With a vast array of attractive choices in the marketplace, customers make buying decisions based on perceived VALUE: the interplay between product, service and cost. Fundamental questions for organizations that want to succeed in today’s hyper-competitive marketplace are:
- How are you viewed by customers?
- Where do you want to be positioned in the marketplace?
- What will it take to move to your desired position?
HUDSON Research & Consulting can help you determine your current market position, define your goals, identify the action steps to get there, as well as create tracking systems to measure, monitor and calibrate your progress. We have learned through our research that moving to the leadership level of customer engagement requires that organizations:
- Begin with commitment to put the customer first
- Understand context and details of customer needs
- Act before competitors
- Often before customers recognize such needs
We have worked with our clients to:
- Conduct baseline research to determine market position with respect to customer service
- Create a strategy for customer engagement
- Develop training to develop customer engagement skills
- Provide research on the link between employee and customer engagement
- Design and implement metrics to track and calibrate ongoing improvements
- > CASE EXAMPLES
- Developing Customer Focus of Technical Professionals
- Healthcare Organization Aligns Service Offerings
Emotional Intelligence & Selling
Beyond the traditional sales approach of selling features and benefits, overcoming objections and closing, in today’s complex and competitive marketplace, customer relationships are key to differentiate your product or service.
The sales professional is essential to build long-term customer relationships and personal connections.
Emotions, which shape all human interactions, are particularly important in sales because of the need to involve and persuade customers. Emotional intelligence (EQ) is a critical skill for sales professionals to achieve maximum potential.
As Jim Blasingame discusses in The Age of the Customer, products are increasingly commoditized. In the era of online user-generated content, the balance of power has shifted from seller to buyer, making relationships more important than ever. If we consider the interplay of key factors that buyers use to make a yes/no decision, it is apparent that of all of these, relationship is the one that is most difficult for competitors to replicate.
EQ helps sales professionals to become more authentic in their interactions with customers and create positive relationships, leveraging greater self-awareness, insight and intuition to build rapport.
The HUDSON Research & Consulting approach to EQ for Sales professionals prepares participants how to:
- understand their own emotions
- “read” customers accurately, so they may respond appropriately and effectively
- make a connection with the customer
- integrate their own emotional intelligence with selling skills.
The Need for Sales Manager EQ
Our learning approach involves sales managers, who must lead by example, individualize their coaching efforts, and understand the capabilities and needs of their sales teams. By training sales managers on EQ, we help sales managers enhance personal credibility, impact and build trust with front-line salespeople.
As a result of participating in our Sales Manager EQ process, they will be more effective at motivating the sales force and be role models for EQ.
The HUDSON Research & Consulting approach to Sales EQ has proven to increase sales and salesforce engagement, in a variety of sales situations, including business-to-business, retail sales and luxury products.
For more information about EQ and selling, see our EQ Solutions.