Empathy Statement: How It Can Help You Sell

BY Jessica Helinski
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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, but what is an example of an empathy statement? It's all about showing the prospect you're listening and that you care about the situation they're in.

The modern sales world no longer has room for the fast-​talking, railroading salesperson. Buyers today want to be comfortable making decisions, they expect their sales professional to be empathetic, and they certainly won’t be bullied into signing.

What is an Example of an Empathy Statement?

That’s where the empathy statement comes in,” writes HubSpot contributor Meg Prater. The 21 statements in her article are all ideas that you can use when selling. These comments demonstrate to prospects that they are more than just a sales number to you.

What is an example of an empathy statement? “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 that must be made. “Leaving a longtime vendor relationship can be tough,” Prater 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-​making process.

"How can I make this process easier for you?” Is that question an example of an empathy statement? Yes. And 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.” Is that phrase another example of an empathy statement? Absolutely. You are acknowledging how the prospect feels. Rarely does the sales process run perfectly smooth. If at any time the prospect feels frustrated, show that you understand by saying so. This will validate his or her feelings, which can go a long way. Then, explain how you will remedy the issue. Prospects will appreciate that you hear and understand them.

Our research shows that 15% of sales reps face challenges with a prospect because they don't trust or know the company. One way you can change that situation is to show empathy for your prospect's situation. And when you take extra time to build a relationship with your prospect, they'll begin to trust you.

Choose the right words and you can have a big impact on the prospect’s buying experience. Stand out from the traditional salesperson by connecting with buyers’ emotions. Before you say anything, ask yourself: Is this an example of an empathy statement? If the answer is yes, you'll have more success in today’s evolving sales world.