How To: Empathy Selling: How Do The Other Guy’s Shoes Fit?


Empathy selling and marketing have one common thread—they both rely on the marketer or business development professional to put himself in the prospect’s shoes. So, how do they fit? Empathy selling only works when it’s delivered like some fine hand-tooled, custom made shoes. If you attempt to plan a presentation or close by sitting in the other person’s chair, you’re on the right track.

However, if your delivery is obvious, canned or presented in an insincere manner, your prospect will shrink like a cheap tee shirt. Everyone with a pulse has a certain ‘ESPN’ that detects a ‘suck up’ or ‘snake oil salesman’. So, merely taking your cues from an empathetic viewpoint is only half the battle.

Recognition of the other guy’s point of view is integral, but this is merely the starting point in getting a win for the good guys (you). You must develop your presentation in an honest and passionate way, stressing HIS desired outcome and win as if it were your own. (This should be easy, because it IS your desired outcome, as well!)

Your presentation should feel as good rolling off your tongue as that old pair of sneakers you’ve got at home that are still your favorites, or like a warm, cushy pair of slippers on a cold night. Only when you can present your case in that comfortable a manner will you have achieved your end--true empathy selling mastery.




1. Introduction, Empathy Selling
2. Adjustments
3. Break down the transaction
4. Focus Power, Daniel-san!
5. Sell an Asteroid to Captain Kirk
6. Can’t build a bridge? Build a pipeline--Can’t tear down a wall? Build a ramp.
7. Employ Empathy Marketing for Biz Dev
8. Empathy Selling, Mastery is Transparency
9. Empathy Selling, Stir of Echoes
10. Empathy Selling – Why Empathy Works?
11. Empathy Selling: How Do The Other Guy’s Shoes Fit?