Three Keys To Empathetic Sales Leadership

by Jeff Shore

Empathy is the ability to step into the shoes of another person, aiming to understand their feelings and perspectives, and to use that understanding to guide our actions. Empathy is not about feeling for someone; it’s about feeling with someone. It is feeling what another person feels.

And, since leadership centers on delivering and creating action, it stands to reason that guiding our actions as leaders through a filter of empathy is not only the right way to treat our sales people, but also a more effective form of sales leadership.

Sadly, our culture doesn’t often pair the words “empathic” and “leader” together. We usually expect leaders to issue directives that will accomplish the company’s desired results as quickly as possible and with “failure is not an option” bravado!

Knowing this, the mere suggestion of embracing empathic leadership might sound like a pitch for a weaker form of management–but not so!

Research suggests that people who feel understood and appreciated by their managers actually become more successful and productive.

Before we jump into the three keys to empathetic leadership, I want to invite you to the 2019 Sales Leadership Summit. If you are a sales leader in the real estate industry and you’ve read this far, then this event is for you. Click here to learn more.

Now, here are three keys to mastering empathetic sales leadership:

1) Create Time for Focused Curiosity

Every salesperson is unique, and each has a distinctive mental pattern that drives his or her decisions and behaviors.

Empathy begins with understanding. And the best way to deepen your understanding of your salespeople is developing a genuine interest in their priorities and goals.

Consider taking individual time with each of your sales people (heck, take them to breakfast or lunch!) and asking them the following questions:

• “What is most important to you in your personal life outside of work?”
• “How do you define success right now? How would you like to define success in the future?”
• “What are your financial priorities today? What about the next 3 – 5 years?”
• “Where would you like to grow, or what would you like to accomplish in the next 12 months?”
• “What motivates you? What excites you? What do you dream about?”

Right now, can you honestly say that you fully understand each one of your sales person’s missions? Can you summarize in one sentence why this person gets up and comes into work each day?

Yes? Good for you! No? Time to get curious!

2) Encourage Time Away from Work

Empathic leadership demands a dual focus – it requires an approach that not only considers the health and well being of the company but also the health and well being of the sales professionals that generate revenue for the company.

Time on the job is important; but so is rejuvenation time away from the office.

Do you encourage your sales people to take a much needed break and take care of their personal life? You might find yourself shocked at the ROI of this simple approach to empathic leadership.

3) Treat Failure as a Growth Opportunity

Failure provides a unique opportunity for empathy. Old school leadership responds to failure with disdain, reprimands, disciplinary action, and/or threats leading up to employment termination.

Consider a new paradigm. Use failure as an opportunity for growth; a chance to connect with your salesperson, to assess both the behaviors and attitudes that lead to the failure, and to genuinely ask how they feel about the shortcoming.

Share your own stories about times when you did not succeed and how that made you feel. Empathy builds on empathy. Perhaps when your salespeople fall short on a goal what they really need is compassion and understanding so that they can dust themselves off and get back to work with a positive outlook.

So what is your empathic leadership potential? Are you truly connecting in a meaningful way with your sales people? Empathy is a skill you can cultivate and a habit that you can foster.

Empathy allows you to feel what your sales person is feeling, and that changes everything. So, before you make a character judgment, perhaps it would be wise to assume there is more going on beneath the surface.

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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.