So, what have you learned this year? Well, I'm putting together a whole series of the things

that I've learned. This year, especially since I've been interviewing salespeople and

working with great salespeople, pretty much every day all day, I thought I'd share those

lessons, they'll be coming up in the next few weeks. But one of the key ones is today's

lesson about empathy. And I think empathy is one of those speed bump words that we have

in sales, meaning that we just run over it. We assume we know what it is. We assume that

we are and we assume we got it. We got it covered. But I did a poll on LinkedIn and I do this

because it's fun. It's fun and it's funny. And you get to see so many different angles. It gives

me lots of ammo for videos and podcasts. And so I asked, do you feel that you are more empathetic

than others, but the same is most or less than most? And of course, like 70% said more than most.

Well, statistically impossible, but guess what? It's self-reporting. Self-reporting means you judge

for yourself. We do a lot of self-reporting in sales. Until the very end, revenue seems to be

the only thing that isn't really self-reported. It's hard to fudge that number. Everything else is

fudged. And this is what I love when people say the data doesn't lie. Well, the people who put the

data in lied. So the data is lying. The data might be a number, but it's just an opinion.

Today's interview, let's really get into it because it's selling some of the hardest of hard

things in different locations. And what can you get out of this? First, dig into it. Learn what

empathy is. Ask yourself, how could I become more empathetic? It's not sympathy. A lot of people

didn't even know what empathy was. And then there was this other survey that I did. Do you need to be

curious to be empathetic? And of course, it was like about 50, 50, 50. So 50% of the people don't

even think you have to be curious. And then they put their comments and I go, curious here,

how can you be empathetic without being curious? And there was stupid answers like, oh, you just

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