BY Tim Londergan
Whether it’s needs discovery or handling objections, emotional intelligence will inform the best sales call questions needed for B2B success. Likewise, a keen EQ will help you comprehend the buyer’s emotions and motivations.
In modern selling, with the fusion of technology and humanity a certain balanced integration is essential. It’s important to provide data and evidence but you must also listen and learn. Consequently, the right questions posed at the optimal time can capture the human essence of connection, empathy and trust.
Sales insight company, Emblaze studied behavior among B2B buyers and shares their findings with those willing to know more.
The Best Sales Call Questions Originate from ‘Soft Skills’
Science suggests that self-awareness is a key component of emotional intelligence, or EQ. It’s defined as an “understanding of our own emotions and their effects on our performance.” Social awareness is another component and together they comprise our actions of self-management and relationship management.
Study authors found that high-EQ sellers outperformed low-EQ colleagues by wide margins. Fortunately, researchers agree that the human qualities of self-awareness and social awareness, or EQ, can be developed over time. Often referred to as ‘soft skills’, EQ is seen as “an accelerant on all other skills.”
Therefore, sales call questions have better outcomes when hard sales skills are integrated with the human capacity of emotional intelligence.
Improve Meeting Quality with High EQ
It’s no secret that buyers will spend more time with you if they believe you understand their needs. Being empathetic and open to new information will resonate with the buyer. Letting the conversation drive the subject regardless of your sales agenda is key.
Researchers quantified EQ’s impact on perceived meeting quality by the following measures:
- EQ’s boost of needs discovery: 27.5%
- EQ’s boost of market knowledge: 36%
- EQ’s boost of product knowledge: 37.3%
- EQ’s boost of handling objections: 69.8%
EQ has the capability of driving topics, uncovering hidden agendas and drawing out underlying objections. Differing perceptions between buyer and seller on these themes may lead to deeper problems as the relationship proceeds. On the other hand, when alignment and a genuine connection is made, trust will be established.
Buyers Recognize the Impact of High EQ
Advice and strategies to improve sales skills are widespread. However, the Emblaze study of buyer behavior identifies EQ as a transformative element. Crafting sales call questions, improved product knowledge and verbal communication skills are all enhanced with high EQ.
Differentiate from your competition
Work on your presentation skills because they can differentiate you from your peers by a whopping 46%! Excellent market knowledge can give you a 33% advantage. And the study found that emotional intelligence will give you a 38% boost over your competitors!
The Human Touch Still Rules in Sales
Dr. Bonney, of Emblaze poses a question: “Do hard skills get you hired and soft skills set you apart?”
His new study shows that EQ is crucial. It delivers better sales meeting outcomes, drives bigger deals, enhances relationships, and sets you apart from your peers.
In high stakes selling it’s tempting to rely on the latest tricks and tech. It’s easy to forget that selling from the heart is what wins the day. However, the science of buyer behavior proves the qualities of empathy, creativity and emotional connection are essential to sales success.
Today’s sellers must balance high-tech with high touch. What you do and how you do it matters more than ever before. Subsequently, you must create sales call questions that show your understanding, interest and genuine human emotion.
Photo by Alexander Suhorucov on Pexels.com