The worst thing about being a salesperson
You know what's the worst thing about being a salesperson?
It's not being rejected by people who don't believe in your product. It's also not having to deal with seemingly impossible deadlines and sales targets.
The worst thing about being a salesperson is missing out on important information that could help you sell more products and services, because you're just too busy trying to close deals and make money.
You know your customers and their problems better than anyone. But do you know what it's like to be them?
I'm here to tell you that empathy is a critical key to success. Empathy allows you to connect with your customers on a deeper level, which helps you understand their needs better. When you have empathy for your customer's situation, they'll feel it, and appreciate it—and be more likely to buy from you.
Make sure you're listening to your customers. Really listening. Ask them what their greatest challenges are and listen enthusiastically as they tell you how they feel about the situation. You should also be unafraid to ask them what you or your organization can do better for them.
It's easy to get caught up in the day-to-day operations of business and lose sight of what your customers want, and the unspoken needs behind the questions they’re asking. But if you're not constantly asking yourself how you can improve their experience with your brand, then you're doing a disservice to both yourself and the people who depend on your product or service for their livelihoods.
Once you have that information, develop empathy for your customers by putting yourself in their shoes and asking what would motivate you if you were in their position. Then come up with a plan of action based on what they've told you.
But don’t stop there.
Your customer's customers are real people too (even if they aren't directly interacting with your brand). And some of those people might even be using your product or service without knowing it. So take the time to know who those people are, as well. Ask your customer who their main customers are and what they're trying to accomplish with them.
And then, bring that information back to home base. Talk with your product marketing team, who can help develop messages that connect your customer’s goals with your product’s features.
Product marketers sit at the crossroads of key business functions—sales, product management, and marketing—and must know more about the product than anyone else. They also have to tell product stories in a way that makes it easy for the market to understand that their product or service can deliver the outcome that they need. And they have to know the sales process well enough to keep improving how they position their products to make more people want them.
As a salesperson, your input and partnership with product marketing is crucial.
Here are some questions to ask yourself to gauge your level of empathy and whether you’re meeting your customer’s needs:
Do I have a thorough knowledge of my customer’s product, company and industry?
Do I read trade publications from my customer’s industry to understand the forces shaping their strategies?
Do I understand my customer’s target market?
Do the rest of the people in my company know what my customer’s needs, goals and aspirations are?
Do I ask my customer, “Is there anything I’m not doing that I should be doing?”