Marketing Mindsets for Success Pt 2

August 28, 2012 — Leave a comment

2. Empathy

 Rejoice with those who rejoice, and weep with those who weep. Romans 12:15

 “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Bonnie Jean Wasmund

Having a genuine empathy for where your prospect is and what they are concerned about is essential for marketing success.

A lack of empathy is the primary cause of unhappy customers. In a customer service survey some interesting statistics came out when asking why customers stopped shopping at a given store. Here is why you lose customers.

1% are lost due to death, 3% move out of the area, 5% change because a friend encourages them to try somewhere else, 9% leave because of price, 14% are lost because of product or service dissatisfaction, and get this, 68% disappear because they perceive you don’t care about them.

You are in business to care about people, especially as a Christian business owner. We are to weep with those who weep and rejoice with those who rejoice.

This attitude will not only profit your business it will spill over into everyday relationships and you’ll find greater joy in living.

Empathy is more than just understanding what someone is trying to say it goes into the arena of feeling their feelings. The dictionary puts it this way; “Identification with and understanding of another’s situation, feelings, and motives.”

 When people feel empathy they will trust you. True empathy will also lead you to give them the best advice and counsel possible even if it costs you a sale.

People are searching for solutions but most people don’t know what they want, they don’t know why they’re feeling the way they feel, and they don’t know all the possibilities. They are silently begging to be led.

 Have you ever been in a buying situation where you feel clueless and frustrated? You’re afraid of being taken advantage of but you don’t have enough knowledge to make a judgment.

Whenever I have to make a technology purchase, a computer, printer, or software I am afraid of being taken advantage of or of making a stupid decision. But if a business owner or sales person will empathize with me (“Identification with and understanding of another’s situation, feelings, and motives.”)  If they can do that then I’m willing to pay more for getting good advice from someone I can trust.

Empathy helps to remove the price barrier. If no one will empathize with me than price is a major buying factor.

As Christian Business Owners we can fill a big gap in the marketplace, by becoming an empathetic and trusted advisors to our clients and customers.

Empathy is laying down your preconceived ideas and thoughts and stepping into the place if the other person. It may require you to humble yourself and admit that maybe you’ve been wrong in your previous conclusions.

The ultimate demonstration of empathy is in the example of Jesus.

“Therefore in all things He had to be made like His brethren, that He might be a merciful and faithful High priest in things…. For in that He Himself has suffered being tempted, He is able to aid those who are tempted.”

 Empathy is the secret ingredient to writing good ads and sales letters. It’s the key to talking face to face with your prospect. You must become sensitive to what your prospect wants, fears, and hopes in order to win their trust.

If you look at the majority of ads out there you’ll see that they are “me” focused. “Look at my company, see how big we are, see how good we are!”

Here are some questions you can ask to get into the mindset of how your customer feels and thinks.

What are their biggest fears?

How do they feel about this (insert the situation)?

What causes them to react in that manner?

What would bring them peace?

Why do they fear in that situation



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