Not only is empathy a vitally important part of the selling process; it is also a vitally important part of the human process. This is true whether trying to understand why someone is resistant to our viewpoint or if we are simply attempting to help them through an issue or difficult time.

I believe that in any relationship — business or personal — empathy is a key differentiator between the successful and the unsuccessful. Those who have the talent and skill; both at having empathy and being able to communicate empathy are at a huge advantage over those who don’t.

Dictionary.com defines Empathy as “the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another.” Being a simple fellow, I just say it is really nothing more than — as the saying goes — putting yourself in the other person’s shoes.

If we have similarities in experience, we might actually be able to really identify; to know what and/or how they are feeling.

But, what if that is not the case? Let’s face it; there are times when not only do we not know exactly how they feel…we have absolutely no idea how they feel!

Yet, we can still be empathetic. You see, empathy doesn’t necessarily mean you actually feel what the other person feels. The truth is, you might not. It does mean you communicate that you understand they are feeling … something.

When someone with true empathy listens…the other person feels truly heard. And feeling heard is what often makes the difference.

In a Facebook discussion, I suggested that I even think we can feel (or at least identify with) a similar emotion even if we don’t know exactly what/how they are feeling, and that’s what communicates to them that we care. In response, Pastor Tom Sims wrote, “there is always something inside of us, some memory of personal pain or struggle that unites us in a common humanity and enables us to relate in compassion.” WOW!

And, if that wasn’t an exquisite enough thought, Pamela McBride followed that up by saying,  “Compassion is only a heart beat away when we tap into our own struggles.”

Indeed!

Oh, have I ever mentioned that I have the world’s coolest friends and readers?

In a recent tweet, salesman extraordinaire (currently speaker and multi-bestselling author), Joe Girard wrote:

“More things are bought through emotion than through logic. What are you doing to make your customer comfortable?”

What a great statement and question. And, Joe Girard should know. For 12 years in a row, he was listed in the Guiness Book of World Records as the “Greatest Salesman in the World” in terms of number of new car sales. And, we’re not talking fleet sales, but individual new cars!

He did this through relationship building second to none (literally, “Second to none!”)

In this article, let’s look at the question part of his tweet. What are we doing to make our customers/prospects comfortable?

Upon their visit, how are they being greeted? Remember, your receptionist is not only their initial contact but their first emotional connection! Does he or she make them feel welcome and comfortable, or as though they are an interruption?

When you greet them, do you have a genuine, authentic, warm smile that makes them feel … comfortable?

When you sit down with them, do you take the time to establish and develop rapport in order to make them comfortable with you? Remember, all things being equal, people will do business with, and refer business to, those people they know, like and trust.” In other words…they must buy YOU before they buy what you are selling.

During your presentation are you empathetic to their concerns and feelings? Remember, you know more about your product or service than they do, and the process that takes them through the sale. If they are feeling defensive based on their own perceived ignorance, the chances are not good that they will buy. And, even if they do, under those circumstances they will not feel good about the sale.

And, are you edifying your team so that your prospects feel comfortable in dealing with anyone and everyone in your company? This is also so important.

Whether your prospects and customers are comfortable or not is up to you. What do you do to ensure they are? Please share your thoughts and experiences with us, both as the seller and the buyer.

The term is used so often some view it as little more than a buzzword. Yet, by it’s very nature, “Value” indeed has everything to do with the sales process and whether one will trade their money in exchange for a desired product or service. Unfortunately, it is seldom defined and, because of this, often misunderstood.

Truly understanding the concept of value — especially in relation to price — and being able to communicate this effectively to a potential buyer, allows for a healthy profit margin while adding significantly to the other person’s life and/or business…and without having to discount.

In this video, we’ll see why this is, and the key shift in focus that begins the value communication process.

At the end of the video we looked at five “Elements of Value”:  “Excellence, Consistency, Attention, Empathy and Appreciation.” While we’ll explore at these individually in future posts, how have you applied any or all of them in order to add value to those with whom you do business?

I recently posted the following on my Facebook page:

“When you sell on price you are a commodity.
When you sell on value you are a resource.”

One person suggested: “So let’s lower the price and raise the value.”

I replied that in certain very specific situations, that works. Not too often, though.

By and large, when you “compete” on price, it’s a losing proposition for everyone involved.

Yes, everyone. Obviously for the one who didn’t get the sale because…they didn’t get the sale.

But, also for the company that did get the sale. After all, by lowering their price, their profit margin shrinks. It is harder to service the account, invest money in other necessary areas and, if they do this too often, perhaps even to remain in business.

Key Point: And, when someone buys from you only because you had the lowest price, they will be “loyal” to you only until someone comes along with an even lower price than yours. This is commonly known as “the race to the bottom.” Again, it’s a race that everyone loses.

Everyone? But, what about customer; they certainly didn’t lose.

Actually, especially the customer. When their vendor can not afford to service the sale, they lose. When their vendor goes out of business, they lose.

On the other hand, when you sell based on value (not just the intrinsic value of your product or service, but the entire customer experience), you have added much more in “use value” to their lives than what they paid, while also making the substantial profit you deserve.

Yes, drum roll please. Well, after one month, including two weeks of submitting videos and two weeks of voting, we finally have the winners of The Go-Giver Thank YOU Contest ready to announce.

And, the winners are…

Grand Prize $1,000 – Sabrina Risley

Five Runners Up

#1 – Norbeth DeJesus

#2 – Laura Newman

#3 – Christie Ellis

There was a tie for 4th Runner Up, decided by a toss of the coin, which resulted in…

#4 – Gina Parris

#5 – Amy Wells

Today the runners up will get to decide, in order of their finish, which coaching session — based on The Five Laws of Stratospheric Success — they will choose.

VIEW THE VIDEOS (They’re really cool!)

Again, the awesome coaches who have volunteered their time to do this are:

Law #1, The Law of Value – Melanie Benson Strick and Jim Palmer

Law #2, The Law of Compensation – John David Mann

Law #3, The Law of Influence – Dondi Scumaci

Law #4, The Law of Authenticity – Dixie “Dynamite” Gillaspie

Law #5, The Law of Receptivity – Randy Gage

John David Mann and I want to thank everyone who participated either by submitting a video or by voting.

And, mainly, we want to thank each and every one of you for being such awesome Ambassadors of The Go-Giver Message.