Is it time to move from "selling with empathy" to "compassionate urgency"?
For three weeks, the idea of “selling with empathy” dominated discussions in sales management circles. That may have shifted late last week, as some sales executives I've talked to are encouraging their prospects to organize, decide and act to save (even grow) their businesses amidst the current economic shutdown.
In other words, despite the health conditions which we largely do not control, it’s time for businesses to decide how they are going to move forward. How they are going to pivot and execute out of this situation. And most importantly, how to prepare for the rebound and return of normal(ish) business conditions.
It's a message and approach that requires a consultative approach, whether you’re a Challenger fan or a Gap Seller or just a fan of leading with value as a trusted advisor. It requires, in some cases, pushing your prospect out of their comfort zone (even if that comfort zone currently is to hunker down).
So if yours is an essential business, if what you offer is key to helping your prospects and customers rebound quickly and successfully, how are you taking that approach to market? Like, right now?
Comments
-
Thanks for sharing @Matt Heinz I've added tags like "coronavirus" and "covid-19" to your post since there we have most followers.
0 -
@Matt Heinz - I love new ideas but I would hardly think that the concept of applying empathetic behaviors in sales, let's say the ability to understand and share the feelings of another. is anything new.
How is this any different from how successful business to business sales people have operated for a decade?
Or is it just someone's new book theme - Empathetic Selling!
0 -
Jan Visser said:
@Matt Heinz - I love new ideas but I would hardly think that the concept of applying empathetic behaviors in sales, let's say the ability to understand and share the feelings of another. is anything new.
How is this any different from how successful business to business sales people have operated for a decade?
Or is it just someone's new book theme - Empathetic Selling!
Unfortunately, the majority of sales approach we see (including right now) are still company-centric. People pitching products instead of customer outcomes. Companies talking about features instead of prospect ROI.
You're right, for successful B2B sellers this doesn't change much. And it's a wake-up call for others to align their storylines with the customer and their needs, both now and moving forward.
0 -
Jan Visser said:
@Matt Heinz - I love new ideas but I would hardly think that the concept of applying empathetic behaviors in sales, let's say the ability to understand and share the feelings of another. is anything new.
How is this any different from how successful business to business sales people have operated for a decade?
Or is it just someone's new book theme - Empathetic Selling!
True, but I think we've been trying to change that since Neil Rackham published SPIN selling in 1988!
One thing is certain - if we don't fix it, Amazon will.
0 -
This is SPOT on. I have advised my clients to build your content, sharpen your pitch, update your digital platform, build some new tools, learn some new skills and mine your CRM. You should be combing through Pipedrive trying to understand the "Wow - we totally missed that" to the "We were so close" and preparing outreach to lost Deals and rekindling relationships. The shock and awe of a an economic pandemic is nothing compared to the growth that is being forecast when the cover comes off. You should be preparing your campaigns, picking your themes, working through offers and looking at accelerated growth because the rebirth is going to be fast and furious.
0
