This briefing analyzes Gartner's recent report, "The Human Foundation of Sales Success," and highlights its congruence with the argument that successful sales strategies hinge on human connection and emotional intelligence (EI), not solely on product features or logical arguments. The briefing also draws connections to the author's book, "Selling Tech/CRM: It's What's Below the Tip of the Iceberg That Matters Most," which delves into the application of EI in tech sales. The central idea is that while technology is crucial, the ability to understand, connect with, and persuade customers through empathy and EI is the ultimate differentiator in achieving sales success.

Key Themes and Ideas:

1. The Primacy of Human Connection in Sales: The core theme is that sales success depends on the human element. The source emphasizes that sales is fundamentally about people and understanding their needs, rather than just pushing products or relying solely on logical arguments.

• Quote: "Sales is about people, not just product."
• Quote: "Technology is essential, but it's the human connection – driven by EI, empathy, and genuine understanding – that seals the deal."

1. Gartner's Emphasis on "Mentalizing": Gartner's report highlights the importance of "Mentalizing," which involves actively listening to customers and adapting to their needs. This aligns directly with the principles of empathy and EI.

• Quote: "Gartner nails it by highlighting the importance of 'Mentalizing' – understanding the customer through active listening and adapting to their needs."

1. The Power of Emotional Intelligence (EI) and Persuasion: The author's book argues that tech sales reps often overestimate the impact of logic while underestimating the influence of EI and persuasion. The source claims that EI can account for 60-80% of influence in sales, compared to 20-40% for logic alone.

• Quote: "In my book, 'Selling Tech/CRM: It's What's Below the Tip of the Iceberg That Matters Most,' I explore how tech sales reps often over-rely on logic, missing the HUGE impact of Emotional Intelligence (EI) and persuasion. (Think 60-80% influence vs. 20-40% with logic alone!)"

1. Practical Applications of EI in the Sales Process: The author's book provides specific examples of how to apply EI at various stages of the sales process:

• Internal Relationships: Building stronger relationships with internal teams (e.g., product marketing, product management) through EI.
• Sales Cycle Adaptation: Tailoring sales approaches based on the specific needs of each stage of the sales cycle.
• Buyer Role Segmentation: Adapting communication and strategies based on the individual buyer's role and perspective.
• Objection Handling: Utilizing EI and persuasion to address customer concerns effectively.

1. The ENGAGE Methodology: The author introduces the ENGAGE methodology as a framework for sales reps to leverage EI and related skills:

• EMOTIONS: Develop robust EI and empathy.
• NUTURE Relationships: Invest in others through generosity and transparency.
• GOALS/Gains: Understand your customers' objectives.
• AUTHENTICITY: Build trust-based relationships.
• GUIDED Journey: Co-create the buying journey.
• EXPERTISE: Establish your authority.

Conclusion:

Both Gartner's report and the author's book reinforce the crucial role of human connection and emotional intelligence in driving sales success. The traditional focus on product features and logical arguments is insufficient; sales professionals must cultivate empathy, actively listen to customers, and tailor their approach to individual needs and circumstances. By embracing EI and methodologies like ENGAGE, sales teams can build stronger relationships, overcome objections, and ultimately achieve greater success.

This excerpt outlines a new sales methodology book focused on Business to Human (B2H) selling, arguing that traditional B2B approaches are insufficient. The book emphasizes emotional intelligence (EI) and persuasion, incorporating the ENGAGE framework (Emotion, Nurture, Goals Understanding, Authenticity, Guided Journey, Expertise). It combines established sales techniques with cutting-edge research, particularly from AI-powered chat platforms, to offer a practical guide for improving CRM sales. The author structures the book to build a strong foundation in EI and sales principles before introducing the ENGAGE methodology. The book aims to help sales professionals achieve mutual success with their clients by understanding and adapting to the customer's buying journey.

Journey into the dynamic world of CRM sales cycles in Chapter 4, where we decode the crucial paths customers take from initial interest to lasting partnership! This eye-opening chapter breaks down the distinct emotional and persuasion-based approaches needed for both seller-initiated and buyer-initiated journeys, revealing how to excel in each stage of their journey. You'll discover how to masterfully guide prospects when you're at the helm, and how to skillfully integrate into a journey already in motion when buyers take the lead.

But we don't stop at the sale – dive deep into the critical post-sales customer journey, where the real magic of CRM relationships unfolds. Learn how these initial touchpoints evolve into long-term partnerships that drive mutual success. This chapter provides the roadmap for navigating each unique path while building lasting customer relationships that extend far beyond the initial purchase.

Ready to master the art of meeting your customers exactly where they are in their journey, whether you initiated the conversation or they came to you?

Unlock the powerful psychological principles that drive successful CRM sales in this compelling Chapter 3! Here, we dive into the fascinating science of influence and persuasion, revealing time-tested triggers that shape human decision-making. Learn how the magnetic pull of reciprocity creates natural opportunities for meaningful connections, while understanding the delicate balance of leveraging scarcity without pressure tactics.

Discover how to authentically establish authority and expertise in a world where credibility is currency. We explore the psychological comfort of consistency and the remarkable impact of social proof in the CRM buying journey. This chapter transforms abstract psychological concepts into practical, ethical selling strategies that resonate with modern buyers.

Whether you're a seasoned sales professional or new to CRM sales, these fundamental principles of persuasion will revolutionize your approach to customer relationships and deal closure. Ready to master the psychology that powers exceptional sales performance?

Welcome to Chapter 5, where we crack the code on selling CRM to diverse executive and technical stakeholders! This essential chapter provides a deep dive into the unique mindsets, priorities, and pain points of each key decision-maker in the CRM buying process. From the strategic vision of the C-suite to the practical concerns of project managers and data scientists, learn how to tailor your approach for maximum impact.

Discover how to use your new EI and persuasion-based skills to speak the language of each persona – whether you're discussing ROI with the CFO, technical architecture with the CTO, operational efficiency with the COO, or data insights with analysts. Uncover the specific motivations driving each stakeholder, from the Sales VP's revenue focus to the Service VP's customer experience priorities, and learn how to align your CRM solution with their individual goals and challenges.

Ready to master the art of persona-based selling and navigate the complex web of CRM decision-makers with confidence?

Navigate the most challenging CRM sales hurdles with confidence in this essential chapter! Here, we tackle head-on the four most formidable objections that can stop deals in their tracks. Learn how to transform "too expensive" from a roadblock into a conversation about value and ROI, and master the art of differentiating your solution when prospects say "we already have a CRM system."

Discover powerful strategies for addressing fears about business disruption, turning implementation concerns into opportunities to showcase your change management expertise. Perhaps most crucial, learn how to overcome the dreaded "no decision" – that subtle resistance that can derail even the most promising opportunities. This chapter equips you with proven techniques, practical responses, and strategic approaches to turn common objections into stepping stones toward successful deals.

Ready to transform your toughest objections into opportunities for deeper customer engagement and stronger sales conversations?

Discover the essential strategies for mastering CRM sales in the new hybrid world! Chapter 7 tackles the unique challenges of selling in an environment where virtual and in-person interactions blend seamlessly. Learn how to capture and maintain attention in an era of unprecedented distractions and develop powerful techniques for engaging audiences whose minds and devices constantly compete for their focus.

Uncover innovative approaches to connecting with geographically scattered teams and diverse stakeholder groups, while mastering the art of sparking meaningful participation in both virtual and hybrid settings. This chapter reveals how to transform technology from a potential barrier into a powerful ally, ensuring your presentations and demonstrations flow naturally regardless of the delivery format.

Ready to excel in this new frontier of hybrid sales, where traditional techniques meet modern digital engagement strategies? This chapter equips you with the tools and insights needed to thrive in today's evolving sales landscape.

In today's complex CRM sales environment, success demands a sophisticated application of emotional intelligence and persuasion skills across two critical fronts. Externally, these skills help forge stronger connections with prospects and customers, building trust and driving deals forward. However, equally crucial is their internal application – working with your own sales team, solution architects, product specialists, and implementation teams.

By masterfully wielding emotional intelligence and persuasion techniques both externally and internally, you create a powerful multiplier effect. Your enhanced ability to influence and collaborate with internal stakeholders ensures smoother deal execution, better resource allocation, and more creative solution design. Meanwhile, these same skills applied externally help you better understand customer needs, navigate complex buying committees, and build lasting partnerships.

The modern CRM sales professional must be as adept at building internal champions and alignment as they are at winning customer trust. This dual mastery of internal and external relationship management becomes your secret weapon for consistently superior sales outcomes.