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.