Nine out of 10 consumers want brands to show empathy through their behavior, while 82% of CEOs believe empathy contributes to a company’s financial performance — yet nearly half of all employees and 63% of CEOs struggle with empathy. According to Ignite 360’s Rob Volpe, a self-proclaimed Empathy Activist, this deficit likely stems from the belief that emotional understanding is a weakness. During his keynote session at the 2024 B2B Marketing Exchange East event, Volpe emphasized that empathy, particularly cognitive empathy, is crucial in the B2B space. He argued that the more empathy a company can generate, the stronger its connections with customers will be. Volpe categorized empathy into two types: emotional empathy, which involves feeling another person’s emotions, and cognitive empathy, which entails understanding another person’s perspective or point of view. For his session, Volpe focused on cognitive empathy, describing it as essential for workplace interactions and relationships.
1. Break Down Your Prejudices
Volpe admitted that the first step is the hardest and gets in everybody’s way, as the judgments people unknowingly hold can sneak up and block them. He continued that this isn’t about making decisions or reasoned judgments; it’s about those spontaneous moments where self-doubt arises about someone’s appearance, how they sound, or something they’ve done in the past. “That kind of judgment creates a brick wall that prevents connection and empathy,” said Volpe. “The solution lies in self-awareness, curiosity, and grace. We’re all human, and grace starts with ourselves. It’s about recognizing when we’ve fallen short, committing to doing better, and following through next time. When interacting with your customers, leave judgment at the door. Even if a customer has been difficult, try empathizing with their perspective.”
Recognizing and dismantling prejudices is critical for marketers and sales professionals striving to build meaningful connections. Instead of rushing to conclusions or forming opinions based on superficial observations, individuals should foster a mindset of openness and acceptance. This initial step demands self-reflection and an earnest commitment to personal growth. As Volpe pointed out, acknowledging our flaws and making consistent efforts to improve are necessary actions. By setting aside preconceptions and genuinely attempting to understand others, B2B professionals can pave the way for authentic interactions and deeper empathy. This approach will not only benefit their relationships with clients but also enhance overall workplace harmony and cooperation.
2. Pose Effective Questions
Step two in fostering empathy involves asking good questions — specifically, open-ended, exploratory ones. According to Volpe, marketers must avoid yes-or-no questions and leading questions designed to affirm their perspective. For example, instead of asking, “Is hitting your sales number the top way to be successful on the job?” — a yes-or-no, leading question — he suggested trying something broader like, “What does success on the job mean to you?” With that in mind, Volpe noted that a helpful exercise is for marketers to remove “why” from their vocabulary. While it’s natural to want to ask ‘why,’ it’s often counterproductive as it puts people on the defensive and limits the quality of their answers. Reframing questions with words like who, what, where, when, how or prompts like, ‘Tell me more about that,’ can open up more fruitful and less confrontational dialogues.
Effective questioning forms the bedrock of understanding in B2B interactions. By framing questions in a way that encourages those involved to share their thoughts and perspectives, marketers can gain invaluable insights. This practice requires patience and a genuine curiosity about the other person’s experiences and opinions. Open-ended questions not only elicit more detailed responses but also demonstrate a willingness to listen and understand. Volpe’s advice to avoid the word “why” is particularly insightful, as it challenges professionals to seek deeper engagement without triggering defensiveness. Through thoughtful and nuanced questioning, it becomes possible to uncover the motivations, challenges, and aspirations driving clients and colleagues alike.
3. Listen Attentively
Volpe succinctly summed up the third step by explaining that it’s all about being fully focused and present in the conversation. “While everyone listens, choosing to pay attention and follow the other person’s lead truly can make a world of difference,” he continued. “When we listen deeply and long enough, we gain understanding and develop empathy. It all starts with you — you are responsible and can make that connection. It just takes small moments of courage to truly listen and engage meaningfully.” Attentive listening is a pivotal aspect of empathy, requiring practitioners to set aside distractions and focus entirely on the speaker. This involves not just hearing words but also interpreting non-verbal cues, emotions, and underlying messages.
The quality of listening directly impacts the depth of understanding and empathy one can achieve. It necessitates creating a conducive environment where the other party feels valued and heard. Active listening goes beyond the mere act of hearing; it demands a conscious effort to connect with the speaker’s emotions and perspectives. By demonstrating genuine interest and giving undivided attention, B2B professionals can foster trust and rapport. This not only enhances client relationships but also promotes a culture of mutual respect and collaboration within teams. Volpe’s emphasis on taking personal responsibility for these interactions underscores the importance of commitment and intentionality in developing empathetic skills.
4. Merge Into Comprehension
Integrating empathy into your understanding means making room in your mind for new perspectives. Volpe noted that some people think that having empathy means giving up their viewpoint, but that’s not true — instead, it’s simply adding another data point. “It’s about being curious and open to the idea that there are different ways of seeing the world,” Volpe explained. “For example, Hershey’s sales team wanted to better understand end users, like people who shop in dollar stores or visit truck stops. To do this, they participated in ‘be the consumer’ exercises, where they literally went through their customers’ day-by-day activities.”
This practice of merging new insights with existing knowledge allows for a more holistic understanding of clients and their unique circumstances. By participating in immersive experiences, like Hershey’s team did, B2B professionals can gain firsthand insight into customer needs and preferences. These exercises reveal the nuances of consumer behavior and offer valuable lessons that cannot be gleaned from secondhand data alone. The willingness to adopt new viewpoints enriches one’s approach to problem-solving and innovation, driving more customized and effective solutions tailored to the customer.
5. Apply Solution Creativity
Step five in fostering empathy involves using creativity to develop solutions tailored to meet clients’ specific needs and challenges. This means thinking outside the box and considering various approaches that one might not usually consider. Volpe encourages marketers to use their understanding of the client’s perspective to ideate innovative solutions that are both practical and empathetic. Creativity in problem-solving demonstrates a deep commitment to the client’s success and a desire to address their unique circumstances effectively.
By applying creative thinking, B2B professionals can identify new opportunities and strategies that not only meet the client’s needs but also exceed their expectations. This approach leads to stronger, more resilient client relationships and a reputation for being a thoughtful and effective partner. Empathy-driven creativity results in tailor-made solutions that resonate deeply with clients, ensuring long-term satisfaction and loyalty.
