It’s easy to accept things with which you agree. It’s quite another thing, however, to accept things with which you don’t agree or perhaps are unfamiliar.
You don’t have to agree with your prospects about everything. But, you do have to understand them if you want to accurately analyze their situations and determine if your product or service appropriately addresses their concerns, goals, and problems. If you can suspend your personal judgments and see things as they do, feel things as they feel them, then you will be able to relate to your product or service as they would.
Empathizing with your prospects, seeing things through their eyes, will not only help you understand what is happening, but also help you get a better idea about why it is happening. You will be able to determine if your product or service is a good fit for their situations.
Don’t confuse empathy with sympathy. Empathizing with prospects doesn’t mean automatically “buying in” to their perceptions. It means being able to understand the situations from their points of view. And, if your product or service is a good fit, that understanding will help you position and present your product or service in a manner that will enable the prospects to best relate to it.
So, don’t be afraid to get inside your prospects’ heads and have a look around. What you discover may help you close more sales.