Putting Emotional Intelligence to Work in Pharma Sales - From a Lightweight to an Icon: Successful Pharma Sales Management (Part 3)

Putting Emotional Intelligence to Work in Pharma Sales - From a Lightweight to an Icon: Successful Pharma Sales Management (Part 3)

Introduction:

Ravi, a seasoned pharmaceutical Medical Representative, always believed in memorizing medical jargon and mastering product details. Yet, despite his knowledge, doctors seemed indifferent to his pitches. One day, he observed Arjun, a colleague, effortlessly connecting with even Key Opinion Leaders. Arjun wasn't reciting facts. He hadn’t mugged up detailing like Ravi’s training manager had taught him. He was listening, empathizing, and understanding their challenges. Ravi realized the secret wasn't just in IQ but in EQ—Emotional Quotient.

This essay explores why Emotional Quotient often trumps Intelligent Quotient in pharmaceutical sales and marketing. While technical know-how is essential, it's the ability to connect emotionally, read non-verbal cues, and respond with empathy that transforms a Medical Representative into a trusted partner. We'll dive into the tangible benefits of emotional intelligence in sales—building lasting relationships with doctors, navigating rejections with resilience, and fostering team collaboration.

For Indian pharmaceutical sales personnel navigating competitive markets, emotional intelligence isn’t just a skill; it’s the differentiator for sustained success.

What is Emotional Intelligence? First let us understand emotions! Oxford Dictionaries defines emotions as ‘a strong feeling deriving from one's circumstances, mood, or relationships with others’. Paul Ekman describes six basic emotions: Glad (meaning happy), Sad (meaning unhappy), Mad (meaning angry), Scared (meaning fear), Disgust and Surprise.(1) Peter Salovey and John Mayer describe Emotional intelligence as the ability to recognize, understand and manage one’s own emotions. (2) At the same time, you need to recognize, understand and influence the emotions of others. Emotional Intelligence has five components.(3)

Vital Point - Do Not Miss

The Five Elements of Emotional Intelligence Self-awareness (3)

• Self-awareness
• Self-regulation
• Motivation
• Empathy
• Social skills: 

Daniel Goleman, a psychologist, popularized the term "emotional intelligence". Each of these elements has its own benefits. 

Self-awareness

Before I discuss self-awareness, let me tell you the story of the Delphic Oracle.  Let me first explain the term Delphic Oracle. Delphic Oracle means divine communication delivered. Delphic Oracle is a person giving wise or authoritative decisions or opinions. According to Encyclopedia Britannica, Delphic Oracle, most famous ancient oracle, is believed to deliver prophecies from the Greek god Apollo. She was based in his temple at Delphi, located on the slopes of Mt. Parnassus in Central Greece above the Gulf of Corinth. 

The most famous saying attributed to the Delphic Oracle is "Know thyself." This simple phrase has been interpreted in many ways over the centuries, but it is generally understood to be a call to self-awareness. The Oracle was telling people that the key to happiness and success is to understand themselves and their own limitations.

The Greek word for self-awareness is "εαυτού γνώσις" (eautou gnōsis), which translates directly to "knowledge of oneself." the concept of self-awareness due to the phrase "Know thyself" inscribed on the Temple of Apollo at Delphi, essentially urging people to deeply understand their own thoughts, emotions, strengths, and weaknesses, which is a key aspect of self-awareness; making "Know thyself" a central tenet of ancient Greek philosophy. 

It’s from here that Daniel Goleman got the inspiration to include ‘self-awareness’ as the first pillar of emotional intelligence.  

Self-awareness is the ability to recognize and understand your own emotions and drives, its influence on your moods, thoughts, behaviors, and its effect on others with others. It involves being conscious of your emotional state and acknowledging the impact your emotions have on your actions and those around you.

How can you do this?

Identify your emotional triggers: Recognize the situations or interactions that evoke specific emotions. For example, do you feel upset when your boss rejects a creative idea? Or do you get angry when your spouse disagrees with your choice of restaurant on your anniversary? Are you distressed to see dishonest marketing practices in the pharmaceutical industry?

Understand your strengths and weaknesses: Recognize your areas of expertise and areas where you may need improvement. For instance, are you a strong observer? Is punctuality a weakness for you? Are you skilled at making considered decisions? Self-awareness helps you recognize these aspects of yourself.

Self-awareness is your guiding compass in critical moments—when responding to your boss's feedback, navigating performance reviews, deciding whether to accept or decline job offers, or making strategic choices like launching or delaying new products. It empowers you to pause, reflect, and act with intention rather than impulse. By understanding your emotions and aligning your actions with your goals, self-awareness becomes your greatest ally, ensuring you make decisions that resonate with your values and long-term vision. In a world of constant challenges, it’s the anchor that keeps you steady and focused.

Self-regulation

The biological impulses generated by your limbic system are an inseparable part of being human; you cannot simply erase them. However, you hold the incredible power to manage and channel these impulses in ways that serve your growth. Embracing self-awareness and practicing emotional regulation can transform these natural instincts into purposeful actions. Remember, your impulses do not define you—your response to them does.

Jitendra was the Sales Manager (North) at BJ Drugs and Chemicals Ltd. During the half-yearly review meeting, he faced a challenging moment. James Samson, a District Manager on his team, presented a flawed analysis in front of the National Sales Manager and the General Manager (Sales and Marketing). The room fell into an uncomfortable silence, heavy with disappointment. Jitendra had every reason to lash out—he could have slammed the table in anger, stormed out in frustration, or sat in cold, grim silence.

But Jitendra chose a path that reflected extraordinary self-regulation. Instead of letting emotions take over, he carefully selected his words, acknowledging the team’s mediocre performance and, astonishingly, taking responsibility for James’s misstep. Later, after introspecting on the situation, he called his team together, highlighting the potential consequences of their collective actions. Without singling out James, he presented his analysis of the problem, focusing on solutions rather than blame.

Through his calm and composed approach, Jitendra inspired his team, demonstrating that leadership is not about reacting to failure but about guiding others through it with empathy and vision.

Self-regulation is the art of mastering your emotions— the cornerstone of emotional intelligence. It involves navigating the turbulence of your inner feelings without allowing them to derail your decisions.

Picture an intense air turbulence within you, like a storm of anger or despair. A person like you with strong self-regulation abilities is like a skilled pilot, who is expertly steering his aircraft through the turbulence, the storm and finding calm amidst the chaos.

You don't suppress your emotions but channel them in a constructive way.

Instead of reacting impulsively, you pause, take a deep breath, and respond with thoughtfulness and care. Your ability to maintain composure, even in the face of provocation, is a powerful testament to your emotional maturity.

Motivation or Self-motivation

If there is one trait that unites almost all great leaders, it is their unshakable motivation. They are driven by an intense inner fire to surpass not just their own expectations but also the expectations of those around them. The key word here is ‘achieve.’

While many people find motivation in external rewards—like a high salary, attractive perks, or the prestige of an impressive title—true leaders are different.

Their drive comes from a deeper place, fueled by an intrinsic desire to accomplish for the pure satisfaction of achievement itself. This is the essence of self-motivation—a force that pushes them to embrace challenges, strive relentlessly, and find meaning in progress, not just in accolades. It’s this kind of motivation that not only shapes extraordinary leaders but also inspires those who follow them to dream bigger and do better.

Motivation refers to external or internal forces that drive someone to act toward a goal. It can come from external sources like rewards, recognition, fear of failure, or deadlines. For instance, someone may be motivated to work hard by the promise of a promotion or the fear of losing their job.

Self-motivation, on the other hand, is an internal force that comes from within the individual. It is driven by personal values, goals, passions, and desires to achieve something for intrinsic reasons (such as personal satisfaction, growth, or a sense of purpose). Self-motivation doesn’t rely on outside rewards or punishments but comes from the individual's own willpower and determination.

Key Differences:

Source of Drive

o    Motivation: Often external (e.g., praise, money, recognition, avoiding negative consequences).

o    Self-Motivation: Internal (e.g., personal growth, passion, achieving personal goals).

Dependence

o    Motivation: May depend on external factors or conditions (like a boss setting deadlines).

·         Self-Motivation: Independent of external factors; the person pushes themselves.

Sustainability

o    Motivation: Can fade when external rewards or pressures are removed.

o    Self-Motivation: Tends to be more sustainable since it is fueled by personal drive and inner goals.

Sachin Tendulkar and Pelé can both be described as self-motivated people because they consistently displayed an inner drive and determination that pushed them to achieve greatness, regardless of external rewards or recognition.

Sachin Tendulkar, even after breaking numerous records, continued to strive for more. His motivation was internally rooted in his personal goals of becoming the best version of himself as a cricketer. He pursued his "dream" of winning the Cricket World Cup, and after achieving that in 2011, he played on, driven by his love for the game, not just by the need to win trophies.

Throughout his career, Pelé faced many physical challenges, including injuries and rough treatment from opponents on the field. His resilience in overcoming these obstacles was a sign of his self-motivation. He played through pain and adversity, not because of external rewards, but because of his own will to contribute to his team’s success and his personal legacy.

Even after retiring, Pelé continued to promote and advance the game of football. His motivation wasn’t just about personal glory, but about growing the sport, he loved. His self-motivation extended beyond his playing days, showing a deeper connection to his passion for the game.

Common Traits of Self-Motivation in Sachin Tendulkar and Pelé

• Inner Desire for Mastery: Both athletes had an internal drive to perfect their skills and become the best in their respective sports.
• Resilience in the Face of Adversity: They overcame injuries, setbacks, and pressures without losing their focus or passion for the game.
• Intrinsic Motivation: Their passion came from within, not from fame or external rewards. They were driven by their love for the game and their personal goals.
• Continued Excellence: Even after achieving monumental success, they continued to push themselves to greater heights.

Sachin Tendulkar and Pelé are self-motivated because they relied on their inner drive, passion, and love for their respective sports to achieve greatness, maintaining their focus and determination through challenges and success alike.

Empathy

Among all the qualities of emotional intelligence, empathy is the one we notice most easily. We've all experienced the care of a thoughtful friend and the coldness of an uncaring boss. In business, however, it's rare to see people praised or rewarded for their empathy. The word 'empathy' often seems out of place in the tough, competitive world of business. Yet, showing empathy can build stronger teams, create loyal customers, and lead to better outcomes. In truth, empathy is a valuable quality that can bring great benefits to any workplace, fostering a supportive and understanding environment. Recognizing and rewarding empathy can help create a more humane and successful business culture.

Empathy is the feeling the feelings of other, feeling the pain-points of others. It’s the ability to understand and share the feelings, emotions, and perspectives of others. It’s about putting yourself in someone else’s shoes and truly grasping what they are experiencing emotionally or mentally. Empathy goes beyond sympathy (which is feeling sorry for someone) because it involves emotional connection and a genuine attempt to understand another person’s emotions, thoughts, and point of view.

There are two main types of empathy:

1. Cognitive Empathy: This is the ability to understand what someone else is thinking or feeling, often referred to as perspective-taking. It involves logically considering another person's emotions and experiences.
2. Emotional Empathy: This is the ability to actually feel what someone else is feeling. It’s an emotional response where you share the other person’s emotions.
3. Compassionate Empathy (Empathic Concern): This goes a step further by not only understanding or feeling someone’s emotions but also being moved to help them. It’s the combination of emotional and cognitive empathy with a desire to support or assist.

Three stories on cognitive, emotional, and compassionate empathy

Cognitive Empathy (Understanding Another's Perspective)

Ravi and His Boss Dhiren Vyas: Ravi, a young software engineer, had been struggling with a project deadline. His boss, Mr. Shah, noticed his frustration but didn’t criticize. Instead, Dhiren asked Ravi to share his challenges. As Ravi explained the technical difficulties, Dhiren didn’t interrupt or offer immediate solutions. He listened carefully, understanding Ravi’s stress and perspective. He then calmly suggested breaking the project into smaller tasks and gave him an extra week to complete it. Ravi felt understood and relieved, motivated to give his best.

Key Point: Dhiren used cognitive empathy to understand Ravi’s situation and tailor his response based on that understanding.

Emotional Empathy (Sharing Another's Feelings):

Meera’s Loss: Meera was devastated when she lost her grandmother. At work, she tried to stay composed, but her colleague, Priya, could see the pain in her eyes. Without saying much, Priya sat beside Meera during lunch and simply held her hand. Meera didn’t need to explain; Priya felt her sadness and let her know she wasn’t alone. That silent connection gave Meera comfort, knowing that Priya deeply understood what she was going through.

Key Point: Priya’s emotional empathy allowed her to share Meera’s grief without needing words, providing support by feeling Meera’s pain.

Compassionate Empathy (Empathy with Action):

Amit and Feroze, the Street Vendor: Amit, on his way home from work, saw an elderly street vendor Feroze struggling to sell his vegetables in the pouring rain. He noticed Feroze’s tired face and soaked clothes, and it stirred something in him. Amit not only bought all the vegetables but also gave the vendor a warm cup of tea and a ride to the nearest bus stop. He didn’t just feel pity for the vendor; he acted on his empathy to ease the man’s struggle.

Key Point: Amit’s compassionate empathy pushed him to act, helping the vendor beyond just understanding his hardship.

Importance of Empathy in Emotional Intelligence:

Emotional Intelligence is the ability to recognize, understand, and manage our own emotions and the emotions of others. Empathy plays a significant role in EI, particularly in the following ways:

Building Stronger Relationships:

Empathy allows people to connect on a deeper emotional level, fostering trust, openness, and better communication. In the context of relationships — whether personal or professional  — being able to understand how others feel strengthens bonds and creates a more supportive environment.

Improving Communication:

When you can empathize with someone, you communicate more effectively because you are better able to interpret their emotional needs and respond in a way that resonates with them. Empathy helps you to listen actively and adjust your tone, words, and approach according to the emotional state of the person you’re interacting with.

Conflict Resolution:

Empathy is a crucial skill in resolving conflicts. By understanding and acknowledging the emotions and viewpoints of others, you are more likely to approach disagreements with sensitivity and openness. This helps in finding solutions that consider everyone’s feelings and needs, thus reducing tension and fostering cooperation.

Enhancing Leadership:

Leaders with high emotional intelligence use empathy to understand the needs, motivations, and concerns of their team members. This helps them inspire, motivate, and support others in achieving their best. Empathetic leaders are also more approachable, fostering an environment of psychological safety where employees feel heard and valued.

Fostering Compassionate Behavior:

Empathy drives compassionate responses, meaning when you understand someone’s emotional state, you are more likely to offer help or comfort. In work environments, this might translate into supporting a colleague who is going through a difficult time, while in personal settings; it could mean being a more supportive friend or partner.

Encouraging Collaboration:

In teams, empathy helps in understanding diverse perspectives, making it easier to collaborate and work together harmoniously. Empathy fosters inclusivity, as it encourages the acceptance and consideration of different backgrounds, cultures, and viewpoints.

Self-Regulation and Emotional Control:

Empathy contributes to self-regulation, another key aspect of emotional intelligence. When you can empathize with others, it often leads to better control over your own emotions, especially in difficult situations. For example, understanding that someone is upset or stressed helps you manage your response to them in a way that is calm and considerate.

Strengthening Relations:

In professional settings, especially in service-oriented roles, empathy helps in understanding customer needs and addressing concerns more effectively. This results in better customer satisfaction and loyalty.

Empathy as a Core Component of EI:

Empathy is one of the pillars of emotional intelligence because it bridges the gap between understanding and managing relationships. Without empathy, it would be difficult to connect with others emotionally, make informed decisions about how to interact with them, or navigate the complexities of human emotions in different situations.

Social Skill

The first three pillars of emotional intelligence are about managing yourself. The last two, empathy and social skills, focus on managing your relationships with others. These skills are not as easy as they sound. It's more than just being friendly. People with good social skills are rarely unkind. Social skills mean being friendly with a purpose—moving people in the direction you desire, whether that’s getting everyone excited about a new product or building agreement on a new brand strategy. This purposeful friendliness is a powerful tool for inspiring and motivating those around you, ultimately leading to greater success and harmony in both personal and professional realms. Your ability to connect with others emotionally can transform ideas into reality and drive collective enthusiasm.

Social skill: It is the ability to recognize and understand the emotions and perspectives of others. It builds on self-awareness (understanding yourself), self-regulation (controlling your responses), self-motivation (engaging with purpose), and empathy (connecting with others’ feelings).

Social Abilities: These are the skills that allow you to navigate social environments effectively. They encompass communication, conflict resolution, and relationship management—all of which rely on the first four pillars of EI. When you possess strong self-awareness, self-regulation, self-motivation, and empathy, you are equipped to engage socially in a meaningful and impactful way.

Social skill and abilities indeed stem from and are enhanced by the first four pillars of emotional intelligence. Each pillar contributes to a deeper understanding of oneself and others, leading to more effective social interactions and relationships.

Emotional intelligence is a very important concept in the business world. Although popularized by Daniel Goleman, it has its roots in Indian mythology. An analytic sloka from the Bhagavad-Gita (Chapter II, Verse 15) sums up the entire concept of EI. It says: a person who is calm and remains unperturbed by either pain or pleasure is the one who attains immortality.

To conclude, why is emotional intelligence crucial for District Managers as they navigate complex relationships with both internal and external stakeholders.

With Medical Representatives, high emotional intelligence enables District Managers to understand individual motivations, provide tailored coaching, recognize signs of burnout, and create a supportive team environment that drives performance. This empathetic leadership approach helps reduce turnover and boost team morale.

When dealing with doctors and pharmacies, emotional intelligence helps managers read subtle cues, adapt communication styles, and build lasting professional relationships based on trust and mutual understanding. They can better sense physicians' concerns, time pressures, and clinical priorities, allowing for more meaningful interactions that go beyond transactional sales.

Emotional intelligence helps District Managers balance competing demands between corporate objectives and field realities, mediate conflicts effectively, and maintain composure during challenging situations like missed targets or regulatory changes. This emotional awareness creates a positive ripple effect throughout the entire sales ecosystem. Emotional intelligence (EI) is crucial for pharmaceutical District Managers.