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Burnt Out? Your buyers are probably feeling it too. 

 

It’s been a heavy first half of 2025. Between ongoing global conflicts, economic uncertainty, and the general sense that reality is a bit off-kilter, people are carrying more than what shows up on a Teams call. And that includes your buyers. 

A recent study from the European Central Bank found that consumer confidence is dipping, even in regions where spending power is technically stable. This makes more sense when we look at the findings of ISM University’s study, that suggest that during periods of geopolitical stress, consumers tend to delay decisions. And this isn’t because they’re unable to act, but because choosing not to can feel like a way to stay in control when everything else feels uncertain. 

 

So, if you’re seeing a slowdown, it might not be your pitch. It might just be the world we’re living in. And that’s where empathy comes in. Empathy in sales doesn’t mean lowering your targets or avoiding tough conversations. It means tuning in. It means asking the right questions. It means recognizing that the person on the other end of the call might be juggling more than just deadlines. 

 

Here’s what that can look like in practice: 

  • Start with context. Before diving into a pitch, ask how things are going on their side. And then really listen to what they’re saying. 

  • Be flexible. If someone needs to push a meeting or a deal, don’t take it personally. Follow up with value, not pressure. 

  • Share what’s useful. Whether it’s sharing an interesting case study or just a quick check-in, small gestures can go a long way in building trust. (But try to avoid adding any more doom to their doom scroll). 

 

The bonus? Empathy isn’t just good for your buyers - it’s good for you too! It slows things down. It makes conversations more human. And over time, it builds the kind of relationships that last longer than your next deal. 

 

So, if things feel a bit off right now, you’re not imagining it. But you’re also not powerless. A little more listening, a little more patience, and a little more understanding might be all you need to make the rest of 2025 that little bit easier. 

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This is such a timely and important perspective, ​@Liamamurphy. In uncertain times like these, listening and empathy are more critical than ever—not just for closing deals, but for building trust and long-term relationships. Buyers are feeling the weight of global and economic stress, and as recent studies show, this often leads to delayed decisions and a stronger focus on risk reduction rather than new opportunities.

 

Adapting your approach by truly listening, being flexible, and leading with value is key. As many experts suggest, start every conversation by understanding your buyer’s current reality and shifting your messaging to address their most pressing needs—not just your product’s features. Sharing useful, relevant content and being patient with timelines can make a real difference in building loyalty and standing out as a trusted partner.

 

Thanks for the reminder that empathy isn’t just good for business—it’s good for us as people, too.

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