Emotion Wins in B2B Sales with James Woodfall, Founder of Raise Your EI

GUESTS: James Woodfall, Founder of Raise Your EI

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Summary:

B2B sales often focus on metrics, ROI calculations, and product features. But what if the key to closing more deals lies not in our logical arguments, but in our ability to understand and respond to emotions? In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by James Woodfall, the Founder of Raise Your EI, to share why emotional intelligence is a competitive advantage for financial planners and salespeople alike.

What You'll Learn:

• How to establish meaningful rapport by finding authentic common ground
• Why emotional intelligence training requires a 6-month commitment to create lasting behavioral change
• The critical difference between emotional frames and logical frames in sales conversations
• How to read and interpret micro-expressions and behavioral baseline changes during client interactions
• Why emotional intelligence correlates directly with increased sales performance, client retention, and referrals
• The role AI will play in analyzing emotional cues while maintaining human empathy

James Woodfall is a former financial planner who now specializes in emotional intelligence (EI) and behavioral coaching within the financial services industry. He is the founder of Raise Your EI, a company focused on providing science-based training in emotional intelligence to help financial professionals and firms improve communication, client relationships, and performance. In addition to training and consulting, James is an author; his book, co-authored with Cliff Lansley, "The Heart of Finance," is a practical guide for finance professionals to develop emotional intelligence for building strong client relationships.

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Key Insights:

1. [08:23] - How EI Improves Sales Performance

Sales success goes beyond persuasion. It's about emotional intelligence. The best salespeople aren't the ones pushing the hardest, but the ones who listen deeply, regulate their own emotions, and empathize with their clients. Emotional intelligence helps you read emotional cues, navigate tough conversations, build real trust, and show clients that you're truly on their side.

2. [17:32] - Calibrating Emotional Baselines

Before jumping to conclusions about a client's emotional reactions, take time at the start of every meeting to calibrate their baseline behavior: how they speak, sit, smile, or gesture. Emotions are short-lived spikes, while moods can last all day, so noticing changes from that baseline can help you spot moments of discomfort or tension.

3. [22:07] - Building Rapport that Actually Matters

Building rapport in sales is about being genuinely curious, listening closely, and finding real common ground. Ask open-ended questions, share a bit about yourself, and look for shared experiences. Rebuild that connection in every interaction, and remember that cultural differences matter too. When you make people feel like you're part of their tribe, trust follows naturally.

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FAQs

1. Q: Why is emotional intelligence more important than technical knowledge in financial planning?

A: Financial planning is naturally emotional. Clients aren't just looking for spreadsheets and projections; they're bringing fears about retirement, hopes for their family's future, and anxieties about money. While technical expertise builds credibility, emotional intelligence builds trust.

2. Q: Can emotional intelligence really be trained, or is it something you're born with?

A: Unlike IQ, which is relatively fixed, emotional intelligence can absolutely be developed. According to James, effective EI training combines knowledge with long-term practice, reflection, and coaching. Over time, this leads to measurable improvements in behavior and more influence in high-stakes conversations.

3. Q: How can leaders “sell” emotional intelligence training internally?

A: Call it something else. James recommends positioning it as communication skills or sales performance coaching. Focus on measurable outcomes: higher close rates, stronger client retention, more referrals, and reduced churn.

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