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tags: A2, 02, Prospecting
---
# Empathy: Get into their shoes
Regardless of whether you're cold calling, mailing, or approaching on LinkedIn, there's one underlying concept that we want you to keep in mind throughout the whole process:

:::success
**Always empathize with your customer. Get into their shoes!**
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Empathizing with your potential customers during any interaction is the most important factor to successfully engage them. Before any kind of interaction, think:

- What is the person I'm going to approach thinking?
- What worries them? What excites them? What are they feeling?
- Where do they stand in the buyer's journey for my product? Are they aware of the problem or already considering final solutions?
- How can I provide value to them? How can I connect with them?

Remember:

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**It's not about "selling", it's about providing value.**
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Don't jump straight to your story, focus on the customer's story - their pain points and needs.

 
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