Emotional intelligence. That's a term that is becoming more widespread, especially in companies keen to retain their customers. Behind this expression lies the ability to recognize, understand and manage one’s own emotions as well as those of others. Essential for salespeople, this quality allows them to adapt their behavior to reach goals and close a sale.
Indeed, we tend to believe that purchasing decisions are based solely on logic and reason. In truth, the success of a negotiation or of a marketing campaign depends on triggers that appeal to emotions. However, a bit of practice will be necessary to fully master emotional intelligence!
The 5 pillars of emotional intelligence
Far from being recent, the classic model of emotional intelligence was formulated by science writer Daniel Goleman in the mid-1990s. This concept, revived today, is part of a commercial understanding approach to increase conversions and retention rates. In a world where authenticity, transparency and emotional appeal are at the forefront of consumption, the model developed by Daniel Goleman makes perfect sense.
According to him, emotional intelligence is made up of 5 areas that all salespeople must master:
- Self-awareness : the ability to detect, identify and understand one’s own emotions and their potential impact on other people’s emotional state.
- Self-regulation: the ability to control one’s own feelings and impulses, in order to avoid negatively disrupting others’ emotional state.
- Socialization : the willingness to form relationships and maintain meaningful connections with others.
- Empathy : the ability to recognize others’ emotions and respond appropriately.
- The motivation : a person’s willingness, drive, morale, or enthusiasm to undertake or carry out a particular action.
All of these skills can be learned and developed over time through practice and training.
Also read: 7 ways to unlock your hidden emotional intelligence
The key: encourage customers to express their emotions
The success of a sale depends on your ability to let the customer speak from the heart. As a salesperson, you should encourage them to "empty their bag." What are their underlying frustrations? Conversely, what are their greatest motivations?
Like a psychologist, you should guide them toward expressing their deeper feelings. Even when they seem finished, ask if they have anything else to say. This attitude builds a climate of trust. After this moment of honesty, the customer will feel more relaxed and understood. They will therefore be more likely to listen to you.
Also read: How to boost your content marketing with emotions?
Emotional intelligence to move forward
The barriers between you and the person you’re speaking with have fallen. You now know their desires, their needs and their frustrations. Your goal is to address their emotions directly by offering concrete solutions.
First of all, take the time to show that you understand them, that you have grasped their pain points. Don’t wait for them to guess it: say it out loud so you can move forward. This is the moment to ask the following question: "What can we do to help you?" The client will feel included in the conversation and will feel empowered.
Negotiation will be able to start calmly and effectively. Throughout it, remember the feelings expressed to guide the conversation. Choose your arguments carefully so as not to trigger negative emotions, but rather to ride on positive feelings.
Also read : Boost your sales with price comparison sites
Emotions are part of being human and ignoring them is always a mistake, especially in a sales context! The economy can be driven by supply and demand, but buying decisions are always influenced by feelings.
Emotional intelligence fills a gap sometimes felt by buyers between themselves and companies. It shows that a salesperson is able to understand and adapt to their deep needs. This is a real competitive advantage for your business.
