Respect For People is one of the important themes in working toward Sales Process Excellence.  Often, we think of it in terms of employees, but it also applies to how we approach customers and prospects.  In both cases, it is looking from another person’s perspective. As a senior leader, you can’t be involved in every sales conversation or help develop every marketing campaign.  In this discussion, Brian Carroll shares a way to listen to how our organization is talking about our customers to see how well we are connecting to what the customer cares about.  He calls it empathetic marketing. Brian encourages us to think about: What the customer is really buying What the decision means to the person making it How to recognize when we are saying what we want the customer to do rather than what they want He also shares his experience as a leader introducing his business development team to a different way of thinking about their prospects.  It resulted in a 300% increase in sales accepted leads.  And more. Listen now.