Anthropologist Edward T. Hall’s concept of high-context and low-context communication provides valuable insight here. High-context cultures rely heavily on non-verbal cues and shared experiences, while low-context cultures prioritize explicit verbal communication. Sales profession- als with high EQ can navigate these differences, adjusting their approach to align with the cultural expectations of their customers.
BEYOND WORDS: THE POWER
OF ACTIONS Words, no matter how well chosen, must align with actions to build trust. Customers are quick to spot discrepancies between what is said and what is done. A salesperson who promises follow-up but fails to deliver – or who speaks of “partnership” but pressures for a quick close – undermines the foundation of the relationship. As the old adage goes, “Actions speak louder than
words.” Demonstrating reliability, delivering value, and consistently prioritizing the customer’s needs over short- term gains create the kind of trust that no amount of eloquence can achieve.
ACTION STEPS TO ENHANCE
SALES RELATIONSHIPS To overcome the limitations of language and build deeper connections with customers, sales professionals should focus on three key areas:
SELLING TIP Break Down to Win
To set goals you can meet, break down your huge aspirations into smaller ones. For instance, instead of saying, “I want to be thin,” break down how much weight it would be necessary to lose to be considered thin, and then break down that weight into daily increments. Breaking down goals truly is criti- cal. For example, let’s assume you want to earn $100,000 this year in production. If the goal is too big, it doesn’t seem attainable, but if I asked you to try to earn $208, how does that sound? Here’s what I do. On a piece of paper I draw three columns: Date, Forecast, and Actual. $100,000 can
• Develop Emotional Intelligence: Invest in training and practices that enhance self-awareness, empathy, and in- terpersonal skills. Techniques like active listening, mind- fulness, and seeking feedback can help salespeople better understand and respond to customer emotions.
• Leverage AI Thoughtfully: Use AI tools to enhance efficiency and gather insights, but don’t let technology replace genuine human interaction. Focus on blending data-driven insights with authentic, emotionally intel- ligent communication.
• Prioritize Consistency and Trust: Align words with actions. Follow through on promises, be transparent about limitations, and always prioritize the customer’s long-term success over short-term sales goals. Keep in mind that, in the world of sales, language is a double-edged sword: It can foster connection or create distance, depending on how it is used. Emotional intelli- gence bridges the gap, enabling salespeople to transcend the inherent limitations of words and engage customers on a deeper level. By blending verbal communication with empathy, cultural awareness, and authentic actions, sales professionals can elevate scripted transactional conversa- tions to meaningful customer relationships. As customers increasingly seek genuine connections in a world domi- nated by technology, the power of emotional intelligence may well be the ultimate competitive advantage.
Gerhard Gschwandtner is the CEO of Selling Power. You may reach him at
gerhardg@gmail.com.
be broken into monthly production. Monthly can be broken into daily (20 business days). Daily can be broken into what you need by lunch and what is needed by the time you go home, or else don’t go home. Therefore $100,000 becomes $8,333 a month or $416 a day or $208 by lunch and $208 before you go home. You see how easy it is to earn $100,000? Assuming the above goal, here is what to do: Date: Today Forecast: $416 Actual: Write the number you
actually earned for the day. Let’s assume you had a bad day
and didn’t earn anything. Then the $416 gets added back into the remaining days of the month. So, if it was the first day, divide $416 by the remaining 19 days, and tomor-
row’s forecast would be $438. Each of the remaining days’ “forecasts” will never be less than $438, even if you earn $1,000 in one day – the additional money you earned just becomes gravy. So, on the second day, if your forecast is $438 and you earned $500, the third day your forecast remains at $438. I believe any success I’ve had in sales was due in large part to set- ting goals, writing them down, and becoming obsessed about follow- ing them. I keep a copy on my desk in the office, a copy at home, and I minimize a copy for my wallet. It is always in my face. At the end of the month, when I reach my goal – and only when I reach it – I reward myself with a gift. This will separate you from the
rest of the mediocrity out there. – GREGORY MANTO
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