emotional intelligence. It is a term that becomes more popular, especially among companies that are concerned with retaining their customers. Behind this expression lies the ability to recognize, understand and manage one’s own emotions as well as the feelings of others. Indispensable for salespeople, this quality allows them to customize their behavior to achieve objectives and close the sale.
In fact, we believe that purchasing decisions are based only on reason, rational. In fact, the success of a conversation or marketing campaign depends on the triggers that attract the emotion. Still, a little practice will be necessary to fully master emotional intelligence!
5 axes of emotional intelligence
More recently, the classic model of emotional intelligence was formulated by scientific author Daniel Goleman in the mid-1990s. This concept, brought up to date, is part of a business savvy approach to increasing conversion and retention rates. In a world where authenticity, transparency and emotion predominate consumption, the model developed by Daniel Goleman takes full meaning.
According to him, emotional intelligence consists of 5 axes that all salespeople must master:
- self awareness : the ability to detect, identify and understand one’s own feelings and their possible effects on other people’s emotional states.
- Self-regulation: The ability to control one’s own emotions and impulses to avoid negatively upsetting the emotional state of others.
- socialization Desire to establish relationships and maintain meaningful relationships with other people.
- sympathy : the ability to determine the feelings of others and respond appropriately to them.
- Inspiration : a person’s willingness, dynamism, morale, or enthusiasm to do or perform a particular task.
All of these skills can be learned and developed over time through practice and training.
Read also: 7 ways to unlock your hidden emotional intelligence
Key: Encouraging customers to express their feelings
Sales success depends on your ability to let the customer speak from the heart. As a salesperson, you should encourage him to “empty his bag”. What are his underlying frustrations? Conversely, what are his biggest inspirations?
Like a psychologist, you should guide him to the expression of his deepest feelings. Even when he seems finished, ask if he has more to say. Thanks to this attitude, an atmosphere of trust is established. After this moment of honesty, the customer will feel more relaxed and understanding. So he will be more apt to listen to you.
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emotional intelligence to move on
The barriers between you and the interlocutor have been broken. Now you know his desires, his needs and his frustrations. Your goal is to address his feelings directly by giving concrete solutions.
Most of all, take the time to show that you understand her, that you understand her pain points. Don’t wait for him to guess: verbalize it so you can move on. It’s time to ask her the following question: “What can we do to help you?” “. The customer will feel involved in the conversation and feel empowered.
Negotiations can begin peacefully and efficiently. During the interview, remember the feelings you expressed to guide the conversation. Choose your arguments carefully so as not to evoke negative emotions, but to evoke positive emotions.
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Emotions are part of being human and ignoring them is always a mistake, especially in the context of sales! The economy may be driven by supply and demand, but buying decisions are still influenced by sentiment.
Emotional intelligence fills the void sometimes felt by buyers between themselves and companies. It shows that a salesperson is able to understand and adapt to their deeper needs. This is a real competitive advantage for your business.