefully. Notice if their body language actually complements their words. Try to understand if their words and body language are in conflict. Do not miss the chance to take cues from how they react and respond while on the call. Also, make sure you have zero distractions when you are on a sales video call with your prospect.

Treat Your Prospects Like Real People and Not Mere Numbers

Sales is all about the right strategy. While creating a sales strategy, it is normal to term your prospects as mere numbers and data on a Google sheet. It all boils down to the number of outreach calls done, emails sent, and follow-ups done. 

However, conversion happens when you humanize your prospects and start treating them like real people. Before calling or mailing them, consider the fact that, on the other side, a human being is there to respond to your sales pitch. 

How to Display Empathy While Delivering a Sales Pitch?

Be empathetic as you guide your prospect down the sales funnel. Right from that first DM to closing the deal and delivering your services/products, you need to be empathetic throughout. 

When you outreach, approach with genuine intentions. Avoid the sales-y approach at all costs. 

Show empathy, try to understand their pain points, offer genuine help, and gain their attention. 

Next, talk about how your services can actually solve their pain points and offer them the dream outcome. 

Meanwhile, take note of their body language and responses. If they seem interested, proceed with your sales pitch. Sarah Brazier, the sales development representative at Gong, believes that one must seek permission before dropping a sales pitch.

It’s okay if they say no. At least they will be happy that you sought their permission. Also, they will keep you in mind and may come back to you in the future. Thus, empathy also helps turn your prospect into a warm lead.

Conclusion

Empathy is the need of the hour, not just in sales but in life as well. However, salespeople need to master this art of empathy in order to convert their leads into loyal clients. It’s a tool that lets you build trust and goodwill, thereby adding to your reputation and bank balance. 

So, next time when you make a sales call, try putting yourself in their shoes and tweak your pitch accordingly. You will definitely experience better results!