{"id":48,"date":"2023-05-24T15:31:00","date_gmt":"2023-10-18T15:31:31","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=48"},"modified":"2023-10-18T17:35:21","modified_gmt":"2023-10-18T17:35:21","slug":"why-your-sales-reps-need-to-boost-their-emotional-intelligence","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/why-your-sales-reps-need-to-boost-their-emotional-intelligence\/","title":{"rendered":"Why Your Sales Reps Need To Boost Their Emotional Intelligence"},"content":{"rendered":"\n

Experienced sales reps are pretty good at assessing how their customers and prospects feel at any given moment.<\/p>\n

If they\u2019re talking on the phone, for instance, a shift in tone can indicate whether they are confused, excited or starting to get angry.<\/p>\n

On a video call, a customer or prospect\u2019s facial expressions can tell a lot about whether they are skeptical of a pitch or eager to hear more.<\/p>\n

Even an email or text message can convey how a buyer is moving through emotional states ranging from uncertainty about a purchase to complete confidence in a deal that\u2019s about to close.<\/p>\n

Recognizing a customer\u2019s feelings is helpful for sales reps, but the biggest success in sales takes more than that. You need to deepen your emotional intelligence \u2013 not only identifying and managing the feelings of clients, but your own as well.<\/p>\n

Emotional intelligence<\/a>, which is sometimes simply shortened to EI, is an asset for people in almost any area of business, but sales people can put it to particularly good use. After all, selling requires being persuasive, even in tense situations. It involves people who have to make purchases that might put their professional reputation on the line.<\/p>\n

Sales targets can be ambitious, which means reps have to deal with high pressure. Customers have stresses of their own, of course, which is why they often seek out products and services in the first place. In a sense, the emotional stakes are high on both sides of the table.<\/p>\n

Without EI, reps may risk the cues that would help them win a customer over. They could push too hard or act in a way that damages future prospects with a particular customer<\/a>. In other words, reps need EI because the work they do represents a key component of the overall customer experience they are trying to deliver.<\/p>\n

This was reflected in the most recent Salesforce State of Sales report, which found that 78%<\/a> of salespeople say listening has an extreme or substantial impact on converting a prospect into a customer. The same research also found 71%<\/a> of salespeople say building a personal rapport impacts the close of a sale.<\/p>\n

Brands also have to ensure they\u2019re providing everyone their team, including sales reps, the best possible employee experience. EI helps here in that reps can self-reflect and offer honest feedback to their managers on how they can be better supported on the job. This is more critical than ever as organizations adopt hybrid work models, where reps and their managers might not be meeting in person as often as they once did.<\/p>\n

There are plenty of books and other resources to help develop your EI, but start by breaking down the basic components and looking at them through the prism of buying and selling<\/a>:<\/p>\n

Perceive<\/b><\/h3>\n

With each of these areas, start from within. What kind of mood are you in before making contact with a customer or prospect? Are you already feeling under the gun about your quota<\/a> as the quarter is coming to a close? Did a negative interaction on your previous call leave you in a less than ideal temper? Is there anything going on in your personal life that could influence how you go into a new call or meeting?<\/p>\n

Just being aware of your emotional state can help you avoid being overly influenced by it, or shifting your mood based on the need to make a good impression with a customer.<\/p>\n

Now do the same thing with your customer. You can\u2019t read minds, of course, but you can ask questions. Something as simple as \u201cWhat\u2019s keeping you busy lately\u201d could help you perceive whether they\u2019re in a good space to hear you out, or already overwhelmed with fires to put out. Asking \u201cHow\u2019s the morale at your firm\u201d might reveal as much about their emotions as their broader comment on team morale.<\/p>\n

Understand<\/b><\/h3>\n

True EI doesn\u2019t stop at spotting how we or others are feeling. It analyzes those feelings, much in the way companies analyze data to continually improve the experiences they offer.<\/p>\n

If you\u2019re feeling tired, sad or angry right before you sell, for instance, there are going to be obvious limitations in your ability to persuade a customer or prospect to accept a proposal. You might also forget key details or mix them up because your emotions are getting in the way. Thinking through the causes of those emotions is the first step in overcoming them.<\/p>\n

Similarly, you need to try and understand why customers may be feeling the way they are. In some cases their emotions will be a result of what you\u2019ve been saying or how you\u2019ve been behaving. In others, their feelings may have little or nothing to do with you.<\/p>\n

Manage<\/b><\/h3>\n

EI wouldn\u2019t offer much value if it didn\u2019t include an element of problem solving or working through our feelings and those with whom we\u2019re interacting.<\/p>\n

When your own emotions are the issue, it may come down to accepting a situation that isn\u2019t really in your control. You may have to forgive yourself for mistakes you\u2019ve made, or be prepared to seek forgiveness from someone else later. There could also be an aspect of compartmentalizing your emotions \u2013 not necessarily letting everything go, but mentally deciding to deal with them later.<\/p>\n

Managing the emotions of customers is best done with empathy. You can acknowledge, for instance, that the purchasing decision they\u2019re making is a complicated one. You can also recognize that there are many other priorities going on within their job or across their business.<\/p>\n

Where it makes sense, ask what might make them feel better about the purchase, or how you can help build their confidence in the product or service. Customers may feel better just knowing that their feelings are being taken into account by a rep.<\/p>\n

As EI becomes a more vital skill within sales, remember that it\u2019s not about achieving perfection every time. Instead, it\u2019s an ongoing process of asking, listening, and doing your best, and then doing it all over again. <\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

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