Q&A with Diana Durek: How To Successfully Market Emotional Intelligence to Your Clients


Interview with Diana Durek, M.S. (Emotional Intelligence Advisor)
Article by Judy Lee

A typical and negative response: “It’s too touchy feely,” says the brow-raising executive.

What do you do? Keep your poise, and breathe.

This is your opportunity to uncover the truths behind emotional intelligence to make a difference for a client or organization. Diana Durek, Emotional Intelligence Advisor at MHS, knows this all too well with her work with Fortune 500 companies such as American Express and General Electric. In my Q&A with Diana, she uncovers information to help you market emotional intelligence  successfully to win over that brow-raising client.

Judy: What are the greatest obstacles in selling emotional intelligence? How can you work around them?

Diana: The misconceptions surrounding emotional intelligence act as the greatest obstacle. In my experience, the most common misconceptions include:

1)        EI is too touchy-feely including the group hug mentality

2)        The very words emotional intelligence

To get around this, I make an effort to show concrete examples of how emotional intelligence has worked along with the true impact on business. There is one brochure that I always bring with me, and that is the “Emotional Intelligence & Return On Investment”. It features case studies of clients where there has been proven ROI through the use of an emotional intelligence initiative. For example, the United States Air Force has implemented cost avoidance programs in their selection of pararescue jumpers. As a result, they are expected to save up to $19 million while improving retention rates. Other case studies in that brochure provide credibility, and they speak for themselves with examples from the likes of American Express, Center for Creative Leadership and CIBC.

Judy: What resources d0 you bring with you to supplement your presentation or meeting with an organization to discuss EQ-i (emotional intelligence asessment tool) use?

Diana: First off, I bring reports. They are tangible. They immediately demonstrate the value that comes from the EQ-i and they help people to make connections between emotional intelligence and organizational performance.

If we were to look at the EQ-i, the upcoming availability of the EQ-i 2.0 reports will bring a new level of engagement. The reports aren’t static, and they will act as a resource. Not only do the reports enable accurate and more in-depth interpretation, but they appeal to business executives.

Other resources that I consider include The EQ Edge by Dr. Steven Stein. It gives a solid understanding of the EQ-i model for those people who need a grasp of what it is and how you can use it.

Judy: Who in the organization should you involve in the conversations about using emotional intelligence?

Diana: I try to call on everyone relevant to the goal at hand to participate in the discussions involving emotional intelligence. For example, if the organization is looking to increase the performance of the customer service team, then I would invite the departments including human resources, customer service and operations.

Judy: What are the best marketing mechanisms or tactics that you’ve seen used by consultants and coaches to help them get the word out about emotional intelligence and what they do?

Diana: Be informed and share that knowledge with others. A great way to show your expertise is by conducting conference presentations (Organizational Development Summit and ASTD are coming up in May) and workshops, writing articles, and participating in discussion forums such as the ones on LinkedIn. One of the groups that I am in is The Emotional Intelligence Connection; it has a strong community of consultants, coaches and HR professionals that help each other in building their businesses.

Judy: How will the new EQ-i 2.0 experience help consultants and coaches market their services even more effectively?

Diana: The EQ-i 2.0 serves as a one-stop shop. I’ve mentioned that the reports have been completely revised, and in addition, we’ve improved the entire experience. The model has been revised to allow you and your clients to gain an even deeper understanding of emotional intelligence. Overall, EQ-i 2.0 offers more resources and more support to consultants, coaches or HR professionals.

Judy: How can a consultant or coach transition effectively from the EQ-i to the EQ-i 2.0?

Diana: There are a series of launch events that are being held in several locations. They are going to be structured to provide an inside (and first) look into what the EQ-i 2.0 is all about. One person who would be there is Dr. Steven Stein, and he feels so strongly about this new phase of where the assessment industry is going.

Also, one question that will get asked is if one needs to be re-certified. The answer is no. While the tool itself and the supporting services have been revamped or are completely new, the fundamental process for interpreting the EQ-i 2.0 remains unchanged. You can apply your existing knowledge and experience of the EQ-i to this new tool.

TIP – Print this out, and keep it by your desk for daily inspiration on marketing your success.

2 Responses to Q&A with Diana Durek: How To Successfully Market Emotional Intelligence to Your Clients

  1. Diana,

    Thank you for sharing the EI & ROI document – that is great!


  2. Diana,
    I am a new certified provider of the Bar On 2.0. This information is really useful. Is it possible to order copies of the Emotional Intelligence and Return on Investment

    George Anderson

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