By | Peter Clarke
Emotional intelligence can create a huge difference in the domain of sales and communication. When it comes to pitching sales ideas or selling any particular product or service, emotional intelligence is treated as a major device and contributing factor behind successful closures. The term emotional intelligence refers to the capacity to express and control emotions and be empathetic towards others’ emotion. In sales, this is one of the many key strategies that work like magic. Even though we consider ourselves rational, most of the decisions we take in our lives are prioritised emotionally and not practically.
This is one major reason why most of ushave paid to cry at the movie theatre watching “Ironman”succumb to death in the hands of “Thanos”. This is also why the movie Avengers Endgame could drawin a massive audience and runsuccessfully in theatres for more than three months to makea whopping 280 crores USD business in such a short span.
You see, that’s how it works. Now coming to the primary context of the discussion, let’s take a look at the five key reasons why emotional intelligence matters in the field of sales and marketing.
- You can handle rejections much effectively
A successful sales deal isn’t always about the monetary gains. Even though it is the primary concern, there are other aspects to be met as well. For example, the mental health of the salesperson involved is a matter of concern. Not everyone can handle sales rejection in a way it is supposed to be handled.
Prof. Andrew Dawson, associate writer and chief sales planner of a leadingLaw assignment helpfirm once considered suicide as a way out. Reason? He failed drawing in enough orders in his name as essay writing serviceoutlines and structures offered by him got rejected multiple times by various research students.
This is exactly where the role of emotional intelligence comes in. Developing this trait will allow the professor to look at problems in a different way. He shouldn’t be thinking about the rejection and lose control over his emotion and surrender to ultimate hopelessness. The right proportion of emotional intelligence would have helped him in treating those escalations as useful feedback.
He could have learned about the assignment structuredeveloped by him and the one preferred by his target audience. He could have strategised his next move accordingly to produce a winning outline. It’s all about how you choose to look at things, accept negative feedbacks and use all criticism as a positive driving force in life and profession.
- Emotional intelligence helps in building a good rapport
The domain of sales and successful closures is entirely based on the fundamentals of reading and reciprocating to buyers’ emotions. You need to handle every potential lead and turn them into promising customers with different approaches. But, the one thing that remains constant in this matter is how good your rapport with your target audience is. A thorough understanding of reading others’ emotion, addressing pain points and pitching sales ideas go hand in hand.
Here are the benefits of developing emotional intelligence to build good consumer rapport.
- It deepens relationships with clients as they gain clarity in knowing about their prospects and benefits of using the product or service from emotional perspectives.
- This, as a result, builds trust and contributes to the aspect of brand recall value, company reputation, boosted morale of the salesperson and the likes.
- A healthy relationship between a salesperson and customer will help the company handle all conflicts seamlessly.
- Even if something goes wrong in terms of service deliverance or product longevity, an emotionally valued customer would always consider certain situations.
The idea is to make your customers feel at home, and count on you (as a salesperson) like a family. That amount of emotional bonding is much needed when it comes to establishing brand values down the road.
- Emotional branding matters; thus, emotional intelligence
The third reason is an extension of the idea projected in the point above. A strong and healthy client relationship is correlated to the aspect of emotional branding. Reportedly, around 11.64% of women and 68% of menhave felt an emotional connection with brands. That sums up to approximately 79.64% of the entire consumer count. Isn’t this figure huge?
This is exactly where the significance of bringing emotional intelligence into play lies.
- It helps in driving company growth and strengthens relationships among clients and stakeholders.
- Emotional branding not only provokes emotions, but it also helps new customers relate to the brand’s look and the messages that it carries.
Back in 2015, Coca Cola ‘s “Choose Happiness” campaign hit customers right in their hearts and made them share happy memories as they consumed the product simultaneously. This, in my opinion, is one of the smartest and most effective emotional branding campaigns executed ever. At the end of the day, it is all about getting to know your customers well and approaching them to bind every brand story with empathy and affection.
- Increases consumer engagement and retention
Since using emotional intelligence in sales and marketing involves storytelling and other devices to grab users’ attention, it increases consumer engagement and retention rates.
Here’s how it benefits an organisation or a brand.
- Blending emotional intelligence with storytelling techniques in sales will allow you to be creative with your pitch.
- It helps in determining the idea you want to communicate, without making it look drab, repetitive or annoying by any means.
- A captivating sales pitch in storytelling format not only grabs users’ attention, but it also allows your target audience to engage with the brand’s voice better.
- Blending emotional intelligence in the sales pitch makes the campaign memorable. As a result, it increases consumer retention rate as they keep coming back with a sense of loyalty towards the product.
- Helps the salesperson know his/her buyer better
There’s no point if a digital marketer/salesperson pitches the idea of seeking digitisedspell checker to the parents of a toddler. One must target the parents of kids studying in K8 to K9 standards or high-schools. Unless you know your buyers, a successful sales pitch will always appear to be far from its closure.
Here’s how developing emotional intelligence helps sales personnel know their targets better.
- Once you get the hang of the right emotional chords to strike, it gets much easier to convince potential visitors and transform them into promising buyers.
- As a salesperson, you must have bulk targets to achieve. Using a common emotion to pitch your sales idea to common group/strata of audience streamlines the process of meeting targets in huge numbers.
I hope this blog will help compelyou to believe that there are strong reasons why emotional intelligence is considered to be a significant driving force behind successful marketing and sales. Before signing off, let me share the crux of the matter in the form of these useful takeaway points.
- It gets easier for you to handle sales rejection.
- Emotional intelligence allows you to build a good rapport.
- It fosters successful emotional branding in the long run.
- It helps in increasing consumer engagement and retention rate.
- You get to know a buyer’s intent with emotional intelligence.
Peter Clarke is an experienced digital marketer and sales strategy manager, associated with a leading agency in Glasgow, the United Kingdom. Apart from that, he is dedicated to providing marketing for psychology dissertation on behalf of the digital platform MyAssignmenthelp.com. And also he is great paper writing help expert