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Ana Artigas is a Speaker, Psychologist, Coach, Consultant and MBA Professor in People Management. Executive MBA in Business Management from FGV, Postgraduate in HR Training and Gestalt. It conducts open and in-company seminars and lectures. Specialized in people, developed the concept of Relational Intelligence (RI). Extensive experience in the areas of potential assessment (Caliper), training, professional development, people management and competency management.

Provides in-person and online training and lectures. He publishes articles on websites and magazines and participates in interviews and debates on Radio and Television Channels. Since 2004 he has been working as a Coach, with the International Integrated Coaching Certification for Executives – ICI Integrated Coaching Institute, with a Master’s degree in Coaching in 2007.

Relational Intelligence in Sales

Why is the business relationship no longer a result of success?

I’m sure you, like me, already stopped buying something because it was misunderstood. What makes you decide to buy? What makes people buy anyway?

It doesn’t matter if you are a salesperson, leader or employee of the company, but have you truly put yourself in your customer’s shoes? Do you know why he would buy any product or service from your company?

I serve several companies throughout Brazil and I have seen that those that invest the most in people and training are stabilized, growing or strongly believing in the possibility of improvement in the coming years. Has your company ever stopped to think about what will differentiate you from others after the crisis? What will you offer your customers and employees to stay on top?

We are all tired of living with companies and people without personality, who change their product names and versions from time to time, but are not really concerned with listening and serving the consumer customer. We’re used to call centers with thousands of identical-voiced attendants, indoctrinated in quasi-robotic behaviors and plastered information. They echo that terrible gerundism, in an orchestrated way, and ask over and over again for the same data that has already been delivered to a machine.

Where are the people, the contact, the truth in the relationships that we should have with customers, shoppers, consumers, suppliers, players, or with the team we work with?

And the big question is, after all, how can we regain people’s trust and treat them like a human being who needs help?

There is no point in discussing theory here, without practical validation of the customer’s experience. That’s what the survival of any business depends on. In the end, the customer values ​​the experience generated by the relational approach. It is in the way of relating to the world that companies stand out.

We need to focus more on people and find a balance between less prospecting and more relationships.

Relationship involves more than product presentation, proposal or order flow, it goes beyond sales or after-sales. Creating relevant pretexts to keep in touch with the customer is the difference between being successful or not in your business. The relationship with the customer must exist, the service must be genuine and meeting the consumer’s needs and expectations is a fundamental factor. If there is not a good relationship, there will be no sale, much less maintenance of the sale.

It may be that the customer enters the store or the website and buys out of a quick need, but if the experience is not good, he will not insist on returning.

You are the one who actually creates and generates creative opportunities for the relationship to happen, not the CRM software or lead generation. That’s why a business relationship is not enough, you need to know better your customer’s habits and desires.

So, are you willing to understand and not serve the customer? Are they concerned about his well-being and what will make their lives better?

If you’re willing to get along better with the customer and the people around you, just follow a few basic steps.

I developed a concept that I called the art of having CLASS to relate to. Some people believe that to be classy is to be harmonious in the art of dressing, to be elegant in the way we behave. And being elegant means: “having grace in your manners”; to dress, to eat, to communicate. It means being harmonious, being coherent, being in ‘agreement’ with the whole, with people and with the environment. And how can I do this calmly and naturally?

That’s why I created the 6 stages so you can become a relational smart:

1.  C onsciência


3.  The traction

4.  S ecurity


6.  And mpatia

1. Awareness:

It is related to the ‘reading’ we make of the environment and the people around us. It is the ability to consciously perceive intentions, emotions and how we should interact with each customer. For example, we adjust the way we talk to older clients or clients who need more attention. Or even realize that the customer is in a hurry and needs our agility at the time of purchase.

2. Freedom:

Expression, thought, freedom to take a stand in situations. We can express ourselves, ask questions, but not invade the customer. It is necessary to respect the boundary we must maintain between what we do and how people receive or ‘suffer’ our actions. Real freedom has to come covered with awareness.

3. Attraction:

It’s how we get people’s attention when we get in touch with them. Your smile is the beginning of a successful buying process. Depending on how we initiate contact and call people’s attention, we can be seen as trustworthy, friendly, concerned about the other or not. And then, if we don’t know what to do, we ruin everything.

4. Security:

It’s the way we present the product and defend our ideas. The way we show steadfastness in what we believe. If we are convinced that the product can really help and solve the customer’s problem, we easily win people’s cooperation.

5. Wisdom:

Our ability to articulate and explain concepts and knowledge. More than transmitting information to the customer, it is important that we are able to understand what will meet their needs at that moment. This is what will take the sales process to close.

6. Empathy:

It’s the ability to know how to put ourselves in people’s shoes and to at least try to understand what the customer really needs. What is your “pain”. If we can understand this and put ourselves in people’s shoes, the sale is guaranteed and the possibility of repurchase as well. You will differentiate yourself from the majority and become a problem solver rather than a salesperson or manager.


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