On Empathy Toward Customers

Stephen Schiffman writes in 101 Strategies for Sales Success: In my view, the most important rule for succeeding in sales is this seemingly simple principle: put yourself in the customer’s shoes to understand the situation they are in.

🔹 This approach is known as the empathy strategy, yet many salespeople ignore it and casually say, “Honestly, it’s none of my business what the customer is going through or what problems they have. I’m not here to pry.”

🔹 But with such an attitude, do you really think you can build a deep relationship with a customer and encourage them to buy from you again and again?

🔹 To better understand the importance of empathy, imagine a day when you were feeling terrible and didn’t even have the energy for your own tasks—yet a colleague asked you to help them finish their work early so they could go home on time for a dinner date with their spouse.

🔹 Naturally, you would think: What an inconsiderate person—can’t they see I’m in no mood for anything or anyone?

🔹 Many times, customers feel the same way about us. They think: Why doesn’t this salesperson understand that I’m not even sure whether this product is right for me—or whether I can afford it?

🔹 For example, imagine visiting a corporate client and realizing their company is in the middle of a merger, and all the managers are worried about their future positions. If you ignore their concerns and immediately start pitching your product, do you think you’ll succeed?

🔹 In such situations, no manager is willing to listen to a salesperson. So all the time and energy you spend on presenting your product will be wasted and won’t lead to the result you want.

🔹 Therefore, before jumping into your main tasks—like presenting your product or negotiating price—make an effort to understand the customer’s emotional and psychological state. Show respect for their situation, and then move on to your responsibilities.

🔹 Just remember: empathy does not mean prying, interfering, or giving unsolicited advice. It simply means expressing understanding and sensitivity toward the customer’s situation.

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