Empathy identified as key driver in B2B sales success

A study titled ‘State of B2B: Winning with Emotion’ by B2B International and gyro indicates that approximately 56 percent of all business purchasing decisions are influenced by emotional criteria, primarily trust in the provider.

Sales trainer Ute Herzog emphasizes that empathy is one of the most effective factors for increasing revenue. She notes that rushing a sale can make customers feel overwhelmed, which damages the trust necessary for closing deals. By recognizing subtle buying signals—such as pauses, nodding, or changes in posture—salespeople can lead conversations at the customer's pace.

Herzog’s training experience suggests that sales teams practicing active listening and responding to customer signals experience less resistance and higher closing rates. Once trust is established, traditional sales tools like data, value propositions, and references become significantly more effective.