How are you feeling today? Talent leaders know that emotional intelligence (EI) is a contributor to professional success. Awareness of one’s own emotions and the emotions of others is essential to managing feelings and relationships in a productive and empathetic way.

Yet many sales leaders focus on building their team’s hard skills and neglect emotional intelligence or “soft skills.”

Emotional intelligence matters for every field—especially sales. When sales professionals understand and act on emotions appropriately, they can connect and communicate more effectively with their colleagues and customers.

This ability has a significant impact on job satisfaction and sales performance. Find out why emotional intelligence is essential for sales professionals today and how to develop this critical skill.

The Importance of Emotional Intelligence in Sales

Having a great product is no longer a guarantee of a successful sales career. Today’s sales professionals need to position themselves as strategic advisors—resources to help solve their customers’ business problems. This is known as “consultative selling.”

A consultative sales professional puts the buyer’s needs ahead of their own. Instead of leading with a sales pitch, sellers discuss options, provide insights, and guide buyers.

Emotionally intelligent sales professionals are well suited for consultative selling because they’re aware of their own strengths and weaknesses, able to adapt to the emotional states of others, and proficient at building rapport and maintaining strong connections.

5 Ways Emotional Intelligence Affects Sales Performance

There are five categories: self-awareness, self-regulation, social skills, empathy, and motivation. Each of these contributes to the success of highly emotionally intelligent sales professionals.

1. Self-Aware Sales Professionals Manage Their Emotional States

Self-aware sellers can identify and understand their emotions and the impact they have on others. They can manage their mood, are less likely to clash with others, and recover from rejection faster than sellers who don’t recognize or manage feelings.

2. Self-Regulated Sales Professionals Control Their Impulses

Self-regulated salespeople don’t bring negative emotions—anxiety, discomfort, or irritation—to sales conversations. They adapt their behavior to the needs of their job and can motivate themselves over the long term.

3. Socially Skilled Sales Professionals Make Meaningful Connections

Sales professionals with strong social skills make meaningful connections, build rapport easily, and maintain relationships over time. They know how to “read a room” and adjust their own behavior to get the outcomes they desire.

4. Empathetic Sales Professionals Understand Others’ Emotions

Empathetic sales professionals identify other people’s emotions—and are good at adapting to fit the situation. Empathy helps sellers understand customer needs, goals, and pain points so they can address them most effectively.

5. Motivated Sales Professionals Work to Achieve Their Goals

Motivated sales professionals get more done in a day and seek out training to improve their skills. They pursue promising leads and follow up on opportunities more assertively than less-motivated peers. They embrace coaching that helps them reach their goals.

Developing an Emotionally Intelligent Sales Team

Emotional intelligence can be developed to improve sales team performance and harmony. Look for these five building blocks of emotional intelligence when hiring and developing sales professionals:

• Self-Awareness: Do they seem able to recognize their own emotions and tendencies?

• Emotional Regulation: How do they describe handling stressful or challenging situations?

• Social Skills: Do they make eye contact? Do they pick up on social and non-verbal cues?

• Empathy: Can they see things from another perspective? Do they actively listen?

• Motivational Skills: Do they have techniques or habits to keep themselves energized?

You can help your sales professionals increase their emotional intelligence and perform to their maximum potential with an emotional quotient (EQ) assessment. Assessments help team members gain self-awareness, reveal strengths and gaps, and help talent professionals develop low-competency areas.

Consider the level of emotional intelligence within your sales organization. Are there customer satisfaction issues, personal conflicts, or tensions? It may be time to assess the team’s ability to understand and apply the power of their own emotions to improve sales performance and satisfaction.

Want to learn more about emotional intelligence and sales training? Visit The Brooks Group blog for expert advi

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