INTERVIEW FOR WOMEN IN ADRIA:
At 41, Ivana Nobilo collected 24 years of officially registered work experience. She went through various phases, from TV shows, editing and translation, through sales, organization of events, public relations and entertainment management to crisis communication, marketing management and market communications in the fullest sense. She has been an entrepeneur most of her career.
After 20 years of experience, she began to transfer her knowledge to others, so she worked as an advisor, communication trainer and top performance coach. Simply put, she helps organizations and individuals to become the best they can – the best version of themselves. Apart from the above, she loves lecturing. She has taught at a college last two years, and this year she was hired by the London School of Public Relations Croatia.
What does the term emotional intelligence mean?
Emotional intelligence, Ivana explains, by definition includes the ability to quickly observe emotion estimation and expression, the ability to perceive and generate feelings that facilitate thinking, the ability to understand emotions and emotional knowledge, and the ability to regulate emotions for the purpose of promoting emotional and intellectual development.
When asked whether emotional intelligence in business in Croatia is still neglected and why it is so, Ivana answers:
“I think it is neglected because we are a traditional society, quite static, so the changes happen very slowly or are not happening. People did not awake the fact that emotional intelligence is a key factor of success and that we have the opportunity to develop it so we can have a great, direct benefit from investing in it. ”
Misconceptions about emotional intelligence in the business sphere
The importance of emotional intelligence began to be talked about, Ivana claims, in the 90s of the last century, and as a very important topic, after a series of researches, it imposed at the beginning of this century and became one of the key terms of the 21st century.
“Croatia still does not talk enough about it in the business sphere, and use it even less. Misconceptions that bother me the most is that emotional intelligence is an unchangable category, that women are more emotionally intelligent than men and that emotional intelligence is not relevant to achieving business results.
Ivana says that emotional intelligence greatly influences whether we are going to succeed in leading positions.
She adds that research shows that emotional intelligence is actually a performance indicator. Typically women’s behavior that requires work if we want to succeed at the very top, is improving management of our emotional competences, developing better stress resistance, improving negotiation and rejection of negative life adversities and negative feelings, and learning to remain „cold- headed“.
According to neuroscience, empathy is found in the brain region called insula, that reads signals from our entire body.
“When we are sympathetic to someone, our brain reads and sends the signal. With people who mostly use female principle, the brain stays in touch with that emotion because the person wants to comfort and explore deeper, while with people who work with the male principle, that part excludes the emotion and goes to the other side of the brain that is in charge of solving the problem. ”
Without sales there is no business
The thesis from the subtitle is a very well-known one and at the same time a very painful point of business for many. Ivana explained why the sales aspect is so important.
“Even though I’m a marketer in my soul, I belong to the so called „smarketers“ current, who believe that sales and marketing (together called Smarketing) are indivisible and that a terrible mistake has been made when these two functions have been separated, having their separate departments, directors and budgets. ”
In addition, she adds, she is refering to operating marketing, because strategic marketing should be placed in management, and today it usually is.
“However, whether you are approaching marketing by engaging interest or selling yourself, the goals are the same. All of us in some way offer something and we want someone to accept it – starting from ourselves on the market, through our knowledge within an organization, product or service. I think that everybody should try to work in sales in a certain stage of life, and that it is good to change a few departments, even careers, to gain insight from more positions – either an industry or a complete marketplace. ”
She points out that emotional intelligence is extremely important in sales and that it is very visible in sales. A salesman with more developed personal competences in the sense of self-awareness, self-management and social competencies, in terms of understanding customers and their emotions and creating confidence and influence on customers, will surely yield better results.
“I have to immediately confine myself and say that I am a member of the current that does not attach importance to gender as an essential cause of abilities and characteristics, although traditionally it is pushed into distinct divisions, so when we are already talking about emotional intelligence, women are stimulated from a young age towards the part of emotional intelligence, therefore, we show greater empathy or we are more self-conscious of our emotions, we can describe better than men. ”
Can we get emotional intelligence to compensate for the lack of network contacts?
However, Ivana adds, girls that grow up in a “male” way are able to manage their stress better and stay “cold headed”. She believes that we have both women’s and men’s energy in us, and that we use them in relation to the situation and the challenges in which we operate. As there are two sides of the brain and it is possible to work on the less developed one. If we look at ourselves as a complete set, it is easier for us to develop and then use all the tools that we offer.
For the end, the question of whether emotional intelligence can compensate the lack of contact network, where men are stronger, Ivana answers:
“As far as the network of contacts is concerned, its size is not important as the possibility of using it, and here we come to establishing relationships where the female principle is far more useful.”
INTERVIEW FOR INMAGAZZIN:
Ivana Nobilo: Sales and marketing must be in a “marital community”
We talked with Ivana Nobilo, a marketing communications expert, consultant, marketing lecturer and entertainment manager, about emotional intelligence, where have we lost PR and how important is it, whether sales and marketing are married and why top managers leave the company …
Ivana, to simplify things and to explain to the readers what does emotional intelligence include?
Emotional intelligence by definition includes the ability to quickly observe emotion’s estimation and expression, the ability to perceive and generate feelings that facilitate thinking, the ability to understand emotions and emotional knowledge, and the ability to regulate emotions for the purpose of promoting emotional and intellectual development. Simply put, the ability to know and share your own and others emotions and the use of these skills to create confidence and spread the impact on the environment. People did not awake the fact that emotional intelligence is a key factor of success and that we have the ability to develop it so we can have a great, direct, benefit from investing in it. Knowing yourself is the first and for adults sometimes the toughest step. When you know yourself and learn how to manage yourself, you pass on social competencies. There is indeed a series of contents, from lectures to workshops and exercises which help us work on it, we just have to decide it.
Sales and marketing in the past years have been “divorced”, is more and more stories about returning these two segments to the “married community”?
These two segments multiply the results when they are integrated, when they live a culture of common growth or decline, which means they work together to develop, use the same terminology and the boundaries between them are not visible. Unfortunately, very few organizations have succeeded in this, and most of them still live in defined or possibly established types of connectivity. However, companies that recognize this need have recognized us as partners who can work them through the process of integration less painfully and I look forward to it.
Do you have the impression that PR is a bit lost as a term, and essentially, and that other forms of communication have taken the lead in all areas of marketing and sales?
We’ve lost the term because the profession did not even explain it properly, but allowed it to remain in the domain of the media agencies, which belongs to the 19th century. However, this is still an extremely powerful and unavoidable business tool. Namely, the PR translation would be public relations with publics, rather than public, which suggests that it is about more publics, and that is so, because the publics with whom we need to communicate are different and the media are just one of them. Not to go in width, but just for examples, internal public relations is often neglected, and this directly affects the organization’s results.
I have daily remarks that top managers leave the company because of the low level of business communication, on the other hand they have communication standards but do not apply them, is there a intrapersonal communication solution and what does it bring?
Communication is the essence of everything and every problem. However, ultimately, everything comes down to ourselves and our personal development. Intra-personal communication is actually a kind of introspection, self-observation, inner conversation with oneself, connecting and harmonizing brain and intuition, all for the purpose of developing personal skills that then contribute to the groups we work with. Perhaps the series of workshops dealing with this topic are a bit of a favorite to me and what I believe that leads to bigger changes.
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