Neill R. MacMillan, President & Master Trainer
Welcome. This regular feature focuses on issues specific to various industries. If you're interested in finding out more about how the Q4 Model can be applied to your corporate culture, I welcome your input. Let's talk about it.
Displaying Empathy
In this issue we look at how important it is to display empathy in these changing times. In recent months we’ve seen a weakened US housing market, increased layoffs in the automotive/manufacturing sector, and the rapid rise in fuel prices. These factors have contributed to changes in consumer spending patterns. For many, these are challenging and cautious times.
What is empathy?
Empathy is defined as ‘identification with and understanding of the thoughts and feelings of another’. When you display empathy you create affinity and shared identity with your clients.
How to display empathy
You display empathy when you show sincere interest in your clients’ thoughts, feelings and concerns. When they feel that you are identifying with them on these levels it generates a positive connection to you. The simplest way to do this is through asking questions that offer clients an opportunity to talk about their concerns. This means open-ended questions followed by an appropriate pause that allows time to think about, and then delivery of a thoughtful response.
Cautions
- Be careful about this line: “I know exactly how you feel.” It may generate cynicism in your client’s mind if they think “How can s/he know how I feel, it’s not their money that’s been spent/lost!”
- Avoid closed ended questions like: “Are you upset because the market is uncertain?” This may result in resentment due to the client thinking that you’re ‘putting words in their mouth’.
A better approach
Try this instead: “Sounds like you’re feeling anxious about the current climate in the market.” This statement assures that you remain neutral and still show empathy through your display of regard for your client’s state of mind.
Or try this one: “So you’re saying that you really don’t know what to do.” This summary statement (or something appropriate based on what your client is saying) shows that you’re listening at a thoughtful level. Getting more details on how your client is really feeling will help you decide on how to best manage them and their situation.
Why bother?
Empathy is a critical component on ‘client-focused selling’ and leads to higher client receptivity. When their receptivity rises you have a more attentive audience for any recommendations you offer – and – your options may encourage your client to act on your advice in a manner that’s timely for both of you.
Remember – Q4 strategies optimize sales results!
Here are PDF file versions of this column
