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Improve Performance, Provoke Thought, Think Critically.

You are constantly striving to improve.  You are looking for practical tips you can apply to your daily work that will impact your performance.  You are looking for advice from professionals who do the work. You want to engage with professionals who have been in your shoes.

Be the Founder that can clearly articulate the problem your company solves.

Be the Sales Professional that your customers want to work with.

Be the Learning Professional who can deliver your solution in the context of the business.

The Find My Catalyst Podcast is published weekly.  We take listener questions at @catalystsale on twitter or via email.

Topics discussed - Revenue Operations, Customer Success, Goal Setting & Execution, Mindset, Performance, B2B Sales, Sales Training, Product Market Fit, Growth, Hiring, Recruitment, Sales Process, Business Acumen, Startups, Leadership.

Aug 14, 2018

Communicate with Empathy - Putting yourself in the shoes of others

This week on the Catalyst Sale podcast we chat about communication, specifically communicating with empathy.  It takes us a little time to get to the practical application, but we end the discussion on a strong note with some guidance on how you can communicate with empathy. We also add a point of clarification on the front end of the podcast.  If you are looking for us online, you can find us at

Questions Addressed

  • What does empathy mean?
  • What is the difference between empathy and sympathy?
  • What does it mean to communicate with empathy?
  • What do you think of when you reflect on Lee Cockerell’s quote – “Candor is Truth with Empathy”
  • How does Empathy impact Sales?

Key Takeaways

  • Empathy - Putting yourself in someone else’s shoes.
  • Empathy - Evaluating a situation through their eyes.
  • Being empathetic is doing what you can to put yourself in the shoes of others.
  • Focus on how others may receive the message based on their experiences, where they are at a given point in time.
  • You don’t know what is going on in the mind of someone when you are communicating with them at a given point in time. Ask questions to clarify where they are, what their mindset is.
  • Jody’s Granny – “When you communicate, you are responsible for what someone hears”
  • The same comment, in different places, at different times, can be received differently.
  • Lee Cockerell quote – “Candor is Truth with Empathy”
  • If you want to communicate, and ensure that your message is heard in the way you intended it, you should be truthful, transparent, and communicate with an understanding that considers the perspective the person on the other end.
  • Put the person you are communicating with first.
  • In the context of sales, whatever challenge you are helping the customer overcome, you need to realize it is their challenge.
  • What can we do today to help us communicate with empathy?
    • Ask this question - Do I really understand what my customer is going through right now?
    • Leverage tools like Crystal Knows (

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Catalyst Sale

In every business, in every opportunity, there is someone who can help you navigate the internal challenges and close the deal.  There is a Catalyst.  We integrate process (Catalyst Sale Process), technology and people, with the purpose of accelerating revenue. Our thoughtful approach minimizes false starts that are common in emerging markets and high-growth environments. We continue to evolve our practice based on customer needs and emerging technology. We care about a thinking process that enables results versus a process that tells people what to do. 

Sales is a Thinking Process.