Sales Management
Why Emotional Intelligence Matters In Sales
By Christine Nyandat
In today ' s competitive sales landscape, product knowledge and polished pitches aren ' t enough. Customers crave genuine connections, and that ' s where emotional intelligence( EQ) comes in. EQ allows salespeople to understand and navigate the emotional undercurrents of every interaction, leading to more successful outcomes. Defined as the ability to recognize and manage one ' s own emotions while also understanding and empathizing with the emotions of others, high EQ can significantly enhance a salesperson ' s effectiveness.
I had an experience where my emotional intelligence had to come in play. I was interacting with a client who wanted a medical cover but was hesitant about medical insurance due to past negative experiences. The client expressed skepticism about the value of medical coverage, citing previous experiences where they felt misled by insurance companies. This apprehension was rooted in a fear of hidden costs( raising premiums unexpectedly or failing to pay out claims), issues about significant exclusions or limitations on coverage, and waiting period.
In this situation, understanding the client ' s apprehension was crucial. I read a book called Emotional Intelligence 2.0 by Travis Bradberry and Jean Greaves, which enlightened me on how to be self-aware even when dealing with other people. I began by recognizing my own emotional state- calm, empathetic, and eager to understand their perspective. This selfawareness allowed me to stay focused on building rapport rather than pushing the product- the medical cover. I employed self-awareness by reflecting on my own feelings about insurance, which allowed me to approach the conversation without bias. I actively listened to my client ' s concerns without interrupting, validating their feelings by expressing that their skepticism was entirely reasonable given their past experiences. This approach helped build rapport and trust, as the client felt heard and understood.
Open-ended questions like, " Could you tell me more about your past experiences that shaped your view of insurance?" encouraged her to share openly. By acknowledging her concerns with phrases like, " It sounds like you ' ve had some negative experiences," I validated their feelings and build trust. This paved the way for a deeper conversation. By acknowledging her fears, I was able to pivot the conversation toward how our insurance plan offered transparency and support.
In addition to emotional intelligence strategies, I utilized negotiation techniques learned from the book Never Split the Difference by Chris Voss & Tahl Raz. One of my favorite takeaways from Voss’ s book is the concept of mirroring- subtly reflecting the client’ s language or tone during our conversation. This technique is not about manipulation; rather, it builds trust by showing that I was listening closely. For instance, when the client expressed doubts about affordability, I mirrored their concern by saying,“ Affordability is indeed a significant factor.” This simple reflection prompted them to elaborate on their worries, allowing me to address specific objections more effectively.
Sales objections are inevitable. However, emotionally intelligent salespeople view them differently. Empathy allows them to understand the customer ' s concerns, while self-regulation helps them see objections as opportunities to address pain points and showcase solutions.
I also employed what Voss refers to as the“ late night DJ voice,” a calm and soothing tone designed to encourage open dialogue. This approach helped ease my client ' s anxiety about making a decision regarding medical coverage. Furthermore, I asked open-ended questions such as,“ What specific features are you looking for in a medical plan?” This technique created an illusion of control for the client while providing me with valuable insights into her needs. The integration of emotional intelligence into my sales approach
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