There are thousands of sales books, but few talk about empathy, which is one of the most important soft skills for a salesperson to learn and demonstrate.
Empathy is an emotional intelligence skill, defined as the ability to know what another person is thinking or feeling. It’s the ability to walk a mile in another person’s shoes. It’s an important skill for building long-term, meaningful business relationships. So why isn’t empathy studied or emphasized in most sales training courses or sales books?
Well, empathy just sounds a little too soft and touchy-feely. After all, aren’t the best sales producers hard charging and competitive? Yes — and they’re also empathetic. Because how can a salesperson influence another human being if he doesn’t know what that person is really thinking or feeling?