Empathy is Key

Ideally your prospects and customers should want to work with you. Likewise, it’s in your best interest to understand their situation and anticipate their concerns. For the most part salespeople practice “sympathy,” which is evaluating their prospect through what they are told or what is immediately at hand. Empathy goes deeper and regards the “why” behind a prospect’s particular situation, needs and actions. This is what sales professionals use on the job, and there’s a major difference.