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Sales and Communications – Empathy vs Ego

Working Resources is an Executive Coaching San Francisco Bay Area Firm Helping  Companies Assess, Select, Coach and Retain Emotionally Intelligent Leaders; Strategic Talent Management; Leadership Development; Competency Modeling; Succession Management; and Leadership & Team Building Retreats

Sales and Communications – Empathy vs Ego

I recently spoke with the Human Resources Director of a company regarding providing executive coaching for the company president. The HR Director asked some very pertinent questions to determine fit. She specifically wanted to know how I worked with different personality styles, and my methods for initiating behavior change.

The HR Director and I spoke about my approach to coaching, and my belief that possessing a psychological understanding of human behavior and business acumen are important competencies for coaching executives. We also spoke of the need for her organization to create a sales culture where emotionally intelligent sales people throughout the organization flourish. Sales would be part of everyone’s job.

The Human Resource Director is interested in partnering with me in helping the president to create an emotionally intelligent sales culture and workforce. We further discussed how company executives could benefit by working with a seasoned executive coach to drive this initiative.

Empathy vs Ego

Empathy allows us to understand others’ feelings, thoughts and experiences. Customers must sense that you care about their needs.

The intrinsic need to persuade and convince someone else – along with the resilience of ego to take the battering of rejection – has long been established as a cornerstone trait of successful salespeople. A powerful ego comes up as a strong driver of what it takes to make it in sales.

Yet ego alone is also what is failing people in sales. To get from where you are today to where you need to be in the future, you’ll need to develop a conscious maintenance of empathy. The right balance of ego and empathy facilitates communication and boosts sales effectiveness.

Follow-Up Works

While there’s no doubt that training equips today’s work force with better communication and customer-relationship skills, lasting change also requires coaching and follow-up. Professionals who received training, coaching and follow-up experienced 20 times more growth than those who received training alone.

The high-tech, low-touch approach to customer contact is failing miserably. Customers may prefer a brand, but they are loyal to people. Computerized customer-service systems may be convenient and cost-effective, but their inability to solve real-life problems is coming back to haunt many businesses.

Mastery of your job’s functional arena allows you to enter the game, but your effectiveness in the human arena helps you stay on the field — and win.

Are you working in a company where executive coaches provide leadership development to grow emotionally intelligent leaders? Does your organization provide executive coaching for leaders to improve sales and communications? Enlightened leaders tap into their emotional intelligence and social intelligence skills to create a successful business.

One of the most powerful questions you can ask yourself is “Do I display the right balance of ego and empathy to facilitate communication and boost sales effectiveness?” Emotionally intelligent and socially intelligent organizations provide executive coaching as part of their leadership development and sales training programs.

Working with a seasoned executive coach and leadership consultant trained in emotional intelligence and incorporating assessments such as the Bar-On EQ-I, CPI 260 and Denison Culture Survey can help improve your sales and communications. You can become a leader who models emotional intelligence and social intelligence, and who inspires people to become fully engaged with the vision, mission and strategy of your company or law firm.

About Dr. Maynard Brusman

Dr. Maynard Brusman is a consulting psychologist, executive coach and trusted advisor to senior leadership teams. He is the president of Working Resources, a leadership consulting and executive coaching firm. We specialize in helping San Francisco Bay Area companies and law firms assess, select, coach, and retain emotionally intelligent leaders.  Maynard is a highly sought-after speaker and workshop leader. He facilitates leadership retreats in Northern California and Costa Rica. The Society for Advancement of Consulting (SAC) awarded Dr. Maynard Brusman "Board Approved" designations in the specialties of Executive Coaching and Leadership Development.

For more information, please go to, write to, or call 415-546-1252.

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