Have you ever talked with someone and you just got the sense that they got you? They were listening intently. They didn’t judge you. They put you at ease and made you feel safe.
They were empathetic.
Empathy is not widely taught in many sales contexts, sadly. Because of this, salespeople can make you feel uneasy. They interrupt. They steamroll. They do not listen well. This does not feel safe for a prospect.
As a seller, you don’t have to be this way. There’s a simple gesture you can add to help create a safe environment.
I call it the “empathic mmm.”
It sounds like this:
- Prospect – We haven’t been able to deliver these products on time and it’s really impacting our business.
- Seller – Mmm…
- Prospect – And the executive team is up in arms, but we don’t have enough people.
- Seller – Mmm, yeah, I hear you…
- Prospect – If things don’t change I’m afraid it’s going to impact the entire department.
- Seller – Mmm, I appreciate you sharing that…
The empathic mmm is not over the top. It’s gentle. It’s soft. It’s subtle – barely noticeable in the conversation. Yet, if you mean it (i.e., you are being empathetic), your prospect will feel great.
Being empathic shows that you can understand and share the feelings of another. It’s vital in sales.
By contrast, many responses from salespeople sound like this:
- Prospect – We haven’t been able to deliver these products on time and it’s really impacting our business.
- Seller – Great, yeah…
- Prospect – And the executive team is up in arms, but we don’t have enough people.
- Seller – Uh-huh, anything else…
- Prospect – If things don’t change I’m afraid it’s going to impact the entire department.
- Seller – Let me show you a solution…
Can you feel the difference in these responses?
By practicing the empathic mmm it will help you be a better listener. It will build trust and create a safe place for great sales conversations that help people make a positive change.
Try it – practice with your family and friends and see what happens.
I hope this helps!