Why salespeople need a big dose of EI to truly understand their customers’ needs and reservations.
By Brian Sullivan
While traveling with a medical device salesperson recently, we stopped by a surgery center to deliver a product presentation/demo. This rep has been selling for about 10 years and was very familiar with the surgery center environment. Prior to becoming a medical salesperson, this rep worked as a biomedical engineer in a hospital, so certainly had the “smarts” to add value to the customer.
But here’s where things went south. After unwrapping cords for 10 minutes, trying to find a plugin, and passing out 20-page stack of brochures, this “seasoned pro” launched into a tirade of features, clinical data, and meaningless stats. After about 20 minutes, the physicians and office staff looked as if they were weighing the benefits of running for the exit. But the worst part was, the salesperson was clueless to their body language and tone of voice. Needless to say, we didn’t get the order that day.
But we could have.
They had a need, and we had a great product. Yet this rep’s lack of awareness of what was happening in that room crushed the deal.
You see, in our world of selling, while it’s crucial to know our product like the back of our hand and have our product, industry and clinical knowledge down pat, there’s something else that can really give us the edge: Emotional Intelligence (EI). It’s that secret sauce, the magic ingredient, that… well, you get the picture.
In simple terms, EI is being smart with feelings – yours and theirs. It’s about understanding when your client’s expression screams “bored” even if they’re nodding along. Or, EI is when to hold off pushing that premium package because you can tell they’re still on the fence. It’s the kind of intelligence that doesn’t care about your GPA or how long you “carried the bag,” but makes all the difference when getting prospects to open up and participate in an honest conversation.
Their body is telling you something
You need to use your EI to read a prospect’s body language and tone. This can be the key to truly understanding their needs and reservations. Here are five tips to help you fine-tune your observational skills:
Open vs. Closed Posture: If a prospect is leaning forward or has an open posture (uncrossed arms, uncrossed legs), they’re likely engaged and receptive. A closed posture (crossed arms, leaning back) can indicate defensiveness or skepticism. Adjust your approach accordingly to bridge any perceived barriers.
Facial Expressions: The eyes and mouth can be particularly revealing. Raised eyebrows can indicate surprise or skepticism, while a tight-lipped smile might mean they’re holding back concerns. If they maintain eye contact, it’s usually a sign of interest; if they frequently look away, they might be distracted or disengaged.
Vocal Nuances: Listen for changes in tone, pitch, and pace. A higher pitch or faster pace can indicate excitement or nervousness, while a slower pace or lower tone might suggest hesitation or doubt. Be attuned to pauses; they might be pondering what you’ve said or are formulating a question.
Gestures and Movements: Fidgeting, such as tapping fingers, can suggest impatience or anxiety. On the other hand, mirroring your movements or gestures is a good sign, as it often means they’re in sync with you and the conversation.
Feedback Loops: Regularly check in with your prospect to ensure understanding. Phrases like, “Does that make sense?” or “How does that align with your needs?” not only offer a chance for them to voice concerns but also present moments for you to observe their immediate physical and vocal reactions to your statements.
By honing in on these non-verbal cues, you can better tailor your presentations, address hidden concerns, and build a deeper rapport with prospects.
Why EI is your new BFF in sales
Building Real Connections: Look, products come and go, and let’s face it, what you’re selling today might be sold cheaper or jazzier tomorrow. But that rapport you build and the “feeling” customers get when they are around you can’t be replicated. Don’t listen to those “seasoned” salespeople who will tell you that relationships don’t matter in healthcare sales anymore. They do! When all things are equal, they WILL choose to do business with people they like.
Handling Curveballs: Every now and then, a client throws a curveball – a tricky question, a sudden objection, or a not-so-happy complaint. Be prepared for it.
Making Choices on the Fly: Ever had one of those moments when you need to think on your feet? EI is like having those tiny decision-making elves whispering sage advice in your ear.
Becoming a Listening Legend: We’ve all been guilty of waiting for our turn to speak rather than truly listening. But with EI, you’re not just hearing words; you’re catching feelings, concerns, and the unsaid. It’s almost like having superpowers, but cooler.
In a nutshell, while the world of sales spins with numbers, targets, and products, let’s not forget the heart of the matter – the human connection. Let’s value the laughs, the frowns, and those little moments of understanding. Emotional Intelligence isn’t just a buzzword; it’s the heart and soul of every successful sale. And on that note, here’s to more empathetic and genuine selling!
Brian Sullivan, CSP, may be a seasoned voice in the sales world, but he never misses a chance for a hearty laugh, a genuine conversation, or an opportunity to make sales a tad more human with PRECISE Selling. To learn more, go to preciseselling.com.