Sales and Selling withEmotional Intelligence
Strengthen client relationships by combining sales skills with emotional intelligence. Learn how emotions drive buying decisions and develop the insight to engage, connect, and close with authenticity, empathy, and lasting impact.
Emotional intelligence in selling improves trust, integrity, and customer loyalty.
The most effective salespeople don't just know their product — they understand the emotions that drive every buying decision.
Develop the emotionally intelligent approach to selling that builds authentic customer relationships, drives better decisions, and creates lasting trust
This course takes a unique, emotionally intelligent approach to selling. It focuses on how you engage with customers before, during, and after a sales meeting to build trust and make authentic decisions. You will explore how emotions drive buying decisions and how to respond — not react — to behavioural differences.
You will learn to apply emotional intelligence throughout the sales process — asking insightful questions, listening actively, presenting effectively, and handling objections with empathy. The course helps you understand and manage your own emotions while adapting to the emotional needs of your customers.
You will gain tools to anticipate reactions, build rapport, and create positive, lasting relationships. The course includes practical strategies to tailor your approach, streamline your process, and close more deals with integrity.
Ideal for sales professionals, account managers, customer service representatives, team leaders, marketers, coaches, and anyone responsible for influencing others. No prior experience is needed — just a desire to grow, connect, and sell with emotional intelligence.
What you will learn
Recognise the importance of emotional intelligence in selling and how you can use it to build your relationships with your customers.
Identify the emotions that drive the selling process and how to work with them effectively.
Discover emotionally intelligent ways to sell through needs-based selling.
Identify the four social interaction styles that drive customer and client behaviour.
Solve problems for your customers and clients by becoming a trusted resource and advisor.
Determine how your attitude to selling influences your sales success.
Describe your uniqueness in terms of what you are selling and how you sell it.
Examine ways to handle objections with confidence.
Explain how to work with and sell to each social interaction style for maximum success.
What you will study
Tools that make your learning personal
Most online courses contain videos and quizzes.
This course gives you 12 interactive tools and resources, developed exclusively for Ei4Change learners.
Here are two examples of what you will find inside.
Developing a Unique Selling Proposition
A structured guide to defining what makes your product or service uniquely valuable — helping you articulate your market position clearly so that customers can understand why they should choose you over any competitor.
- Explains the purpose of a Unique Selling Proposition (USP) — the essence of what makes your offering different in positive ways from your competitors, defining your exclusive position in the marketplace
- Guides you through an Initial Survey Recommendation: carrying out a customer survey to uncover why they choose your product, what differences they notice from competitors, and the top 6 factors they prioritise when choosing a supplier
- Helps you view your offering through your customer's eyes — addressing the reality that competing products often appear very similar to buyers, and that clarity on your USP is crucial to effective selling
- Supports you in developing messaging that clearly communicates your uniqueness with confidence and emotional intelligence
- Builds the self-awareness and market clarity needed to sell more authentically, consistently, and effectively across all customer interactions
Emotional Drivers in Selling
An exploration of the six core emotional drivers that shape every buying decision — helping you recognise and respond to the inner forces that move customers to engage, hesitate, or commit during the sales process.
- Presents six emotional drivers through vivid character cards: Greed (what I want to gain), Fear (what I am afraid of losing), Altruism (what will help others), Envy (what others may gain over me), Pride (what will be good choices), and Shame (what will be bad choices)
- Builds understanding of how these emotional forces operate beneath the surface of every sales conversation, shaping how customers think, feel, and decide
- Helps you move from transactional responses to emotionally intelligent engagement — transforming potentially destructive interactions into constructive connections
- Supports you in recognising which emotional drivers are active for each customer so you can adapt your approach with empathy and genuine insight
- Deepens your ability to sell authentically by connecting your offering to what genuinely motivates the person in front of you, rather than relying on pressure or technique alone
Built for real learning, not just completion.
Every element of this course is designed to move you forward.
Content, tools, and resources that meet you where you are and take you further.
HD video lessons
All video content professionally produced and recorded in HD 1080p
12 interactive tools
Exclusive tools and resources built for Ei4Change learners
Knowledge checks
Interactive quizzes to consolidate and test your understanding
Practical activities
Structured exercises that embed your learning in real situations
Certificate of completion
Shareable certificate of completion from Ei4Change
30 day guarantee
Full refund if you are not completely satisfied, no questions asked
Lifetime access
Return to the course whenever you need it, with free updates included
Section 508 compliant PDFs
All course materials meet accessibility standards
Lightbulb Moments Cards
Beautifully designed summary cards capturing key insights from each course. Print them, keep them on your desk, and refer back to them whenever you need a reminder of what you have learned. Learners report that these are among the most useful resources in the course.
What learners say
Robin Hills is the founder of Ei4Change and a recognised authority in emotional intelligence, with more than 45 years of experience as a business psychologist, trainer, and facilitator.
Emotional intelligence is not one topic among many in his work. It is the central focus. His teaching is built on a clear principle: emotional intelligence only matters when it is applied in real situations that shape decisions, relationships, and performance.
Through Ei4Change, Robin has developed one of the most established global platforms for emotional intelligence learning and development. His courses have reached over 600,000 learners across more than 200 countries, spanning a wide range of roles, industries, and levels of experience.
His approach is grounded in psychological research and informed by practical experience. Rather than offering quick fixes or surface level insight, he focuses on helping people think clearly under pressure, handle difficult situations, and make better decisions in the moment.
Robin's work reflects the reality that emotional intelligence is not about feeling good. It is about understanding what is happening within yourself and with others, and responding in a way that improves outcomes.
Ready to transform how you sell
with greater emotional intelligence and authenticity?
Join learners who are using Sales and Selling with Emotional Intelligence to build stronger customer relationships, close more deals, and develop the insight to connect with every type of buyer.
Enrol Now
Emotional Intelligence