Emotional Intelligence (EI) is the ability for an individual to identify and utilize emotional factors when it comes to either themselves or other people. Essentially, an emotional intelligent person will be able to tell how another person is feeling simply by looking at a few factors such as body language, speech, etc. EI could be utilized in sales by trying to get the buyer emotionally invested in the product. For example, if a company wanted attract long-time consumers without alienating potential new customers, they can run advertisements and such that cater to the factors that drew in the initial long-time consumers while showing off new things so it can also draw in new customers. This could backfire however, since catering to the emotions of one specific group can hurt the adoption of potential new customers. It is important for a marketing team to consider how potential customers will view the product at the emotional level and if they can get as many people in the target demographic as possible to get emotionally invested in the product. EI has its role in medical device marketing. These instruments and other devices are often marketed at researchers and clinicians. The role that EI would have in this situation is to find out what makes these individuals tick and latch onto whatever they seem the most invested in. For example, a researcher may find themselves more emotional invested in an instrument that can specially help with a big portion of their research. In addition, it can also help that the sales person knows their customer (via publications and such) and mention their research in sales pitch in order to better invest the customer into considering the product.