Why people with EQ ultra-perform & how to improve yours

February 10, 2021
Fred Melanson
3 min
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EQ is the new IQ.

It’s considered by many scholars to be the new differentiating factor for business leaders. In sales, individuals who can show emotional intelligence often drive amazing results, get more information from their potential customers and get to their goals faster.


90% of a business decision comes from emotions.

Scientists assign most of the decision-making process to the limbic system, more specifically the amygdala, responsible for emotions and reinforcing behaviour.

Our mind simply rationalizes our innate decision with facts, using the frontal lobe for reasoning, after most of the decision has already been made.

Thus, being able to create positive emotions in the brain of your prospects can be a superpower to get deals done.

1. Buyers have more power than ever before

SaaS, cloud computing, online retail and others have all fostered a culture of instant gratification for buyers as well as lowered the barriers to competition for companies.

Therefore, buyers have a lot more options to choose from and need more than a great price and set of features to commit their attention and money to you.

Salespeople who can emotionally connect with their prospects will very quickly distance themselves from the pact and drive results where others can’t.

2. Attention spans are lower

Why is this important?

Because an individual has 10x the chances of remembering a conversation, a piece of content, an ad, etc. if it connects with them emotionally.

This way, if you can touch on someone’s emotions and leave a good impression quickly, you’ll boost your chances of going further down the sales cycle with them.  

3. More personalized relationships = more opportunities

This is true no matter the type of business.

The more your customers feel like they have a personal connection with your brand or employees, the more opportunities you’ll generate.

Mainly because of the rise in importance of customer success and referrals. You’ll want to be able to maintain close relationships with as many customers as you can.

For certain companies who are not directly interacting with their customers, it can obviously be done through branding and publicity campaigns.

For organizations that are relationship-based like B2B companies, professional services firms and agencies, it’s absolutely necessary to educate employees on the importance of personalized relationships at scale and equip teams with the right tools to nurture them.

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Why is it important now?  

Because with remote work comes less human-to-human interactions. Thus, less emotional connections with your customer. In fact, our limbic system is more activated in in-person meetings than virtual ones.

It’s crucial for sales leaders to be able to connect with their prospects and practice emotional intelligence to build valuable relationships quickly.  

1. Turn personalized information into revenue triggers

One great way to build personalized relationships that lead to results is to catch personalized information about prospects that they share online and turn it into relationship opportunities.

For example, someone changes their title in their email signature, starts posting about a specific subject, looks at one particular section of your website.

Those are all triggers that can indicate a high receptiveness to your outreach or content.  

There’s a way to catch most of those triggers manually, although difficult and time-consuming.

That’s essentially why we’ve built our relationship intelligence feature, to catch revenue triggers for you and set follow-ups on contacts at the right time.

2. Talk about the end result, not your solution

To minimize the chances of boring someone out and maximize your opportunities to hit their limbic system, try painting a picture of what the future would look like for them with your product or solution.

It will naturally create positive emotions towards you and your offering. Indeed, the anticipation of a positive outcome produces more dopamine in the brain than receiving the actual outcome!

3. Avoid generic sequences

Technical example here, but if your relationship is relationship-riven, try to avoid generic sequences that make your prospect feel like they’re talking with a robot.

It might take more time, but many more opportunities will derive from thoughtful, human interactions.

4. Show yourself in your content

It’s well known in the advertising space that seeing another human in selling materials increases the feeling of empathy and connection with the brand.

Therefore, try to include yourself of your colleagues in communications, like recording a quick video to introduce yourself or describe your offering.

I hope this was useful! If you’d like us to generate more sales/productivity-related content, please share this post and follow our page.

Cheers, Fred ✌️