Empathy Statements: How They Can Help You Sell

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Sales reps must do everything they can to put a prospect at ease during the sales process. One way to do so is to demonstrate empathy. The modern sales world no longer has room the for fast-talking, railroading salesperson. Buyers today want to be comfortable making decisions, and they certainly won’t be bullied into signing.

“That’s where the empathy statement comes in,” writes HubSpot contributor Meg Prater. She goes on to share 21 statements you can use when selling that will demonstrate to prospects that they are more than just a sales number. Below are a few examples:

“You’ve been with [Company] for [# of years]. That’s a long time.”

When hoping to replace a long-time vendor, this statement shows the prospect that you recognize the depth of the decision. “Leaving a longtime vendor relationship can be tough,” she writes. “Show your prospect you understand and are honored to be considered as a replacement.” This tiny showing of understanding can really mean a lot during the decision process.

How can I make this process easier for you?”

Be sure to ask this question at every stage of the sales process. From the first discovery call to the final pitch, the prospect should feel supported each step of the away. Asking this not only helps you help the prospect, but also shows that you care.

“That would be frustrating to me too.”

Rarely does the sales process run perfectly smooth. If at any time the prospect feels frustrated, show that you understand by saying it. This will validate his or her feelings, which can go a long way. Then, explain what will remedy the issue. Prospects will appreciate that you hear and understand them.

With your words, you can have a big impact on the prospect’s buying experience. Stand out from the traditional salesperson by connecting with buyers’ emotions, which you can do by using these empathy statements. This skill will become increasingly important in today’s evolving sales world.

Jessica Helinski

Jessica Helinski

Jessica is a senior research analyst for SalesFuel focusing on selling to SMB decision makers. She also reports on sales and presentation tips for SalesFuel and Media Sales Today. Jessica is a graduate of Ohio University.