The Simplest Way to Win Business

Fast Company rolled out its list recently of 20 predictions for the next 20 years. The digital and scientific predictions were not surprising, but what was surprising  was #12.  Tucked between “Medical Training Will Be Re-written” and “Entrepreneurship Will Not Be For Everyone was #12…

“Human Empathy Will Be Central”

“It’s not just doctors who can improve their bedside manners.  We can all stand to listen and respond with more sensitivity.  In fact, as machine learning and artificial intelligence insinuate themselves more deeply into manufacturing and the workplace, the one arena that will never be usurped by technology is human-to-human communications.”

What Does Empathy Mean in Selling?

I take it to mean the following…

• Paying full attention to what another person is saying, rather than just waiting for them tofinish talking, so you can speak
• Listening, so that your comments build on what the other person said rather than veer off in another direction
• Noticing what is not being said, but is still being communicated in body language, facial expression, and tone of voice: fear, concern, skepticism, sadness, pride, joy, etc.
• Not judging another person for his different views or emotion s
• Responding appropriately to those emotions and views, even when it takes you off your track

What Does Empathy Require?

• Maturity
• Patience
• Authenticity
• Focus on the other person, rather than on yourself

What Sabotages Empathy?

• The fear of missing a piece of business and not making your numbers
• Pressure from management to deliver business now
• Certainty that you know better what your client needs than he does
• Being/feeling rushed
• Focus on yourself, your needs, your goals

Empathy shown in a demo or presentation and throughout  a client relationship binds  people together. 

None of this is rocket science. 

Long before Fast Company was on the scene, John D. Rockefeller recognized the importance of the human factor in business and said, “I will pay more for the ability to get along with people than for any other skill.”  In our fast moving world, it is easy to forget the truth in that observation.  Then, we wonder why clients find it so easy to leave us.

Anne Miller

Words Matter – Make What You Say Pay!

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