CHAPTER 9
Empathy Is Easier to Show to Our Ideal Prospects
SHOWING EMPATHY GOES AGAINST what is taught by old-school sales training programs. Showing empathy and concern is considered a handicap if you want to “win the sale.” This couldn’t be more wrong.
The Problem
Empathy requires vulnerability. Many people associate vulnerability with being weak. Sales training programs usually focus on how to make sales by “keeping the upper hand,” “not letting your guard down,” and “staying in control.” These programs teach the importance of using facts and logic rather than emotion.
However, in study after study, researchers have found that the most logical argument in the world does not change people’s minds until emotional elements are also addressed. ...
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