Why Advertising Doesn’t Work: The Link Between Empathy and Sales
Marketing Insider Group
APRIL 8, 2020
In chapter four of Mean People Suck , I talk about the link between empathy and sales. Because digital technologies have disrupted the way we do business and customers have developed a distrust of brands, traditional advertising has lost its effectiveness. The growth of the internet has altered the customer journey significantly. I was particularly struck by this research by Salesforce that found that 90 percent of the buyer’s journey is completed before they even contact a sales rep.