This #1 Sales Skill You're Probably Missing in Your Business

In the cutthroat world of tech, where innovation happens at lightning speed and competition is fierce, it's easy to get caught up in the relentless pursuit of growth. Amidst this hustle, we often overlook a fundamental aspect of business success: the power of empathy and humility.

Imagine yourself on the receiving end of a sales pitch.

  • How do you feel when a salesperson bombards you with product features and pricing without taking the time to understand your needs?

  • Do you connect with someone who genuinely listens to your challenges and offers personalized solutions?

The answer is obvious

Empathy and humility are the cornerstones of building genuine relationships with your customers. By putting yourself in their shoes, understanding their pain points, and approaching them with a humble attitude, you're not just selling a product; you're building trust and fostering loyalty.


  • Problem: Are your sales conversations falling flat?

  • Impact on your business: Without empathy and humility, your sales team misses out on the key to building genuine customer relationships and driving sustainable growth.

  • Consequences for your business: By cultivating empathy and humility in your sales approach, you can transform your sales conversations and achieve remarkable results.


Are you losing customers due to poor sales interactions?

A lack of empathy and humility in your sales approach is driving customers away, hindering growth, and damaging your brand reputation.

Without empathy and humility, your sales team is failing to build genuine relationships, leading to missed opportunities, decreased customer satisfaction, and a tarnished brand image.

Let me give you some examples for your different departments:

  1. Imagine a salesperson pitching a software solution to a potential customer. Instead of actively listening to the customer's needs and challenges, the salesperson launches into a lengthy product presentation, highlighting features and pricing without addressing the customer's specific pain points.

  2. In another scenario, a customer approaches a salesperson with a technical issue. The salesperson, lacking empathy, dismisses the customer's concerns, suggesting they refer to the manual or seek online support. This dismissive attitude leaves the customer feeling frustrated and undervalued.

These examples illustrate how a lack of empathy and humility can negatively impact sales interactions. Customers are discerning; they can sense when a salesperson is solely focused on making a sale rather than genuinely understanding their needs.

Negative Impacts on All Aspects of the Business:

  1. Lost Revenue and Missed Opportunities 

  2. Decreased Customer Satisfaction

  3. Tarnished Brand Image

  4. Employee Disengagement

Remember, empathy and humility aren't just buzzwords; they're the driving forces behind authentic customer relationships and enduring business success.

But before we dive into that, let's have a little fun with a quick quiz to test your knowledge


Q: Which of the following best describes the role of empathy and humility in B2B sales?

A). Differentiating your brand in a competitive market
B). Overcoming objections and closing deals
C). Establishing deeper connections with customers
D). Focusing on product features and pricing

👉 Take a moment to ponder your answer, and I'll reveal the correct choice later in this newsletter.


Now that we've unveiled the dark clouds looming over your business, it's time to take action to cultivate empathy and humility in your sales approach.

SOLUTION 1: Active Listening

Practice active listening, giving your customers your undivided attention, and absorbing their concerns without judgment.

Example: During a sales call with a potential customer, instead of rushing into your pitch, actively listen to their challenges and pain points. Ask clarifying questions to gain a deeper understanding of their needs. Use phrases like "I understand your frustration with..." or "It sounds like you're facing..." to demonstrate empathy.

SOLUTION 2: Understand Their Perspective

Step into your customers' shoes and try to see their challenges from their point of view. This will help you tailor your solutions effectively.

Example: Before proposing a solution, put yourself in the customer's shoes. Consider their industry, business model, and unique challenges. Research their company and industry trends to gain a broader perspective. This will help you tailor your solution to their specific needs.

SOLUTION 3: Acknowledge and Validate Their Emotions

Recognize and validate their feelings, demonstrating that you genuinely care about their perspective.

Example: If a customer expresses frustration or concern, acknowledge their feelings and show that you understand their perspective. Use phrases like "I can see how this is a major issue for you" or "I appreciate you bringing this to my attention." This will build trust and rapport.

SOLUTION 4: Approach Interactions with Humility

Be humble and acknowledge that you don't have all the answers. Seek their input and show a willingness to learn from them.

Example: Be open to admitting that you don't have all the answers. If a customer raises a question you can't immediately address, admit it and say, "I'll need to research that further, but I'll get back to you with a solution as soon as possible." This demonstrates humility and respect for their expertise.

SOLUTION 5: Focus on Problem-Solving, Not Selling

Shift your focus from pushing products to solving their problems. Become a trusted advisor, not just a salesperson.

Example: Instead of focusing on pushing your product features, approach interactions with a consultative mindset. Ask questions about their processes, challenges, and goals. Use your expertise to identify areas where your solution can genuinely add value and solve their problems.


Empathy and humility are not just soft skills but strategic assets in the business world. By embracing these qualities, you can cultivate meaningful customer relationships, enhance your brand reputation, and drive sustainable growth for your tech agency.

Remember, when you show empathy and humility to your customers, you don't have to sell anything; they'll want to buy from you.

PS: Let's tackle these challenges together and build a business that stands the test of time. Reach out to me if you need expert help 😀 


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C). Establishing deeper connections with customers

De🧞‍♂️Your wish is my command

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That's a wrap for today's newsletter! Keep pushing boundaries and making waves in the tech world. Until next time, stay agile and thrive

Thanks for reading.

Until next time

P.S. Don't hesitate to reach out if you have any questions or need more guidance. I’m here to help 👊