I agree with the above posts regarding the definition of EI. EI is very important for selling. As mentioned in the lecture, building relationships with the customer is extremely important, and in order to build a good relationship it will require a certain level of EI. In my company some of the sales reps who sell the most product only sell to 2 or 3 different surgeons, highlighting just how important relationship building is. In my company EI is important for both marketing and the sales force as they are both directly involved in surgeon interactions.

Having EI will help a sales rep know when to introduce a new product to a surgeon. For example, if a surgeon is really frustrated with a competitor’s product that he has been using for a long time, it may present a perfect opportunity for the sales rep to introduce the surgeon to their company’s product that they believe is better. However, the timing and approach may make or break the sale. The sales rep needs to be able to recognize these opportunities and must be able to detect by the surgeons emotions when is the best time to make his sales pitch.