In the second of a three part series, Sarah Hinchliffe explores how the Six Habits of Highly Empathic People, identified by Roman Krznaric in his book “Empathy”, can help us to become better salespeople.
In Part 1, we cantered through Krznaric’s book introducing “the art of stepping imaginatively into the shoes of another person, understanding their feelings and perspectives, and using that to guide your actions.” We learned that we are all wired for empathy and that we must simply develop our empathic brains and skills to make it natural behaviour. If you had a go at each of the six challenges I set, you should be getting the idea. Now let’s bring the subject back from the personal perspective and give it a business angle.
Krznaric confirms that empathy helps with three aspects of selling:
- building relationships > buying and selling are people-based activities.
- inspiring creativity > a sure way to differentiate.
- underpinning culture and codes > creating shared values on which to build trust and loyalty.
With this in mind, let’s consider how each of the six habits can increase sales potential.
Selling is not about you, it’s about your customer. It’s not about your products and services, it’s about what benefits they can bring to your customer’s business. Shifting your mindset so that your customer comes first is crucial and there are some simple steps you can take to support this change.
Being sensitive to your customer’s buying cycle is a great start. Rather than designing a sales process based on the stages you intend to go through to make a sale, create one based on your customer’s buying stages. Focus on identifying what stage your customer is in and align your actions as shown in Figure 1.
Your actions at each stage must focus on helping your customer move their business forward. Modern selling (both online and traditional) is far more about helping your customer to envision a better place through insightful and helpful interaction. No more product-pushing for a quick sale.
Throughout, it’s important to be genuine. Faking it will show sooner or later. You need to share your customer’s pain and show that you care about taking it away, not just show polite interest. They will notice and respect you for your authenticity.
The full article can be downloaded from the link below. For part 1, please click here.