Sales with heart: How using emotional Intelligence helped me save a deal

Sales With Heart: How Sabrina Guedouani Uses Emotional Intelligence to Win Clients

In sales, we’re taught to listen. But few are taught how to truly feel.

Over the years, I’ve sat across from countless clients: some eager, others hesitant, and many somewhere in between. What I’ve learned is this: what a client says and what they mean are often very different. And being able to sense the difference is where real influence begins.

Emotional intelligence has been the compass I didn’t know I needed early in my career. Now, it’s the most valuable tool in my sales toolkit. More than scripts. More than persuasion frameworks. More than any pricing strategy.

Because in every deal, there’s a human being making a decision. And humans buy with emotion first, logic later.

A deal I almost lost... and what changed everything

A few years ago, I was working with a mid-sized tech company that was comparing multiple SaaS vendors. From the surface, it looked like a textbook sales process. Clear needs. Strong alignment. The demo went beautifully. Everything was moving forward.

Then, suddenly, silence.

My emails were left unanswered. Calls redirected. The warmth in our previous conversations felt like it had vanished.

Old-Sabrina would have followed up aggressively, trying to “overcome objections” or rush them into a yes. But something in me said, pause. Breathe. Listen beyond the noise.

I reached out again, not with a sales pitch, but with a sincere message

“Hey, I just wanted to check in and make sure everything’s okay. I sensed a shift in our last conversation. No pressure at all, just genuinely here if there’s anything you want to talk through, even if it’s something that feels uncomfortable.”

An hour later, I received a reply. Long. Honest. Vulnerable.

The client was feeling overwhelmed. Their company had just gone through a layoff. Budgets were frozen. They were still interested in our solution, but they didn’t know how to say they needed to delay the deal without disappointing me.

That message opened up space for a real connection. We adjusted the timeline, restructured the proposal, and the deal closed two months later - under better terms, with deeper trust.

But more importantly, that client still refers people to me today. Because what they remembered wasn’t the features. It was how they felt in our interaction.

Emotional intelligence in action

Here’s how I use emotional intelligence in my sales conversations every day

I pay attention to tone and pauses
When someone says “I’m not sure,” but their tone tightens or their voice softens, I don’t bulldoze through it. I gently ask questions. I allow space. That’s where the truth lives.

I stay grounded in my own energy
People can feel your anxiety, even if your words are polished. Before key meetings, I take five minutes to breathe, stretch, or simply reconnect with myself. Calm is contagious.

I lead with curiosity, not assumption
Instead of jumping to pitch mode, I often ask “What feels most important to you about solving this now?” or  “What’s making this decision feel heavier than usual?” These are invitations, not interrogations. And they build bridges.

I remember they’re human — not just a ‘buyer’
Behind every title is someone who may be tired, under pressure, doubting themselves, or hoping this solution is the one that finally brings relief. Holding that truth with compassion changes the entire dynamic.

Why it works

Because no one wants to be sold to. But everyone wants to be understood. When clients feel seen, heard, and safe, they lean in. Not just logically, but emotionally. That’s when trust forms. And trust is what closes deals.

Final thoughts

Emotional intelligence is not softness. It’s strength. It’s the kind of power that doesn’t overpower. It meets people where they are and guides them toward clarity — without force, without pressure, without ego. In a world full of automation and hustle, I choose to sell with presence. With kindness. With heart.

Because at the end of the day, I don’t just want to close deals. I want to open relationships.

With soul and strategy,

Sabrina Guedouani
Sales and Customer Success Specialist |  Curious Mind in the World of AI | Student of Ethics, Trust, and Human Design  
Researcher of the human soul in business and Advocate for a more human future in tech