Blundering Through Small Business Sales:
Emotional Intelligence Matters!
Connecting with customers emotionally and intellectually is the key to unprecedented success.
This fusion of emotional intelligence (EI) and language intelligence (LI) is often underestimated. It can profoundly impact increasing sales and fostering positive, lasting client relationships.
In our experience, when we fostered these skills in our business and sales team- our sales went nuts, people were happier at work, and we were more productive. In fact, recent studies show a definite link between productivity and EI.
Once we gently dipped our toe into training our team we saw instant results that compounded. We wanted to kick ourselves for not doing it 15 years earlier! To be fair, we really underestimated our team in many ways. We KNEW there were some really adaptive mindsets and very switched on people, however the idea of putting these ingredients together as an integral recipe instrinsic to our business culture was new for us.
Having studied these psychological concepts in our personal lives, it never occurred to us to introduce them as part of our business culture. We were unsure how our staff would respond, and EI in sales was new to our industry at the time.
It was such a powerful transformation that we studied it extensively and developed courses for small business operators and teams.
Let's explore how these skills can turn even negative experiences into opportunities for growth.
Emotional Intelligence
Heart of Sales
Emotional intelligence is about recognising, understanding, managing, and effectively using emotions in interactions. Emotional regulation is a key aspect to this as well.
As you may already be aware- it is the knack for navigating people's feelings and reactions with tact and empathy. And in sales, it's a game-changer. Salespeople with high EI can engage with customers on a deeper level. They can read the words used or lack thereof and the emotions behind them.
The term was first coined in 1990 by researchers John Mayer and Peter Salovey, but was later popularized by psychologist Daniel Goleman. We know these skills are learned, they are not always taught, and everyone can benefit from learning them.
Understanding the needs and emotions of a customer is crucial. When a salesperson empathises with a client's challenges, they build trust and rapport. This emotional connection can increase sales as clients are more likely to buy from someone they trust and understand their needs.
Language Intelligence:
The Art of Effective Communication
Language intelligence complements EI. It's the skill of using language effectively, not just in terms of grammar and vocabulary, but in understanding how different words and phrases impact the listener. A well-chosen word or phrase can create a positive emotional response.
In sales, the choice of words can make or break a deal. Salespeople who possess strong LI can convey their message clearly and persuasively. They adapt their language to match the customer's communication style, making the interaction smoother and more comfortable, (taking into account of course the appropriate)
Body Language - Secret Language
Moreover, effectively using body language, from maintaining eye contact to demonstrating open posture, can communicate confidence and reliability. Thus, a nuanced understanding of body language is pivotal to emotional intelligence, facilitating successful transactions and lasting, mutually beneficial business relationships. It serves as an indispensable tool in the salesperson's arsenal. This silent dialogue often speaks louder and more authentic than spoken, creating a rapport that could be the linchpin of sealing the deal.
Turning Negatives into Positives
Even in the best small business, negative experiences with customers can occur. However, a sales team member with a strong foundation in EI and LI can turn these situations around. They can defuse tension with empathetic listening and choose words that de-escalate rather than exacerbate the issue.
For example, suppose a customer is unhappy with a product or service. In that case, a salesperson with high EI can acknowledge their frustration genuinely and offer solutions, turning a negative experience into an opportunity to demonstrate exceptional customer service.
John, a sales rep, notices a customer, Lisa, looking visibly frustrated while examining a coffee maker she had recently purchased. Sensing her discomfort, John approaches her.
"Good afternoon, Lisa. I see you're back with the coffee maker. Is everything okay?" John asks, infusing the conversation with a respectful and attentive tone.
"It's leaking water all over my counter," Lisa retorts, clearly upset.
Utilising his EI skills, John makes eye contact and nods, showing he understands her frustration. "I completely understand why you'd be upset. A brand-new product shouldn't give you such trouble."
Switching to adept BL skills, he gets right to the point: "Would you prefer a full refund, or can I offer you an immediate replacement along with a complimentary extended warranty?"
Lisa pauses, evidently surprised by the prompt and efficient response. "A replacement would be great," she replies.
"Consider it done. I'll handle the details," John assures her, directing a staff member to fetch a new coffee maker.
By balancing emotional intelligence and business language, John turned a customer's negative experience into a positive one in a matter of moments. His approach was empathetic, yet direct and efficient—demonstrating both human understanding and business acumen.
The Skillset that Drives Growth and Positive Memories
The underestimated link between emotional and language intelligence is a powerful skill set that drives growth in small businesses. Sales teams armed with EI and LI excel in customer engagement, understanding needs, and building trust. They create positive experiences that lead to repeat business and referrals.
Sales isn't just about talking someone into buying something; it's about building genuine rapport. It's about ensuring the interaction is remembered, and the person feels listened to and understood. Even if a sale doesn't happen immediately, the memory of that positive interaction for the customer is a future investment. It feels good for everyone involved!
Training and developing these skills in sales teams can pay substantial dividends. Salespeople equipped with EI and LI meet their quotas and create a loyal customer base that forms the bedrock of sustainable growth.
Emotional and language intelligence empower sales teams to engage with customers, understand their needs, and navigate challenges with finesse.
These skills transform negative experiences into growth opportunities and create positive memories that resonate for years. Recognising the importance of EI and LI and BL is about building lasting relationships, fostering business growth, and leaving customers with the warm glow of a genuinely positive interaction.
Interested in boosting your marketing or learn more about how to amplify your Digital Media efforts? Check out the Digital Solutions Program, based in Victoria, the program is for eligible small business operators and we are very humbled to be mentors for the program. You can check it out here: digitalsolutions.
Source: https://www.emerald.com/insight/content/doi/10.1108/03090590610651258/full/html
We also found this article by Very Well Minds about Multiple Styles of Intelligence that really bucks the IQ traditional view, very interesting you might too:
https://www.verywellmind.com/gardners-theory-of-multiple-intelligences-2795161
CHATGPT: THE SUPER GUIDE FOR SMALL BUSINESS
Written by the tech-savvy mentors at The Doorway Group, this guide offers a unique blend of industry insights and practical experience. Key features include:
A step-by-step approach to implementing ChatGPT in your business operations
Over 250 field-tested prompts that can be immediately applied
A focus on both the theoretical and practical aspects of using ChatGPT
Detailed guidelines for using ChatGPT ethically and responsibly
It's time to take your business to the next level.
Transform your business operations with ChatGPT Make the decision today to streamline, modernize, and elevate with "ChatGPT: The Super Guide."
TAKER
CHATGPT: THE SUPER GUIDE FOR SMALL BUSINESS
Written by the tech-savvy mentors at The Doorway Group, this guide offers a unique blend of industry insights and practical experience. Key features include:
A step-by-step approach to implementing ChatGPT in your business operations
Over 250 field-tested prompts that can be immediately applied
A focus on both the theoretical and practical aspects of using ChatGPT
Detailed guidelines for using ChatGPT ethically and responsibly
It's time to take your business to the next level.
Transform your business operations with ChatGPT Make the decision today to streamline, modernize, and elevate with "ChatGPT: The Super Guide."
TAKER