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16-11-2017 by 
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Anyone who has been in in sales for any length of time will know that the old adage: ‘people buy people’ is very true. 

Buyers make decisions as much from their emotions as they do from their rational mind. Sellers also see from their own emotional view of the world. We cannot get away from the fact that before anything else, we are emotional beings. Yet in sales, when we become so driven by our targets we can lose sight of this fact - and that is when we are likely to see our performance unravel.

Using emotions to improve our sales performance is not new, and we have all heard to the importance of social selling and using empathy to understand our customers’ needs, but it needs to go a bit deeper than that.

Motivations are the key to unlocking a successful sale, but it is just as important for salespeople to understand what motivates themselves.

Beyond wanting to win the business, hit sales targets or grow the company, there will be a deeper motivation for your choice of a sales career. Understanding what this is will allow you to develop a deeper and more coherent emotional connection to it.

Far from ignoring emotions, successful salespeople recognise and understand their emotions, and as a result are much better at following their intuition when closing a deal. The greater we are at listening to ourselves and our own needs, the better we are at reading and responding to the needs of our clients.


How you can use your own emotions to drive your sales performance?

All development is personal and you become a better salesperson when you have a greater awareness of yourself, your unique needs, emotions and goals. The tips below are to help you to do just that.

Check in with your own emotions regularly

The more we question and recognise our own emotions, the better we become at handling them. When Daniel Goleman first brought the phrase ‘emotional intelligence’ to prominence, he talked about the importance of being able to recognise our own emotions as much as the ability to recognise and respond to others’.

Build your empathy muscle

If you are in sales, you are probably very good at this already, but you can always get deeper and more sophisticated with this skill.


Turning knock-backs into opportunities

Salespeople have a natural, in-built resilience when it comes to dealing with knock-backs. If you have worked hard to put a deal together and it does not come off, this can be enormously disheartening. You may have learned to dust yourself off and move on as quickly as you can, but have you ever thought about how you could turn this setback into an opportunity?


Becoming more aware of your own emotions, being more sensitive to the needs of others and learning to take setbacks in your stride will all help you to drive your sales performance to even greater heights.


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