Emotional intelligence, as previously said, is the measure of someones ability to sense emotions in other people. But, it also measures how well the person knows their own emotions. In marketing, you need to keep a cool head. People react more positively if you are calm, concise, and passionate. As a marketer, you are the face of the company. You cannot become easily frazzled if the customer asks a difficult question. If you do not know, you must remain calm. Serenity and focus are seen as strong attributes. As crazy as it sounds, a big part of the sales pitch is not the data, but getting along with the customer. If the customer perceives you as strong or reliable, it will be exponentially easier to sell your product. Emotional intelligence is most useful when explaining side effects. Many potential customers might get hooked on the fear of side effects and not buy the product, especially in medical devices. The marketer needs to keep both their and their customer’s emotions in check to avoid the sharp crevice of fear paralyzation.