High Performance Sales Management Strategies: The Role of Emotional Intelligence

Abstract

This article analyzed the influence of emotional intelligence on the construction of sales management strategies aimed at high performance. The research was carried out through a qualitative literature review, with a time frame from 2015 to 2024, using national and international scientific publications. The results indicated that emotional intelligence contributes to improving individual and collective performance, as emotionally prepared salespeople show greater ability to identify opportunities, manage objections and maintain long term relationships with clients. The analysis showed that sales teams that develop skills such as self awareness, emotional control, empathy and assertive communication present higher productivity indicators and customer satisfaction. Another relevant aspect highlighted was the role of the sales manager as a facilitator of emotional development, creating a supportive environment and providing constructive feedback. It was also found that the integration of emotional training programs into sales strategic planning generates positive impacts on the organizational climate and reduces staff turnover. The evidence reinforces that emotional intelligence should be considered a pillar in the structuring of commercial policies, not only to increase sales numbers but to build a sustainable culture of high performance. The contributions of this study provide support for managers and researchers to improve team development methods and expand the scope of consistent and lasting results.