Emotional Intelligence in Sales Part 4
Welcome back to our series on emotional intelligence in sales. In our last installment, we rounded out the conversation on topics of Emotional Intelligence that relate to ourselves. In this installment, we proceed onward to elements of Emotional Intelligence that relate to others, social competencies.
Social Awareness is a skill that some believe is only available to extroverts. Let me set the record straight. You can improve your skills in social awareness even if you are an introvert. It really just comes down to one thing, thinking about the person with whom you are interacting, actively listening, and observing body language. You must be present, relatable, and understandable. You’re a salesperson, selling is your job. If you can put on your salesmanship hat, where you are actively practicing those self skills, people will be open to you, especially customers who would like nothing more than to like you and buy from you, even the skeptical spouse who doesn’t want to spend too much money.
With customers who come in saying they are just looking. The only emotional cue you might be able to read from them in that instance is some awareness of distance. Reset. Take a breath. Smile. Make a little joke. Liven up the room. Whatever it takes to bring yourself under control. The person across from you is now an open book, as long as you can learn how to read.
A couple, so you surmise, walks into the store.
Example 1: They’re doting on each other, and you have a suspicion they would like to look at an engagement ring. You ask how their day is going. Introduce yourself and find out their names. They tell you they want to look at pendants. You inquire a bit and realize that they’re a new couple, very new. As such, they’re not looking for a ring, not yet at least. You are present, alert, and approachable. You offer them a beverage which they accept. Everything starts shining in the pendant area. You put the perfect beverage in their hand with the perfect lighting and step behind the counter.
Example 2: Before they can chat, you already know what they want and head over to the engagement rings since they are showing a lot of affection. One of them shudders just a little bit. They follow you to the area. You pull out a beautiful ring to show. They nod appreciatively as you tell them the price and ask what they think. They’re not sure. You reach for another ring and one of them gets a phone call. “Oh sorry, this isn’t a good time, they say”. You take down their information on your little pen and paper pad. “This isn’t going that well” you think. Great, now you have one of their names and an email address. They’ll be back another day.
Which situation do you feel exhibits Social Awareness? Give a star rating in your head for example 1 and 2. Well in example 2 they got an email address you may think, so that’s the better ending. While that’s true, what does your mind imagine is going to happen next in example 1? I’ll tell you what’s going to happen, they’re going to seriously consider purchasing a pendant. If you get that far, then who do you think they’re going to want to talk to when they come back for an engagement ring in another year?
I’m going to dissect these examples. You probably already know some of the answers, but let’s talk about them anyway to gain what may be an even greater appreciation for the difference between them. In example 1, the salesperson made a judgment call right away, as every single person on this planet does by instinct. It’s part of what keeps us safe, to make these judgements, but in sales, you need to use those for context instead of action. The salesperson let the customer dictate their needs.
Example 2 is much different. The salesperson is not present. Not at all. Even with the blank stares and shocked looks, the salesperson continues on their merry way. Going to rings immediately. What could be more awkward than a couple who has never discussed the topic being put in front of that counter. As if the shocked couple can say out loud that they’re not ready. They both have to endure it, as a bluff, for each other. But it’s awkward. The first sign of escape, the phone call, they take. Clueless, the salesperson tries to salvage the sale by collecting contact info on something they’re likely to lose anyways. Full of social normalcy, the couple obliges with a name and email they haven’t checked in a few years.
Self Awareness Practice: Don’t be Example 2. Be present. Ask. Read. Try these things in your interactions this week and you will be amazed to see what people are telling you without words.
Greet people by their name. This sounds obvious, but introductions are not enough. Going the extra step to use the customer’s name in your conversation signals to them that you hear them and care about them. Using their name in conversation will also help you remember them when they come back in. Then you can greet them by their name again, building on that relationship.
Actively listen to your customers. Practice active listening by paying attention fully. Cast away thoughts about what you are going to say next, what you need to do after the customer leaves, or what happened earlier in the day. Ignore distractions from other customers and the phone ringing.
Show that you are listening: Make eye contact, have an open posture, nod attentively, smile, etc.
Provide feedback: Provide feedback with reflections, clarification, and summarizing. Example “You all are interested in looking at pendants. Do you know if you are wanting to see gemstone or diamond pendants? . . .Our diamond pendants are over here. Let’s try some on and see what you would like for your anniversary.”
In our next installment, we’re going to delve into the sum total of this article and its predecessors, Relationship Management, the art of combining all elements of Emotional Intelligence into multiple social interactions with the same person. Thanks for reading and stay tuned!
Wishfluence Connection: Wishfluence customer profiles provide an opportunity for every sales person to build relationships with customers and keep important details at their fingertips. Customers feel taken care of and listened to when they can see their wishlists in a store branded app.
