BY Jessica Helinski
Emotional intelligence in sales is emerging as a must-have soft skill in today’s world. Modern buyers seek genuine connections from the people they work with, and that includes vendors. Your ability to connect with your prospects impacts your success.
Why is emotional intelligence in sales important?
Traditionally, sellers have often relied on slick pitches and, sometimes, pushy tactics to close deals. But the industry has evolved, and that style of selling doesn’t work with today’s buyers.
Strategies that focus on connection and relationships, such as consultative selling, are becoming the go-to choice.
The limits of language
Sellers find that it takes more than a polite phrase or automated email greeting to create that connection. And, as Gerhard Gschwandtner explains, reps can’t just rely on pleasant language to demonstrate they care.
“Salespeople frequently rely on polished scripts, persuasive pitches and well-crafted emails to engage customers.”
But, he adds, “While these tools are essential, they only address part of the equation.”
Language alone can’t convey emotional intelligence in sales. Words can be misunderstood or interpreted differently depending on context, culture or tone. And even polite phrases may sound professional but may come across as generic or insincere.
Emotional intelligence relies on more than just words—it requires connection and empathy.
Bridging the gap
It’s up to sellers to cultivate emotional intelligence and demonstrate that despite the limits of words. And doing so isn’t difficult but rather takes awareness and some thought.
Language is essential in sales, but it must be paired with emotional intelligence, including both verbal and non-verbal cues, to be truly effective.
Gschwandtner shares helpful ways sellers can bridge this gap. He encourages sellers, when listening to others, to focus on what’s “in between the lines.”
This involves looking, and sometimes digging, beyond the surface of what the prospect says. Take notice of nonverbal cues, such as their tone and body language. Not sure how to read those cues? Check out this guidance.
Also, don’t be afraid to ask probing questions to encourage them to expand on what they said (here are some great examples).
These two tactics can help sellers recognize the disconnect between what the buyer said and how they actually feel. Then, sellers can respond empathetically instead of withdrawing.
Adapt your communication style
Another way to demonstrate emotional intelligence in sales is to adapt how you communicate. Sometimes, messages are missed because of incompatible communication styles. While your words matter, it also matters how you deliver them.
For example, you may strive to use emotion-driven language, but the prospect prefers simple and direct. It’s up to sellers to recognize and adjust for this issue, Gschwandtner explains.
“High-EQ salespeople can tailor their language and tone of voice to match the customer’s communication style,” he adds.
Shelley West, writing for Elite High Performance, agrees. She notes that “mirroring” the other person, from their tone to their body language, builds rapport. But she warns against overdoing it.
For advice on effective mirroring, check out these tips.
Be thoughtful with AI
Sellers are increasingly using AI to help with sales activities, including communication. From script guidance to email-writing, AI is helping reps polish the language they use.
The key to success using AI, though, is to thoughtfully balance its use with your own human touch. Sellers must think of AI as another tool they have to assist them instead of relying on it completely.
“A salesperson who integrates these tools with their EQ,” Gschwandtner writes, “can create a more impactful connection.”
More resources for emotional intelligence
Building and nurturing emotional intelligence in sales is essential to connecting with today’s buyers. It will help you wield language in a way that creates genuine connections and deep relationships with your buyers.
And while emotional intelligence doesn’t come naturally to everyone, it can be developed. For even more insights into how you can work on your emotional intelligence, take a look at this additional guidance.
Photo by Vitaly Gariev on Unsplash
