EMOTIONAL INTELLIGENCE APPLIED TO GLOBAL SALES CHANNELS Dr. Tim Mantz, Keiser University. Dr. Felicia Guity, Keiser University Dr. Richard Mendelson, Keiser University. Dr. Jeff Ritter, Keiser University

Prior Research Emotional Intelligence Management Performance

This Research Not used in sales Emotional Intelligence Sales Channel

Introduction Customer relationships – Satisfaction Customer orientation

Emotional Intelligence not studied for sales performance Introduction

Salovey and Mayer (1990) Emotional Intelligence Literature

Comprehend emotions and actions of one self and others, and regulate one’s response accordingly Emotional Intelligence Definition

High Emotional Intelligence correlated to better leaders and managers Literature

High Emotional Intelligence correlated to higher performance of managers Literature

New Selling Strategy Satisfaction over sales Literature

Market Orientation Customer wants and needs Literature

Market Orientation Long term satisfaction – Customer needs before company needs Literature

Sales orientation (Saxe & Weitz, 1982) – Low regard for customer needs – High pressure sales Literature

Introduction Franke and Park (2006) Customer orientation – Significant impact on sales Jaramillo & Grisaffe (2009)

Literature Weitz, 1981 Sales Training – Direct effect on results Customer orientation had the most effect (Franke & Park, 2006)

Personality traits important EI and personality traits -mixed model of emotional intelligence. (Spencer & Spencer, 1993, Mayer, Salovey, & Caruso, 2000) Literature

Sales performance and leadership Sales relationships and customer orientation EI could be a good predictor

Research Question 1: What is the relationship between emotional intelligence and higher sales? Research Question 2: What is the relationship between emotional intelligence and customer satisfaction? Research Question 3: What is the relationship between customer satisfaction and higher sales? Research Question 4: Does EI mediate the relationship between customer orientation and sales outcomes? Research Question 5: Do demographic factors have a significant correlation to SOCO, EI, or to sales? Research Questions

H1o: There is no relationship between emotional intelligence and higher sales. H1a: There is a relationship between emotional intelligence and higher sales. H2o: There is no relationship between emotional intelligence and customer satisfaction. H2a: There is a relationship between emotional intelligence and customer satisfaction. Hypotheses

H5o: There is no correlation between demographic factors and SOCO, EI, or sales. H5a: There is significant correlation between demographic factors and SOCO, EI, or sales.

Instrument es Genos EI (Gignac, 2008) – Emotional Intelligence: evaluates an individual’s capacity to manage emotions in the workplace appropriately, professionally, and in a productive manner.

Genos EI Instrument es The subscales include Emotional Self-Awareness (ESA), Emotional Expression (EE), Emotional Awareness of Others (EAO), Emotional Reasoning (ER), Emotional Self- Management (ESM), Emotional Management of Others (EMO), and Emotional Self-Control (ESC).

SOCO survey instrument (Michaels & Day, 1985) Sales Orientation Or Customer Orientation – Sales were included – Sales customer scores aggregated by sales person Instrument

Instruments Instrument Demographic questionnaire

Positive correlation between EI awareness of others (EAO) and Sales outcomes Findings

Country of origin, gender, age, education level, and duration in marketing/sales significantly exhibit a significant positive relationship with sales Findings

Outcomes matched prior studies SOCO

the correlation coefficient results for sales and country of origin, gender, age, and sales experience: All had a p value that is less than the critical value of 0.05 Coefficients For Sales and EI Subscales

Research Question 1: What is the relationship between emotional intelligence and higher sales?  H1o: There is no relationship between emotional intelligence and higher sales.  H1a: There is a relationship between emotional intelligence and higher sales. Results

No significant relationship exists between SOCO and EI subscales  r=  p= SOCO and EI subscales

Research Question 2: What is the relationship between emotional intelligence and customer satisfaction?  H2o: There is no relationship between emotional intelligence and customer satisfaction.  H2a: There is a relationship between emotional intelligence and customer satisfaction. Results

EI and Sales No significant relationship exists between EI and sales.  r= p= 0.466

Results Research Question 3: What is the relationship between customer satisfaction and higher sales?  H3o: There is no relationship between customer satisfaction and higher sales.  H3a: There is a relationship between customer satisfaction and higher sales. Results

SOCO and Sales No significant relationship exists between these variables.  r=  p= 0.406

Research Question 4: Does EI mediate the relationship between customer orientation and sales outcomes?  H4o: There is no mediation of the relationship between customer orientation and sales outcomes.  H4a: There is mediation of the relationship between customer orientation and sales outcomes Results

EAO subscale is significant.  p= There were no instances in which a direct relationship was established to EI, SOCO, and sales collectively, but there were multiple examples of alignment through subcategories or contextual inferences. EI Mediation of CO and Sales

Research Question 5: Do demographic factors have a significant correlation to SOCO, EI, or to sales?  H5o: There is no correlation between demographic factors and SOCO, EI, or sales.  H5a: There is significant correlation between demographic factors and SOCO, EI, or sales. Results

Demographic factors DID have an impact on sales.

EI should be incorporated into employee selection processes. EI training should be provided to existing human capital within any organization of which sales area part. Implications

Increase Sample Size Diversify sample population in terms of demographics. Employ an EI assessment different from the self-report format, perhaps the EQi360. Recommendations for Future Research

Strengths:  One of very few empirical studies that test EI and its correlation to sales and customer satisfaction.  Global scope of the study negates all concerns about demographics and workgroup biases. Weaknesses:  Sample size for this research was relatively small.  Use of a self-assessment measure of EI raises issues.  The most pronounced limitation was the condition of voluntary participation. Strengths and Limitations

Thank You!!!!!!

Statistics and Results