The impact of emotional intelligence on sales: How to develop your EQ for better results

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Emotional intelligence (EQ) is critical to effective communication and relationship management, particularly in high-pressure sales environments. In recent years, it has become increasingly important for sales professionals to possess strong EQ skills to be successful in their roles.

In this blog, I will discuss the crucial role of EQ in sales and how improving your EQ skills can lead to better sales outcomes. In addition, I will provide an overview of EQ, its impact on sales, and practical strategies to develop your EQ for better sales results. No matter your level of experience in sales, the insights shared in this blog will be invaluable in enhancing your emotional intelligence and driving better sales outcomes.

Understanding emotional intelligence

Emotional intelligence is a set of skills that enables individuals to understand, recognise, and manage their own emotions and those of others. It is composed of four core components:

  1. Self-Awareness: The ability to recognise and understand one’s own emotions, strengths, weaknesses, and values.
  2. Self-Management: The ability to manage and regulate one’s emotions, thoughts, and behaviours in a way that aligns with personal values and goals.
  3. Social Awareness: The ability to understand and empathise with the emotions, perspectives, and needs of others.
  4. Relationship Management: The ability to communicate effectively, build and maintain relationships, resolve conflicts, and influence others.

Importance of emotional intelligence in sales

Emotional intelligence is a crucial element in the success of sales professionals. Those who possess strong emotional intelligence skills have a competitive advantage for several reasons. Building rapport and trust with clients is a crucial aspect of sales, and sales professionals with strong emotional intelligence skills can read and understand clients’ emotions and needs, resulting in stronger relationships and more successful deals.

Effective communication is also essential in sales. Sales professionals with strong emotional intelligence skills can communicate clearly and empathetically, actively listen to clients, and adjust their communication style to suit individual needs. This ability to communicate effectively leads to better engagement and results.

Handling objections and difficult situations is also part of the sales process. Sales professionals with high levels of emotional intelligence can handle these situations tactfully, turning objections into opportunities and building stronger client relationships.

How to develop emotional intelligence for sales

Salespeople can develop emotional intelligence with practice and effort. Here are some techniques and strategies to improve emotional intelligence in sales professionals:


To develop self-awareness, sales professionals can use techniques such as journaling, meditation, or seeking feedback from others. Identifying personal triggers and emotional patterns can also be helpful in understanding and managing emotions.


Sales professionals can develop self-management skills by practising self-control techniques, such as deep breathing or taking a break, and by finding strategies to stay focused and productive, such as setting priorities and managing time effectively.

Social awareness

Developing social awareness requires active listening, empathy, and understanding different communication styles. Sales professionals can improve these skills by practising active listening techniques, such as paraphrasing and clarifying, and by building an understanding of different communication styles.

Relationship management

Techniques for building rapport and trust with clients include finding common ground, showing empathy, and being genuine. Strategies for resolving conflicts and managing difficult clients include staying calm, finding common ground, and focusing on finding solutions.

Tips for applying emotional intelligence in sales

Developing emotional intelligence is one thing, but applying it effectively in sales scenarios is another. Here are some tips for applying emotional intelligence in sales:

Identifying emotional cues in clients

Sales professionals can improve their ability to identify emotional cues by paying attention to nonverbal communication, tone of voice, and facial expressions.

Responding appropriately to emotional cues

Sales professionals can respond appropriately to emotional cues by acknowledging and validating the client’s emotions, showing empathy, and finding common ground.

Communicating effectively with clients

Effective communication involves active listening, asking questions, and finding the right tone and language to match the client’s communication style.

Managing stress and emotions in high-pressure situations

Sales professionals can manage stress and emotions by practising relaxation techniques, setting realistic goals, and finding healthy ways to cope with stress.


To optimise sales results, sales professionals must invest in developing their emotional intelligence skills. This may involve mindfulness, soliciting feedback, managing stress and emotions, and enhancing communication skills. By committing to these practices, sales professionals can distinguish themselves from their peers and improve their chances of success.

I recommend that sales professionals prioritise their emotional intelligence development and take concrete actions to improve their sales outcomes. In doing so, they can build stronger customer relationships, increase sales performance, and ultimately drive business success.

Transform your sales function with Resonate’s emotionally intelligent SDR team

Are you looking to take your sales success to the next level? Our team is trained in active listening, empathy, and effective communication, allowing us to build strong relationships with clients and handle objections with tact and finesse. By partnering with Resonate, you can leverage our emotionally intelligent SDRs to transform your sales outcomes and drive business success. Contact us today to discuss how we can support your sales goals.

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RK is the CEO & Co-Founder of Resonate.

RK is Resonate’s chief strategist, thought leader, and IT industry veteran. Our clients depend on RK to advise on their business strategy, channel strategy, and sales strategy. 

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