Ethical sales professionals are continually challenged to bring a high degree of empathy and integrity to the selling process. However, in the midst of the unprecedented COVID-19 pandemic, the stakes are even higher.

Authenticity Is Key: Millions of people across the country and around the globe have faced illness, death, and economic hardship in recent months. Now, more than ever, whether it’s in our personal relationships or professional networks, no one has patience for false sincerity. In other words, if a salesperson lacks empathy for a customer’s situation, the relationship will suffer, and repeat business and referrals will not happen.

Yet, as struggling salespeople know, closing deals, securing commissions, and making a profit also matters more than ever in our precarious economic climate. How can a sales professional balance empathy and integrity with the pragmatic need to earn an income? Consider a proven sales approach that offers a win-win to both seller and customer: a soft sell.

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