Emotional Intelligence (EI) is the level of intelligence one possesses when analyzing the emotional state or condition that another individual is in so that they can be engaged in a way that is beneficial to both parties. One can determine if they have EI based on their ability to influence others, however, as mentioned in the Kidwell paper (1), it is possible to have EI in some areas (marriage, music) while having none in others (marketing, selling). The analysis of one’s EI is measured by the subjects themselves by self-reporting, which of course is inaccurate since there is no unbiased researcher present. An online search for improving one’s EI (2) states methods such giving the benefit of the doubt when facing an individual who comes off as frantic or aggressive, reducing one’s own fear of rejection (which can inhibit one’s ability to make future sales), and of course, stress management and staying cool (which can simply be done by avoiding caffeinated beverages and high-temperature environments). EI is definitely a necessity when marketing and selling a product to a customer, mainly because a customer would rather feel convinced that they need a specific product/medical device instead of feeling swindled and taken advantage of. According to the Kidwell article, one way EI affects success in selling is that a seller with a strong EI is able to amplify a seller’s positive emotions while avoiding their negative ones, without having to exaggerate or repress information about the product itself. EI also works in marketing in that it prevents marketers from not feeling discouraged or a loss of confidence after failing to make a sale. Instead they will accept any constructive criticism that they received and apply it to the next sale without feeling disheartened.

One case in which EI would be important in medical device sales/marketing would be dealing with a customer who is easily frustrated with a product’s complexity and application. Having a strong EI would allow a seller, along with a marketing team to alleviate the consumer’s frustration by taking specific actions when interacting with the consuming party. Such actions, according to the Kidwell paper, include being able to perceive a customer’s emotions through characteristics as simple as facial expression in order to have a basic sense of their current state of mind. Facilitation refers to simplifying the buyer-seller interaction, such as by using guilt as a tactic to urge someone to make an expensive purchase: “The upside to this portable dialysis device is that your ill mother no longer has to take long risky trips to the clinic everyday!” Understanding one’s emotions also improves one’s empathy, which is used to convince a consumer that the seller has their best interests in mind and would never consider selling them a medical device that poses significant risk. Finally, managing one’s emotions will allow a buyer to feel comfortable with their purchase, which can be done by assuring them that they made the right choice and even sending follow-ups to the buyer to show interest in whether or not the product is meeting its expectations.

While EI is perceived to have a positive effect on both the buyer and the consumer, it is also said to have negative attributes correlated with it (3). For example, notorious leaders such as Musolinni and Hitler are said to have used EI to ignite their movements towards ill agendas, while medical device sellers today can also use what they know in EI to manipulate consumers into buying an extravagant device. Are there any other examples of such unfavorable qualities in EI and what could the outcome be if they were applied at the marketing of medical devices? Is it important for marketing companies to hold EI seminars/courses for educating sellers knowing that it could enhance their ability to manipulate others?

References:

(1) Kidwell, Blair “Emotional Intelligence in Marketing Exchanges” (2011), Journal of Marketing
(2) Ni, Preston “How to Increase your Emotional Intelligence – 6 Essentials”, (2014) Psychology Today
(3) Grant, Adam “The Dark Side of Emotional Intelligence” (2014) The Atlantic