Empathy map template

An empathy map is a simple tool that can be a useful addition to a sales enablement professional’s arsenal.

What is an empathy map?

Often employed alongside a buyer persona, an empathy map asks sales reps to step into their prospects’ metaphorical shoes. The modern seller, more than ever, needs to understand a prospective customer’s pain points and concerns. It’s not enough to just blindly pitch a product or service.

More specifically, an empathy map is a tool used by marketers and sales enablement professionals to deeply understand their customers by capturing insights about what they think, feel, see, say, do, and hear.

It helps teams empathize with users and uncover hidden pain points or aspirations that may otherwise go unnoticed. Typically, an empathy map consists of four quadrants, where you can document:

• What users say: Direct quotes or feedback.
• What users think: Internal thoughts or concerns they might not express.
• What users do: Observable behaviors and actions.
• What users feel: Emotional states or frustrations.

An empathy map can be an excellent, cost-effective way of getting your sellers to think beyond the pitch and instead focus on the prospect and their needs, wants, and concerns. You can use this empathy map template and fill it in to tailor it to each of your organization’s buyer personas.

Download your empathy map template

If you’re not already a member, simply sign up to our free plan and refresh this page to access your template.

Empathy map template

Empathy map template An empathy map is a simple tool that can be a useful addition to a sales enablement professional’s arsenal. Often employed alongside a buyer persona, an empathy map asks sales reps to step into their prospects’ metaphorical shoes. The modern seller, more than ever, needs to…

Google Docs