They often find themselves in adversarial situations over price, features, delivery schedules, etc. These situations can generate anxiety, fear, frustration or even outright anger on the part of both the sales person and the customer. This can lead to a vicious negative emotional cycle where sales decline, sales people are demotivated, and customers are unsatisfied and leave. Enhancing EI skills allows the sales person to have more control over themselves and thus the situation. Research shows that the more optimistic a sales person is, the higher their volume and sales dollars.
Optimism leads to persistence which leads to more sales.
Being able to empathize with the customer allows for faster, more effective problem-solving and better communication. Developing strong positive relationships with customers, through thick and thin, ensures higher sales and better cooperation when problems do arise. They interact daily with individuals who have distinct needs, wants and expectations. They significantly influence the attitudes, performance, and satisfaction of employees within their department and other departments. Being both firm and caring at the same time causes many to feel inadequate for the role.