Emotion intelligence for sales – why should you care?

“Emotional intelligence is the ability to sense, understand, and effectively apply the power and acumen of emotions as a source of human energy, information, connection, and influence.” – Robert K. Cooper

As a small business owner, particularly in the B2B space, mastering the art of selling is crucial to your success. However, the key to becoming truly successful lies not just in your ability to present and persuade but in understanding the emotions behind every business decision. This is where emotional intelligence for sales becomes a game-changer.

What is emotional intelligence for sales?

Emotional intelligence (EQ) refers to the ability to perceive, control, and evaluate emotions—both your own and those of others. In sales, emotional intelligence is essential for building genuine connections, understanding client needs, and navigating complex negotiations.

1. Emotional intelligence for sales enhances customer connection

In the B2B world, sales are not just about products or services but about relationships. High emotional intelligence for sales allows you to connect on a deeper level with your prospects, understanding their pain points, and offering solutions that truly resonate with them.

Key Takeaway: use emotional intelligence to listen actively and respond empathetically. This builds trust and makes your clients feel valued, setting the stage for long-term partnerships.

2. Overcome objections with empathy

Objections are a natural part of the sales process. However, how you handle these objections can make or break a deal. A high EQ enables you to see objections not as barriers but as opportunities to understand your clients better and address their concerns more effectively.

Did You Know? According to Daniel Goleman, a pioneer in emotional intelligence, “Emotional self-awareness is the building block of the next fundamental emotional intelligence: being able to shake off a bad mood.” This is critical in maintaining a positive outlook when faced with sales objections.

3. Emotional intelligence for sales boosts negotiation skills

Negotiation is where many deals are won or lost. With emotional intelligence, you can read the room, gauge the emotions of your counterpart, and adapt your strategy accordingly. This adaptability can lead to more favourable outcomes for both parties, ensuring a win-win situation.

Pro tip: focus on the emotional needs of your clients. When you understand what drives their decisions, you can negotiate in a way that feels less like a transaction and more like a partnership.

This should also be reflected in your marketing because buying decisions are 20% logic and 80% emotions.

4. Emotional intelligence for sales helps you handle rejection

Rejection is inevitable in sales, but emotionally intelligent salespeople understand that it’s not personal. They use rejection as an opportunity to learn and improve, rather than as a setback. This resilience is crucial for long-term success.

According to Lou Holtz, “It’s not the load that breaks you down, it’s the way you carry it.”  With a high EQ, you can carry the load of rejection with grace and bounce back stronger.

5. Build a resilient sales team with EQ

As a small business owner, your sales team’s emotional intelligence is just as important as your own. A team with high EQ can weather the ups and downs of the sales cycle more effectively, support one another, and maintain a positive, productive work environment.

Summary: invest in emotional intelligence for sales training for your sales team. Not only will this improve individual performance, but it will also create a more cohesive, resilient team.

Elevate your sales game with emotional intelligence for sales

Mastering emotional intelligence for sales is not just about closing more deals—it’s about building lasting relationships and creating a sustainable business. By focusing on the emotional aspects of your sales interactions, you can unlock new levels of success and satisfaction in your business.

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