Use empathy and emotional intelligence to build trust, handle objections, close confidently, and grow long-term customer
Buyers today have more options, more information, and less patience for pushy, transactional sales. Consider these trends: 86% of B2B buyers say they’re more likely to buy from a seller who understands their goals—yet nearly 60% say most reps don’t take the time to do it. Teams that hire for emotional competence have been shown to generate significantly higher sales and lower turnover. And in a controlled field study at Sanofi Aventis, empathy and emotional intelligence training contributed to double‑digit sales lifts and a reported 6:1 ROI.
What you’ll learn
- Explain empathy and EQ in sales and apply the 5 core EQ components on calls.
- Build rapport and trust fast by mirroring tone, pace, and buyer preferences.
- Use active listening to uncover real needs, emotions, and decision drivers.
- Handle objections calmly using validation, curiosity, and Feel–Felt–Found.
- Co-create customer-centric solutions and present value in the buyer’s language.
- Close deals without pressure by surfacing concerns and confirming decision comfort.
- Strengthen post-sale relationships to improve renewals, upsells, and referrals.
Course Content
- Introduction and Foundations –> 2 lectures • 15min.
- Building Empathetic Connections –> 3 lectures • 21min.
- Empathetic Selling Techniques –> 3 lectures • 21min.
- Empathy for Long-Term Success –> 4 lectures • 28min.
Requirements
Buyers today have more options, more information, and less patience for pushy, transactional sales. Consider these trends: 86% of B2B buyers say they’re more likely to buy from a seller who understands their goals—yet nearly 60% say most reps don’t take the time to do it. Teams that hire for emotional competence have been shown to generate significantly higher sales and lower turnover. And in a controlled field study at Sanofi Aventis, empathy and emotional intelligence training contributed to double‑digit sales lifts and a reported 6:1 ROI.
So the question is: how do you actually sell with empathy in real conversations—during discovery, objections, closing, and after the contract is signed?
That’s exactly what this course, Empathy for Sales Professionals, is designed to teach.
You’ll learn practical, repeatable skills to make customers feel understood—without sounding scripted or “soft.” You’ll build the emotional intelligence to stay calm under pressure, communicate in a way that fits different buyer styles, and guide deals forward collaboratively.
In this course, you’ll learn how to:
- Understand empathy in sales and how it connects to emotional intelligence (EQ)
- Build rapport and trust quickly by matching tone, pace, and communication style
- Use active listening techniques to uncover real needs, emotions, and decision drivers
- Ask better discovery and follow-up questions that go beyond surface-level “pain points”
- Adapt your messaging to different buyer personalities and cross-cultural contexts
- Handle objections with empathy using tools like Feel–Felt–Found
- Create customer-centric solutions by framing value in the buyer’s words and priorities
- Close deals without pressure by addressing last-mile concerns and reinforcing confidence
- Nurture post-sale relationships to improve renewals, referrals, and expansion
- Apply best practices for empathetic selling in virtual/hybrid environments and alongside AI tools
You’ll also walk through a real-world case study on Sanofi Aventis, showing how empathy-driven sales training can improve performance, leadership coaching, and team culture.
If you want to stand out in a crowded market, earn trust faster, and become the kind of sales professional customers see as a partner (not a pitch), this course will give you a clear framework and actionable techniques to start using immediately.