21 Empathy Statements That Put Your Prospect at Ease

In the fast-paced, high-pressure world of sales, it‘s all too easy to forget that on the other end of the phone or screen is a human being. A person with their own set of challenges, concerns, and emotions that color every interaction they have with you as a sales rep.

The numbers don‘t lie: A study by sales strategist Jill Konrath found that empathy is the single most important factor in a successful sales call, ranking above even industry knowledge or smooth talking. Another study by the neuroscientist Antonio Damasio found that a whopping 95% of our purchase decision making takes place in the subconscious mind, in the realm of emotions rather than logic.

In other words, if you want to win over prospects and close more deals, you need to connect with them on a human level. You need to demonstrate that you understand where they‘re coming from and what they‘re feeling. You need to show empathy.

And one of the most powerful tools for conveying empathy? The empathy statement. In this post, we‘ll break down 21 empathy statements proven to put prospects at ease, build trust and rapport, and ultimately boost your sales success.

What Makes a Great Empathy Statement?

First, let‘s clarify what we mean by an empathy statement. It‘s not just saying "I understand how you feel" or "I get it" – those have become so overused they‘ve lost their meaning. A truly effective empathy statement has a few key characteristics:

1. It‘s specific. It demonstrates that you‘ve been actively listening and picks up on the particular nuances of the prospect‘s situation.
2. It‘s relevant. It ties into the challenges or goals the prospect has shared and shows how you can relate to them.
3. It‘s genuine. It comes from a place of authentic concern and care, not just an attempt to manipulate the prospect‘s emotions.
4. It moves the conversation forward. It doesn‘t just commiserate with the prospect but opens the door to further discussion of how you can help.

The best empathy statements often combine elements of affirmation (acknowledging their perspective), apology (taking responsibility for any issues), validation (confirming their feelings are real and reasonable), and rapport-building (establishing a sense of commonality).

With those qualities in mind, let‘s dive into 21 examples of empathy statements you can use across a range of common sales scenarios, from the first cold call to asking for the close.

Empathy Statements for Building Rapport

1. "I noticed on LinkedIn that you‘ve been with [Company] for [X] years now. That‘s really impressive – you must have seen a lot of changes in the industry over that time."

Why it works: Demonstrating that you‘ve done your research on the prospect and are interested in their experience beyond just making a sale helps build rapport from the start. Acknowledging their career longevity is also a subtle form of flattery.

2. "I can imagine with everything on your plate in your role, it must be tough to find time to evaluate new solutions. I‘m glad we could connect today – I‘ll make sure to use your time well."

Why it works: Acknowledging the many demands on a prospect‘s time and schedule shows that you respect them and appreciate them carving out space to talk with you. It also positions you as an ally who will make efficient use of the time they do give you.

3. "[Prospect name], thanks so much for all the insights you‘ve shared today. Before we wrap up, I‘d love to learn a bit more about what motivated you to take this meeting today. What intrigued you about [your company/product], and what are you hoping to get out of this conversation?"

Why it works: Asking about the prospect‘s goals for the call shows that you‘re not just interested in pitching them but in understanding what they need and hope to gain from a potential partnership. It also gives you valuable information about how to tailor the rest of the conversation.

Empathy Statements for Uncovering Pain Points and Challenges

4. "Many of our clients come to us feeling frustrated that their current [software/solution] just isn‘t supporting their team‘s goals anymore. Based on what you‘ve shared, it sounds like you might be experiencing something similar. Can you tell me more about the challenges you‘re facing with [current vendor]?"

Why it works: Normalizing the prospect‘s frustrations by mentioning that other clients have dealt with similar issues helps them feel validated and understood. Asking them to expand on their specific challenges shows you‘re interested in their unique situation.

5. "It sounds like hitting your Q3 growth targets is a major priority, but your current resources are making that an uphill battle. That has to be stressful, especially with the pressure I‘m sure you‘re feeling from upstairs. What would you say is the #1 roadblock holding you back from reaching those goals?"

Why it works: Empathizing with the stress and pressure the prospect is under, both from their own responsibilities and demands from higher-ups, shows that you understand the real weight of the problems they‘re facing. Inviting them to prioritize their biggest challenge guides the conversation toward how you can help.

6. "In working with other clients in [prospect‘s industry], I‘ve seen how the recent changes in [regulations/market conditions] have really shaken things up and made it difficult to maintain the status quo. I‘d imagine you must be feeling the impact of that at [prospect‘s company] as well. How have those changes affected your department‘s day-to-day?"

Why it works: Demonstrating knowledge of industry-wide challenges shows that you understand the broader context of the prospect‘s situation and positions you as a well-informed resource. Tying those big-picture issues to the prospect‘s daily work opens the door for them to share the concrete ways they‘re being affected.

Empathy Statements for Handling Objections

7. "[Prospect name], I hear you on the concerns about price. You‘re being asked to do more with less these days and every budget decision requires extra scrutiny. When clients raise this concern, I usually find it helpful to look at the bigger picture – not just the upfront investment but the long-term value and cost savings. Would you be open to walking through an ROI projection together?"

Why it works: Acknowledging the validity of the prospect‘s pricing objections and tying them to larger organizational budget constraints shows that you‘re not just brushing their concerns aside. Reframing the conversation around long-term ROI vs. upfront cost, and inviting them to participate in that discussion, gently challenges the objection while making the prospect feel heard.

8. "I absolutely understand the hesitation to make a change, especially when you‘ve been with [current vendor] for so long. There‘s a comfort level there, and the idea of migrating everything over to a new system probably feels daunting. What if we could put together a phased implementation plan that allows you to transition gradually, at a pace that feels manageable for your team?"

Why it works: Empathizing with the prospect‘s hesitation to leave their current vendor, and the daunting nature of making a switch, shows that you understand the emotional component of their objection. Offering a compromise solution in the form of a phased implementation plan demonstrates flexibility and attentiveness to their specific concerns.

9. "It‘s smart to be thorough in evaluating all of your options – I‘d probably be doing the same in your shoes. Based on what I know about your [goals/challenges] and what our solution provides, I truly believe it‘s the best fit, but I respect that you need to arrive at that decision in your own way. What information would be most helpful for you to see to feel fully confident in moving forward? I‘m happy to provide whatever additional details you need."

Why it works: Affirming the prospect‘s right to be diligent in their decision-making process shows respect and helps them feel supported, not pressured. Expressing confidence in your solution while giving them space to come to their own conclusion demonstrates a healthy balance of conviction and cooperation. Offering to provide more information positions you as a facilitator vs. an adversary in their evaluation.

Empathy Statements for Following Up and Closing

10. "I know we threw a lot of information at you in our last meeting and I‘m sure you‘ve been busy digesting it all. I thought it might be helpful to hop on a quick call to answer any lingering questions and ensure you feel fully equipped for that conversation with your boss. Even if it‘s just for 10 minutes, I‘m happy to make myself available. Would tomorrow at 2pm work for a check-in?"

Why it works: Acknowledging that the prospect may be feeling overwhelmed with information after your last meeting shows attentiveness and consideration. Proactively offering a follow-up call to answer questions and prepare them for internal conversations demonstrates a commitment to their success beyond just closing the deal. Suggesting a short, specific meeting time makes the offer feel LOW pressure and easy to accept.

11. "I‘ve been thinking more about the goals you shared for streamlining your [business function] and increasing efficiency by [X]% this quarter. With our [product/service], I‘m confident we can get you there. I‘ve put together a custom proposal that outlines the specific ways we‘d work together to turn those targets into realities. Could I walk you through it this week and get your thoughts?"

Why it works: Recalling the prospect‘s previously stated goals shows that you‘ve been listening and taking their priorities seriously. Confidently tying your solution to their desired outcomes reinforces your value and positions you as a trusted partner in their success. Having a custom proposal ready to go demonstrates initiative and genuine investment in earning their business.

12. "[First name], I know this is a big decision and not one to be taken lightly. You‘ve asked great questions and done your due diligence to ensure [product/service] can deliver the results you need. The ball is in your court now – just know that my team and I are ready when you are to hit the ground running and start making an impact for you and [company]. What‘s the best way for me to support you in these final stages of getting approval?"

Why it works: Empathizing with the gravity and diligence of the prospect‘s decision-making process affirms that you‘re not trying to rush them. Recapping the work they‘ve put in to vet your solution reinforces their sense of ownership over the choice. Explicitly handing over the final say to them takes the pressure off, while reiterating your readiness and commitment to their success. Asking how you can support with approvals shows you‘re in their corner till the end.

With these 21 battle-tested empathy statements in your toolkit, you‘ll be well-equipped to disarm prospect objections, build trust and rapport, and ultimately win more deals. But remember – true empathy can‘t be faked or used as just another sales tactic. It has to come from a place of genuine care and connection.

So as you practice weaving these statements into your sales conversations, don‘t just focus on the words themselves but on the intention behind them. Lead with curiosity, practice active listening, and always strive to see the human behind the prospect. Do that, and you‘ll find that empathy isn‘t just good for your sales numbers – it‘s good for your soul.