The Art of Empathetic Selling
Posted on December 07, 2009 in Featured-writers
by Heather Rooney
Empathy Defined: The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner. (www.merriam-webster.com)
I have always believed that empathy is at the heart of successful businesses. Believing in the circle of business and life - what goes around comes around - empathy is often the x-factor that moves businesses into unprecedented territory. When combined with strategy, innovation and flawless tactical plan execution, empathy adds the essential elements of humanity, humility and heart. Whether people consciously recognize it or not, we all resonate with those people and companies that exude empathy in their interactions. Sometimes we call it excellent "customer service," when in reality, we are experiencing the joyful impact of an empathetic interaction. Whether the interaction is with a concierge, sales person, nurse, flight attendant, or any other person, we feel a sense of understanding and warmth from people that approach their jobs and lives from a place of empathy.
In home care and hospice, we speak a great deal about the importance of compassion. As we deliver direct care - nursing, aides, therapy, and more - we recognize the importance of doing so with empathy and kindness.
Beyond direct care, however, some have lost sight of the importance of empathy in other aspects of the business - particularly in sales and marketing. This is especially true as our industry becomes more competitive with new business pressures and financial challenges. It is easy to understand how it happens...An agency's hospice referrals start to decline, pressure is applied to the sales team, and marketers head out into the field to increase admissions with a mindset geared toward "closing, closing, closing!" In fact, I am reminded of the famous quote from Glen Gary Glenn Ross, "Remember your ABCs - Always Be Closing!"
While closing is absolutely essential (and believe me, a MAJOR focus of my coaching program), the most successful sales people temper their innate commitment to the "hunt" with empathy in every interaction. When prospecting, persuading, and networking, these top notch sales professionals possess a genuine desire to be of service. They are focused on the needs and interests of their audience, and they authentically work to provide win/win solutions. Thus, while traditional sales skills are absolutely essential (managing to metrics, prospecting, accountability, closing, elevator pitches, and on and on...), empathy is the x-factor that turns good sales people into people that produce consistently exceptional results.
A term coined by H2 Marketing, Empathetic SellingTM is at the core of all successful sales cultures and individual sales professionals. The H2 Marketing definition of Empathetic Selling is as follows: The practice of genuinely seeking to understand the target audience through direct communication and subtle cues in an effort to meet their needs while producing a desired result.
Note that empathy must be genuine. And, "seeking to understand" is an approach, not a thing that you do. Ultimately, you are either oriented toward understanding/empathy or not, and your audiences will be able to quickly determine whether you are being authentic in your interactions. Just like the line in Jerry McGuire... "Dogs and bees can smell fear." The same is true among your referral sources when it comes to being genuine - you are either sincere or you aren't, it's that simple.
For some, empathy comes naturally; for others, it must be learned. Either way, it is worthwhile to ensure that home care sales professionals learn the art of empathetic selling. If you do, you will find that your team becomes easier to manage, your referral sources happier, and your results unprecedented.
Copyright © 2009-2010 H2 Marketing. All rights reserved.
Heather Rooney is the President of H2 Marketing, one of the country's leading providers of home care sales, marketing and strategic planning consultation. An expert growth strategist, Heather empowers businesses to define and achieve their unique objectives through innovative approaches to sales, marketing and business development. Heather is a nationally respected home care consultant with a diverse clientele across industry vendors, trade associations, fellow consultants, home health agencies, hospices, and private duty businesses. Having been a member of the home care community for nearly 10 years, Heather is also a member of the esteemed Board of Directors for the Community Health Accreditation Program. With 15+ years of marketing experience, Heather recently won Entrepreneur of the Year by the Stevie Awards for Women in Business, beating out more than 1200 business owners from all industries nationwide.
For more Heather Rooney visit H2 Marketing at www.h2-marketing.com.
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