How to Help Sales People Put Empathy into Action

Most people judge products or services after the way they’re being presented by sales representatives. Learning to entice buyers and make them want to listen can only bring positive outcomes. How to Help Sales People Put Empathy into Action
A sales training speaker for example, can help you achieve your sales annual goals. In most cases, the character of the sales person plays a vital role in his presentation. As long as you’re prepared to face your audience, it doesn’t matter what techniques you use to draw people on your side. You can be a passive sales person, an aggressive one, or you can easily employ other strategies such as instilling empathy to grab attention.

Is empathy that important in the sales business? Yes, it is; today’s society is packed with clueless salespeople who are forcing prospective customers into buying something they just don’t want to buy. It’s not like they don’t need the product, they don’t want it because they feel compelled to buy it. It’s impossible to make someone spend money on a product if you can’t advertise it properly. Empathy helps connect the client to the salesperson on a more humane level. Ask meaningful questions, get curious, and bond with the person you’re talking to. Don’t be too salesy and build trust if you want to be an excellent salesperson someday.

You can’t sell if you’re not confident

Prior to introducing your products and services to your audience, it’s important to be confident. You can’t afford to be nervous or anxious because no client will want to listen to someone who talks nonsense. Pull it together and speak as lucidly as possible. Make your sales presentation entertaining and efficient. If you’re a rookie sales representative and you have the drive and the passion to sell, always remember that practice makes perfect. In time you’ll manage to polish your skills and your confident attitude won’t have to be faked anymore – it will come naturally, your personality will shine, and people will love to know what you have to say.

It’s perfectly normal for someone to be slightly anxious regarding an upcoming presentation. Don’t get too absorbed by the sales pitch and keeps things casual. Your listeners won’t tell if you’re nervous unless your attitude becomes too obvious. People will be focused on what you’re saying; they won’t care about your personal emotions. What’s the point in being nervous if what really matters is the information?

The shorter the presentation the better

In order to grab attention and make your audience listen, it’s vital for your presentation to be short and to the point. If your sales pitch is too long, prospective customers might lose interest and they won’t have the patience to listen until the end. Elaborate on your product’s primary features, functions, and benefits, and don’t forget to be concise. Putting empathy into action shouldn’t be that difficult for a sales person who knows what he’s doing. At the end of the day, it’s all about short presentations and lots of interested customers.

It’s impossible for a sales representative to feel confident all the time. Yet, even in your worst days you shouldn’t allow your audience to sense lack of enthusiasm. Salespeople have a general rule as far as their job is concerned: the more they talk, the more confident they get. Practice your speech in the mirror or in front of your peers, and make sure to use animated words that can entice customers. By the time your real presentation begins, that extra level of confidence will translate in your voice as well.


Assess people’s emotions

Empathy is the capacity to share the feelings of another individual. It’s the ability to care for others and share their emotional experiences. For some people it’s so simple to connect with on a deeper level, and believe it or not studies have shown that some people are born with a genetic bias to showcase empathy. As far as sales people are concerned, perceiving their prospects and the emotional state of their customers might help deepen general understanding. Empathy helps create a connection.

Put yourself in the shoes of your customers

As soon as you understand what the person in front of you feels, you’ll know what to say and how to say it. Be the customer for a second and feel what they’re feeling. For a sales representative, this ability has the power to create a connection and build trust. In order to develop that empathic attitude, you have to put yourself in the shoes of the client. It’s not something easy to do, yet if you practice, chances are you’ll manage to better understand the person you’re trying to convince to buy your product.


Listen and acknowledge their interpretations

Empathy and emotional intelligence demand the capacity to listen to other people and accept that their versions of the facts, ideas, and events are genuine to them. If you truly want to exercise your emotional intelligence and empathy level, it’s important to be a good listener. Don’t judge the facts and the meaning of those facts, and try to accept that each and every individual has his own interpretation of what you’re saying. Hence, that individual is free to decide if your claims are worth considering valid or not.

Most sales people are trying too hard to change people’s perceptions. They end up forcing prospective buyers to change their mind that in the end, they end up losing self-respect. Emotional intelligence and empathy are meant to suspend your mind from persuading people until you’ve managed to connect with them on a deeper, more personal level.

Pause between response and stimulus – analyse the outcome

Changing minds and leading others means you’re not just exercising these abilities on other people; you’re exercising them on your own persona. Prior to managing other people’s emotions, it’s vital to manage your own first. The best way to deal with events that are emotionally charged is to pause prior to giving a response. As soon as an emotionally-charged scenario happens, allow yourself enough time to have a break; hit pause to pull yourself together and respond.

That pause must be used in the smartest way possible. Think about your response because it might help you achieve the goal you’ve always dreamed of. Never let your emotions get the best of you, and focus on a solution that can help you get closer to that goal.

Use your emotions the smart way

As a sales person, your emotions should only be used to drive action. Leaders and managers with an increased IQ are well-aware that emotions can influence people to act. Most of them use negative emotions to change something and persuade their team to be more active. On the other hand, they make use of positive emotions to create high-performing cultures and make other believe in their success.

Salespeople should be convincing with both their team and their customers. Putting yourself in the shoes of your clients is not enough because it’s up to you to make them change that attitude.  Talented salespeople can successfully create a connection with their prospective customers. They’re able to connect on a human level, and that ability can only be built upon emotional intelligence and empathy. Combined with confidence and trust, these attributes become the foundation of a long-term relationship.

About William Taylor

Experienced writer William Taylor has extensive knowledge of business strategies and negotiation. His site,, offers negotiation workshops in different languages.