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HIGHLY RECOMMENDED BOOKS Selling the Cloud


The days of telling a cus- tomer what you have to offer instead of asking what they need are over.


To succeed, we must LISTEN to our customers. This requires leaving our desires at the door and tuning into our customer’s true needs. It asks that we advise, not dictate. Serve, not sell.


In order to best serve your customers, you must have a high level of emotional intelligence. Those with a high emotional quotient (EQ) are masters of the art of listening respectfully and actively. This ability is key as you embrace the role of trusted advisor to your prospects. If you don’t hear what your customers are telling you in a way that helps you better understand them, where they come from, and where you are going, your efforts will fall flat. When you have a high level of emotional intelligence,


you are able to be vulnerable with your prospects, which builds trust, credibility, and intimacy. Doing so puts you in an incredible position to differentiate your solution. “Every employee at Workday thinks about how they are going to help customers be successful. It is a simple for- mula, but a lot of companies go out, and they don’t listen to their customers; they don’t try to solve hard problems, mak- ing it tougher for themselves to create a great business.” – Aneel Bhusri, CEO at Workday


TAPPING INTO YOUR SOFT SIDE Whether you are selling as a cloud sales rep, an attorney, or a bartender, there is a certain baseline ability to listen well and engage others that separates the top sellers from the middle-of-the-road salespeople. That baseline ability is emotional intelligence. For the most part, emotional intel- ligence is essentially common sense. But it is less common than you might think. People who are emotionally intelli- gent are likable, enthusiastic, and trustworthy. They are not difficult to be around, irritable, or negative. If you have a high EQ, you are self-aware, able to build and maintain meaningful connections with other people, empathetic, and enthusiastic. This is important in sales because people buy from people they like. You can have the most logical list of reasons why someone should buy


12 | JANUARY/FEBRUARY 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


from you, but ultimately your prospect will likely base their decision on your ability to appeal to their emotions. Of course, features and pricing affect purchase decisions, but emotions play a large role. So, the better you understand how your prospect feels, the better chance you have of closing the sale.


People with low levels of emotional intelligence do not handle rejection well and they are not self-motivated, both of which are career-killers in sales (and most other careers, for that matter!). Numerous studies have shown that people with high levels of emotional intelligence are more likely to succeed than those with high IQs or relevant experience.


Sellers with high EQs have the patience to maintain enthusiasm through long sales cycles, adapt to their pros- pects’ emotional states, remain positive despite frequent rejection, and build strong bonds with customers that improve retention rates, client satisfaction, and customer success in the long term.


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