me? Sandwiched between wanting the facts and the rationale for buying
your product are the emotional agendas that must be met with every client.
These two critical levels of satisfaction cannot be met without emotional in-
telligence. We must master this dynamic of human interaction—known as
emotion—to keep negativity from sabotaging our relationships and our at-
titude toward the work we do.
AWARE OF WHAT?
An engineer, doctor, or accountant can often get by without a high de-
gree of emotional intelligence because of the quantitative or scientific na-
ture of their work. However, the sales professional cannot afford such an
oversight. The sales professional who fails to be aware of emotional dy-
namics will soon be combing the want ads. The sales professional must at-
tempt to be keenly aware at all times. Awareness is the hinge that swings
open the doors of access both to individuals and corporations.
To master emotional challenges, we must possess awareness at many
levels. Not only should our eyes be open, but they must also look in many
directions. The function of the cerebral mind is to criticize, decipher,
judge, negotiate, and control. Awareness, however, is a “big mind” function
that helps us to know, sense, and accept ourselves and others. This mind-
fulness function helps us to receive input from others and respond appro-
priately as well as merge and connect with others smoothly.
Much of what you read in this text could be called “people sense” or
basic emotional intelligence; however, some very intelligent people forget
these basics on a daily basis—and it ends up costing them dearly. No mat-
ter what product, service, or idea you sell, you are in the people business,
and the following people rules apply.
1.You must constantly prove and reprove yourself.People possess varying
degrees of suspicion about sales professionals (and sales processes)
until they see enough evidence to remove that suspicion. It takes
time to prove yourself.
2.People expect you to figure them out.People have specific emotional
agendas that must be met. They want to be understood, and they
want to be approached on their terms. If you don’t take the time to
figure them out, they will go elsewhere.
3.This is not about you.The only reason anyone is talking to you is to
meet their own needs, wants, and wish lists—to get their problems
solved. Don’t allow yourself, in your occasional lapses into self-Introduction ix