Four old friends head to dinner at their favorite restaurant to celebrate. After they consume their selections, with laughter and raised voices, the waiter heads over to clear the empty plates. Smiling as he catches the friends' heightened mood, he offers to show them the evening’s desserts. One friend says, “Absolutely! Let’s keep the celebration going.”
Returning with a tray-o-delights in hand, the waiter steadies the platter on his arm to be sure all eyes take in the view. Finally, another friend says, “Look how rich they all are. I’m trying to cut back. Just look at that one!” With a knowing look and a nod, the waiter suggests, “Just skip breakfast in the morning.” Chuckles resound, and four orders of “that one” are placed. The celebration continues for the friends, the waiter, and the restaurant, because the waiter picked up on the group's mood and ran with it. The waiter's actions required emotional intelligence (EQ)—a set of skills that, when used intentionally, boost sales from the golf course, to the boardroom . . . even the table.
Emotional Intelligence Boosts Sales
Let’s consider how emotions factored into our waiter up-selling dessert to four friends who were already full. First, moods are catchy when you notice them. The waiter approached a group of laughing people enjoying the food and each other. He noticed and reflected their joy with a smile (strengthening rapport) and offered to continue the celebration with more food. He found a need and met the need. To the uninformed, things may seem like a done deal at this point, but selling just isn't that easy. Pangs of guilt begin bubbling up from the diners' full bellies, and their buoyant mood is suddenly in conflict with feelings of apprehension around ordering dessert. Our astute waiter picks up on his customers' clashing moods, and knows all too well that worry over calories may just end the party. He's quick to empathize with the friends' dilemma, and—with one simple, lighthearted suggestion—squashes their concern over extra calories and switches their focus to the great time they're having.
How Emotional Reactions Can Hurt the Sales Process
Every sales person understands all too well that customers present only about five steps between hearing “Hello” and saying “Sold”! There are just five steps to success:
- Build the relationship
- Find the need
- Meet the need
- Jump the hurdles
- Ask for the sale
Yet why do five little steps sometimes feel like the journey of a lifetime with some customers? The answer lies in how our brains are wired. Sales people, like all people, are not logical creatures and neither are their customers. Sales people have moments when they feel discouraged, anxious, pressured, distracted, and even overzealous. When any of these emotions surface for either party, the feelings can take over the process and stall the sale or steer it off track. On a sales rep's best day, he or she
