Gartner Research

Buyers Don’t Want Sympathy — Use the Science of Empathy to Increase Buyer Confidence, Sales and Profit

Published: 16 September 2020

ID: G00733423

Analyst(s): Alastair Woolcock


Companies that deploy empathy significantly outperform those that don’t, in terms of sales and profit. Product marketers must understand why it is better to focus on empathy, not sympathy, to create bonds with customers, drive sales, improve buyer confidence and increase financial profits.

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