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Mike Lieberman, CEO and Chief Revenue ScientistTue, Nov 7, 2017 4 min read

Why Empathy Should Be at the Centre of Your Marketing and Sales Strategy

{}Let’s face it: Empathy is pretty vital in different types of relationships and in several aspects of life. We don’t often associate empathy with anything sales or marketing related, though.

With all the jargon in sales or business talk, the topic of empathy doesn’t always come up. However, it is very important for business professionals to ensure empathy is present when building a marketing and sales strategy.

Sales people are often shrouded in an unfavourable light due to inaccurate ideas of their sales tactics. In the past, sales people were often thought to be full of empty promises in order to make a certain number of sales. Now, buyers don’t easily trust sellers. Customers like to be assured the sales people they work with care about their unique needs and want to find solutions to solve their challenges.  

If you’re finding that you’re unable to engage customers, use empathy when trying to appeal to them.

Getting over the Initial Mistrust

Sales reps and marketers need to constantly think of new and creative strategies to attract customers and close deals. For customers, there may be a tinge of skepticism or mistrust while being persuaded to make a purchase. People are often bombarded with sales and marketing campaigns online and this can be overwhelming.

Gaining the trust of a customer is not always so simple; it is doable, however.

Confusing Empathy with Charm

Maybe you’re very friendly and charismatic. Buyers like you!

You shouldn’t confuse this with empathy.

Although charm stands out for one moment, it is not always what will bring customers back. People don’t want to be talked at by pushy sales people. They want the friendly face but one that genuinely listens and cares to hear their thoughts. This is what will retain customers.

Knowing What Empathy Is

Having empathy does not simply mean listening to your customer. It’s about inferring what the customer seeks from what was and wasn’t stated.

Customers want to know how your product or service can add value to their daily lives. Don’t just sell for the sake of selling. Instead, listen to your customers to determine their needs, and then show them how your product or service can make a difference in their lives.

Knowing If You Have Enough Empathy

Not sure if you’re empathetic enough?

If you find that you talk a lot during meetings, try to listen more instead. Be cognizant of your body language while listening to a customer: moving a lot and not making eye contact can be indicators of restlessness and does not come off well to the buyer. While engaging a customer, try to find something in common and use that as a base to expand on shared ideas.

Putting Customers First

Pay attention to the needs of your customers and work to bring them the solutions they seek.  

People like to know their problems are understood, resulting in a higher interest in the solutions you have to offer them. Demonstrate that solving your customer’s challenges is more important than closing a deal.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.