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Safety Technology

In Business Since 1986

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Using Empathy To Create Trust To Increase Sales

I always teach that you need to get people to know, like and trust you before they will buy from you.

Dealers constantly ask me what can they say or do to make this happen.

One of the easiest ways to get people to know, like and trust you is to use empathy.  Wikipedia describes empathy as “the capacity to recognize and, to some extent, share feelings (such as sadness or happiness) that are experienced by another.”

In the world of marketing, it is our ability to empathize with our potential customers to help establish trust.  Do not confuse empathy with sympathy.  Sympathy is to feel sorry for someone.  Typically, that is not what people want.  People want empathy – they want others to understand how they’re feeling, and the reasons behind why they feel that way.

The power of empathy cannot be overstated.  Marketers use empathic language all the time, and I encourage you start using it on your website and in your emails to your list. 

Empathizing with your prospective buyers is the quickest way to establishing trust. You have to put yourself in their shoes. You must understand and convey how it feels to be helpless in a dangerous situation, the possible fear and humiliation, the anger, and all the other feeling that people have if they are concerned about not being able to defend themselves or those they love.

It’s powerful stuff, and if you can speak empathically to your site visitors, you will create a quick connection that will get people to know, like and trust you…AND buy from you!

Picture of Michael Gravette

Michael Gravette

Michael Gravette is the founder of Safety Technology, a company that specializes in providing non-lethal self-defense devices. He is an Air Force veteran, serving in Vietnam in 1969 at Tan Son Nhut Air Base in Saigon. He started this business in 1986 with just one product, stun guns, operating from his home. Over the years, Safety Technology has grown to become one of the largest drop ship wholesalers of self-defense products in the country; offering a wide range of items including stun guns, pepper sprays, personal alarms, hidden cameras, and knives.

4 Responses

  1. Thank you for this. I really can relate to empathy because I was a nurse for 20 years and was empathic since childhood. But just 2 days ago, my 18 yo grand-daughter was walking to work and was accosted by a man in a car trying to solicit her to come to the car and take a religious pamphlet. She has developmental issues and appears much younger than she is. She called me immediately to tell me what was happening and I told her to turn the phone around and record him and to walk in the opposite direction. I had her say that he is being recorded and the police are on the way. He sped off. She was so afraid but I was so proud of her for realizing the danger right away I cried after she made it to work. I’m a sexual assault survivor. I live in a small town and rarely lock my car doors but now I have to be realistic about the dangers of the world. Thank you for having this business opportunity, I plan to use it to help others. I asked God to continue to bless your success.

  2. Very powerful, I have been in the military for many years and this is very true when dealing with people that are distraught. You are able to connect with people much more when they empathize with you.

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