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the world‐renowned educational psychologists, Howard Gardner, Robert Sternberg and others.

      Gardner, Sternberg, and others questioned accepted definitions of intelligence and began to look beyond a number or intelligence quotient (IQ). After exploring the topic thoroughly, they realized that what IQ tests measured was only a person’s ability to take an IQ test and was not the enormously complex construct that had been referred to in the past as “intelligence.”

      While Howard Gardner broadly defined intelligence as “the ability to solve problems or to create products that are valued within one or more cultural settings,” in his influential book, Frames of Mind, The Theory of Multiple Intelligences, he identified seven facets of intelligence. These are linguistic, logical‐mathematical, musical, bodily‐kinesthetic, spatial, interpersonal, and intrapersonal. In his book, Intelligence Reframed: Multiple Intelligences for the 21st Century, he added three more facets of intelligence: naturalist, spiritual, and existential.

Personal competence: These capabilities determine how we manage ourselves.Self‐awarenessEmotional self‐awareness: Reading one’s own emotions and recognizing their impact; using “gut sense” to guide decisions.Accurate self‐assessment: Knowing one’s strengths and limits.Self‐confidence: A sound sense of one’s self‐worth and capabilities.Self‐managementEmotional self‐control: Keeping disruptive emotions and impulses under control.Transparency: Displaying honesty and integrity; trustworthiness.Adaptability: Flexibility in adapting to changing situations or overcoming obstacles.Achievement: The drive to improve performance to meet inner standards of excellence.Initiative: Readiness to act and seize opportunity.Optimism: Seeing the upside in events.Social competence: These capabilities determine how we manage relationships.Social awarenessEmpathy: Sensing others’ emotions, understanding their perspective, and taking an active interest in their concerns.Organizational awareness: Reading the currents, decision networks, and politics at the organizational level.Service: Recognizing and meeting…client or customer needs.Relationship managementInspirational leadership: Guiding and motivating with a compelling vision (for media salespeople this would translate into creating value with an inspiring vision for your medium and your media outlet).Influence: Wielding a range of tactics of persuasion.Developing others: Bolstering others’ ability through feedback and guidance.Change catalyst: Initiating, managing, and leading a new direction.Conflict management: Resolving disagreements.Teamwork and collaboration: Cooperation and team building.

      Source: Goleman, Daniel, Boyatzis, Richard, and McKee, Annie. 2002. Primal Leadership: Realizing the Power of Emotional Intelligence. Boston, MA: Harvard Business School Press. Used with permission.

      How important is emotional intelligence in selling?

      A major element of and success is optimism. A study of salesmen at Met Life by Martin Seligman revealed that,

      Do I have emotional intelligence?

      1 What are the differences between how you see yourself and how others see you?

      2 What matters to you?

      3 What changes will you make to achieve these goals?

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