EMOTIONAL INTELLIGENCE AND SALES PERFORMANCE. A MYTH OR REALITY?
The concept of emotional intelligence has become popular as a consulting tool as theory
suggests that individuals who are high in emotional intelligence are likely to exhibit a higher
level of performance outcomes. In this study, we examined the impact of emotional intelligence
on sales performance. We hypothesized that the impact of emotional intelligence on sales
performance was mediated by adaptive selling behaviour. Data were collected from sales
people in the financial industries in Malaysia via the WLEIS emotional intelligence scale and
ADAPTS adaptive selling behaviour scale, and were quantitatively analysed using structural
equation modelling (SEM). Results were in keeping with the model. Emotional intelligence
was not found to impact sales performance directly. It impacted on sales performance through
a mediating variable; adaptive selling behaviour.
Keywords: Emotional Intelligence; Adaptive Selling Behaviour; Sales Performance.
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