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Sales force effectiveness: Why social intelligence makes such a difference

Jan 08, 2018 by Fred Marshall

Have you ever found yourself trying to win over someone who holds the polar opposite view of your own only to find that none of your arguments, data, or persuasiveness do anything? The question is: why is that and what can you do about it? A recent study conducted at the Rotman School of Management at the University of Toronto suggests that empathy and social intelligence are the key to winning over people with very different perspectives than your own – empowering you to increase sale force effectiveness.

What it is…

Apparently, many people are not naturally good at appealing to other people’s values or framing arguments in a way that resonates with their thought processes, especially when those values are seen as being the opposite of their own. If you want to influence others, you must remember to look at the world from their perspective, empathize with their concerns, and imagine both the negative and positive impact of what you’re proposing. This is one of the many insights Quantum has gleaned from doing blinded field rides with both top and middle-performers in biotech and pharma sales.

Why it matters…

Social intelligence is one of the core drivers of sales force effectiveness. Obviously it’s easier to hire people who already have great social intelligence. But for those people who need some extra help, social intelligence is a skill that can be learned and mastered. Remember: Winston Churchill started out impossibly shy with a stultifying stutter and ending up becoming one of the greatest orators of all time. Yes, social intelligence can be learned.

Sales force effectiveness isn’t just about training reps to deliver the right message. It’s about showing them how get the customer to think in new directions by sharing data, and then asking great questions that appropriately challenge the status quo. Those questions supply the energy to change. And once the customer has been brought to the tipping point of change, then your data and messaging can get them across the finish line.

Inbound Social Intelligence is a 90-minute Quantum workshop that trains salespeople how to empathize with, communicate with and change the mindset and behavior of everyone from physicians and patients to entire practices. It’s a key to sale force effectiveness.

Investing in Sales Force Effectiveness to Grow Your Brand

Quantum Learning has been changing destinies for 25 years in the biotech, pharma and healthcare industries. As the leaders in research-based sales training, we conduct blinded field rides with our clients to ensure that we truly understand their needs before we create our tailored training programs.

To ensure that your reps apply what they learned during our training, and that your targeted outcomes will be achieved as a result of the training, Quantum rigorously evaluates training outcomes in Kirkpatrick Levels 3 and 4 evaluations.

See how it works

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