The axiom 'people buy on emotion' is universally known but rarely applied in B2B sales meetings, which remain logic-focused. Sales leaders must actively train teams on specific techniques, like 'empathetic expertise,' to build genuine emotional connection with buyers.

As AI handles technical tasks, uniquely human skills like curiosity, empathy, and judgment become paramount. Leaders must adapt their hiring processes to screen for these non-replicable soft skills, which are becoming more valuable than traditional marketing competencies.

Frame employee training as an investment, not a cost, because 'growth follows people, not plans.' Train your team beyond the technical aspects of their job to focus on building genuine human connections. This approach transforms a transactional service into a loyal community, turning your staff into powerful growth multipliers.

Echoing Carol Dweck's work on malleable mindset, empathy is not a fixed personality trait but a skill that can be intentionally developed. Just as one strengthens muscles at a gym, individuals can practice and improve their capacity for empathy and connection through consistent effort.

A key part of Zurich's empathy training is teaching staff how to handle difficult situations, like denying a claim. This equips them to stand their ground while preserving the customer relationship, proving empathy is a tool for effective communication, not just customer appeasement.

The term 'soft skills' diminishes crucial competencies like communication, collaboration, and adaptability. Calling them 'impact skills' correctly positions them as the abilities that truly move the needle and drive tangible business results, removing any connotation of being secondary to 'hard' skills.

As AI handles analytical and data-driven tasks, the critical skills for salespeople shift. Emotional intelligence, listening, communication, and influencing decisions are no longer secondary 'soft' skills but have become the essential 'hard' skills that drive success and cannot be replicated by machines.

Empathy is not just a soft skill; it's a diagnostic tool for uncovering system paradoxes that data dashboards miss. Truly listening to employee struggles reveals where legacy systems are at war with new tools, pinpointing the friction that slows down progress.

To build deep customer empathy, embed every new employee—regardless of role or seniority—with a real customer for several days. Their sole task is to solve one real problem, creating an immediate, visceral connection to the company's purpose.