How does being empathic drive sales results?

A good sales team is motivated by deep knowledge of its target audience, good communication and passion for what it does, among other attributes. But learning how to be empathetic is also a surefire way to boost sales, you know?

After all, it is through empathy that the seller puts himself in the consumer’s shoes, understands their needs and generates identification with them.

So do you want to learn how being empathic can translate into better results for your business opportunities? Just keep reading and be inspired by our tips!

What is empathy?

The concept is old and widely used by sales specialists and human resources professionals. As we’ve already said, empathy is the ability to put yourself in someone else’s shoes.

This means that, by learning how to be empathetic in your professional routine, you can identify the “pains” of your customers, relate to them and continually learn to associate products or services with that consumer’s demand.

In other words, you use the emotional coefficient for the benefit of your service—whether it’s to complete a deal or learn more about your prospect.

Wait, but do you know exactly how to be emotionally smart? I have an article that will help you right here.

How can being empathetic help drive sales?

Right away, we can say that knowing how to be empathetic makes your service personalized. It is not enough, nowadays, to take your portfolio to the client and “push” fixed solutions to them.

By putting empathy in your day-to-day, you make what you have to offer more flexible so that it exclusively meets the needs of that particular customer. And this is one of the great advantages of modern service.

It is not enough to argue and win: the shopping experience is worth a lot, nowadays, to attract new customers, retain them and sell more. And empathy plays an active role in this process.

Imagine, for example, that you did a survey about your customer and identified a need that they didn’t even notice. During the visit, you show that you understand the market in which it operates, the difficulties of the sector and the challenges it faces.

Next, you point out how your company’s solution helps reduce these difficulties. So, effortlessly, you showed him that you’re not just a salesperson, but a trusted partner looking to solve the challenges he faces on a daily basis.

Empathy is training, so maybe you could consider emotional intelligence training to improve your work.

How can being empathy defeat objections?

In addition to the flexible and personalized sales itinerary, empathy also serves to defeat customer objections: the dreaded “no” that professionals routinely encounter.

By learning how to be empathetic, you put yourself in the customer’s shoes and assess the reasons behind each customer’s refusal. Sometimes the time is not ideal for a sales approach, but just for him to consider your solution.

At other times, the denial may originate from the financial moment in which this potential customer lives. Then the salesperson can build and nurture a quality relationship with that individual so that, at an opportune time, they will remember them.

Empathy versus sympathy

Sympathy and empathy are similar concepts, but with significant differences. Mainly, because the friendly salesperson does not need to have empathy, while the one who learns how to be empathetic carries a good deal of sympathy in the service.

It is common for salespeople to confuse concepts and think of themselves as “good salespeople” just because they have good relationships with prospects.

The seller who is just nice easily puts someone “inside the house”, but hardly delivers the best solution and works on retention/recurring sale in the long term.

How to be empathetic with the consumer and prospects?

If you’ve identified with some of the issues we’ve covered above, the tips below will further explore your empathetic side. Check out:

Recognize emotions by signs

If a prospect is irritable, tired, or inattentive, it’s important to notice the nuances of anything personal. That’s because, in these cases, your approach won’t have the same effect on him.

Tip: Paying attention to facial micro expressions is a good hack.

And that’s where knowing how to be empathic becomes a strategic action to identify the emotions and reactions of your target audience. This tactic may not be decisive in immediately closing a sale, but for the foreseeable future, why not?

With this mindset, the salesperson can work with a “personal sales funnel” where he has hot sales and opportunities that he needs to warm up with calm and care.

Imagine yourself in the other’s position

We explore this idea a lot throughout the text. It’s the idea of ​​understanding what your customer is going through, and being sensitive to it. Project yourself into his personal scenario.

For example: instead of ignoring a logistics problem that the customer reported, you can use: “Really, the delay in delivery of a business as important as yours is a serious problem. Maybe you can go this way, instead of the other.”

Mentoring if you can, giving tips, and being a good shoulder will help your prospect build confidence in you. And then you know: whoever gains confidence, wins the sale (be it long or short journey).

Tip: Showing up support tends to yield more positive results than ignoring problems and still trying to push your solution to the customer.

Hear more and learn from the customer

A seller doesn’t have all the answers. And that’s why, by listening, he acquires knowledge that can be converted into new approaches and solutions for other prospects and customers.

It is common to see profiles of sellers more concerned with talking and “telling stories”. And there’s nothing wrong with that. It becomes a problem when he stops listening to what the client has to say, which can mean a positive outcome for the negotiation.

Delivering what is really needed is not only more profitable but also more ethical. And ethics sells effortlessly!

Always use a good mood

A good way to understand how to be naturally empathetic is through good humor. Positive, friendly and smiling sellers captivate, delight and convince.

Very different, for example, from people who are serious and do not have pleasant reactions to generate identification. You can also encourage empathy in your prospects, infecting them with your harmony and good humor.

No wonder emotional intelligence is one of the great qualities of a sales professional.

Praise more

Sincere praise demonstrates your interest in the customer, in their routine and also in the successes they have in their workflow, expanding their professional engagement.

These are practical and simple questions to apply, but they help to make a good impression, develop a relationship and allow you to have a greater openness to explore the “pains” of your consumer.

Ask exploratory questions

Remember the table we highlighted the differences between an empathetic salesperson and a friendly professional? There, we made a point about open and closed questions. Something of great relevance to learning how to be empathetic.

This is because open-ended (or exploratory) questions are questions that lead to other questions. Avoid, for example, questions that can be answered with a “yes” or “no”. It is necessary to encourage the customer to speak and explain their situation.

As a result and gain, you work on the all-important investigative side of a good sale.


Produce customer value

Finally, a good way to generate empathy and identification with the customer is the use of personalized offers. And we’re not just talking about freebies.

The issue here is to make your solution even more flexible to make the sale. It can be a differentiated payment condition, delivery, a free trial period of your service or product… In short, something that facilitates decision-making and makes the consumer feel truly special for that seller.

If you want to know more about how to be empathetic in the work environment, I suggest you get to know the CIS Method, the largest Emotional Intelligence course in the world.

In the CIS Method, considered the largest emotional intelligence training in the Americas, you learn, in theory and in practice, how to use emotions in your favor and manage to balance reason and emotion in the face of challenging situations you may encounter.