WHY EMOTIONAL INTELLIGENCE IN SALES MATTERS
Emotional intelligence (EI) is an attribute needed in every area of life – even sales.
Sales requires more than just selling – it requires human connection. EI is all about self-awareness to recognise someone else’s emotions, whilst being able to put yourself in their shoes. Without it, you may struggle to respond appropriately in different situations, and evidently, build meaningful relationships that result in sales.
So, this isn’t just for the benefit of others (although you should be nice to regardless), but for the benefit of your success as a salesperson. Let’s see how.
THE COMPONENTS
You’re probably reading this thinking EI is quite self-explanatory because you’re pretty much there… stats say you’re probably not. Nearly everyone (95%) thinks of themselves as self-aware, but only 15% of people actually are (Harvard)
This is one of five components of EI that psychologist Daniel Goleman theorised. They are:
SELF-AWARENESS – you’re aware of your emotions and their consequences
SELF-REGULATION – you control your emotions
MOTIVATION – you work consistently to your goals
EMPATHY – you put yourself into other people’s shoes
SOCIAL SKILLS – you communicate well and build rapport
See how all these relate to sales? This is why it matters.
IT HELPS TO IDENTIFY THE RIGHT EMOTIONS
Be yourself, but read the room… and the person.
Not everyone acts the same, reacts the same, and buys into your product or service the same. Identifying your own emotions and how they impact others can really improve your conversations with potential buyers and clients.
Building true rapport, is often less about speaking but more about listening. It’s about being aware of the person’s tone and feelings, whilst seeing their reaction to not just what you’re saying but HOW you’re saying it. For instance, some may be super enthusiastic, some gentle, some straight to the point, some comedic, and some concerned. It’s then your job to adjust your tone to accommodate them.
Again, this isn’t me saying you need adjust your personality, but it is to say that you need to adjust your emotional response to be considerate to others. This self-awareness and empathy will help build a deeper understanding of the person and how they wish to be communicated with… assuming never works.
IMPROVE OBJECTION HANDLING
If you’re in sales, you know what rejection feels like. You also know what it’s like for people to question what you’re selling, show concern, or even rain on your whole parade.
Defending yourself is probably your first instinct, right? But instantly going on defence mode can come across as condescending, passive aggressive, or even just plain rude. This can ruin the emotional connection needed to sell
Being slow to speak and remembering potential consequences (like them hanging up on you) can help you to respond in a way that opens conversation rather than shutting people down after a disagreement.
Objection handling is about counterarguing, but it’s also about understanding where they’re coming from. People want to feel understood, and if they don’t feel like you ‘get them’ – they’ll probably feel more cautious about continuing the conversation. Self-regulation gives you positive control over the conversation.
SELL IN ALIGNMENT WITH PEOPLE’S NEEDS
Selling without emotional intelligence is usually selling without knowing your buyer.
If you don’t build rapport or put yourself in the other person’s shoes, your product/ service can come across to them as irrelevant. Buyers need to know what’s in it for them in order to be persuaded to spend their money and time on you.
If you’re selling expensive products/ services, or build a long-term relationship with a client, it’s especially important to not jump straight into why you or what your selling is amazing nut instead ask questions about their goals and what they require to succeed. Having the social skills to look beyond them as just a buyer, but a person is key.
Once you know, you can reposition your approach to suit their needs and as a result – sell and build an incredible relationship.
- Written by Shannon Matthews
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