January 18, 2022

A Comprehensive Guide to Understand Sales EQ: Four Pillars of the Equation

We all know sales are essential in business. But sales can be hard to master. This is where sales EQ comes into play.


Sales EQ stands for "emotional quotient," and it involves understanding how your emotions affect sales, as well as improving the quality of your relationships with others. 

It’s reported that emotional intelligence is responsible for 58% of professional success.

It's no wonder then why the World Economic Forum ranked emotional intelligence as one of the most important skills to have by 2025.

The four pillars of EQ are about understanding what motivates people, connecting emotionally, being a credible source, and knowing when to ask for the sale!

What is sales EQ?

It is an equation that will help you understand the sales process. It includes four pillars, which are Emotional Intelligence (EQ), Knowledge of Self (KOS), Knowledge of Business (KB), and Knowledge of Customers (KC).

Today, EQ is not just important in the workplace but also outside of work, where it has vital implications for personal life! We all know how challenging parenting skills are-so much more demanding than any job we have ever had before. 

It takes a lot of hard work and dedication to be an effective parent who knows when they should listen, offer guidance or impose rules on children without being too harsh or lenient at times. 

With this guide, you will learn what EQ means, why every sales professional must have it, and how to develop the four pillars so that you can too become an emotionally intelligent sales professional.

Why is it important in business?

It is a sales methodology that focuses on the emotional intelligence of sales professionals. It's been around for decades, but it's finally getting some attention from the mainstream.

 In recent years, EQ has to a "secret sauce" among elite sales professionals to a well-known and accepted practice in most companies.

Whether you're new to sales or have been doing it for many years, this article will teach you what EQ is all about, how to apply this powerful strategy to your own life as a successful salesperson, 

and why sales EQ should be an integral part of any business model.

What are the four pillars?

The first pillar, Self-Awareness, deals with understanding your own emotions. For example, imagine that you recently found out about a sales colleague who received a promotion before you did—you might find yourself feeling angry and resentful toward them even if they haven't done anything wrong.

The second pillar is Empathy - it encourages salespeople to understand what their customers are going through to help solve their problems more efficiently. 

If someone tells you, "I'm having trouble getting my daughter into daycare," then empathy would mean listening carefully without being judgemental or thinking ahead to how this information could benefit you in some way! 

Instead of just trying to close the sale right away, EQ would have you take a step back and try to understand the customer's situation.

The third pillar is Relationship Management, which includes active listening, building trust, and handling objections. The fourth pillar is Social Awareness, which focuses on understanding the cultural norms that drive people's behaviors. 

For example, it is considered rude to talk about money openly in some cultures, while others see it as a regular part of everyday conversation. EQ helps salespeople navigate these cultural differences to more efficiently build relationships with potential customers.

The fourth pillar is the sales process, which is the knowledge and skills salespeople use to close deals. This includes understanding things like financials, cold call someone, building a proposal, and more.

How can you practice sales EQ effectively?

Sales EQ is not something you are born with- it's something that you can learn! There are many ways to practice EQ to become a more effective salesperson.

One way to practice EQ is by using empathy maps. An empathy map is a tool that helps you understand your customer's point of view. It includes four quadrants: what the customer sees, hears, thinks, and feels. 

This exercise will help you get inside your customer's heads and figure out how to help them best.

Another way EQ can be practiced is by role-playing with a colleague or friend. When you practice EQ, you try different approaches and responses to become part of your natural sales process. 

One partner plays the customer's role while the other acts as though they were selling something. 

The goal is for both sides to try and understand each others' perspectives! You may even want to write down what happens to ensure nothing gets lost in translation during future sales calls.

There are many ways that you can start practicing EQ. One way is to understand your own emotions and how they might affect your interactions with others. You can also try actively listening to people when they talk and pay attention to their body language. 

Building trust is another critical aspect of relationship management, so think about ways to make yourself more trustworthy in the eyes of others. 

Finally, it's always helpful to keep up with current trends in both business and culture so that you're aware of any potential obstacles or opportunities that may arise during a sale.

- improved communication and relationships with others

- increased sales and productivity

- better customer service

- more successful negotiations

- greater team cohesion and morale.

Practicing the Right Way:

There are a few key ways to practice EQ:

 First, be aware of your own emotions and how they affect your interactions with others.

 Second, try to connect with people emotionally - understand their motivations and what drives them. 

Third, be credible - know your stuff and act confidently. 

Finally, learn when to ask for the sale! Don't be pushy, but make sure you're not leaving money on the table either.

What are the advantages?

One of the main benefits of EQ is that it allows businesses to better connect with their customers. Sales teams can empathize with their customers' situations and work toward the same goals, so sales become more effective and efficient. 

EQ also helps salespeople make better use of their time by selling to people they know will be a good fit for their products and services. 

Additionally, EQ helps businesses understand their customers' needs and wants, leading to increased sales and a better reputation.

It helps salespeople be more successful and productive. It also allows them to build better relationships with customers, leading to increased sales over time. 

EQ is beneficial for team-based sales because it unites everyone around a common goal to achieve their targets. 

Additionally, sales teams who utilize EQ tend to be viewed as more trustworthy by both current and potential clients than those who don't use emotional intelligence skills in their approach. 

Finally, studies suggest that people with high levels of EQ make 20% higher annual earnings on average!

Why is it important?

Over the past decade, emotional intelligence has become an increasingly popular topic among business owners and sales teams. 

There are many reasons why EQ has become so popular, including its ability to help salespeople connect better with their customers and increase sales revenue. 

EQ also helps businesses build relationships that last longer, leading to increased brand recognition and more referrals from happy clients who love your services or products!

What are the different types?

A wide range of emotional intelligence skills falls under four major categories: self-awareness, social awareness, relationship management, and adaptability.

Self-Awareness refers to one's own emotions and how they affect others around us: this might include understanding your strengths and weaknesses, as well as how you react under pressure. 

Social Awareness is all about understanding the emotions of others, including their motivations and intentions. 

Relationship Management focuses on managing interactions with other people in a positive way.

Adaptability is about being able to change your behavior based on the situation that you're in.

- Listening: 

Active listening involves paying attention to what someone is saying and how they are saying it. It's important to listen for verbal and nonverbal clues to understand the customer’s needs better.

- Building Trust: When salespeople build trust with their customers, they create an environment where open communication can flourish

Social Awareness relates to understanding other people's emotions in business contexts:

- Understanding Motivations: When salespeople understand what motivates their customers, they can better tailor their sales pitch to meet those needs.

- Reading Body Language: By paying attention to a customer's body language, salespeople can get a sense of how the conversation is going and whether they are interested in making a purchase.

- Creating Rapport: Sales teams who are good at relationship management know how to create a friendly and personable rapport with their customers.

- Responding Appropriately: 

In some cases, it may be necessary to adjust one's sales pitch or approach based on the customer's emotional state. Relationship Management skills help salespeople build positive relationships with others that last over time:

Relationship Management includes active listening techniques, trust-building skills, and the ability to navigate cultural differences; Adaptability is about changing one's approach depending on the situation.


It is a powerful tool for creating Rapport: Sales teams good at relationship management know-how to build a friendly and personable rapport with their customers. 

Help salespeople and businesses build positive relationships with customers, increase sales revenue, and better understand buyer motivations. 

- It has four pillars: empathy, self-awareness, social awareness, and relationship management.

Allows businesses to connect with customers by building trust between both parties and understanding cultural differences worldwide that influence buyers' decisions.

- It increases sales performance by allowing companies to focus on those prospects that are most likely going to purchase from them rather than wasting time trying to sell something someone doesn't want or need.

It is vital to sales performance as it allows salespeople and businesses alike to uncover the needs of their customers and tailor their services or products around those specific requirements.

By understanding the four pillars of sales EQ, sales teams can improve their skills in active listening, trust-building, and adapting to different situations. This allows them to create a rapport with customers and close more sales. 

In short, sales EQ is essential for any business looking to grow!

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