I Second That Emotion...

Ed Albertson
Vice President, National Accounts
Carew International, Inc.

“The idea that we must choose between science and humanities is false...
Our society could not survive without scientific and technological knowledge. But we would be equally impoverished without humanistic knowledge as well. Science and Technology can help teach us what we can do. Humanistic thinking can help us understand what we should do.”

Alan Brinkley, History Professor, Columbia University
Article: Half a Mind is a Terrible Thing to Waste
Newsweek, November 23, 2009

In his recent Newsweek article, Alan Brinkley addressed the balance being sought between the sciences and the humanities in educational approaches, especially in American universities. But it could easily be applied beyond the ivory towers of higher education to the business world. Deciding between what we can do and what we should do offers an enigmatic dilemma in almost every walk of life; but nowhere is that contrast more striking than in the world of sales. The “art” and “science” of selling have warily sparred with each other throughout the development of sales as a profession, and the dynamic tension between the two has been apparent throughout the history of sales training approaches.

Today’s sales professional understands the implication of this dynamic tension; knowing he/she must constantly balance both the interpersonal skills that contribute to strong relationships (humanistic knowledge) as well as the functional activities (science) that one must execute for effective selling to take place.

The efficiency of science and technology in the world of sales professionals is enhanced with Customer Relationship Management (CRM) systems, laptops, online order processing, mobile phones, voice mail and email, to cite a few of the more obvious tools employed today. However, sales effectiveness also relies upon humanistic knowledge, like developing the other-centered perception of a customer’s business environment, recognizing the various personality styles that make people different, honing the ability to actively listen to understand, and communicating clearly and concisely to others.

Current research continually reveals and quantifies the effect of human emotions upon decision-making. The savvy sales professional uses the full range of his/her knowledge and experience to turn that emotional impact to their advantage time and again. Flexibly adapting to each situation requires a nimble style that plans for contingencies and doesn’t just react to ever-changing circumstances.

There is no doubt, we need both. Effective sales professionals master both the “art” and the “science” of selling, combining them with planning and execution, and fine-tuning the approach with each and every interaction.