Emotion Management is the key to Effective Sales Management


While hiring salespeople for your team, you hired a member you thought was perfect. Their skill sets seemed perfect for your company and they were a good fit for the job position. You thought it’s inevitable for this salesperson to commit a single mistake.

But is it possible?

“Many traders ride an emotional rollercoaster and miss the essential element of winning: the management of their emotions.”

Alexander Alder

In reality, everyone is prone to make a mistake at some point in their work journey.

sales management

Suppose, your top talent of the sales team is lagging behind the plan for the first time in several years. The manager tries to help the salesperson to come out of the situation by setting a coaching session.

Here, your emotion management needs to come to the ground in order to handle the struggling salesperson.

A good sales manager intends to bring the salesperson back on track by keeping a few things in their mind.

These are common things you need to keep in mind while preparing to deal with a struggling salesperson

  • Keep your emotion management in check when you are addressing the issue of poor sales performance.
  • The perfect salesperson can have the right intentions but failing at their work may have caused them frustration. Your task is to intelligently guide them instead of playing a blame game.
preparing deal

Now, coming back to the situation. Suppose, you are the Sales Manager who chooses the sandwich method to help the salesperson get back on track during the coaching session.

You try to maintain a positive coaching session by starting with positive feedback, then moving to offer suggestions for improvement, and then again moving on to positive feedback, and so on. Unfortunately, the salesperson in question doesn’t like the way you are trying to solve their issue. The salesperson comes off as arrogant who is incapable of being open to receiving feedback.

In such a situation, they take every feedback as an offense. Instead of accepting the help, they start making excuses to shift the blame on something else or on the company itself.

“I don’t think our company is being competitive… I mean, just look at the high rates!”

“Well, the time I get to prospect is not enough to make good sales at all. I’ve to deal with so many things after the sales issue. That is taking away all of my time.”


The trigger-response-regret loop

As a Sales Manager who is dedicated to the growth of their company, it’s hard to listen to these excuses and common to let yourself outburst with counter-response. If the Sales Manager has low emotion management capabilities, it’s more than easy to be defensive and overcome each of their silly excuses with equally defensive closing responses. By the end of it, you have further triggered the salesperson instead of solving their struggle. In such a case, you are stuck in the trigger-response-regret loop and there are no productive results whatsoever.

It’s important to remember in such cases that the coaching sessions are managed by emotions and emotion management, and not just effective coaching and influence skills.

When both the Sales Manager and the Salesperson are fighting for declaring their opinion to be right rather than finding a solution to do what is right, there is no positive impact on the sales performance at all.

What to do when as a Sales Manager you are finding yourself to be is emotionally triggered?

emotion triggered

In such situations, Sales Managers are advised to make decisions from their logical brain instead of carrying out triggered reactions from their emotionally charged brain.  

This can be done by asking yourself an easy question –

“What is triggering the defensive response of the salesperson? What else is going on that I’m unable to see?”

This engages your prefrontal cortex that is responsible for making logical decisions rather than giving power to the non-logical and emotionally charged brain. This also triggers your brain to empathize with the salesperson to a certain level.

As Brian Tracy says –

“Combine the dual qualities of empathy and ambition in every sales relationship.”

Thus, asking the above question makes you think with empathy for the salesperson –

●       What is the reason for the frustration of this salesperson? Is it because of working harder but accomplishing less?

●       Is the salesperson discouraged for offering such a defensive response?

●       Is the salesperson going through phases of self-doubt and self-loathing?

Before interrogating the salesperson with defensive questions, bring emotion management into play.

To do that, ask yourself the right questions. These powerful questions have the strength to bring changes in your emotional state which will allow you to make a positive and more logical response.

The best sales leaders have these skills kept safely in their pockets. They know they have to adapt emotion management to execute their training skills properly.

The importance of effective emotion management in every stage of the sales process


From sales leaders to salespeople, everyone needs effective sales management to get the most out of their sales process.

In the lack of proper emotion management, it’s common to get defensive when prospects challenge you with low prices. Sometimes, salespeople lose the deal by making the mistake of offering a defensive response.

In the other cases, salespeople are unable to take the pressure of the chally and end up making the mistake of offering discounts in a matter of seconds to the prospects.

Over to you…

Emotional Intelligence is the way by which salespeople and sales leaders sense the interaction and apply their best bits to improve the sales rather than messing it up. In the world of sales, emotion management is one of the best skills you can gain, nurture, and practice. When people are able to recognize their emotions and notice how they are feeling, then they are able to calm their rage down and adjust their response according to the situation.

Such people make a history of achieving goals after goals, dealing effectively with their problems and setbacks, and shine in the world of sales.

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