Get into The Customer’s Shoes

Empathy

Empathy is the ability to identify and understand the other person’s feelings, ideas and situation. As a salesperson, you need to be interested in what the buyer is saying – not just in giving a sales presentation. Many of the barriers to communication mentioned earlier can be overcome when you place yourself in the buyer’s shoes. Empathy is saying to a prospect, “I’m here to help you”, or “Tell me your problems and needs so I can help you.” Empathy is also shown by a salesperson’s display of sincerity and interest in the buyer’s situation.

This may mean acknowledging at times that a prospect may not need your product. Take, for example, the Scott Paper Company salesperson who finds that the customer still has 90% of the paper towels bought three months ago. There is no reason to sell this customer more paper towels. It is time to help the customer sell the paper towels now on hand by suggesting displays, price reductions and formats for newspaper advertisements. It is always wise to adopt your customer’s point of view to meet the customer’s needs best.

KISS

The new salesperson was sitting in a customer’s office waiting for the buyer. His boss was with him. As they heard the buyer come into the office, the sales manager said, “Remember, a KISS for him.” No, he was not saying to give the buyer a kiss, but to use the old selling philosophy of keep it simple, salesperson.

The story is told of a little old lady who went into a hardware store. The clerk greeted her and offered her some help. She replied that she was looking for a heater. So, the clerk said, “Gee, are you lucky! We have a big sale on these heaters and a tremendous choice. Let me show you.” So, after 30 or 45 minutes of discussing duo-thermic controls, heat induction, and all the factors involved with how a heater operates, including the features and advantages of each of the 12 models, he turned to the little old lady and said, “Now, do you have any questions?” To which she replied, “Yes, just one, Sonny. Which one of these things will keep a little old lady warm?”

An overly-complex, technical presentation should be avoided when it is unnecessary. Use words and materials that are easily understood by the buyer. The skilled salesperson can make a prospect feel comfortable with a new product or complex technology through the subtle use of nontechnical information and a respectful attitude.