Kevin SimpsonCPA Web Books · Founder at CPA Web Books

Listening To Your Customers Empathetically-Recession Response

19 Apr 2020 · 1 min

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1:04

In this brief talk, Kevin Simpson warns businesses that while supporting their community during an economic downturn is commendable, giving away products or services for free is unsustainable. He stresses that companies have an obligation to continue selling, but must do so fairly to both customers and themselves. The core of effective sales, especially in a recession, is empathetic listening—truly hearing the customer rather than merely waiting to speak. Simpson introduces a simple “three‑breath technique”: before responding to a customer, inhale, exhale, inhale again, then answer. This pause forces the seller to slow down, listen more deeply, and signal acknowledgment to the customer. By combining fair selling with this listening practice, businesses can meet their responsibilities while maintaining empathy.

Chapters

I see businesses right now giving everything they can to support their community, which is a wonderful thing, but they are giving it away freely. And the problem is those businesses won't sustain. I want you to realize you have an obligation to still sell in this market, but you must be fair to your customers as much as you're fair to yourself. That's the key. The foundation of effectively selling, particularly in this market, is empathetic listening. It's always been listening. They say the reason we have two ears and one mouth is so we listen twice as much as we speak. But most people mess up the listening part when they sell. In fact, they're just waiting their turn to talk. So there's a real simple strategy you can use. It's called the three breath technique. Next time you're listening to someone about their needs, before you respond, inhale, exhale, inhale again. You don't have to be that dramatic about it. And then respond. What that will force you to do is to slow down and truly listen. Plus, because you're taking pause, they see that you're acknowledging what they're saying. So go out there and sell. You've responsibility, but sell the right way empathetically.