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Our Blog

Welcome to our B2B telemarketing blog

GCL Direct

Writing about all things inbound and outbound B2B Marketing.

How to Improve Your Telemarketing Using EQ

While some roles in an organisation require less emotional intelligence (EQ) than others, telemarketing is not one of them. Telemarketers, due to their high levels of engagement with leads or clients, are often the first to face a negative response from a lead or customer. Under these circumstances, one would think that companies would hire telemarketers with high IQ, or undergo EQ skills training. However, as many of us have likely experienced, this isn’t always the case.

In this article from American business magazine Inc, investor and entrepreneur Abhi Golhar discusses 10 ways you can improve your EQ. We’ll unpack 8 of these that are relevant to telemarketing, regardless of whether you are a telemarketer yourself or are looking to improve your company’s approach to telemarketing:

1) Utilise an assertive style of communicating

An assertive communication style is respectful towards others while still being aware of one’s own needs. It strikes a healthy balance between an aggressive and passive style, which aren’t useful to telemarketers.  

2) Respond instead of reacting to conflict

People often react negatively without thinking at the first sign of conflict. Individuals with high EQs know that when a conflict arises, you should be focused on resolving the problem, not on escalating it. 

Telemarketers are no strangers to negative responses, which is exactly why they should always be calm and collected when dealing with an upset contact.

3) Use active listening skills

When engaging with someone, you need to actively listen to what’s being said, process it, and then respond respectfully. Nonverbal communication, such as the tone of a person’s voice, is also important. The meaning behind communication is not only in the words themselves, but also in the way they’re communicated. 

Whether you’re pitching a new product to a lead or customer, or want to help them resolve their issue, active listening is vital for telemarketers to achieve their goals.

4) Be motivated

Emotionally intelligent people understand how to motivate themselves by defining their goals and developing emotional resilience. This motivation can also have a positive effect on others they are engaging with.

Telemarketers need to understand how to maintain a positive mindset, regardless of how a call goes because they don’t want a negative reaction from one individual affect their next interaction.

5) Practice ways to maintain a positive attitude

Emotionally intelligent people can guard themselves against negativity and stay optimistic. Just as negative emotions can spread, positivity is also infectious. Simple acts like meditating or eating something you enjoy, can help you keep a positive view which will carry across in your interactions.

6) Practice self-awareness

How do you feel and how might that affect those around you? Emotionally intelligent people are aware that their emotional state can affect others, so they do their best to manage their emotions. This greater level of self-awareness also means they are more adept at picking up verbal and non-verbal communication from others, making them better communicators.

Emotional Intelligence: The Key To Providing An Exceptional Customer Experience

Marketers, regardless of whether they work in telemarketing, digital, strategy or any other aspect of the profession, need to understand that emotional intelligence (EQ) is a vital part of customer experience (CX).

Let’s explore how marketers can use EQ to improve their CX approach.

Why is EQ important?

Daniel Goleman, the author and researcher that helped bring EQ into the mainstream, answered this question on the importance of EQ:

Q: Today, more than ever, creating an extraordinary customer experience is critical for an organisation’s survival. Can you address how EI (EQ) plays a pivotal role in the area of customer care?

A: Because emotions are contagious, how your employees interact with your customers determines how the customer will feel about your company. You want your employees to be using their emotional intelligence to get and stay in an upbeat, empathic space, and to relate to your customers from that state. In Working With Emotional Intelligence I reviewed data from the hospitality industry showing that the most effective employees were adept at emotional intelligence competencies like emotional self-management (curbing negative feelings and encouraging motivation and engagement), empathy (which allows them to sense how others feel, and so be more effective communicators), and collaboration (so they work seamlessly as team members).

Harvard Professor, Gerald Zaltman, also highlights the important role emotions play in decision making:

“In reality, people’s emotions are closely interwoven with reasoning processes. Although our brains have separate structures for processing emotions and logical reasoning, the two systems communicate with each other and jointly affect our behaviour. Even more important, the emotional system – the older of the two in terms of evolution – typically exerts the first force on our thinking and behaviour. More important still, emotions contribute to and are essential for decision making…Clearly understanding the ‘why’ behind the ‘what’ of consumer thinking and behavior is the key to helping consumers make the right decisions for themselves.”

How EQ can improve your CX

Understanding the importance of EQ is great, but how exactly can you use it to improve your business’ CX? Customer success platform Weav shares four ways your EQ can be used:

How to raise your marketing EQ

Emotional intelligence (EQ) is how we measure an individual’s ability to navigate their own and others’ emotional landscapes. As a marketer, EQ plays a vital role in developing strong relationships with leads and customers by giving you the ability to empathise with them. Without the ability to understand a lead or client’s emotions, your marketing is likely to miss the mark. 

Let’s explore the different ways you can raise your EQ so you can be a more effective marketer.

Five ways to raise your marketing EQ

Shama Hyder, the Founder and CEO of Zen Media and contributor to American business magazine Inc, shares five tips you can take advantage of to improve your marketing EQ, with some advice focused specifically on digital marketing:

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