Emotional Intelligence in Marketing Exchange Enhances Business Performance

The objective of this study is to find out factors, which enhance salesperson's ability to influence purchase decisions of customers. Furthermore, it also aims at identifying the impact of Emotional Intelligence, Customer Orientation, Adaptive Selling and Manifest Influence on sales performance. Study reveals that emotionally sound salespersons are successful to identify customer needs and alter their emotions, accurately evaluate customer's emotions are more likely to perform better in different perspectives. Theoretical implications evaluating salespersons abilities and capabilities only telecom sector may result as generalizability. There are valid chances might occurred that the salespersons belongs to other industries might answer differently to research questionnaire. Therefore, this theoretical framework should be tested in other industries as well.