Selling with empathy
Everyone has been affected by Covid-19 and lockdown. Some people are worried about job security and spending cash. Others have the cash they’d usually spend on overseas holidays available to spend locally.
To recover from such a major economic downturn, we need to increase our business activity and sales. So, how do we do this while being mindful of the struggles our customers have faced? The last thing we want is to come across as opportunistic or pushy and damage our brand. The answer lies in how well we dial up our empathy.
Empathy is your ability to see things from your customer’s perspective and being prepared to do something about it. Ask them questions to find out what problems they’re facing, then show how your product or service can help solve those problems. This is known as ‘problem-solving selling’.
So, how do we become a problem-solving seller?
- Connect with your customers and show a genuine interest in how they’re going.
- Help them address the problems that your products or services can solve.
- Educate your customers through your marketing channels to show how you can solve these problems.
- Articulate the value of your products or services and share success stories and testimonials.
- Offer low-cost, complimentary, or DIY solutions.
- Provide choices and let customers decide what’s best for them.
- Offer flexible payment options, but don’t become a bank for your customers; you’re also running a business.
A problem-solver seller is empathetic and sensitive to the unique situation of each of their customers, discovering their problems and offering a solution.
It is okay to sell right now, provided your offering is in your customers’ best interests. Ensure you’re being empathetic and solving problems for your customers, only offering what they truly need. Keeping your business going will ultimately help your customers in the long run.
“Stop selling; start helping.” － Zig Ziglar