As a business professional it’s important to close deals and grow your business. But the process of closing deals is often a mystery for people new to sales. When starting out, people tend to focus more on what they’re saying versus that of the prospective client. This is disaster in the making.
And it’s especially a problem when you’re passionate about your product or if you’re the least bit competitive. You know all the facts and figures about your product, don’t you? And you’re also certain that once they buy your service, they will love what you can provide. You have the attitude “if I can just get them to listen, it will be OBVIOUS that my services are clearly the best and people will be happy to open their checkbooks.” Yet nothing can be farther from the truth.
Empathy is defined as the ability to recognize the suffering and passion of others. In sales we call this finding their “hurt”; what deeply concerns them, frustrates them, and endangers their profitability. Or on the flipside, what are their hopes and dreams when it comes to growing their business. If you can understand the answer to these questions, you can leverage that knowledge for your business.
Here are four ways you can use empathy to win sales.
1. Ask Questions
The biggest mistake new sellers often make is practicing their presentation versus practicing the questions they should ask. It should be the other way around. At your first meeting, ask lots of pointed questions. As they answer the questions ask for further details. Dig into their frustrations, understand how it affects their efficiency, the quality they provide their clients and how it costs them money or resources.
This may seem odd, but the asking of questions builds trust. Your prospective client appreciates that you’re genuinely trying to understand their business. You are proving, by your actions, that you care about what they say. You are displaying empathy, right now. It may not feel like it, but you’re also closing the sale!
2. Listen Listen Listen
Be patient when they answer the questions. Give them the impression that you’re a person that genuinely care’s about their problems. As they list issues, place the items on a list. This proves to them that you’re engaged and you intend on doing something with the information they are sharing.
As you meet other clients, over time you will see the same issues pop up again and again. Before long you’ll know what they’re going to say, before they say it. Yet never assume you know the solution, even if you know the solution. Every so often you’ll get a new issue and it gets added to the list. Just stay focused on listening, and repeat back what they say to prove you really care.
Again, it may not feel like it, but you are closing the sale. By listening deeply, you are proving to be a trusted confidant.
3. Let them drive the conversation
Give them the illusion they ‘re driving the conversation. By asking lots of questions, guided by their answers, it gives them the sense they’re interviewing you versus the other way around. The skilled seller already knows all the common issues. They just waiting for them all to surface. Patience is the key. It takes time to build trust.
4. Propose Solutions Based On Their Answers
This is where you start your presentation or demonstration. Use the list of issues you’ve collected to order your presentation. You might say “You said you have this issue, let me show you how we address this”. Repeat this process over and over. They might have many questions. Continue to let them drive the direction. Keep going until all issues have been addressed positively by your solution.
If you can get them to say yes to your product or service, you’ve closed them! This is not an exhaustive explanation of closing. But as you can see that when you sell goods and services in the context of issues based on their frustrations and desires, it’s far far easier to close the deal.
It’s Not About You, It’s About Them
It’s important to understand the context of any business transaction. You and the client are making a trade. They have needs and desires and they have the money that can improve their situation. They are in the driver seat. It’s great that you’re excited about what you can provide. But it’s got to start with them. It’s not about your desire to make a sale. You must answer the question: can you provide value to their organization? The only way to know this is to focus on the clients needs and desires. Once you place you’re focus on understanding them, you’ll be using the tools of empathy to build a relationship that will last.
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