MSL 304 - Why sales doesn’t have to feel salesy: building radical empathy with Eric Shulman
In this first part of a two-part conversation, I sit down with sales trainer Eric Shulman (I took his training way back when) to talk about why selling isn’t about pressure or pushing—it’s about connection. Eric shares how to replace fear with curiosity, why “radical empathy” changes everything, and how to build instant trust without coming off like every other salesperson.
We talk about the misconceptions that keep solopreneurs stuck, how to move from being seen as a peddler to a trusted advisor, and why fun and empathy are your most powerful sales tools. If sales has ever felt like a dirty word to you, this conversation will flip the script.
Key takeaways
Sales isn’t about convincing, it’s about helping people tell you the truth about their problems.
“Radical empathy” builds instant trust and lowers defenses so real conversations can happen.
Curiosity beats pressure, always be curious, not closing.
Nurture, nurture, nurture: caring is what makes prospects open up.
Asking strong, non-generic questions sets you apart from every other consultant or salesperson.
Prompts for you
How comfortable are you asking tough, probing questions in your sales conversations?
Do you catch yourself trying to be liked instead of being curious?
Where could you bring more empathy and less pressure into your prospecting?
