Sales Leadership Insight

How to Show Empathy in Sales During COVID-19

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How to Show Empathy in Sales During COVID-19

Everyone’s talking about selling with empathy right now, but truth be told I’m not seeing it executed extremely well. Here are some quick tips I’ve pulled from our Expert Listening and Questioning courses to help.

Make sure you check out a REAL example of empathy in sales here.

Quick note: If you’re not seeing activity from your team right now, you have a training gap. They may know what you want, but feel uncomfortable in doing it. Talk with them 1:1 and do a training session on what you want, how it sounds, and help them practice to build confidence.

Empathy in sales works wonders when we’re evoking a true connection with our client or prospect. That means by the end of the conversation, we understand where they are AND how they are feeling about it. We won’t get that with just one question.

Just like how “normal pitches” are especially gross right now, “rote empathy” is too. Rote empathy is the single question before the pitch or sales process. It likely doesn’t include a follow-up question and may even skip waiting for an answer. Some examples I’ve received in the past week:

“Hi LB, trust all is fine with you in these crazy times. I’m writing to tell you about…”

“Hi LB, is all OK with you and yours?” Glad to hear it, I’m calling because…”

“Hi LB. How are you? It’s the new normal! Tell me, what is your team doing about…”

True empathetic selling comes from showing the speaker we care about them and their answers enough to dig another level or two deeper, internalize the answer, and then share in return. Try follow-up questions like:

“So, how are you coping this week?”

“How has your reaction changed over the past few weeks?”

“Tell me more about how your team is adapting”

“What are you and your colleagues focused on most during this crisis?”

“Describe the impact on your business. Your team. Your life.”

“What’s it like working from home?” “Are you also managing little ones or homeschooling?”

Listen to a call recording example here.

Even as I type these examples, it’s nearly impossible not to type 4 questions on each line as my second, third, fourth question. Empathy is in the follow-up. 

Try this rule of thumb: Ask until you get something you can connect to. If you’re getting surface-level answers, ask about what’s been great or what’s been the toughest. Then be ready to share your own experience. Empathetic connection is a two-way street.

Remember, empathy is about being able to see life from the speaker’s point of view. It’s a walk in their shoes. Sympathy is feeling sorry for them, empathy is understanding and dare-say connecting with them.

Great empathetic exchanges follow questions with statements. “Catching phrases” that show you heard and even understand.

“That sounds like a real challenge.”

“You seem so resilient.”

“That must be hard.”

“I’d feel so frustrated in your shoes.”

It’s an active listening technique that builds some feeling into your response. Conversely, sympathy is more like:

“I’m so sorry for your struggles.”

“I’m really feeling for you right now.”

A business colleague only wants sympathy if they’ve lost a loved one, folks. Don’t feel sorry for them, try to understand how they are feeling and let them know you heard it.

Empathetic selling is also about timing. Right now we need to slow the sales cycle. If you normally got 10 pieces of information, a follow-up meeting, and a quote on call one, set that goal for call three or four. Let’s all agree to make call one about understanding and building empathy. Then let’s shoot for understanding their situation and challenges today. Not only will this prevent you from being in the “rote empathy” bucket, it will help show you the path to sell your solution – be it immediate or down the road.

Leaders, two last pieces of advice:

Dig into this with your teams. Invest in some training to build these skills so you’re not hurting your brand and future pipeline. (Need some help with this? We’ve added new courses to The Sales Bar focused on empathy and selling during COVID-19. Click here to request info.)

Secondly, take a look at changing some call goals with your teams. It could be your pressure that’s helping the team come off as insensitive right now.


Want to hear a REAL example of using empathy in sales?
Fill out the form below to access the call recording. 


Tips for Successful Sales Rep Onboarding

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Tips for Successful Sales Rep Onboarding

When I was in corporate America leading training organizations, my “white whale” was onboarding. I built programs, I improved programs, I chased the ever-elusive perfect new hire training experience. Pretty dorky, I guess. But MAN what a challenge.

I measured success by ramp time. Even that requires a special report of rep success by hiring cohorts (go ask for this now, it takes a while to build). And like the old game show “Name that Tune,” I challenged myself to get each group to quota in slightly fewer weeks.

I found great success, usually to the tune of about 50-100% decrease in unproductive time – or twice as fast to quota. I did it for an outsourced IBM hardware program hiring hundreds/year, for international launches of virtual SAP teams selling software, and even for small groups of reps selling waste management services (yes, I can tell you a lot about dumpsters now).

There are many keys to success – it’s a complex animal, isn’t it? Here are a few of my favorites:

  1. Institute rigor. Most trainers and reps approach new hire training as a break time. Reps get lazy and trainers “fill time.” Instead, think of the final 2-3-week step of the job interview. I’m talking daily tests, on-time starts, and class stack-rankings. It fosters an achievement culture.
  2. Self-guidance speeds learning over hand-holding. When onboarding a remote team, the go-to move is hours of Zoom calls with experts spewing data (sadly, this is called “teaching.”). Instead, put your newbies in charge of finding information, drawing conclusions, and completing tasks. You can use recordings of past “training” + your intranet and website to complete a quiz that invites decisions or conclusions and mirrors what the customer may ask. For example, after listening to your product person give the history of your solution set, they answer questions about product features of the most recent product and how it’s different from your competitor’s solution.
  3. Include all key areas. Most programs go heavy on systems and products. But that is a fraction of the picture. Reps and Managers need knowledge and skills in:
    1. Business, industry, & customer acumen: this gives us conversation confidence
    2. Sales skills. Even if you hired for experience, they’ll need to flex new muscles with your services in your industry in your sales motion (e.g. the online demo, virtual selling vs. face-to-face presentations) This is the easiest to outsource.
    3. Process. Remember Schoolhouse Rock? How a Bill Becomes a Law? Reps and especially managers need to know how a prospect becomes a renewal – the steps and departments and people involved in the business of your business.
    4. Product. Make this better by teaching them how to SELL it, not it’s full history.
    5. Systems. Make this better with scavenger hunts and timed drills. Can they talk and order entry and multi-task at once? It’s a key success factor.
  4. Just in time training. Resist the temptation to deliver training for the whole job upfront. They’ll only retain about 10% of what they don’t apply immediately. And frankly, you’ll scare them more than you’ll help them. Focus onboarding on what they need their first month on the job. Drill it to build confidence and let them loose. They’ll come back for the rest. Confidence is the name of the game for new reps, so let them graduate not knowing what they don’t know.
  5. Synthesis. Now that you know the five categories, mix them up and drive scenarios where they use them together. The key is to mimic the job. Have them use the CRM to look up customer data, in a sales role-play where the customer is talking about a product. You know, a typical call. Bonus: have them play along while listening to real recorded calls. Tip: if you’re assigning a single-thread task, re-think how to add a layer or how to add an assignment and/or rigor to it. Don’t just attend a session, write a report, create a video, answer ten questions. You get it.
  6. Application. Remember, the goal isn’t a perfect quiz score, the goal should be a well-executed call. What we know and what we can do under pressure are different. Consider using a call coaching or QA form as your final test and have their manager play the customer and give them their grade.
  7. Voice of the customer is key. Use recorded calls, case studies, even joint interviews of customers to get a feel for your ICP and why they chose you. Recorded calls are my favorite. Play the pause game where you listen to a sales call and pause every 5-10 seconds. Ask, “What is the customer thinking” and “What would you do next?” It’s the best way to get reps into the mind of the customer – making them better sellers.
  8. Keep managers at about 20%. Here’s a double-edged sword. YES, we want managers involved in new hire training but they SHOULD. NOT. OWN. IT. Your managers are the busiest people in your company and by putting new hire onboarding on their plate, you’re asking that the rest of their team receive no more coaching. Managers should do a daily check-in, a few role-play tests, and expectation-setting meetings. Hire a trainer or a coach to manage the rest. Training is a professional skill and done right will triple the retention of your trainees.

BONUS: Get on the phones as soon as possible! Find the low-probability deals, the lost accounts, or data-cleansing lead projects to get reps outbounding and talking to prospects ASAP. They’ll learn more from their mistakes, they’ll find their fail points and fears and be able to address them.

Is training part of your sales rep onboarding plan? It should be!

Download our Overview Brochure to learn more about our virtual and inside sales training programs for both sales reps and sales managers.


Why You Should Focus on Virtual Sales Training When You’re Not Selling

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Why You Should Focus on Virtual Sales Training When You’re Not Selling

I’ve loved hearing about leaders using this time of unreturned calls and stalled deals to sharpen the saw with their teams. Sure we’re all apprehensive, but so much is out of our control. These leading-from-the-front heads of sales are looking at their to-do list saying, “NOW I have the time I’ve been craving. What can we finally get to doing?”

Cleaning out the pipeline?

Managing dupes and updating CRM?

Building case studies?

(And my favorite) Train the team!

We so seldom come off the game field to the practice field, but I invite you all to join me here in the coming weeks.  

Now, how do you do it?

The goal here is team engagement, team learning, improvement, and team bonding. That means sending them a link to a (mostly) sales pitch webinar isn’t going to cut it. “Click, yawn, take the quiz, take it again” eLearning isn’t either. Don’t phone it in or give them housecleaning learning (you’ll finally pass the HR required learning!). Use this time to bond. Inspire. And practice for when it’s game time!

We’ve been training virtually for a few years now and we’ve learned a lot about what works.  Top tips:

Pick a topic and do it together.

Everyone attends. Meet fifteen minutes early and set expectations/goals for the training (what do you want to get out of it and why?)  Open a private chat channel during the training if it isn’t interactive. Then meet for 30 minutes after to collect best practices and insights. Even better, set goals for how we’ll try and apply the new goods in the coming weeks. Want an A+?  Issue a challenge (best-recorded call sent to me, cleanest pipe by Friday, best case study) and a contest!

Find interactive training. 

Most content houses and webinars are sadly one-way (and a little snoozy). Harsh but fair. Good training is interactive, short, fun and easy to apply to your job. Even online. When I set out to move Factor 8’s content online, I vowed never to have five slides go by without some sort of engagement (sort it, pick it, classify it, choose it). We used real calls and gave script samples for every class.  There should be activities to help apply on the job and a forum to share best practices (we call these Happy Hours). See what’s available to you from your company and associations, but preview first so you aren’t torturing the team instead of building them.

Blend team and on-your-own training.  

If you don’t have access to good virtual training, try a book club. Assign some reading on their own and have each person lead a discussion / chapter or section.  During the discussion be sure to cover how to apply concepts to your company/product/customers, give examples, and then an activity to go and do it. The best part of training is the application portion.  Leaders own this.

Talk about it.

Make sure your team knows your intent and strategy here.  Use the sports and playing field analogy if it helps, but resist the temptation to just assign and micromanage.  Each of my recommendations includes team discussion and sharing for a reason. Working together to build the best messaging and sharing wins along the way will bring you all together and make life much more fun.

If you don’t have access to good eLearning, Factor 8 wants to share a free class in The Sales Bar for you and your team. We know that now more than ever, you need training for your team. Interested? Email “I need training!” to info@factor8.com and we’ll hook you up. Or, hit me up directly if you have a special circumstance at lb@factor8.com

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the tooth fairy has covid 19

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Tooth Fairy Has COVID-19

Last week the tooth fairy didn’t come to my house due to the Coronavirus.  Hey, if a tiger can get it, so can a fairy. Frankly, I’m a bit worried about the Easter Bunny.  Really:

EPIC.  MOM. FAIL.  

Me:  Boy honey, I’m not sure why she didn’t come. (aw, crap!)  What do you think could have happened? (Classic facilitation technique)

Cameron: Well, maybe she got coronavirus?

Me (to self): (Why didn’t I think of that!?  Brilliant!)

Cameron: Yeah, fairies are REALLY old.

And then it was done.  And I let myself and my husband off the hook.  And looks like she got out of quarantine the very next day.

A few more fails to admit to (because if you’re reading this you may need them too):

  1. I never figured out the online school portal. I got into one, got lost, got locked out, went to paper packets by week two. Totally missed “ATI testing” (what is this?)
  2. I’ve consumed more bottles of wine in the past 3 weeks than in the past 3 months.
  3. I’m no longer cooking healthy interesting meals.  If the kids want hot dogs, the family eats hot dogs.

So now that I’ve established myself as COMPLETELY credible, here are some things I am doing that are helping:

  1. I’m getting up before they do so I can have a peaceful walk.  I’m not good at meditating but I’m great at BASKING. What a beautiful tree, bird, bush, facemask…you get it.  I’m a better human this way (and it lasts until about 1pm.)
  2. I’ve scheduled at least 2 hours into every day for mom/kid time.  I’m not trying to “sneak away” from either one and feeling like a failure at both. Focused time is better for everyone.. but especially me.
  3. I’ve canceled pipeline meetings and instead I’m asking my team to tell me about what they’re learning.  Redefining wins helps us all feel like winners.
  4. The entire team is value-hunting. What can we do to help our clients, our community, our pipeline?  We’re doing it with a fervor that actually outpaces how we approached sales. I’m proud of that.
  5. I’m researching degrees in Fortnight (kidding). Kids (2nd, 3rd grade) are easily spending 6 hours/day on iPads and I’m just letting that be OK. They’re learning teamwork, right?
  6. I’m paying for good behavior. We use a chore point system (sales leaders, you’d love my bonus and SPIFF plan).  They get an extra point at the end of the day when there is no fighting, fussing, or parental nagging required.
  7. I’m paying for chores. Before Covid, I had a housekeeper who helped me run the house while I ran two businesses. Nope, it turns out it’s NOT humanly possible to do it all. So now I pay my kids. Laundry – check. Vacuuming – check. Dishes, Dogs, Dusting, floors, and toilets! It takes longer the first time, and then it’s gold. They’re earning $15 – 20 / week and I’m adding structure, life skills, and sanitization to us all.  
  8. I’ve added more team meetings and made more 1:1 phone calls to check on people. Video happy hours are gold and we figured out how to play virtual cards against humanity one night (that’s because I am the HR department…maybe start with pictionary).
  9. I’ve communicated clearly our intent to keep jobs, cut expenses, add programs and do all we can to thrive with the team. Including my own pay cut.
  10. This one is most important. I’ve stayed positive. I’ve refused to watch the news or engage in doomsday conversations. I get plenty of what I need to know second-hand, but we are all in charge of our own mood, attitude, and outlook.  Surround yourself with fear and negativity, and put out more fear and negativity. I adamantly believe that… 

The worst thing we can allow right now is fear.

OK, I’m taking a bonus tip to express gratitude. The number one way I’ve maintained some balance and normalcy is due to the help of my amazing husband. I’ve always felt blessed to have such a true partner in life and home, but I’m so wonderfully blessed right now. Where I’ve failed this month he’s stepped up. I feed and wash the kids, he teaches. I cover mornings, he has afternoons. And when I celebrated my 46th birthday this weekend in lockdown, he found a way to make it incredible all the same. Not all of us are as lucky to have someone to help us through the crazy. I’m blessed. Thank you, Steve Sharr.

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Is it time for training?

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Is It Time For Sales Training?

Should we be doing more or less sales training right now?

Let’s talk about why some companies are doubling down on training right now (and some aren’t).

We’re all in brand new situations today, but our companies, our people, and ourselves are affected differently.  Some of us are:

  1. Facing layoffs and massive business downturns
  2. Ramping up amidst high demand
  3. Slowing down but staying the course

And many of us are moving between these three as situations change daily and we plan for the best (and the worst).  At Factor 8, we’re seeing some companies decide it’s time for more sales training and others are pausing. Here’s why:

Most of what we’re hearing is #3 – we’ve slowed down. Smart leaders here are focusing the teams on what is in our control and on positive production.  It may NOT mean calling the list/book for the fourth time. It might mean writing case studies, cleaning out the pipeline, and spending time developing the team.  

Not only are there some obvious team development needs right now, but we’re seeing some companies push beyond “WFH” topics to really improving call quality and efficiencies in preparation for the turnaround.  Some no-brainer topics to consider starting with are:

Sales Managers:

  1. Remote management – our front line managers may have it toughest right now
  2. Remote call coaching – now is the time to better engage through coaching
  3. Essential meetings – they can’t be ad-hoc anymore
  4. Developing your team – do’s and don’ts of team development
  5. Pipeline fundamentals – hey, we’re cleaning out the garage at home…you get it

Sales Reps:

  1. Weaving empathy into messaging – we all wish every vendor was teaching this! 😉
  2. Voicemails that get returned – now’s the time to leave better messages
  3. Conducting remote meetings – enough said
  4. Engaging customers – ditching the script and getting human
  5. Pipeline fundamentals – yup.

What gets me excited are companies that are digging in even further.  Working with teams on how to attack their books and leads when we’re back online.  Capturing new decision makers, getting strategic, practicing messaging for their introductions, writing better questions, using stories, overcoming objections, asking for referrals…you get the idea.  The blocking and tackling needs we all have skill gaps in but never have time to address.

Here’s the strange but apt analogy.  Factor 8 does training inside women’s prisons for the hundred of women doing outsourced calls on behalf of clients who hire Televerde. Really amazing program that meets a business need while changing lives. In talking with these women we’ve learned that the women who make it when they are out are the ones who spend their time inside preparing for the outside. School, studying, physical and mental fitness. Quarantine is starting to feel a little like the inside, right?

Like sports, when we’re off the game field, we go straight to the practice field.  Are college basketball teams all sitting on the couch right now because playoffs were canceled?  Hell no. They’re doing drills. They’re staying fit. They’re doing all they can to come back stronger and their coaches are doing all they can to keep the team operating as a team and spirits high.

Leaders!  Get your teams off the couch and focused on sales drills!  Let’s prepare for the comeback and stay positively focused!!

OK, now the other side.  We’re NOT training teams right now if:

  • We’re planning layoffs or cutbacks 
  • Leadership is still heads-down on the transition (connectivity, remote management, etc.)
  • We don’t have a rally strategy to get behind yet
  • All budgets are frozen and time is allocated in bridging the situation

All valid reasons my friends.  But if you’re swamped, I invite you to investigate ways your team can still rally and drill without you.  Delegate to a hopeful team lead. There are free resources, self-study, and programs available (we’ve offered shorter terms, discounts, and delayed payments at Factor 8).  Employees stick with leaders and companies that help them develop, and now may be a critical time to engage our people (and may also offer us more time to do so).

And if you’re ramping up, it’s tempting to get them a log-on or a script, but I hope that you too will find time eventually to train these folks if you want to keep them.  This rapid-ramp model works for a short period only. Can you weave in a schedule where they’re on the phones for a few weeks and then digging into skills training? Your customer experience and your employee retention numbers will thank you.  

If you’re using the free webinars and resources on the web, check out my next post to help you get more out of these and better engage your team during training.  And if you wish you had access to awesome sales and manager skill drills but your budget is frozen, we’ve got your back with assistance programs. Let us know you want to learn more and we’ll show you in a no-pressure meeting (info@factor 8.com). 

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