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How can you show empathy to prospects?

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Empathy is the ability to understand and share the feelings of another person. It is a crucial skill for outside sales, as it helps you build rapport, trust, and loyalty with your prospects. But how can you show empathy to prospects without sounding fake, intrusive, or manipulative? Here are some tips to help you empathize effectively and authentically in your sales conversations.

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David Craig White ?

Helping B2B Marketing Leaders Unlock More Budget ??

1 Listen actively

The first step to showing empathy is to listen actively to your prospects. Active listening means paying attention to what they say, how they say it, and what they don't say. It also means asking open-ended questions, reflecting back their words, and summarizing their main points. By listening actively, you show your prospects that you care about their needs, challenges, and goals, and that you are not just trying to push your product or service.

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EksAyn Anderson

Husband. Father. Influence powerfully. B2B Sales book seen on Forbes. International Speaker. Podcast Host. Crusader to inspire dads. Most long-term influence I have is as a husband and father.
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Really try to get into their head. Really listen. Don't listen with the intent to respond. Just listen. Try to see it from their point of view.

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Simas ?arakauskas

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Active listening is a pretty easy and self-explanatory technique. You just need to listen actively without trying to figure out what your response will be. Just listen and really try to understand the speaker.

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Marcos Monterroso Godinho

CEO at Tikedo Spain | Global Executive | Managing Director | Board Member | International Expansion | Change & Transformation | Leadership | Industry | Retail | FMCG | Packaging
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Para mostrar empatía con los prospectos, es fundamental escuchar activamente y demostrar interés genuino en sus necesidades, preocupaciones y experiencias. Esto implica ponerse en su lugar y comprender sus puntos de vista, emociones y objetivos. Además, es importante comunicarse de manera empática, utilizando un lenguaje amable y comprensivo, y mostrando empatía hacia cualquier dificultad o desafío que puedan enfrentar. Al mostrar empatía, se establece una conexión más sólida y se construye confianza, lo que puede llevar a relaciones comerciales más sólidas y duraderas.

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2 Validate their emotions

The second step to showing empathy is to validate their emotions. Validation means acknowledging and accepting how your prospects feel, without judging, dismissing, or minimizing them. You can validate their emotions by using phrases like "I understand how you feel", "That must be frustrating", or "I appreciate your honesty". By validating their emotions, you show your prospects that you respect their perspective, and that you are not indifferent or insensitive to their situation.

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David Craig White ?

Helping B2B Marketing Leaders Unlock More Budget ??
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It's important not to confuse sympathy with empathy when doing outbound sales to prospects. Saying things like "Oh I'm sorry to hear that" will likely come across as disingenuous and kill any rapport you have built. Instead, begin nodding and resonate with your tone and facial expressions, following up when they are done by validating what they say with an honest reaction when it feels right. Using lines such as: "Seriously" with a concerned expression and tone, or "That must be frustrating" will feel more genuine for yourself and the prospect. In reality, be as honest and genuine as possible.

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3 Adapt your communication style

The third step to showing empathy is to adapt your communication style to your prospects. Communication style refers to the way you express yourself, such as your tone, pace, volume, and body language. You can adapt your communication style by mirroring your prospects' style, or by adjusting it to match their preferences. For example, if your prospect is direct and assertive, you can be concise and confident. If your prospect is friendly and casual, you can be warm and humorous. By adapting your communication style, you show your prospects that you are flexible and compatible, and that you can communicate effectively with them.

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4 Share relevant stories

The fourth step to showing empathy is to share relevant stories with your prospects. Stories are powerful tools to connect with your prospects, as they can illustrate your value proposition, demonstrate your credibility, and evoke emotions. You can share stories about your own experiences, your customers' success stories, or your company's vision and values. However, make sure that your stories are relevant to your prospects' needs, challenges, and goals, and that they are not too long or too personal. By sharing relevant stories, you show your prospects that you have something in common with them, and that you can offer them a solution that works.

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David Craig White ?

Helping B2B Marketing Leaders Unlock More Budget ??
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Using relevant stories along with matching the tone of your prospect and being genuine is a winning combination. If you or your company are doing your outbound sales targeting right, you should be speaking with similar personas doing the same jobs and struggling with the same challenges as each other. You don't even have to use a customer for storytelling. Sometimes you can just recall a conversation with a prospect you had recently. By using real stories that are fresh and realistic, you will come across as genuine to your prospects.

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5 Offer genuine help

The fifth step to showing empathy is to offer genuine help to your prospects. Genuine help means providing value and support that goes beyond your product or service, and that aligns with your prospects' best interests. You can offer genuine help by sharing useful resources, giving honest advice, or making introductions. However, make sure that your help is not unsolicited, intrusive, or self-serving. By offering genuine help, you show your prospects that you are not just a salesperson, but a trusted advisor and a partner.

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6 Follow up sincerely

The sixth and final step to showing empathy is to follow up sincerely with your prospects. Sincere follow up means staying in touch with your prospects until they are ready to buy, and beyond. It also means keeping your promises, delivering on your expectations, and showing appreciation. You can follow up sincerely by sending personalized emails, making timely calls, or sending handwritten notes. However, make sure that your follow up is not too frequent, too generic, or too pushy. By following up sincerely, you show your prospects that you are reliable, consistent, and grateful.

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David Craig White ?

Helping B2B Marketing Leaders Unlock More Budget ??
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Outbound sales is hard and can make you feel anxious, frustrated and angry. It's important to become aware of when you need a time-out, especially when you are having an off day. Sometimes you just need to sit back, reflect, grab some fresh air and reset.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you show empathy to prospects?

1

2

3

4

5

6

7

1 Listen actively

2 Validate their emotions

3 Adapt your communication style

4 Share relevant stories

5 Offer genuine help

6 Follow up sincerely

7 Here’s what else to consider

Outside Sales

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How can you show empathy to prospects?

1

2

3

4

5

6

7

1 Listen actively

2 Validate their emotions

3 Adapt your communication style

4 Share relevant stories

5 Offer genuine help

6 Follow up sincerely

7 Here’s what else to consider

Outside Sales

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