Why Empathy Works for Higher Ed Publishing Reps

When I first started working in higher education courseware sales, I thought success would come from knowing the most about my product. I spent hours learning every feature, benefit, and integration option and how it compared to the competition. And yes, that knowledge matters. But I’ve learned that what matters more is empathy.

I don’t mean surface-level friendliness or scripted listening. I mean real, thoughtful, cognitive empathy. The kind where you work to understand how a faculty member thinks, what motivates them, and what challenges they are facing in their teaching. That kind of empathy is what builds lasting trust and opens the door to real adoption conversations.

Faculty Need to Be Heard First

I’ve had some of the best meetings start with a simple question like,“What’s been most challenging about your course this term?”

Not a product demo. Not a feature list. Just curiosity.

Faculty are stretched thin. They are adapting to changes in student readiness, managing heavy course loads, and trying to engage students in meaningful ways, often with limited time and tech support. When I make the space for them to talk about those realities, the conversation always becomes more collaborative.

In fact, research backs this up. A 2018 study published in the Journal of Business & Industrial Marketing by Delpechitre, Rutherford, and Comer showed that when customers perceive their salesperson as empathetic, it significantly increases trust, satisfaction, and ultimately the likelihood of a purchase. Cognitive empathy, which means truly understanding your customer’s mindset, is not just a feel-good approach. It is a proven sales strategy.

What Cognitive Empathy Looks Like on Campus

For me, cognitive empathy means putting myself in the shoes of the instructor. If I am meeting with someone teaching four sections of Intro Psych to 500 students with wildly different skill levels, I am not talking about the newest feature in the platform. I am talking about how the product can make grading easier, give them clearer data on student engagement, or help struggling students catch up without adding more to their workload.

It also means respecting their time and their expertise. I do not walk in assuming I know more than they do about pedagogy. I show that I have listened to faculty at other institutions, that I understand the pressure they are under, and that I am there to solve problems, not just to pitch a first edition as a must have, or the what's new list of features that is sometimes just an echo chamber of wins for an editorial team that had to come up with a flashier revised edition.

Empathy Also Helps Me Sell Smarter

When I take the time to listen, I do more than build relationships. I sell more effectively. I learn what barriers are actually getting in the way of adoption. Sometimes it is confusion about LMS integration. Sometimes it is fear of student pushback. Sometimes it is burnout from past bad experiences with tech tools. Whatever it is, I cannot address it unless I hear it. Empathy helps me adapt. I can tailor my recommendations, customize my follow-up, and even bring in the right support resources that make faculty feel confident and supported.

Why It’s Worth It

The relationships I am proudest of in my career did not start with a pitch deck. They started with real conversations. Conversations where I let go of selling and focused on listening. That is when I have been able to offer meaningful solutions and build long-term partnerships. It's worth it because it works. Faculty remember how you made them feel. They remember when you followed up with a helpful resource, when you respected their decisions, and when you showed that you understood what matters most to them and their students. That kind of connection keeps the relationship going.

Why Empathy is Not Just Fluff

Empathy is loaded with impact. It is a powerful strategy in higher education sales. Course materials decisions are personal, often collaborative, and deeply tied to a faculty member’s teaching philosophy. When we take the time to understand our faculty partners, we position ourselves as true collaborators in the learning experience. That is how trust grows, and that is how courseware or textbook adoptions happen with integrity and a lot of heart.