Is the ability to understand and share the feelings of another. An important part of sales is the ability to show empathy to our customers needs, challenges and failures. Its very important that you empathize with what your customer is going through. If your care and concern is not genuine they will pick up on it. Being able to put yourself in their shoes and see it from their perspective is an important skill. Many times, people want to jump into what they are selling or try to fix the customers problems, but being able to just sit and listen is so important. Perhaps you can’t offer any solution but you can offer a listening ear. The time you were able to just sit and listen and to share in their struggle might be more important than the product or service you are trying to sell. Building long lasting relationships takes a lot of work but can pay off in big dividends. Would you say you are empathetic or just find yourself being annoyed by having to sit and listen to a sob story? Evaluate if this is a strength for you or do you need to practice empathy?