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Empathy in sales communication involves understanding and sharing the feelings of the prospect. To apply empathy, genuinely listen to their concerns, reflect on their emotions and respond in a way that shows sympathy and understanding of their situation.

Open-ended questions encourage detailed responses and foster a deeper discussion. To apply, ask questions that cannot be answered with a simple 'yes' or 'no', and focus on the 'how', 'what', 'why', or 'tell me about...' to prompt elaboration.

Feature-Benefit selling focuses on the advantages a product or service offers rather than just its features. To apply, identify a feature, then explain how it benefits the customer, making sure to tailor the benefit to their specific needs or pain points.

Social Proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior. Salespeople use this by showcasing testimonials, reviews, and case studies. Apply it by sharing success stories that relate to the prospect's situation.

An elevator pitch is a quick, persuasive speech that sparks interest in your product or service. To apply, prepare a short and compelling overview of your offering that you can deliver in the time it takes to ride an elevator, focusing on how it solves a problem or adds value.

Mirroring is subtly mimicking the prospect's body language, tone, or speech patterns to build rapport. To apply, pay close attention to their mannerisms and integrate similar gestures or vocal tones into your communication without overdoing it.

Active listening involves fully concentrating on what is being said rather than just passively hearing the message of the speaker. To apply, you can 1) nod and maintain eye contact, 2) paraphrase and summarize what you've heard, and 3) ask clarifying questions to show understanding and interest.