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▷ What is Emotional Intelligence? 5 Keys to Developing It

We all know and know how psychological and emotional aspects are involved in the decision process of a purchase.

For this reason, in this article I am going to address a topic that I find fascinating: emotional intelligence and how this could very positively influence the sales of a business and a company if it is used correctly, as well as it can make the workers of your company happier and feel more fulfilled.

People are emotional and logically this part of us participates in decision-making on many occasions, that is why it is very important that we learn to know these emotions in order to generate greater empathy with our users.

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What is emotional intelligence?

Emotional intelligence is the ability to know, recognize, interpret and self-regulate one's own emotions and those of others to interrelate appropriately.

According to Daniel Goleman, Emotional Intelligence has to do with personal skills, it is not an academic learning, it focuses on how you handle yourself and your relationships.

Other definition of emotional intelligence could be a person who is intelligent in the face of their emotions.

Having emotional intelligence is primarily listening to what your emotions tell you and making sure you can handle it.


Skills and characteristics of Emotional Intelligence

According to Daniel Goleman in his book "Emotional Intelligence", the skills or characteristics that they bring into play in emotional education can be grouped into 4 skills or characteristics:


Self awareness

It is the ability to recognize a feeling the moment it appears. It requires being attentive to our moods and reactions, and relating them to the stimuli that cause them.

The voluntary expression of different emotions, their dramatization, is a way of learning them. What you can do right or wrong.



Self-regulation or self-management. Be aware of our emotions It should lead us to learn to control them, but controlling them does not mean preventing them from occurring, but rather knowing how to manage them when they occur.

Be able to meet the goals. Be positive about the setbacks we may have. Control disturbing emotions that do not destroy your life or prevent you from doing what you want to do.



We could say that Empathy is the ability to capture the emotional states of others and react appropriately socially. It is therefore to understand how others feel.

We have to be able to put ourselves in the place of other people, to know what you feel and what your problems are so that when we write our sales pages they feel fully identified.


Motivation and relationships

It is a very important aspect that generates immeasurable strength and optimism, and that logically helps us enormously to achieve our goals. Manage relationships and teamwork well, be able to resolve conflicts, persuade and influence.

For example, working on what you are most passionate about can be a great motivator, but there are many more.


The importance of emotions

Much of our decisions are influenced to a greater or lesser degree by emotions.

For example, I fell in love the first day I arrived in Valencia, that is, I traveled 830 km from my town of Barbate, and this fact that happened to me made me decide to stay in Valencia to live where I have been for almost 20 years.

Emotions affect many of the decisions we make.

Some simple ones like our way of dressing, or what products to buy, but also some more transcendental and durable ones like changing residence or work, starting a family, etc.

My passion for marketing led me to create this blog in 2012, something that in the future would change my way of life and my professional perspective, since I made the decision to start promoting my personal brand with the goal of one day being able to dedicate myself to what I was more passionate about, promoting my own Marketing School, and thus uniting my 2 greatest passions training and marketing.

If you don't take a look at this promotional video for the Christmas campaign carried out by the Bouygues Telecom company, completely great, a spectacular way to empathize and touch the fiber of all of us who are parents.


The importance of emotional intelligence to increase sales

More and more companies are becoming aware of the importance of their employees being trained in emotional intelligence in order to carry out better promotional campaigns for their products and / or services.

For this it is important to talk about emotional marketing, which is nothing more than just integrating the concept of a brand or promotion to touch the most sensitive chord of the consumer.

There are many companies that use emotional marketing, one of the best known is Coca Cola, which always seeks to reach the finest layer of consumer sensitivity.

If we really want use emotional intelligence to increase the sales of your company or business you should do the following.


1.- Define and / or review the business model.

If we want to apply emotional intelligence to increase business sales, we must start from the foundations of it.

That is, we have to thoroughly review your business model, that's why analyzes each and every one of the company's services and / or products.

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The first of all is to ask yourself, as you are going to earn income, what you are going to sell to later define as you'll make it.


2.- Carry out an internal and external analysis.

We have to thoroughly analyze the business, from an internal perspective, analyzing your online and offline promotion channels and strategies.

Analyzing the web, the blog, the organic visibility, the work in social networks, as well as all the offline actions.

It also analyzes at least 5 competitors, and checks their online and offline presence, their target audience, the products and / or services they offer.


3.- Define the target audience.

Let's go with a key aspect, and since we must define our target audience well, but far beyond social or demographic aspects since we have to know in depth what the interests of these people are, what they are looking for, demanding or needing.

In short, it is about evolving the classic profile of users towards where we are going to allocate our strategies so that we are able to empathize with them and touch the most sensitive fiber, obviously attending to their needs.

It is very important that we know your pain points (pain point), that is to say, those real needs that they have to acquire a certain product or service.


4.- Define and / or review business objectives.

We review the qualitative and quantitative business objectives, with special emphasis on those SMART objectives, and therefore we can better monitor the conversions obtained from a specific product or service.

I recommend that you read this post where I explain 50 examples of goals and objectives of a company so that you have it clearer.


5.- Review the promotion strategies for online and offline products.

Finally, we have to define and review all our company promotion channels, both online and offline, to see if the strategy or sales plan is the right one or not.

We must integrate our entire strategy not only so that we are able to obtain as much information as possible from our target audience, but also so that we are able to succeed in offering them those who are demanding, it is not something artificial and it is not something that can be created. .


5 Books of Emotional Intelligence

book emotional intelligence daniel goleman1.- Emotional Intelligence (Daniel Goleman)

Essential manual if you want to know Emotional Intelligence from the hand of the psychologist and journalist Daniel Goleman.

He came up with the groundbreaking idea that positive emotion management was more critical to life success than IQ.

Something that I totally agree, and you?


emotional intelligence book2.- 7 habits of highly effective people (Stephen R. Covey)

This is a classic of the Emotional Intelligence books.

It has more than 25 million copies sold, and its main attraction is that offers us a holistic approach on how to achieve success, happiness and well-being.

The book is based on the development of 7 habits as the most powerful factors in our life:

  1. Proactivity.
  2. Begin with an end in mind.
  3. Put first things first.
  4. Think Win - Win.
  5. Seeking to understand first and to be understood later.
  6. Synergize.
  7. Fine-tune the saw.

And he develops them throughout the book.

educate with emotional intelligence3.- Educating with Emotional Intelligence by Maurice (J. Tobias, Steven E. and Friedl Elias)

This is one of the most interesting and useful Emotional Intelligence books if we have children at home or if, for example, we are dedicated to the world of education.

ANDhe purpose of this book is primarily to help parents communicate with their childrenIt's on the deepest and most rewarding level possible.

The book as an example the five basic principles of success by Daniel Goleman and the authors what they do is adapt them to obtain good results in the education of the youngest.


the resounding leader creates more4.- The resonant leader creates more (Daniel Goleman, Richard Boyatzis and Annie McKee)

The true leader is not always distinguished precisely by his talent or his technical mastery.

We lack adequate skills to formalize effective leadership with which to manage emotions and promote positive feelings in teams.


activities to develop emotional intelligence5.- 50 activities to develop Emotional Intelligence (Adele B. Lynn)

If you want to improve your well-being and benefit from emotional intelligence, this book gives you 50 strategies that you can start using right now.

The book is full of tips and examples to help you understand the effect emotions have on your values, your relationships, or your job performance.


I end this article with a video by the great Daniel Goleman, where he highlights the importance of emotional intelligence as well as the benefits of emotional intelligence that we have seen in this article.

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There are many apps and applications on the market that obtain a lot of information from our mobile devices.

Some of them bordering on and crossing the legal and moral barrier, even activating the microphone to listen to our conversations to find out what our preferences are and above all what we are looking for.

I say this more than anything so that you are careful with the applications that you install on your devices and the legal aspects that we are accepting, which in most cases we do not read because they are cumbersome and not very transparent text.

Information can be obtained from other people, always and with their consent and always in a transparent way.

Emotional intelligence is a great skill to increase the sales of a business but it requires a great process of training and education of the work, promotion and sales teams.

It is also a very important aspect that we must work as parents with our children, that they learn to empathize, listen and better control their emotions.

I hope that the emotional intelligence books that I recommend will help you improve as a person and as a professional, thus for a better job performance and your results.

If you want to recommend one more book on emotional intelligence, I will be happy to add it in a future update to the article.


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