The Psychology of Empathy: A Guide for Sales Success

Alright, you scrappy underdogs of the sales world, let’s talk about a brain trick that can turn your perceived weaknesses into strengths.

It’s the “Underdog Advantage,” and it’s all about tapping into our innate love for the little guy, the one who fights against the odds and comes out on top.

As salespeople, we can tap into this psychological phenomenon, known as the “Underdog Advantage,” to create a powerful emotional connection with our prospects and ultimately close more deals.

We Love a Good Underdog Story (It’s in Our DNA)

We all love a good underdog story.

Whether it’s a small business taking on a corporate giant or a rookie athlete defying the odds, there’s something inherently captivating about watching someone overcome adversity and achieve success.

We love to see them defy expectations, overcome adversity, and prove the doubters wrong.

And guess what?

That same underdog mentality can be a powerful tool in sales.

By positioning yourself or your product as the underdog, you can create a sense of empathy, build rapport, and make your prospects want to root for you.

Why We Root for the Underdog: The Psychology of Empathy

Our love for the underdog is deeply rooted in our psychology. Several factors contribute to this phenomenon:

Empathy and Identification:

We often identify with the underdog because we’ve all experienced challenges, setbacks, and moments of feeling underestimated.

We see ourselves in their struggle and feel a sense of empathy for their journey.

The Desire for Fairness:

We have an innate desire for fairness and justice.

When we see someone facing an uphill battle, we naturally want to root for them to overcome the odds and achieve success.

The Excitement of the Unexpected:

Underdog stories are often more exciting and unpredictable than those of established winners.

We’re drawn to the drama and suspense of the underdog’s journey, and the unexpected victory is all the more satisfying.

The Inspiration of Resilience:

Underdogs demonstrate resilience, determination, and a refusal to give up in the face of adversity.

Their stories inspire us to overcome our own challenges and pursue our goals with greater passion.

Let’s dive even deeper into the psychology of empathy and explore how it fuels our love for the underdog:

1. Emotional Mirroring:

Empathy involves the ability to understand and share the feelings of others.

When we see someone experiencing an emotion, our brains often simulate that same emotion, allowing us to “feel” what they’re feeling.

This emotional mirroring creates a sense of connection and shared experience, making us more invested in the underdog’s journey.  

2. Perspective-Taking:

Empathy also involves the ability to see the world from another person’s perspective.

When we take the perspective of the underdog, we can understand their challenges, motivations, and aspirations.

This allows us to connect with them on a deeper level and appreciate their struggle.  

3. Social Identification:

We often identify with people who share similar experiences or challenges.

When we see an underdog facing adversity, we may see ourselves in their situation, triggering a sense of shared identity.

This identification strengthens our emotional connection and makes us more invested in their success.

4. The Justice Motive:

Humans have an innate desire for fairness and justice.

When we see someone being treated unfairly or facing an uphill battle, we naturally want to see them overcome the odds and achieve a just outcome.

This desire for fairness fuels our support for the underdog.  

5. The Hope for Upward Mobility:

Underdog stories often tap into our own aspirations for upward mobility and success.

We see the underdog’s journey as a reflection of our own potential to overcome challenges and achieve our goals.

This inspires hope and motivates us to strive for greater things.

6. The Power of Vulnerability:

Underdogs often display vulnerability, which can make them more relatable and endearing.

We see their imperfections, their struggles, and their willingness to keep fighting despite the odds.

This vulnerability creates a sense of authenticity and human connection, making us more likely to root for them.

7. The “Collective Self”:

Our sense of self is not limited to our individual identity.

We also identify with groups and communities, and the success of the underdog can feel like a victory for the entire group.

This “collective self” makes us feel invested in the underdog’s success, even if we don’t know them personally.

8. The Narrative Arc:

Underdog stories often follow a classic narrative arc, with a clear beginning, rising action, climax, and resolution.

This structure is inherently satisfying to our brains, as it provides a sense of order and meaning.

The underdog’s journey through challenges and setbacks, culminating in a triumphant victory, resonates with our own desire for growth and transformation.

The Avis Effect: “We Try Harder”

The classic example of the Underdog Advantage in marketing is Avis, the car rental company.

They were the perennial number two, trailing behind Hertz.

But instead of trying to hide their underdog status, they embraced it.

Their famous slogan, “We Try Harder,” resonated with customers because it acknowledged their position while highlighting their commitment to customer service and exceeding expectations.

The Underdog Advantage in Sales: Playing the Right Card

While the underdog story can be a powerful tool, it’s important to use it strategically and authentically.

Here’s how:

Highlight Your Dedication:

Emphasize your commitment to customer service, your willingness to go the extra mile, and your personalized approach. “We might not be the biggest company, but we offer a level of dedication and personalized attention that the big guys can’t match.”

Acknowledge Your Limitations (and Turn Them into Strengths):

Be upfront about any shortcomings, but frame them as opportunities for growth and improvement.

“We’re a young company, but we’re agile, innovative, and constantly evolving to meet our customers’ needs.”

Focus on Your Unique Strengths:

Even underdogs have strengths.

Highlight what makes you unique and why you’re the better choice, despite your smaller size or lack of market dominance.

“We might not have the biggest marketing budget, but our product is truly innovative and solves a problem that no one else can.”

Create a David vs. Goliath Narrative:

If appropriate, position yourself as the scrappy underdog taking on the big, faceless corporations.

This taps into people’s natural desire to root for the little guy. “We’re not afraid to challenge the status quo and offer a better way of doing things.”

Practical Examples:

• Selling a new product: “We might be the new kid on the block, but our product is disruptive, innovative, and offers features that the established players can’t match.”

• Selling a service: “We’re a small team, but we offer personalized service and attention to detail that the big companies can’t replicate.”

• Selling yourself: “I might not have years of experience, but I’m a fast learner, I’m passionate about this industry, and I’ll work tirelessly to exceed your expectations.”

The Underdog Advantage: Your Secret Weapon for Sales Success

By embracing your underdog status and using it to your advantage, you can create a powerful emotional connection with your prospects, build trust, and close more deals.

It’s like turning your perceived weaknesses into a badge of honor.

So, go out there and unleash your inner underdog. The world is rooting for you (and so am I).

PS: Want the most powerful persuasion hacks delivered straight to your inbox? Sign up for the “Coffee with a Closer” today!