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Several years ago, I saw Zig Ziglar at the United Center. Zig was a famous author, salesperson, and motivational speaker. Zig was one of many famous headline speakers that morning and he provided a very engaging speech with over 10K people attending. I remember him sharing one of his favorite lines, “People don’t care how much you know until they know how much you care… about them!” Too often sellers forget this! Customers have choices. There is more competition than ever before. So how do you differentiate? Compassion! It’s knowing what buyers truly desire, which is to have someone take away their problems. When prospects get the sense that you care about their problems and that you have their best interest in mind, they will trust that you have the solution. That’s how to stand out. Caring for them, taking care of them, just being a good person, and showing some compassion and seller cares. That’s our topic for today.
Today’s Chapter: Empathy
If you want to earn trust,
you must listen,
If you want to earn faith.
you must empathize with others’ distress.
If you want to earn loyalty,
you must desire to alleviate pain.
with your whole heart and whole mind.
Repeated sales are the fruit of repeated compassion.
This key opens doors.
Today’s Story
As Chris qualified the prospect, Pat listened in on the call. After ten minutes it was clear that Lee checked all the boxes. But when Chris started explaining the product’s benefits, Lee seemed bored. Pat heard this and texted Chris “Ask about the consequences of the pain”. After seeing the text, Chris pivoted the conversation and asked how the problem affected Lee’s business. Lee gave a lengthy explanation regarding profit issues and slipped schedules.
Pat then texted “Think empathy and compassion”. Chris waited for a pause in the conversation and commented, “Wow Lee, that’s got to be painful. How long has this been going on?” Lee sat up straight and shared a lengthy explanation listing the issues at their business. It was soon clear, Lee would eventually become a new client.
“Good job,” said Pat “you really turned that one around”. “Thanks, Pat,” responded Chris. “it was a team effort.”
Take Action Quote
Show kindness and mercy in your business.
In the Tao Te Ching, it’s written, “To excel show compassion, for with compassion comes courage. When attacked, use compassion, and none will compete with you. It is how heaven saves and guards.” (TTC #67)
Have empathy and people will see you care. All problems can be overcome when you care. Compassion wins loyalty and faith that you’ll fix any issues. When you care for your customers, they’ll care for you.
Good News
This book was mentioned
Flow: The Psychology of Optimal Experience Paperback – by Mihaly Csikszentmihalyi
Echoes Across the Tracks: Life Lessons Through Unexpected Connections
by David C. Moravec
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How to Connect with Pat Helmers at Sales Babble
Sales Babble shares selling secrets for non-sellers. Masterful selling is understanding what buyers want, discerning if you can help, showing what you have and helping them to make a decision that is good for their business and yours. See https://salesbabble.com
I’ve interviewed 100s of sales experts and discuss all things sales: prospecting, qualifying, value propositions, presentations, demos, closing, generating referrals, earning references, upselling, marketing, lead generation, copywriting, and most important the right selling mindset. Stop fearing sales and embrace it.
This is a production of Habanero Media https://habaneromedia.net
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