Sympathy acknowledges pain; empathy understands it. Most salespeople think they understand their customers. Many say things like: "I understand your problem." "I know how you feel." "Don't worry, everything will be fine." But customers are smart. They can easily tell whether you genuinely understand them or whether you are simply saying comforting words. This is where the difference between sympathy and empathy becomes important. And in sales, that difference can decide wheth
