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Robin Hills

“53% of customer loyalty – customers who choose to buy from a company repeatedly – is not the result of the product, company or service, but the behaviours salespeople use when selling.“

CEB – The Corporate Executive Board

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“53% of customer loyalty – customers who choose to buy from a company repeatedly – is not the result of the product, company or service, but the behaviours salespeople use when selling.“

CEB – The Corporate Executive Board

“37% of salespeople are consistently effective. What’s more, some of the behaviours of the remaining 63% actually drove down performance.”

Harvard Business Review

“Top performing salespeople are 12 times more productive than an average performer. About one third of the difference is due to technical skill and cognitive ability, while two thirds is due to emotional intelligence.”

Daniel Goleman, Working with Emotional Intelligence

The ability to regulate emotions helps improve perceptions of trustworthiness and integrity – incredibly important attributes for the professional salesperson.

Understanding emotions and those of others helps us to display more empathy, helps us to ask wiser questions, suggest better solutions, and handle objections more effectively.

Salespeople with high levels of emotional intelligence are able to reflect on their own emotions and adjust them to best fit with the customer and the situation that they are dealing with.

They can anticipate and plan sales interactions to help ensure the customer feels valued and confident in dealing with them.

Salespeople with high emotional intelligence are more capable of managing and adapting their own emotions to support and influence the emotions of their customers in a subtle way that brings about positive interactions and builds relationships.

  • L'Oreal sales professionals hired based on their emotional intelligence outperformed their peers by $90,000+ at the end of the first year.

Customers or clients are buyers who purchase based on emotions and justify their choices with logic.  Today, customers are able to justify their decisions online and elsewhere without any input at all from salespeople.  However, good selling is about the connections you make, how well you work through objections, and how confident that you make your customers fell that will help you to make the sale. 

Delivering on your promises, maintaining authentic relationships and helping your customers navigate internal disagreements helps to keep them loyal.  Emotional intelligence is the critical competency that underpins all this

Salespeople with high levels of emotional intelligence are able to reflect on their own emotions and adjust them to best fit with the customer and the situation that they are dealing with.

They can anticipate and plan sales interactions to help ensure the customer feels valued and confident in dealing with them.

Salespeople with high emotional intelligence are more capable of managing and adapting their own emotions to support and influence the emotions of their customers in a subtle way that brings about positive interactions and builds relationships.

This course will help you improve your understanding of emotions and emotional intelligence in selling. Included are a range of practical tools and techniques for applying emotional intelligence in sales interactions with clients and customers.

Customers come in all shapes and sizes. Understanding the nature of each individual customer's needs will improve your sales and ensure optimum customer care.

When you learn skills to respond rather than react to behavioural differences, you conserve energy for what is really important - fulfilling customer's needs.

The course will help you to differentiate the needs of customers and plan strategies to meet those needs.

This highly practical course is unusual because it considers emotional intelligence as a fundamental part of selling.  

The course doesn't cover prospecting and ways to get a sales appointment, these require the use of emotional intelligence in other ways.  

The course covers the way that you engage with customers before, during and after a sales meeting through the application of emotional intelligence to make authentic decisions and build quality relationships.

The course provides a step-by-step approach to applying emotional intelligence principles to your sales process focusing on working with the emotions of your customer and how these influence their social interactions. 

The course will help you to develop your skills in asking questions around needs, listening, presenting your product or service and handling objections underpinned with emotional intelligence. 

Within this course, you learn how to

  • Recognise the importance of emotional intelligence in selling and how you can use it to build your relationships with your customers

  • Determine how your attitude to selling influences your sales success

  • Identify the emotions that drive the selling process and how to work with them effectively

  • Describe your uniqueness in terms of what you are selling and how you sell it

  • Discover emotionally intelligent ways to sell through needs-based selling

  • Examine ways to handle objections with confidence

  • Identify the four social interactions style that drive customer / client behaviour

  • Explain how to work with and sell to each social interaction style for maximum success

  • Solve problems for your customers / clients by becoming a trusted resource and advisor

The course is being continually refined and updated to ensure it remains current and relevant.  Feedback is always welcome. 

All PDFs can be completed online and are Section 508 / ADA Accessibility compliant.

All videos are High Definition recorded in 1080p.

All videos have grammatically correct English captions.

Course updated - January 2024

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What's inside

Learning objectives

  • Recognise the importance of emotional intelligence in selling and how you can use it to build your relationships with your customers
  • Determine how your attitude to selling influences your sales success
  • Identify the emotions that drive the selling process and how to work with them effectively
  • Describe your uniqueness in terms of what you are selling and how you sell it
  • Discover emotionally intelligent ways to sell through needs-based selling
  • Examine ways to handle objections with confidence
  • Identify the four social interactions style that drive customer / client behaviour
  • Explain how to work with and sell to each social interaction style for maximum success
  • Solve problems for your customers / clients by becoming a trusted resource and advisor

Syllabus

Determining your Approach and Attitude to Sales and Selling

This video introduces the course "Selling with Emotional Intelligence"

This video gives details about this course on the Udemy platform and ways to get the most from it by using your emotional intelligence.

Read more

How comfortable are you with sales, selling and being a sales person?

This practical activity gets your to deeply think about your perceptions around selling and the change to reflective on your reasons for taking the course.

This lecture discusses the differences between customers and clients, and the differences between products and services before presenting the learning outcomes covered in this course.

This lecture investigates the relationship between selling skills and emotional intelligence skills and how they work together.

This practical activity will guide you through a process that will enable you to define your uniqueness around what you sell and how you sell it.

The Importance of Emotional Intelligence in Sales and Selling

This video gives an overview of emotional intelligence. It provides a definition and the meaning of emotional intelligence.

This video provides broad look at emotions and why they are important to consider in the work environment.

Here are some examples of when emotions are experienced at work and why emotional intelligence is more important than cognitive intelligence (IQ) in selling.

This video explores some of the emotions involved when selling.

This video investigates how emotions underpin rational buying decisions and gives an overview of the emotions involved in buying.

Greed is a powerful emotional driver focusing on what will be gained -  "If I make a decision now, I will be rewarded."

Fear is a powerful emotional driver focusing on what will be lost -  "If I don't make a decision now, I'm in trouble."

Altruism is a powerful emotional driver focusing on helping others -  "If I make a decision now, I will help others."

Envy is a powerful emotional driver focusing on what others may gain - "If I don't make a decision now, my competition will win."

Pride is a powerful emotional driver focusing on what will be good choices - "If I make a decision now, I will look smart."

Shame is a powerful emotional driver focusing on what will be bad choices - "If I don't make a decision now, I will look stupid."

Needs Based Selling

Selling is a process but the most important aspect of any selling situation is, not which approach we use, but the attitude with which we approach it and how we use our emotional intelligence.  This video introduces the concept of selling around the customer and their needs.

This lecture investigates why setting a good pre-call objective is important to give your sales meeting a purpose and the right focus.

This lecture investigates how the emotional intelligence component of empathy is vital in selling and in building rapport.

Selling to needs is a good focus for selling but, often, the customer may not even be aware of their needs. 

This lecture covers the types of questions and probes that you can use to be effective in selling.

This lecture explores the difference between features and benefits with a useful way of converting any feature of your product or service into a benefit for your customer.

Objections show interest in what you are selling.  The way that you handle them can make or break your sale.

This lecture cover a range of techniques that you can use to handle a variety of different objections.

Sometimes you will be meant with an objection that you (or even the best sales person) can handle,  This lecture helps you to work with these objections when they arise.

This practical activity encourages you to write down how you might respond to objections using various objection handing techniques. This will help you to focus on delivering the specific benefits that your product or service offers in order that you can handle the objection confidently, professionally and to everyone’s satisfaction.

Closing is the most important part of the sale, but how can you close the sale in ways that are emotionally intelligent?

Quiz: Identifying Probes in a Sales Meeting

Here is a case study of a sales meeting between a sales person and a customer.  See if you can identify the types of probes that the salesperson uses to built rapport and manage the sales meeting.

The Four Social Interaction Styles

Social interaction styles consider preferred patterns of behaviour for a large number of situations. This section looks at the four styles based on assertiveness and emotional control and how these work in selling situations.

Before you continue any further with this course, please complete this short interactive questionnaire. It is designed to give you some insights around your preferred Social Interaction Style.

Full instructions and scoring details are given within the booklet.

The Driver Social Interaction Style has a clear idea of their ambitions and goals, as well as the directness and forcefulness to achieve those goals. It also means that people with this Interaction Style will tend to have a competitive attitude, and they will generally follow their own ideas rather than work cooperatively with others.

Working through the sales process, here are some specific hints and tips that you should consider when selling to Drivers.

People with the Expressive Social Interaction Style are enthusiastic and good motivators and are highly creative. People like this desire acceptance and social esteem. They enjoy being recognised for their creativeness, ability to motivate and influence, and especially for their sense of humour when possible. They want to be around others and desire for environments to be positive and even fun, both at work and socially.

Working through the sales process, here are some specific hints and tips that you should consider when selling to Expressives.

People with the Amiable Social Interaction Style show patience, calmness and gentle openness. They are generally amiable and warm-hearted, being sympathetic to others' points of view, and valuing positive interaction with others.

Working through the sales process, here are some specific hints and tips that you should consider when selling to Amiables.

People with the Analytical Social Interaction Style often appear reticent and aloof, as they are reluctant to reveal information about themselves or their ideas unless absolutely necessary. They will tend to use existing structures and rules to accomplish their aims and adhere to rules, authority and logical argument to influence the actions of others.

Working through the sales process, here are some specific hints and tips that you should consider when selling to Analyticals.

Quiz: Selling and the Social Interaction Styles

Check your understanding and knowledge of selling to the needs of each Social Interaction Style.

Sales and the Social Interaction Styles

Each Social Interaction Style reacts to stress in its own way around using their assertiveness and working with their emotions.  These behavioural responses are investigated in this lecture.

This lesson contains a downloadable crib-sheet.  You can print as many copies as you like.  You are not going to be able to get people that you interact with to complete a questionnaire to determine their Social Interaction Style!  This short assessment gives you a way to determine a person's Social Interaction Style by observing various aspects of their body language and the way they talk.

Using this will help you to become more familiar with the Social Interaction Styles in the real world and will give you a strong indicator of this person’s leading Social Interaction Style.

This lesson contains a downloadable crib-sheet. You can print as many copies as you like. You are not going to be able to get people that you interact with to complete a questionnaire to determine their Social Interaction Style! This short assessment gives you a way to determine a person's Social Interaction Style by observing various aspects of their body language and the way they talk.

Using this will help you to become more familiar with the Social Interaction Styles in the real world and will give you a strong indicator of this person’s leading Social Interaction Style.

This lecture investigates some ways that you can become more flexible with the Social Interaction Styles.

Now that you have some knowledge of the Social Interaction Styles, this lecture explores the question, "What now?".

Working with your preferred social interaction style(s) is easy.  Selling to people who have your least preferred social interaction style can be challenging.

This practical activity is designed to get you to think about how to adapt your style to sell more effectively with people who have your least preferred social interaction style.

A few final words to conclude this module.  In this lesson, we look at how each Social Interaction Style works with their emotional intelligence.

This lesson considers the importance of understanding the need for flexibility when adapting to each of the Social Interaction Styles.

Quiz: Selling to Challenging Customers

When expectations are not met, customers will become unhappy and react according to their Social Interaction Style.

This quiz will check your understanding of how each Social Interaction Style reacts to stress and pressure.

Moving the Sales Relationship Forward

Customers can often behave in ways that are not emotionally intelligent at times leading us to feel angry and frustrated.  This lecture explores ways to manage these emotions more effectively.

This lecture investigates the behavioural responses seen under stress from a neuroscientific perspective and how to recognise these behaviours.

This lecture considers a way that you can use your emotional intelligence to engage with someone who is reacting emotionally to your sales presentation.

This is a practical activity to conclude the course.  It asks you to consider your goals and objectives for taking the course that you set for yourself at the beginning of the course.  It will help you to think about what you have learnt from this course and what you have got out of it.

This lecture concludes the course on selling with emotional intelligence posing two important questions.

Concluding the Course

This video will help you if you are having issues accessing your Certificate of Completion.

Bonus Lecture

Good to know

Know what's good
, what to watch for
, and possible dealbreakers
Covers emotional intelligence, which is a growing trend in business and human resources
Provides skills for asking questions around needs, listening, presenting your product or service, and handling objections underpinned with emotional intelligence
Develops skills in building rapport and working through objections, which are essential for sales professionals
Focuses on working with the emotions of customers and how these influence their social interactions, which is valuable for sales professionals
Teaches how to identify the four social interactions style that drive customer / client behavior, which can help sales professionals tailor their approach
Provides practical tools and techniques for applying emotional intelligence in sales interactions with clients and customers

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Sales and Selling with Emotional Intelligence with these activities:
Watch videos on emotional intelligence in sales
Gain insights from experts on how to apply emotional intelligence principles to your sales process.
Show steps
  • Search for videos on emotional intelligence in sales.
  • Watch a few videos that cover different aspects of the topic.
  • Take notes on the key points and insights.
Find a mentor who can provide guidance on emotional intelligence in sales
Gain valuable insights and personalized guidance from an experienced sales professional who has successfully applied emotional intelligence in their work.
Show steps
  • Identify potential mentors in your network or through professional organizations.
  • Reach out to them and express your interest in their mentorship.
  • Meet with your mentor regularly to discuss your progress and seek their advice.
Read 'Emotional Intelligence 2.0 by Travis Bradberry and Jean Greaves'
Become familiar with emotional intelligence and its impact on success in sales.
View Melania on Amazon
Show steps
  • Read the book.
  • Highlight important passages.
  • Take notes on your initial thoughts and impressions.
  • Review your notes and identify key concepts.
  • Apply what you've learned to your own sales interactions.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Join a peer group to discuss emotional intelligence in sales
Connect with other sales professionals and share your experiences and insights on using emotional intelligence in your work.
Show steps
  • Find a peer group that focuses on emotional intelligence in sales.
  • Attend meetings and participate in discussions.
  • Share your own experiences and insights.
Interactive exercises on social interaction styles
Develop a better understanding of the four social interaction styles and how to adapt your approach to each one.
Show steps
  • Take the interactive quiz to identify your own social interaction style.
  • Complete the practice exercises on each of the four social interaction styles.
  • Reflect on your results and identify areas where you can improve your adaptability.
Participate in a sales competition that emphasizes emotional intelligence skills
Test your emotional intelligence skills in a competitive environment and get feedback from industry experts.
Show steps
  • Find a sales competition that focuses on emotional intelligence.
  • Prepare for the competition by developing your emotional intelligence skills.
  • Participate in the competition and receive feedback from industry experts.
Develop a sales presentation that incorporates emotional intelligence principles
Apply your understanding of emotional intelligence to create a sales presentation that resonates with your audience and drives results.
Show steps
  • Identify the emotional needs of your target audience.
  • Craft your presentation to address those needs.
  • Practice your presentation and incorporate feedback.
Write a blog post or article on a topic related to emotional intelligence in sales
Demonstrate your understanding of emotional intelligence and share your insights with others.
Show steps
  • Choose a topic that you are knowledgeable about and that is relevant to emotional intelligence in sales.
  • Research the topic thoroughly and gather supporting evidence.
  • Write a well-organized and informative blog post or article.

Career center

Learners who complete Sales and Selling with Emotional Intelligence will develop knowledge and skills that may be useful to these careers:
Entrepreneur
An Entrepreneur is someone who starts and runs their own business. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to build relationships with customers, understand their needs, and close deals. The course also covers topics such as handling objections and managing difficult customers, which are essential skills for any Entrepreneur.
Business Development Manager
A Business Development Manager is responsible for identifying and developing new business opportunities. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to build relationships with potential customers, understand their needs, and close deals. The course also covers topics such as handling objections and managing difficult customers, which are essential skills for any Business Development Manager.
Customer Success Manager
A Customer Success Manager is responsible for ensuring that customers are satisfied with their products or services. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to build relationships with customers, understand their needs, and resolve their issues. The course also covers topics such as handling objections and managing difficult customers, which are essential skills for any Customer Success Manager.
Account Manager
An Account Manager is responsible for managing and developing relationships with key customers. This course on Sales and Selling with Emotional Intelligence can help someone in this role build stronger relationships with customers by understanding their needs and building rapport. The course also covers topics such as handling objections and closing deals, which are essential skills for any Account Manager.
Consultant
A Consultant provides advice and guidance to clients on a variety of business issues. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to build relationships with clients, understand their needs, and close deals. The course also covers topics such as handling objections and managing difficult clients, which are essential skills for any Consultant.
Sales Engineer
A Sales Engineer provides technical expertise to sales teams and customers. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to build relationships with customers, understand their needs, and close deals. The course also covers topics such as handling objections and managing difficult customers, which are essential skills for any Sales Engineer.
Fundraiser
A Fundraiser raises money for a variety of causes. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to build relationships with donors, understand their needs, and close deals. The course also covers topics such as handling objections and managing difficult clients, which are essential skills for any Fundraiser.
Sales Manager
A Sales Manager leads and motivates a sales team to achieve revenue targets. This course on Sales and Selling with Emotional Intelligence may be useful for someone in this role, as it provides insights into how to build relationships with customers, understand their needs, and close deals. The course also covers topics such as handling objections and managing difficult customers, which are essential skills for any Sales Manager.
Product Manager
A Product Manager is responsible for developing and launching new products. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to understand customer needs, develop effective product features, and build relationships with customers. The course also covers topics such as handling objections and managing difficult customers, which are essential skills for any Product Manager.
Public Relations Specialist
A Public Relations Specialist manages the public image of a company or organization. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to build relationships with the media, understand their needs, and get positive press coverage. The course also covers topics such as handling objections and managing difficult clients, which are essential skills for any Public Relations Specialist.
Event Planner
An Event Planner plans and executes events for a variety of clients. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to build relationships with clients, understand their needs, and close deals. The course also covers topics such as handling objections and managing difficult clients, which are essential skills for any Event Planner.
Freelance Writer
A Freelance Writer writes content for a variety of clients. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to build relationships with clients, understand their needs, and close deals. The course also covers topics such as handling objections and managing difficult clients, which are essential skills for any Freelance Writer.
Marketing Manager
A Marketing Manager is responsible for developing and executing marketing campaigns. This course on Sales and Selling with Emotional Intelligence can help someone in this role by providing insights into how to understand customer needs, develop effective marketing messages, and build relationships with customers. The course also covers topics such as handling objections and managing difficult customers, which are essential skills for any Marketing Manager.
Teacher
A Teacher educates students in a variety of subjects. This course on Sales and Selling with Emotional Intelligence may be useful for someone in this role, as it provides insights into how to build relationships with students, understand their needs, and motivate them to learn. The course also covers topics such as handling objections and managing difficult students, which are essential skills for any Teacher.
Social Worker
A Social Worker helps people overcome challenges and improve their lives. This course on Sales and Selling with Emotional Intelligence may be useful for someone in this role, as it provides insights into how to build relationships with clients, understand their needs, and help them achieve their goals. The course also covers topics such as handling objections and managing difficult clients, which are essential skills for any Social Worker.

Reading list

We've selected 11 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Sales and Selling with Emotional Intelligence.
Provides a step-by-step guide to using emotional intelligence to build relationships with customers and close deals.
Provides a comprehensive overview of the psychology of selling, including how to understand and influence customers.
Explores the importance of emotional intelligence in personal and professional success.

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