In the latest episode of the expert insight interview, John Golden sits down with Dr. Robin Hills, a business psychologist and the director of EYE for Change. The episode focuses on the importance of emotional intelligence (EI) in sales and provides practical tips for salespeople. Dr. Hills, a specialist in emotional intelligence, positive psychology, and neuroscience, shares his views on how self-awareness and emotion can improve the sales process.
What is Emotional Intelligence?
Dr. Hills begins by clearly defining emotional intelligence as “the ability to think and feel. Emotions are a form of intelligence.” This definition suggests the application of reason and emotion in decision-making and the development of real relationships. While the idea of emotional intelligence is easy to understand, Dr. Hills points out that using it in real life is not easy.
Key Points:
- Emotions as Data: Emotions are not good or bad; they are information that can help us understand what is happening in our environment and how to respond.
- Reflective Practice: This way, we can learn to control our feelings and their causes, enabling us to make the right decisions in relationships, especially in sales.
The Need for Salespeople to Practice Self-Analysis
According to John Goldin, sales can be very demanding, filled with rejections and defensive customers. Dr. Hills agrees that salespeople must practice reflection after each conversation. He recommends that salespeople evaluate themselves after each sale by asking themselves the following questions: What went right? What could have been done better? Does the prospect have a positive impression of himself or herself and the company? He also shares some tips on how salespeople can improve their performance.
Actionable Advice:
- Post-Interaction Reflection: Take a few minutes to think about the following after each sales call:
- What went well?
- What could have been improved?
- Was the prospect optimistic about the conversation?
- Learning from Experiences: Both positive and negative experiences should be considered lessons to improve emotional intelligence.
Changing the Approach Based on the Client’s Behavior
A vital part of emotional intelligence in sales is the client’s behavioral characteristics. Dr. Hills points out that salespeople must be versatile in their selling strategies to meet clients’ needs. He lists four primary behavioral types:
Behavioral Types and Strategies:
1. Drivers: They are result-oriented and prefer clear and concise communication.
- Strategy: Change your speed to suit their preference for quick results and straight to the point.
2 . Expressives: They are also creative and like to discuss ideas rather than facts.
- Strategy: Since they like to talk fast, you should also have a fast conversation to keep them interested in ideas.
3. Analytical: They want to have data and information before they can make a decision.
- Strategy: Give them detailed information and research to fulfill their appetite for information.
4. Amiable: They are relationship-oriented and may take more time to decide.
- Strategy: Make them feel comfortable and secure by giving them your support.
This way, salespeople can read the clients and build the trust that will lead to better results.
Overcoming the Negative Stereotypes Related to Salespeople
The topic also includes the negative perception associated with salespeople. Dr. Hills shares his experience in the sales department and notes that many people have a negative perception of salespeople based on cultural perceptions. He argues that one should be proud of being a salesperson and explains what this position entails.
Recommendations:
- Embrace Your Role: You should have confidence in what you do and do not be ashamed of it.
- Shift Perceptions: Instead, focus on the fact that you are helping the client make the right decision and that you are offering solutions and not just selling products.
The Importance of Self-Awareness in Sales Outcome
According to Dr. Hills, self-awareness is equally important for salespeople as it is for other workers, and she stresses this point. He recommends using psychometric assessments to determine an individual’s behavioral style and how this affects relationships with others. In this way, salespeople will be well positioned to handle the pressure and shape their behavior when faced with the unexpected.
Insights:
- Psychometric Assessments: Try using tools to determine your behavior and how it affects your communication with others.
- Stress Management: Learn how stress and pressure can affect behavior and how to manage your responses in stressful situations.
Conclusion: Taking the Sales Position
In conclusion, the episode highlights the need for emotional intelligence in sales. Dr. Hills tells the salespeople to own their profession, think about their experiences, and adjust their strategies for every client. By developing self-awareness and understanding the emotional process in sales, salespeople will be better able to develop relationships, perform their jobs more effectively, and thus perform better in their jobs.
Final Takeaways:
- Reflect and Adapt: It is essential to consider what is happening in your interactions and change your approach for each client.
- Build Authentic Relationships: Use emotional intelligence to establish mutual trust with your clients and move beyond the business conversations.
- Embrace Emotional Intelligence: Realize the significance of emotional intelligence in changing your sales approach and producing long-term results.
This proper conversation is a good example of the fact that sales is not just about making deals; it is about people, their needs and wants, and the ability to provide the solutions they seek. Thus, salespeople can only enhance their sales results and the image of the sales profession by applying emotional intelligence.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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