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As the saying suggests, “walk a mile in their shoes” before
making judgments and recommendations. Before you can really
understand what your prospects want or need, you must understand
what they feel.
Respect their
point of view, even if you don’t agree with it. Learn to
empathize with them. This doesn’t mean that you give up your
own point of view; it only means that you can understand theirs.
Caution! Don’t
confuse empathy with sympathy.
Understanding
someone’s point of view and thinking process allows you to more
fully grasp their situation or problem. You are then in a
better position to determine if you can help and exactly what
type of help is most appropriate.
However, when
you allow your understanding of the prospect’s situation to
affect your own position, you move into the realm of sympathy.
When that occurs, you are likely to lose your objectivity, your
focus, and quite possibly, the sale.
© Sandler Systems, Inc. All rights reserved.
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