Leveraging the Power of Empathy in Digital Sales

Digital processes have done wonders for sales teams. New innovations around communications, social engagement and analysis allow us to do more, faster, better. Simply put, we are more successful in sales because of digital. But all of our newfound benefits come with a warning—if we rely only on the technology we’ll lose a sense of intimacy with our customers and prospects.

As providers of technology solutions that solve critical business problems, it’s imperative to maintain a close, personal touch with customers. The more we understand their preferences and challenges, the better we can help meet their needs. Indeed, empathy has long been a favorite topic of SAP CEO Bill McDermott to win customers for life. Even or especially in the digital sales world, people buy from people because of relationships based on human-to-human moments rather than employee-to-customer events. But it takes work. Empathy may come natural to family and friends, but it may take practice, and some learning, in the business world.

Studies have shown that employees of empathetic managers are happier. Empathetic doctors have more satisfied patients. Sales is no different. Listening, understanding and connecting with customers is fundamental to establishing trust and long-term relationships.

Empathy for the Win

Empathy also helps to keep your focus on the customers, on how to help them to succeed, on where they are going, rather than focusing only on your competitors. Here are four strategies to help you be more empathetic, and successful, with your prospects and customers.

1. Walk Their Walk, Talk Their Talk It’s not easy to make a connection when we talk in different frequencies. When you can see a customer’s business from their point of view—putting yourself in their shoes—you will learn to ask the right questions, which leads to the right answers and a win for both sides.
2. Identify the Right Solution for Them, Not You If your goal is to humanize the business, remember your primary goal is to address their needs. You’re looking to guide them to find a solution that’s the best fit for them—even if it’s not the best fit for your quota or your bottom line, initially. Demonstrate how you were successful with previous customers in the region or industry. Bring something tangible to show that you understand what they need because you’ve done it before.
3. Conversations are Two-Way Streets Today’s digital sales motions means deals get closed without ever meeting the customer in person. In these cases, empathy becomes paramount. From the very first conversation, establish a transparent dialogue. Ask not only about the company’s business issues, but also about what kind of personal goals your contact wants to achieve within their organization. This information can help build a long-term roadmap for mutual success.
4. Create Customers for Life Like personal relationships, business relationships require effort to ensure long-term success.  Every salesperson’s goal should be to have the relationship last longer than the technology. In the Cloud Era, that becomes even more important because customers are no longer tied to long-term contracts or investments and are more apt to change providers if they are not satisfied. Once you’ve opened the door with a win, it’s important to create a roadmap. What’s next? What do you want to do in six months? One Year? Five Years? If you’re not constantly looking at your customer’s future, someone else will.

Customer empathy is not unlike other skills—it needs to be practiced, honed and crafted. Start by focusing on the small and routine things. Put yourself in your customer’s shoes—whether it’s a CFO, CTO, CISO, LOB leader or other purchasing agent. Your No. 1 goal—besides creating a mutually beneficial relationship with the customer—is to make them happy. Happy customers make happy salespeople!