Not enough sales producers know the difference between sales empathy skills and sympathy. Sympathy, if overdosed, will kill the abilities needed for closing sales.
Do you know when a good friend or sales producer is pulling your leg? Just examine the statement made, "I know how you feel." False: no one other than you can know exactly how you feel. No two people who develop cancer can feel the same. This is false sympathy, and a quick way to lose confidence in the person making such a saying. You appreciate empathy. If they say, "I do not know exactly how you feel, but I can imagine it must be painful." It illustrates honest concern for your well-being.
Expect to give or receive empathy. You have a mental problem is you constantly desire sympathy. Sympathy for the devil. Empathy for closing insurance sales. Now examine why this fine line is so critical in insurance sales. If you had rich parents that bailed you out of all your financial and emotional problems do you think you would do well at closing insurance sales? No, absolutely not. Your parents would be overwhelmed with believing your sympathy. It must be understood that sales empathy must be incurred on yourself, and in turn, what you must interject into your clients.
The best insurance sales producers need to close the sale for ego reasons. Each time a sale is obtained, it reaffirms your powers and ability. Sufficient self-esteem locks in a human dynamo of wanting to win and needing to make a sale. However, ego by itself is dangerous, as sales producers could end up doing just about anything to close the sale. This is where the skill of empathy and the danger of sympathy inner twine.
Sympathy means you adapt to the way your prospect is feeling. You do not want to join your prospect's feelings, as you are there as a problem solver, not a shoulder to lean on. Sales empathy results in understanding the prospect's feelings, even though you do not feel the same way. Although you understand and are sensitive, you are not part of the prospect's problem. Therefore, you are given the opportunity to back off, and offer advice to what the solution may become. The sympathy displayed by your client exposes a deep need to emotionally fill a gap. To be at maximum effect, you must know how your client feels so you can present the easiest way to ease the pain.
Your prospect's needs, desires, wants, tastes, and the capacity to pay should never be confused with your own situation. However, be a professional evaluator by putting yourself in your clients' shoes. Your skills at sales empathy should be to look at your products and services through his eyes. Your personal preference should not dictate what is chosen to fill his needs. He is not you, if you treat him right, he will return the favor with additional business for years to come.
A sale is made on every life insurance presentation. Your prospect either sells you that he will not or cannot buy, or you make the sale on the basis he can and should buy. Using empathy and not falling for the sympathy crutch is something you will value when not even attempting to make a sale.
