Most people don’t like feeling they’re being sold to. Most salespeople don’t want to come across as pushy either. Yet in the pressure to hit targets, it’s easy to fall into patterns that make conversations feel transactional rather than genuine.
Sales doesn’t have to feel uncomfortable. By building emotional intelligence, you’ll not only improve results, but you’ll feel better about the way you achieve them.
This webinar explores how emotional intelligence (EQ) can transform the way you approach sales. By focusing on empathy, self-awareness, and authentic connection, you can build relationships that last, overcome resistance without force, and ultimately close more deals without ever feeling “salesy.”
Participants will leave with simple, usable techniques they can apply immediately to sales calls, pitches, or everyday client conversations.
This webinar is delivered by Ben Race.
- Sell in a way that feels natural and human
- Create genuine connections that lead to long-term business
- Build confidence in conversations, even under pressure
Agenda
(10.00 – 10.45)
1. Why people buy with emotion, not logic
- The behavioural science of decision-making and how feelings drive action.
- Why features and benefits only land after trust and rapport are built.
2. The core components of emotional intelligence in sales
- Empathy: tuning into what your prospect is really saying (and not saying).
- Self-regulation and self-awareness: managing nerves, pressure, or rejection and knowing yourself well enough to keep composure.
3. How to ask the right questions
- Moving from surface-level “qualification” to meaningful discovery.
- The sales question that opens doors.
4. Handling resistance without being pushy
- Using “tactical empathy” to reduce tension and uncover real objections.
- How to reframe “no” and “maybe” as pathways to progress.
5. Authenticity as a Sales Superpower
- Why trying to sound polished often backfires.
- How to keep your own natural style whilst mirroring the tone of your buyer.
