More Empathy Means Greater Rapport Means Increased Profits

One of the biggest breakthroughs I’ve ever made personally happened a few years ago when I came to the realization that the problems and challenges I think are unique to me, are actually quite commonplace and are things experienced by more people than we’ll ever know.

It’s a realization that’s really helped me feel much more comfortable in my own skin because it’s removed a lot of the stigmas we normally associate with problems, challenges, or issues we deal with in life. Now, I’m still not completely free from any inhibitions that might hold me back, but I’ve at least arrived at a point where I understand that any perceived obstacles I see are typically only there because I’ve put them there.

Well, one of my favorite marketing people, a guy by the name of Rich Schefren, started a discussion on his blog this week about this idea that the problems we think are unique to us are actually much more commonplace and general than we think.  As a result, we’re really not as alone as we might think we are, which goes back to the reasons why I personally feel much more comfortable in my own skin.

Rich also touches on the idea that with this little known fact, we  as marketers and business owners have an opportunity to really build some solid (i.e., profitable) relationships with our prospects and customers.

You see, secretly, deep down we all want to be understood. We want to know that there’s someone out there that feels the pain, frustrations, and fears that we do.  As result, when we look for answers to this pain, these fears, and these frustrations we’re typically looking for someone that can relate to what we’re feeling.

Now, chances are you can relate because you yourself have experienced the same pain, the same frustrations, or the same fears.  However, somewhere between our personal understanding of the issue and the way we market our particular solution, that personal understanding gets lost in translation.  For whatever reason, we lose sight of the fact that we truly do know how our prospects and customers feel and we end up spouting off a whole bunch of useless facts and features.

The key then is to figure out a way to convey this sincerity and understanding.

Unfortunately, this is easier said then done.

So, my question to you dear reader is what can you do as business owners to become more effective at conveying your true understanding of your prospect’s pain, fears, and frustrations? How can you build a greater rapport with them so you can not only offer them your sincere solution, but grow your business at the same time?

I’d love to hear your comments so go ahead and post your comments below.

Also, I encourage you to head on over to Rich’s blog and join in the conversation.  Chances are that over the next few days you’ll pick up a nugget or two that you can immediately apply to your business. I know I have!