posted by David Peterson on December 9, 2006 at 01:09 PM PST
Suzanne Falter-Barns writes that “…truly great marketing begins with empathy.” I would take that just statement a step further and say that “truly great salesmanship begins with empathy.” Empathy means that you can identify with the problem that the prospect is experiencing. It goes way beyond having sympathy for a situation. It means… “I understand completely what you are going through. In fact I may have the exact solution for you.”
I try very hard to coach reps on empathy vs. sympathy. If you really have empathy for your prospects or for your website visitors then they will trust you. Trust will lead you to more visitors and more sales.
