An analytical study of the relationship between sales performance with parameter of emotional intelligence

Indian pharmaceutical industry is expected to be of US $ 55 billion by the year 2015. India is fourth largest manufacturer of drugs by volume & thirteenth largest by value in the global market. There are about 20 thousand medical representatives in the country promoting products to 10 million doctors. (CII-GMP Summit Series-I 2005.) With the intense competition among 70 thousand different brands from different companies medical representatives are always under stress and high pressure from marketers to achieve their sales target. Medical representative are rewarded with incentives along with salary based on monthly and annual target.

All pharmaceutical marketers spend a substantial amount of time and money on training and compensation. If management wants their representative to be of more productive and giving higher returns by generating more sales one parameter of judging them could be their EMOTIONAL INTELLIGENCE. Defined as “ A type of social intelligence that involves the ability to monitor one's own & other's emotions, to discriminate among them & to use the information to guide one's thinking & actions”

Emotional intelligence is the ability to identify and manage your own emotions and the emotions of others. Emotional intelligence had gained popularity, especially in examining emotional intelligence & its relationship with sales performance. When it comes to success & happiness in life emotional intelligence matters just as much intellectual ability. Management of pharmaceutical marketing organizations can test sales representative & predict sales performance successes by emotional intelligence score the pharmaceutical companies could be more successful in generating sales.

Emotional intelligence test or Intelligent quotient test are sort of psychological tool which can be used by Medical representative. It creates positive impact on human mind. Though it can not be said as exact tool but it is inert parameter for the customers. Training in emotional intelligence offers a means for developing the communication & interpersonal skills needed by salespeople to develop & improve relationship with customers.