S3 EP1: Lean into Cognitive Empathy For Humanized Sales with Andy Paul
This episode of the Revenue Harvest Podcast with Nigel Green features Andy Paul, sales coach, consultant, host of the Sales Enablement with Andy Paul podcast, and author of Sell Without Selling Out book which was just published recently.
Andy stresses the importance of sales leaders to be intentional in reinforcing positive rather than negative sales practices. This means that frontline managers must be guided that their odds of succeeding are better when they devote time and attention to helping their individual sellers.
For sellers, Andy also says that they must stay in the right situations to ensure that they grow in alignment with their personal values. And in actual selling, Andy explains how cognitive empathy differs from mere sympathy and how practicing this can produce win-win-win situations for the buyer, company, and themselves.
You can connect with Andy in the links below:
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You can also connect with Nigel by visiting the following links:
HIGHLIGHTS
Sellers are losing the human touch of selling
Organization leaders perpetuate negative practices in sales
Stay in situations that align with your values
Ask good questions with cognitive empathy: Hearing versus listening
QUOTES
Andy: "I think what sales leaders should do is start looking at how do I define and design my selling process so that I achieve the win rate I desire and then scale that, as opposed to doing what we're doing today."
Andy: "Just be calm and relaxed. Take the information and hear it, process it, decide, okay, what's the best choice now for what I should say? And it's not like you're waiting for 30 seconds and thinking about it. You're in the flow but you give yourself that extra beat."
Andy: "What I talk about in the book is called cognitive empathy, and it's not just understanding how they feel the way they do. It's understanding why they feel that way with that information."
Andy: "The problem is too many people think well, this prospect fits our ICP and I'm talking to personas, we got these personas nailed. I got this and not thinking this is a unique human being working in a company at their own unique set of concerns about the problems they're facing and the outcomes they want to achieve. I need to be curious about that instead of assuming I know exactly what they're going to say."
