Frequently a significant contributor in a service-oriented sales role" (Weitzul 1993:49). This characterization of the necessary qualities for successful salespeople is very different from the traditional persona of salespeople who, especially in prior generations, often maintained an Aggressive-Compulsive behavioural style that is normally defined as a personality type that relies on a domineering approach lacking in sensitivity and empathy, who may be a better technical sales person than a more interpersonal sales person (Weitzul 1993:139).
Ultimately, empathy is now recognized as a crucial element of successful and effective sales techniques. Ideally, empathy expressed by salespeople should be established quickly and clearly as early as possible in the sales pitch; preferably, it should be incorporated into the introductory sentence or two of the initial exchange between salespeople and their customers. Whereas dynamic and hard-hitting sales pitches were considered effective in previous eras when consumers were less accustomed to persuasive sales rhetoric, modern sales negations should be much more focused on expressions of empathy and indications from salespeople that they genuinely understand and care about the needs of customers.
References
Abelson, R.P., K.P. Frey, et al. (2004). Experiments with People: Revelations from Social Psychology. Mahwah, NJ, Lawrence Erlbaum Associates.
Baumann, Chris, Suzan Burton, and Gregory Elliott. 2007....
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