As the saying suggests, “walk a mile in their shoes” before making judgments and recommendations. Before you can really understand what your prospects want or need, you must understand what they feel.

Respect their point of view, even if you don’t agree with it. Learn to empathize with them. This doesn’t mean that you give up your own point of view; it only means that you can understand theirs.

Caution! Don’t confuse empathy with sympathy.

Understanding someone’s point of view and thinking process allows you to more fully grasp their situation or problem. You are then in a better position to determine if you can help and exactly what type of help is most appropriate.

However, when you allow your understanding of the prospect’s situation to affect your own position, you move into the realm of sympathy. When that occurs, you are likely to lose your objectivity, your focus, and quite possibly, the sale.

© Sandler Systems, Inc. All rights reserved.

Jeremy Rawitz 347-385-8500

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