Emotional Intelligence and Self-Presentation Tactics for Sales Consultants

Increasing competition between retail chains and instability in consumer demand are increasing demands on the professional competencies of sales consultants, including communication skills. In the context of the economic crisis, as well as the reduced availability of certain products due to sanctions, these specialists not only sell certain products but also ensure flexibility in consumer decisions. The aim of this study is to examine the characteristics of sales consultants' emotional intelligence, their preferred self-presentation tactics, and their interrelationships. The research focus is on the relationship between emotional intelligence and self-presentation tactics among sales consultants. A theoretical analysis of the scientific literature was conducted, the current state of the art of this research was analyzed, and a definition of emotional competence and self-presentation among sales consultants was provided. A psychodiagnostic assessment was conducted using N. Hall's Emotional Intelligence Test, adapted by E.P. Ilyin, and B. Quigley and S. Lee's "Scale for Measuring Self-Presentation Tactics," adapted by O.A. Pikuleva. The study respondents were 60 sales consultants at the LE MONLID home improvement and construction hypermarket in Ufa. It was found that respondents had varying levels of emotional intelligence, with empathy being the most prominent, and managing one's own emotions and recognizing the emotions of others the least prominent. Among defensive self-presentation tactics, justification/acceptance and apology scored higher; among assertive self-presentation tactics, the desire to please, attributing achievements, and being a role model were the most prominent. The study showed that the higher the respondents' emotional intelligence, the more often they resorted to attractive and self-enhancing self-presentation tactics and less often to power tactics and responsibility avoidance tactics. The results of the study can be applied in personnel selection and in training sessions for sales professionals to develop emotional and presentation skills. Thus, the sales consultant's ability to identify the buyer's emotional signals and manage their emotional sphere, presenting themselves as a competent specialist, allows them to maintain a favorable emotional background of interaction and guide the client toward a rational approach in choosing products.