Why Empathy is the New Growth Hacking Sales Strategy in 2020

There’s this one aspect of B2B Sales and Marketing that may not seem so critical but it actually is- It’s Empathy!

This blog discusses the role of empathy in augmenting B2B sales and how human connect is the missing piece that can drive sales in 2020!

In the competitive B2B market, it is crucial to take our heads out from the pile of challenges and shift the focus in changing our approach. It is critical to find the right solution at the right time and this is specifically applicable to the stereotype challenges of B2B sales and marketing industry, when all we are worried about is, numbers.

Leads are important; but if we look at B2B sales in a different way, we could do a lot better than following the most traditional ways in finding solutions to the typical problems.

The Human Connection:

When we talk about shifting our focus to new solutions; we should probably start with the target audience- who it is that we are ultimately catering to- human beings. Yes! We are after all targeting human beings and not machines!

The missing piece might just be the Human Connection!

So the best thing to do, probably, is to go back to analyzing the strategies and you might just find the missing piece-the human connect!

Your audiences can sense your true intentions and hence if you adopt a more human approach to selling; you will most likely win the confidence and trust of your prospect.

Empathy:

There is immense power in empathy!

How many of your sales proposals or quotes talk human? You can truly know the other person’s problem when you know what it is like to be in that problem.

Similarly you can solve somebody’s challenge more effectively when you know what that challenge truly feels like.

Here is a great video by Brené Brown that talks about the importance of empathy and the difference between sympathy and empathy!

Empathy develops out of a genuine connection, by being in the person’s shoes and being able to identify with their problems.  Since people buy from people and people ultimately sell to people; one cannot afford to forget the human connection that is required in sales and marketing.

The B2B space is crowded, noisy and ruthlessly competitive; so an empathetic tone can sure make a lot of positive noise, while it can also clear the mist and help you connect with your audiences’ challenges in more authentic ways.

This gesture can help your target audience connect with you on a level that is beyond sales and that it might just help you to get a loyal customer.

Customer Journey:

Other than establishing a purely human connection; understanding the buyers’ journey is as critical as it is to have the human connection.

With proper knowledge of the customer journey you can take better decisions, implement them at the right time and be able to choose the communication channels wisely.

Also, depending upon the customer journey, you can prioritize opportunities and make the most out of each customer’s buying patterns.

Conclusion:

Having a systematic and comprehensive strategy can allow you to measure the results well, thus helping you to fine tune your strategy further. 

Building your sales and marketing on a more human level can help you connect with your prospects better with great business outputs.

Hence, empathy is the new B2B sales hack and you ought to have it as an integral part of your sales communication and strategy for best outcomes.