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As technology increasingly takes over business development activities from humans, the role of emotional intelligence becomes more important than ever. Gary Williams, founder of the business services consulting firm BD Coaching Hub for professional services, shares some tips on how to use emotional intelligence to drive more business.

While technology is changing the workplace and automation and artificial intelligence bring new possibilities and efficiency gains, emotional intelligence (EI) is taking center stage like never before. Instead of being a “nice to have”, it quickly becomes an important core function for the future, as it is difficult for machines to emulate.

Companies need people who can connect with others, show empathy and understanding and can understand emotions. This is especially true for winning new business. Technology, pricing, expertise, and experience are key drivers of success – but it’s EI that really gives you the edge over your competitors.

Too often, the focus is on demonstrating competence to a potential new customer – at the expense of empathy and a genuine interest in building a trusting relationship.

Beware of falling into the trap of equating “nice” with strong EI – they are not the same thing. You can’t just put a thin EI veneer on it, say some nice things, and think the job is done. You really need to listen to and understand your customers and be proactive – think about things they’ve told you in the past and ask more questions the next time you speak to them.

The way people build relationships often varies dramatically by profession. There may also be more analytical introverts, for example in certain areas. However, there is no connection between being an extrovert and being good at customer management. Introverts who are very detailed and analytical are often excellent business developers and customer relationship managers – they just need to take a methodical approach and develop their EI.

Here are some tips for demonstrating EI in dealing with customers:

Know yourself – Be aware of how you feel in a certain situation. Adjust yourself to this emotion, recognize it and learn from it. For example, if you want to attend an online meeting or present to a new audience, take stock of your mental state and assess how it might affect the situation.

Channel the acronym WAIT– Some people talk when they are nervous or excited. It’s easy to get carried away with a conversation with a customer and start too early with the “solution” – something crucial may be missing. Inhale, slow down, and ask yourself, “Why am I talking?”

Show empathy – Empathy does not necessarily mean to agree with everything someone says, but to stand in your shoes and understand your perspective. When you can return their hopes, worries, challenges, and fears to the customer, you will build a strong relationship.

Develop a high level of curiosity – When you really inquire about people and are genuinely interested in them and their situation, you build a relationship and build trust. As former US President Franklin Roosevelt said, “I don’t care how much you know until I know how much you care.”

Be quick to praise – highlight the strengths of others and do everything possible to give positive feedback on them. This can be anyone relevant to the discussion – a receptionist, a junior on the advisory team, or your client. But don’t overdo it!

Under promise, deliver – It is easy to make someone happy at the time of promise – but we are all measured at the time of delivery. To be known as someone who always does what it says on the tin is a strong personal brand.

If you want to do the best for your customers, bring in the most innovative ideas, and secure their buy-in for future projects, you need to return to the basic principles of human relationship.