Emotional Intelligence Selling vs. Personality-Based Selling: What's the Difference?

Defining Emotional Intelligence Selling and Personality-Based Selling

1.1 - What is Emotional Intelligence Selling?

Emotional Intelligence Selling (EIS) is a sales approach that goes beyond the traditional focus on product features and benefits. It recognizes the crucial role that emotions play in the sales process. EIS is about understanding and managing emotions, both for the salesperson and the customer.

Implementing EIS requires sales professionals to dive deep into their own emotional landscape. They must develop a high level of emotional awareness, recognizing their own feelings and reactions in different situations. By understanding their own emotions, salespeople can better understand and empathize with their customers.

But EIS is not just about self-awareness. It also involves understanding and interpreting the emotional cues of customers. Sales professionals trained in EIS are skilled at picking up on subtle signs of emotions, such as body language, tone of voice, and facial expressions. By recognizing these cues, they can adapt their approach to meet the emotional needs of the customer.

Building rapport and trust is a fundamental aspect of EIS. Salespeople who practice EIS are adept at establishing a genuine connection with their customers. They understand that people are more likely to buy from someone they trust and feel a connection with. EIS emphasizes the importance of creating an emotional bond through targeted and personalized communication.

1.2 - What is Personality-Based Selling?

Personality-Based Selling (PBS) is a sales technique that recognizes that people have unique personality traits and preferences that influence their buying decisions. It goes beyond a one-size-fits-all approach and tailors the sales process to align with the individual's personality style.

In PBS, sales professionals use psychological frameworks, such as DISC or MBTI, to categorize customers into different personality types. These frameworks provide a structured way to understand and analyze personality traits. By understanding the characteristics and preferences associated with each personality type, salespeople can adapt their communication style, messaging, and sales process to resonate with the customer.

For example, a customer with a dominant personality type may appreciate a direct and assertive sales approach, while a customer with a more reserved personality type may prefer a more collaborative and consultative approach. PBS allows salespeople to tailor their interactions to match the customer's preferred style, increasing the chances of a successful sale.

But PBS is not just about adapting the sales approach. It also involves building rapport and establishing a connection based on the customer's personality. Sales professionals who practice PBS are skilled at quickly identifying a customer's personality type and adjusting their communication style accordingly. This creates a sense of understanding and trust, making the customer more receptive to the sales message.

Both Emotional Intelligence Selling and Personality-Based Selling recognize the importance of understanding and connecting with customers on a deeper level. By incorporating these approaches into their sales strategies, professionals can enhance their effectiveness and build stronger relationships with their customers.

What's the difference between Emotional Intelligence Selling and Personality-Based Selling?

Emotional Intelligence Selling (EIS) and Personality-Based Selling (PBS) may share some similarities, but they differ in their core philosophies and approaches.

Emotional Intelligence Selling, as the name suggests, places a strong emphasis on emotions, empathy, and establishing a deep emotional connection with customers. It recognizes that emotions play a vital role in the sales process and aims to leverage emotional intelligence to build trust and rapport. EIS practitioners understand that by connecting with customers on an emotional level, they can create a more meaningful and long-lasting relationship.

On the other hand, Personality-Based Selling focuses on understanding different personality types and adapting the sales approach accordingly. It recognizes that individuals have unique preferences, communication styles, and decision-making processes. PBS practitioners believe that by tailoring the sales process to match the personality traits of customers, they can effectively engage and influence them.

While Emotional Intelligence Selling emphasizes emotional awareness and effective communication throughout the entire sales process, Personality-Based Selling primarily focuses on how personality traits affect behavior and decision-making. PBS practitioners analyze personality types, such as introversion or extroversion, thinking or feeling, to better understand customers' preferences and adapt their selling techniques accordingly.

Unlike Emotional Intelligence Selling, which places a significant emphasis on emotional connection and understanding, Personality-Based Selling primarily considers how general personality traits can enhance communication and sales techniques. PBS practitioners aim to identify patterns in behavior and decision-making based on personality types, allowing them to tailor their approach to each customer's unique style.

In summary, Emotional Intelligence Selling and Personality-Based Selling differ in their core philosophies and approaches. EIS focuses on emotions, empathy, and establishing a strong emotional connection, while PBS centers on understanding personality types and adapting the sales approach accordingly. EIS emphasizes emotional awareness and effective communication, while PBS targets tailoring the sales process to match individual personality styles.

Examples of the Difference between Emotional Intelligence Selling and Personality-Based Selling

2.1 - Example in a Startup Context

In a startup context, an Emotional Intelligence Selling (EIS) approach may involve deeply understanding the emotional challenges of customers who are taking a risk with a new product or service. By empathizing with their concerns and fears, the salesperson can offer tailored solutions that address those emotions effectively.

For example, imagine a startup that has developed a cutting-edge software solution for small businesses. The salesperson, utilizing EIS, would take the time to listen to potential customers' anxieties about adopting new technology and the fear of potential disruptions to their established workflows. By acknowledging these emotional challenges, the salesperson can provide reassurance and highlight success stories from other customers who have experienced similar concerns. This approach not only addresses the customers' emotional needs but also builds trust and credibility.

On the other hand, Personality-Based Selling (PBS) in a startup context may involve identifying the personality type of potential customers. For instance, a salesperson may recognize a customer as a detail-oriented and cautious individual. With this knowledge, they could provide extensive research and data-driven evidence to persuade the customer's analytical mindset.

Continuing with the previous example, the salesperson utilizing PBS would understand that the potential customer values facts, figures, and tangible evidence. They would then prepare a comprehensive presentation that includes detailed case studies, market research data, and testimonials from industry experts. By catering to the customer's preference for concrete information, the salesperson increases the chances of closing the deal.

2.2 - Example in a Consulting Context

In a consulting context, Emotional Intelligence Selling (EIS) may involve listening actively to clients' frustrations or challenges and offering emotional support throughout the process. The consultant may use empathy and understanding to build trust with the client, addressing any emotional barriers that could hinder progress.

For example, consider a management consulting firm working with a struggling company. The consultant, employing EIS, would take the time to understand the emotional toll the company's difficulties have had on its employees. By actively listening to their concerns and providing emotional support, the consultant creates a safe space for the employees to share their experiences and challenges. This emotional connection allows the consultant to gain valuable insights into the company's dynamics and develop customized solutions that address both the emotional and operational aspects of the challenges.

On the other hand, Personality-Based Selling (PBS) in a consulting context might involve recognizing the client's preference for structure and organization. The consultant may then tailor their approach by presenting a well-structured plan, providing step-by-step guidance to meet the client's need for predictability and control.

Continuing with the previous example, the consultant utilizing PBS would understand that the client values a systematic approach to problem-solving. They would develop a detailed project plan that outlines clear milestones, deliverables, and timelines. By demonstrating a structured methodology, the consultant instills confidence in the client and reassures them that the consulting engagement will be well-organized and efficient.

2.3 - Example in a Digital Marketing Agency Context

In a digital marketing agency context, Emotional Intelligence Selling (EIS) might involve understanding the emotional motivations behind customer behavior, allowing marketers to create personalized campaigns that resonate with their target audience on an emotional level.

For instance, imagine a digital marketing agency working with a client in the fitness industry. Utilizing EIS, the agency would conduct extensive research to understand the emotional drivers behind individuals' desire to lead a healthy lifestyle. By identifying key emotional triggers such as the desire for self-improvement, confidence, and social acceptance, the agency can develop marketing campaigns that tap into these emotions. They may create compelling storytelling content that showcases real-life transformations, testimonials from satisfied customers, and relatable narratives that inspire and motivate the target audience.

Conversely, Personality-Based Selling (PBS) in a digital marketing agency context might involve recognizing different personality types among target customers. A marketing professional may develop messaging that appeals to each personality type, ensuring diverse individuals can connect with the brand's communication style.

Continuing with the previous example, the marketing professional utilizing PBS would understand that different individuals respond to various communication styles. They would segment the target audience based on personality traits such as introversion, extroversion, or analytical thinking. By tailoring the marketing messages to each personality type, the agency maximizes the chances of resonating with a broader range of potential customers.

2.4 - Example with Analogies

To further illustrate the difference between Emotional Intelligence Selling (EIS) and Personality-Based Selling (PBS), we can consider a simple analogy. EIS is like a musician who tunes their instrument based on the emotional response of their audience. They play different melodies and adjust the tempo to evoke certain emotions. On the other hand, PBS is like a tailor who carefully measures a customer's body to ensure garments are perfectly fitted to their unique physique and preferences.

Just as the musician understands that different melodies evoke different emotions in the audience, the salesperson utilizing EIS understands that different customers have distinct emotional needs and desires. They adapt their approach, just like the musician adjusts their performance, to create a deep emotional connection with the customer.

Similarly, the tailor utilizing PBS recognizes that each customer has a unique body shape and personal preferences. They take precise measurements and consider individual style choices to create a custom-fitted garment that perfectly suits the customer's physique and taste.

In conclusion, Emotional Intelligence Selling and Personality-Based Selling both offer valuable approaches to sales. While EIS focuses on understanding and connecting emotionally with customers, PBS relies on recognizing and adapting to different personality styles. By incorporating elements from both approaches, sales professionals can enhance their selling techniques and build deeper relationships with customers.