Emotional Intelligence : The New Trend in Marketing

by | Feb 20, 2021 | 0 comments

The Customer Experience (CX) is all the current rage in boardrooms and in tandem with the Employee Experience  (EX)  a new training criteria called Emotional Intelligence (EI) has emerged.

EI the new marketing technique

EI – All About Awareness


EI training is aimed at heightening staff awareness to customers’ needs and is required for all levels of management, but particularly upper management and marketing staff.

Emotional Intelligence  focuses on six core skills: vulnerability, self-belief, connection, anticipation, authenticity, and perseverance.  The purpose of EI is to alleviate customer anxiety. This is accomplished by employees responding to and anticipating the  stress-points consumers experience on their purchase journey.

By using EI a business becomes better at recognizing variations in customer behavior.  This knowledge is than used to develop natural and authentic connections with customers. Patrons support a brand not only because the products are good but because they feel understood and have a sense of belonging. Customers are far more likely to continue using a service and to praise it if they feel this connection.

EI is also being used in business negotiations.  No longer a battle of the wills and who blinks first, business negotiations are now nuanced. EI builds relationship of trust, anticipating feelings and providing sensitivity for productive feedback.

Think of EI as an adjunct to your marketing strategy and branding components.



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By Jim Lavorato

Jim Lavorato is the founder of 4M Performance which is designed to assist businesses to survive and thrive in these uncertain times. Jim launched an entertainment-related company in 1988. He was at the forefront in cinema technology and helped spearhead the movie industry's transition to digital presentation and distribution. He also co-founded the Arboreal Group, an environmental consultancy. He has published articles on the motion picture and media industries and is a contributing editor for ScreenTrade magazine and writes a blog "Cinema Mucho Gusto". He is a certified SCORE Mentor in the SCORE Greater Phoenix Chapter and lives in Scottsdale, AZ. Learn more about Jim in his "About" page.

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