PSL 460—Emotional Intelligence and Sales
Module 2: The New Way to Influence Your Clients
******Page I: “Old brain” versus “new brain”
******Page II: Overcoming difficult situations
******Page III: Emotional Intelligence level
MODULE OVERVIEW
In this module, you will be introduced to the new way of selling. The “new brain” goes beyond just selling the products/services; it also includes understanding your customers. In addition, we will discuss how to handle difficult situations and overcome rejection. Finally, we will analyze the different Emotional Intelligence levels and discuss how the fight-or-flight response plays a role in Emotional Intelligence.
FOR YOUR SUCCESS
In this module you will provide an overview of selling to the customers using Emotional
Intelligence. You will be assessed on your ability to recognize and explain how understanding and listening to clients can increase sales numbers. You will also begin to understand how to overcome rejection and understand your own Emotional Intelligence levels. During this week’s critical thinking assignment, you will have the opportunity to assess your own emotional intelligence level and identify your strong and weak points. Please review the details of the
Portfolio Project described in Week 8 in the assignments tab if you haven’t already.
Learning Outcomes
1.
Distinguish between selling to the “old brain” and the “new brain”
2.
Describe how to handle difficult sales situations & overcome rejection
3.
Appraise your emotional intelligence level
4.
Analyze the fight-or-flight response and its role in sales
READINGS
Required:
Chapter 2 in Emotional intelligence for Sales Success
Recommended (optional):

Pettijohn, C. E., Rozell, E. J., & Newman, A. (2010). How do U.S. and U.K. salespeople compare on the dimensions of emotional intelligence, positive and negative affect, and customer orientation levels?
Marketing Management Journal, 20(1), 32-39.
Bryant, D. (2000). Emotions, intelligence, and performance [Symposium 45]. Concurrent Symposium
Session at AHRD Annual Conference, 2000.
How do U.S. and U.K. salespeople compare on the dimensions of emotional intelligence, positive and negative affect, and customer orientation levels?
Video: How To Overcome the Fear of Rejection When Selling - Ask Evan http://www.youtube.com/watch?v=v3U6kRpNqrE
.
MODULE CONTENT
******Page I: “Old brain” versus “new brain”
You have likely heard that sales is a science. Well, that just might be literally true. The sales profession has realized that using science and understanding certain aspects of neuroscience can actually help salespeople understand how and why clients make the buying decisions that they do.
Selling to the old brain refers to using the amygdala. This is the small structure in the brain that is located above the eyeballs. This is the oldest structure of the brain and is also where all stimuli coming into the brain is screened; there is no logical thought or reasoning in the

screening process. Since the screening involves no thought or reasoning, it is important for salespeople to not send the wrong signals that might “scare” off the prospects. When selling to the old brain, there are a few things to remember.
The first is to not ask leading questions. Leading questions create barriers because the clients will have a defense to the questions. They assume the worst by what is being asked. For instance, if a salesperson says, “Are you having issues with your current providers?” the defenses are up because the prospect now feels concerned about their current products or services and will likely not answer truthfully. The old brain doesn't like leading questions because they are manipulative and inauthentic. A better way to ask the question is not to assume they are having issues. For instance, you could say “I am not sure if you have experienced these issues.” This statement does not create the negative connotation and does not lead the prospects.
The second thing to remember is to seek information from the perspective client. Do not
just seek the sale. A major part of the sales process is listening to the clients. If a salesperson enters the room with the main intent of closing the sale, the old brain of the prospect will recognize this and reject the information the salesperson is saying. Remember to ask questions and find out more about what the prospects are looking for.
The final element to remember is focus on the prospect. Part of Emotional Intelligence is learning how the prospect communicates, watch his or her body language, and see what makes the prospect responsive. The salesperson should then mirror these styles and communicate in similar manners. This creates a sense of likeability and the prospect will feel comfortable with the sales process.
Interactive
The new brain is the third cerebral unit. The “new brain” is a complex net of neural cells that are capable of producing a symbolic language. The “new brain” is often used for intellectual tasks, such as reading, writing, and performing complex tasks. The “new brain” is often not

used in the sales process because most people make purchases and cannot explain why they did so. Sales is an unconscious and emotional process. Most clients do not take the time to think through the sales process, but often go with their feelings and first instincts. Successful salespeople focus on the “old brain” and benefit from understanding the emotional underpinnings of why people purchase what they do.
Sales is an unconscious and emotional process
******Page II: Overcoming difficult situations
(Source: http://www.shutterstock.com/pic-74605363/stock-photo-businessman-expressing-refusalwith-open-hand.html?src=csl_recent_image-1)

One of the most difficult areas for a salesperson to overcome is rejection from the client. No one likes to be told “no” and salespeople often have a difficult time accepting this. Of course, all salespeople will experience difficult sales and will likely have many rejections in their careers. The important part to remember is everyone experiences these situations; the successful salespeople just learn how to handle them effectively and turn the negative into a positive.
You have likely heard of the fight-or-flight response when faced with a difficult situation. In sales, many salespeople often experience this. How they handle these situations will impact the success rates of their closures. The fight-or-flight response is actually triggered because the person is not able to manage his or her emotions. Every salesperson has a certain routine and knows what to say when the meeting is not going well; however, many people forget these steps when faced with a difficult situation or a rejection. Salespeople become emotionally charged and they let their emotions turn into a negative. Of course, there is help for all of this.
Salespeople can respond with the emotionally intelligent response. Successful salespeople are aware of the negative triggers that they are likely to experience; however, they learn how to react to these negative responses in a positive way; instead of the fight-or-flight response. As we discussed earlier, part of emotional intelligence is understanding your own emotional reaction to certain situations and why you react in that way. Salespeople often learn to do the same thing. They understand how they feel when they are rejected or faced with a difficult sales process and learn to use these emotions for the better.
When salespeople react in a negative manner to what has been said, the prospects will also put up the same defenses and the sales process will likely not be successful from that point on. If the salesperson can remain calm and patient, the prospect will also likely have these same responses and not react in a negative way either. Salespeople need to make a conscious effort to identify the trigger points of rejection and apply two emotional intelligence skills. The first is
self-awareness. This is the ability to understand what you are feeling and why you are having these feelings. Self-awareness also involves how you will choose to appear to others during

these difficult situations. The second is assertiveness. All salespeople have one goal and that is to make the sale. However, the salespeople need to remember that they can be assertive and still nice at the same time. Phrase your comments in a nice manner and yet still state what you need. Watch the following video that discusses ways to overcome sales rejections.
Video: Objection Handling - Overcoming Objections in Sales http://www.youtube.com/watch?v=x1d2YNTUuOo
<iframe width="560" height="315" src="//www.youtube.com/embed/x1d2YNTUuOo" frameborder="0" allowfullscreen></iframe>
*****Page III: Emotional Intelligence level
Successful salespeople are excellent at making connections and building relationships.
Successful salespeople often have high levels of emotional intelligence. With a high level of emotional intelligence, salespeople have the ability to recognize the meanings of emotion and their relationships. What happens when we have an emotion? What caused the emotions and what thoughts did you have while experiencing these emotions? These are all questions that people with high-levels of Emotional Intelligence are able to comprehend and answer. Your emotional intelligence is your inner workings and explains why you feel and do what you do during certain situations.
Emotional intelligence will help you be successful in life and work. When you have a good understanding of yourself and your inner workings, you will be much more capable in difficult situations. In the sales industry, there will be many of these difficult situations! With a higher emotional intelligence level, salespeople are able to motivate and persuade others better because they are able to respond to the emotions of others. When you understand your own emotions, you can begin to understand the emotions of others. As we have mentioned, there is more to sales than just making the pitch. There is a science to this and part of that science is learning and understanding clients.
Every person has emotional strong and weak point areas. For example, most people believe women are more aware of their emotions and are sympathetic beings; while men are seen as more self-confident and handle stress better.
Interactive
There are certain emotional intelligence skills that affect all aspects of work. Some of these include the following:
Accurate self-assessment Innovation Understanding of others

Self-confidence Commitment Conflict management skills and negotiation skills
Self-control
Conscientiousness
Initiative
Political awareness
Team capabilities
Communication
Adaptability Optimism Ability to adapt to and manage change
(Source: Goleman, D. (1998). "Working Smart." USA Weekend,” pp. 4-5.)
CYU
References:
Goleman, D. (1998). "Working Smart." USA Weekend,” New York: Bantam books
Robichaux, S. M. (n.d.). Emotional intelligence in the workplace [Course assignment]. Retrieved from
Southeastern Louisiana University website: http://www2.southeastern.edu/Academics/Faculty/srobichaux/GBBT234CH2a.html
ASSIGNMENTS
CRITICAL THINKING:
Emotional Intelligence Results (70 pts)
This assignment has three parts.
 Part 1: answer 12 questions below
 Part 2: Add up your points from the 12 questions to get an Emotional Intelligence score.
 Part 3: Answer three questions that will help you write a 2-3 page analysis of your findings from the first two parts of this assignment.
Part 1: For the first step in this CT assignment, please go through and answer each of the following questions with “yes or no.” (Robichaux, n.d.)

In his writings, Goleman offers twelve questions to ask yourself to see if you work with emotional intelligence.
1.
Do you understand both your strengths and weaknesses?
2.
Can you be depended on to take care of every detail? Do you hate to let things slide?
3.
Are you comfortable with change and open to novel ideas?
4.
Are you motivated by the satisfaction of meeting your own standards of excellence?
5.
Can you stay optimistic when things go wrong?
6.
Do you see things from another person's point of view and sense what matters most to that person?
7.
Do you let customers' needs determine how you serve them?
8.
Do you enjoy helping co-workers develop their skills?
9.
Can you read office politics accurately?
10.
Are you able to find "win-win" solutions in negotiations and conflicts?
11.
Are you the kind of person other people want on a team? Do you enjoy collaborating with others?
12.
Are you usually persuasive?
Part 2: For the second part of this CT assignment, please add up the number of questions to which you could answer yes. How many “yes” answers did you have? If you were able to answer “yes” to six or more of the items, this indicates that you are working well with EI and also work with maturity in the workplace.
Part 3: For the final part of this CT assignment, please prepare a 2-3 page paper answering the following questions.
1.
What was your score on the EI survey? Do you agree with the results? Why or why not?
2.
How does your high maturity level or low maturity level at work impact your day-to-day interactions with your employees and customers?
3.
Brainstorm at least five suggestions for increasing your EI score. You can use your textbook
(specifically chapters 1 and 2) and the module lecture to assist you with portions of this assignment.
 Your submission should be at least 2 to 3 pages in length and include all three parts of this assignment.
 You must use at least one other credible source besides the textbook.
 Please format your paper according to CSU Global APA guidelines.
 Include a cover page as well as a reference list.

PORTFOLIO:
Review the details of the Portfolio Project described in Week 8 and available through the
Assignments tab on the left-hand navigation pane. Your Portfolio Project is due the end of
Week 8.