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The Principles of Emotional Intelligence

• Success in communication hinges on our ability to “flex” to the style
  preferred by the client.


• Each personality style possesses a unique agenda for likes and dis-
  likes in communication.


• The emotional impact of our presentation is more important than
  the rational impact.

“I’m at this car dealership telling the salesman that I want all the

‘bells and whistles,’ and he keeps talking to me about practical and

performance-type vehicles. After trying to steer the conversation to

the kind of car I wanted—and him not getting it—I finally said,

‘Look, you’re not hearing me. I want bells and whistles, not the kind

of car that’s right for you.’ I then pulled my personality profile

(TEAM Dynamics) out of my briefcase and said, ‘Look, I’m a moti-

vator. I want a car that’s fun!’”—Gary K., Mutual Fund Wholesaler

Gary is right. Some salespeople just do not get it. They persist in im-
posing their style and preference instead of observing the style of the client
and shifting gears to fit that style.
This chapter addresses emotionally intelligent methods of communi-
cating with each personality to optimize persuasion opportunities and to
minimize confusion, conflict, and misunderstanding. This is accomplished

SHIFTING GEARS

Four Critical Selling Adjustments

“Politeness is better than logic. You can often

persuade when you cannot convince.”

—JOSH BILLINGS

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CHAPTER NINETEEN