EI is integral in being successful in selling. I agree with @aaq2 of the definition of EI and the importance of EI in Marketing as illustrated in Kidwell’s paper. For a company or sales rep to identify and have the ability to understand the customer needs and customer responses and how to address those needs. As you mentioned in lecture for direct sales, it requires an outgoing person who is not afraid to approach a stranger to start and keep a conversation. Someone who exudes confidence and is able to work a room. Someone who is personable and really make personal connections with the customer. EI is important for marketing, such as direct marketing of medical devices to surgeons. For example a medical sales rep, would need to build a relationship with surgeons on a personal level. Maybe playing a round of golf, and then grabbing dinner in order to relate on a personal level in order to gain trust. Building trust is key in a sales relationship. Once the surgeons trust you, they are then comfortable doing business with you. Like you stated in lecture, then you even build the personal relationship to include introducing your family members so that you have a deep personal relationship which allows you to have a steady channel of business through that particular surgeon. It would be hard for surgeon to yes to a new sales rep he never met vs one that he plays golf with, watches college football, and has kids on the same soccer team. Therefore I think EI is very attractive method to be used when marketing and the direct sales approach is successful when marketing medical devices.