How emotional intelligence should direct your government marketing plans

Gettyimages.com/ Yuichiro Chino

With the pressures your customers are under, the need for empathy and genuine connection are more critical than ever.

For those in government marketing and sales, now is the time to dig deeper within your networks, make genuine connections with clients, increasingly rely on your internal team, and develop customer empathy.

The groundbreaking book,  Emotional Intelligence, by Daniel Goleman puts forward the theory that “EI can matter more than IQ” in relating to others. 

The whole sales and marketing culture has changed – people now decide how they wish to be engaged. So organizations must raise the EI quotient if they want to grow and succeed in this new environment, as Covid continues to make interpersonal communication difficult.

If you have established a relationship with people before the sales cycle begins, you and your organization will have an advantage. Now is an ideal time to deepen those existing relationships. It is vitally important your teams understand how you ‘pull’ requirements and intel from customers versus ‘push,’ solutions, and much of that comes down to trust and how you engage with others.

Emotional Intelligence is about Trust

EI centers on mutual trust. Our team defines it as trust in character, the competence within the organization, and in the connection with people—our customers and partners. Government marketers, sales and business development professionals can share their capabilities, but if you lack the character or the connection, the potential partnership doesn’t go very far. It is also true that many people are oblivious as to how others perceive them!

I encourage you to not just chase RFP’s. Stop reactively bidding: if you haven’t engaged with the customer and you don’t understand the customer’s needs, your probability of a win is minuscule and you’re wasting precious time and financial resources.

Right now, you need to do more networking than ever, both internally and externally. Marketers must drill down into their own organizations to look for existing connections. You must reach all the way down into your own organization first to gain support and build your reputation.

People hate making cold calls and they rarely work anyway in this day and age. It helps to leverage someone in your company who has a prior relationship with that customer to introduce you when you need to engage with them.

Empathy and customer focus are the bellwethers for 2022. For example, Washington, DC has a workforce of highly motivated and high intelligence quotient (IQ) people. There are more PhD’s per capita in this public sector marketplace than anywhere in the world, along with a high degree of trained lawyers and legal professionals. With all that intelligence addressing public sector requirements, why do some vendors miss the mark?

What’s lacking is that many are never taught people skills. IQ is often about ego and brainpower, whereas EI is about connecting and helping the customer get their needs met. You have to make the prospect or customer the center of the discussion, and sometimes public sector marketers may lose those chances by focusing on pushing their technologies rather than understanding what the customer truly needs. This approach is almost always a no-win proposition.

Most people don’t meet a customer with the intent of developing relationships outside of current pursuits. It’s all about the current opportunity. The closer to an RFP release you engage with customers, and the harder you push to get the intel you need, the more the prospect or customer will push back; this is a natural human response. It is far better to start authentic communication earlier in the acquisition cycle as it allows time for both parties to discuss real needs and potential solutions before requirements are fully defined.

It’s always about being a partner

Relationships matter and once established, customers will follow you. There is an arc of individual trust and good people will travel with you throughout your career.

Tips for engagement:

  1. Prioritize building customer affinity and better customer relationships with EI.
  2. Engage in the process of shaping requirements, which requires trust—and that starts by understanding the people involved, not just the requirements.
  3. Build internal relationships by incentivizing everyone in your organization to engage customers and collect comprehensive human intelligence. Business development (BD) is everyone’s job.

People generally want to be heard and understood. There may be some cultural struggles toward understanding and organizations can solve those barriers.

We refer government marketers and sales organizations to a book by Michael Bungay Stainer, “The Advice Trap: Be Humble, Stay Curious & Change the Way You Lead Forever,” and to his TED Talks about taming the advice monster.

Business Development is a Team Sport

Internal relationship development and team building is just as important as external prospecting and sales generation. The Hi-Q Engagement Method helps individuals, internal stakeholders and team members use a common language to understand each other in the same way you would expect them to understand their external customers. After all, without stakeholders and internal team buy-in winning is almost impossible

The point of the spear is BD, but resiliency and perseverance reside within your company.


For more information about how you can enhance your business development and marketing processes with EI visit: https://gmarku.com/product/elite-secrets-i-ii-government-business-development/

NEXT STORY: Do I have what it takes to ghost?

X
This website uses cookies to enhance user experience and to analyze performance and traffic on our website. We also share information about your use of our site with our social media, advertising and analytics partners. Learn More / Do Not Sell My Personal Information
Accept Cookies
X
Cookie Preferences Cookie List

Do Not Sell My Personal Information

When you visit our website, we store cookies on your browser to collect information. The information collected might relate to you, your preferences or your device, and is mostly used to make the site work as you expect it to and to provide a more personalized web experience. However, you can choose not to allow certain types of cookies, which may impact your experience of the site and the services we are able to offer. Click on the different category headings to find out more and change our default settings according to your preference. You cannot opt-out of our First Party Strictly Necessary Cookies as they are deployed in order to ensure the proper functioning of our website (such as prompting the cookie banner and remembering your settings, to log into your account, to redirect you when you log out, etc.). For more information about the First and Third Party Cookies used please follow this link.

Allow All Cookies

Manage Consent Preferences

Strictly Necessary Cookies - Always Active

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data, Targeting & Social Media Cookies

Under the California Consumer Privacy Act, you have the right to opt-out of the sale of your personal information to third parties. These cookies collect information for analytics and to personalize your experience with targeted ads. You may exercise your right to opt out of the sale of personal information by using this toggle switch. If you opt out we will not be able to offer you personalised ads and will not hand over your personal information to any third parties. Additionally, you may contact our legal department for further clarification about your rights as a California consumer by using this Exercise My Rights link

If you have enabled privacy controls on your browser (such as a plugin), we have to take that as a valid request to opt-out. Therefore we would not be able to track your activity through the web. This may affect our ability to personalize ads according to your preferences.

Targeting cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.

Social media cookies are set by a range of social media services that we have added to the site to enable you to share our content with your friends and networks. They are capable of tracking your browser across other sites and building up a profile of your interests. This may impact the content and messages you see on other websites you visit. If you do not allow these cookies you may not be able to use or see these sharing tools.

If you want to opt out of all of our lead reports and lists, please submit a privacy request at our Do Not Sell page.

Save Settings
Cookie Preferences Cookie List

Cookie List

A cookie is a small piece of data (text file) that a website – when visited by a user – asks your browser to store on your device in order to remember information about you, such as your language preference or login information. Those cookies are set by us and called first-party cookies. We also use third-party cookies – which are cookies from a domain different than the domain of the website you are visiting – for our advertising and marketing efforts. More specifically, we use cookies and other tracking technologies for the following purposes:

Strictly Necessary Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Functional Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Performance Cookies

We do not allow you to opt-out of our certain cookies, as they are necessary to ensure the proper functioning of our website (such as prompting our cookie banner and remembering your privacy choices) and/or to monitor site performance. These cookies are not used in a way that constitutes a “sale” of your data under the CCPA. You can set your browser to block or alert you about these cookies, but some parts of the site will not work as intended if you do so. You can usually find these settings in the Options or Preferences menu of your browser. Visit www.allaboutcookies.org to learn more.

Sale of Personal Data

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Social Media Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.

Targeting Cookies

We also use cookies to personalize your experience on our websites, including by determining the most relevant content and advertisements to show you, and to monitor site traffic and performance, so that we may improve our websites and your experience. You may opt out of our use of such cookies (and the associated “sale” of your Personal Information) by using this toggle switch. You will still see some advertising, regardless of your selection. Because we do not track you across different devices, browsers and GEMG properties, your selection will take effect only on this browser, this device and this website.