Selling Today: Partnering to Create Value, 14/e

Empathy and Ego Drive

We have described the growing importance of being able to empathize, the ability to imagine yourself in someone else’s position, to understand what that person is feeling. A salesperson simply cannot sell well without the invaluable ability to get critical feedback from the client through empathy. When you sense what the customer is feeling, you can change pace and make whatever modifications in your sales presentation are needed.17 Fortunately, the ability to relate and connect with customers can be learned.

Ego drive is another basic quality that is of critical importance in personal selling. Ego drive is an inner force that makes the salesperson want and need to make the sale. Closing the sale provides a powerful means ...