By now it’s a cliché: we're told that empathy—the ability to put yourself in the other guy’s shoes—is an essential element to success in sales. So be empathetic, the pros say. Think of the client—what does he or she feel?

Well, the pros are right, and there has never been a better time to burnish your empathy skills. By lacing up your prospect’s shoes and going for a spin, you’ll better understand their motivations and goals. But more to the point, you’ll more clearly understand their fears. And if there is one fear in particular that is spreading like a prairie fire, it’s the fear of financial ruin.

Just look at this special series in the New York Times. It’s call the “Debt Trap,” and it chronicles how we Americans are drowning in debt. Harrowing stuff.

You know that your prospects want to save money. That’s what every rational consumer wants. But it’s also worth noting that your prospect is probably, if the polls are correct, feeling some level of financial strain.

The better you can understand their situation, the better you’ll be able to speak their language and address their concerns.