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min read

The Power of Empathy and Persistence in Sales

Headshot of Brandon Bornancin
Brandon Bornancin
June 1, 2023
Salesman Meeting With Two Prospects In The Office

In the world of sales, where building connections and closing deals are paramount, two qualities often stand out as key drivers of success: empathy and persistence. While technical skills and product knowledge are essential, it is the ability to understand and connect with customers on a deeper level that sets exceptional sales professionals apart. In this blog post, we will explore the importance of empathy and persistence in sales and how these qualities can lead to long-term customer relationships and increased sales success.

Empathy: Putting Yourself in Your Customer's Shoes

Empathy is the ability to understand and share the feelings of another person. In the context of sales, it means genuinely putting yourself in your customer's shoes and understanding their needs, challenges, and desires. When you approach sales with empathy, you create a connection based on trust and understanding. Here's why empathy is crucial:

1. Establishing Trust

By showing empathy, you build trust with your customers. They feel understood and valued, and in return, they are more likely to trust your recommendations and guidance.

2. Tailoring Solutions

Empathy allows you to tailor your approach and solutions to meet the specific needs of each customer. By understanding their pain points, you can offer personalized solutions that address their unique challenges.

3. Overcoming Objections

Empathy helps you navigate objections effectively. When you genuinely understand your customer's concerns, you can address them with compassion and find mutually beneficial resolutions.

Related: 22 Examples for Sales Objection Handling

Persistence: Persevering Towards Success

Persistence is the quality of tenaciously pursuing a goal despite obstacles or setbacks. In sales, persistence is essential because not every prospect will convert into a sale on the first interaction. Here's why persistence matters:

1. Building Relationships

Persistence allows you to build and nurture relationships with your prospects over time. By staying engaged and following up consistently, you show your commitment to their success, which strengthens the bond between you.

2. Overcoming Rejections

In sales, rejection is inevitable. However, persistent salespeople view rejection as an opportunity for growth and improvement. They learn from each setback and continue to refine their approach, eventually turning "no" into "yes."

3. Maximizing Opportunities

Sales is often about timing. By staying persistent, you position yourself to capitalize on opportunities that may arise in the future. A prospect who wasn't ready to buy initially might become a customer later when the timing is right.

The Synergy of Empathy and Persistence

Empathy and persistence are not mutually exclusive but rather complementary qualities in sales. When combined, they create a powerful synergy that drives success. Here's how they work together:

1. Empathy Fuels Persistence

When you genuinely care about your customers and understand their needs, it fuels your persistence. You are motivated to keep reaching out, following up, and finding solutions because you believe in the value you can provide.

2. Persistence Strengthens Empathy

The more you interact and engage with your customers, the deeper your understanding of their needs becomes. By persistently seeking feedback and staying connected, you continue to refine your empathy skills and strengthen your customer relationships.


In the dynamic and competitive world of sales, empathy and persistence are indispensable qualities that can elevate your success. Empathy allows you to understand and connect with your customers on a deeper level, building trust and enabling tailored solutions. Persistence, on the other hand, helps you navigate obstacles, build relationships, and maximize opportunities.

By embracing empathy and persistence, you position yourself as a sales professional who not only delivers results but also genuinely cares about the well-being and success of your customers. Ultimately, it is the combination of these qualities that sets you apart and leads to long-term customer satisfaction and increased sales success.