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1. Genos EI has a Direct Effect on Sales Performance
Summary
Genos Whitepaper #3 Emotional intelligence (EI) may be argued to facilitate higher sales performance in a range of
sales-based industries. In this whitepaper, the results associated with an empirical investigation
based on a sample of 33 pharmaceuticals sales people are reported. It was found that self-
October 21, 2008 reported Genos EI was associated with sales performance directly, independently of the effects
of other sales performance indicators such as number of sales calls, length of sales calls, and
days on territory. However, Genos EI was also indirectly associated with sales performance
through its effects on number of long calls, which in turn affected sales performance positively.
Thus, it may be suggested that Genos EI impacts sales performance positively both directly and
indirectly (i.e., by building rapport and achieving longer sales calls).
Introduction
Why do some client’s unique needs. beyond the effects of
employees achieve higher These types of sales the number and length
Special points of interest:
levels of sales than related behaviours are all of ‘sales calls’ a sales
• Genos EI predicts sales
others? No doubt, the factors likely to lead to person makes? If this
performance.
complete answer to such greater sales proved to be the case,
• The number of long-calls a sales a question would involve performance. empirically, it could then
person makes predicts sales
a large number of be said that EI has a
performance. In light of the
interacting variables, direct effect on sales
above, the observation of
• Genos EI predicts the number of several of which would be performance. However, it
a positive association
long-calls a sales person psychological in nature. would also be interesting
between EI and sales
makes.
to observe that EI had an
A significant performance would be
• Genos EI predicts sales indirect effect on sales
positive factor likely to expected. However, it may
performance, above and beyond
performance ‘through’ the
explain meaningful be asked whether EI can
the effect of long-calls on sales
number and/or length of
individual differences in predict sales performance,
performance.
sales calls a salesperson
sales success is independently of more
makes.
Emotional Intelligence traditional sales indicators,
(EI), as EI would likely be such as the number of To test the
associated with factors sales calls made and the possibility that EI would
such as building rapport length of time talking to predict sales performance
with a client effectively, clients per sales call. directly, Genos conducted
understanding a client’s a study with a group of
Thus, the
unique product or service sales employees (N=33)
question addressed in this
needs, and aligning the employed by a large,
whitepaper is: Can EI
value of the product or multi-national
predict sales
service they sell with that pharmaceutical company.
performance above and
Methodology
The 33 sales of days out of the office of ‘sales calls’ to clients of
employees involved in the with the purpose of more than 5 minutes
study completed a self- selling); Short-Calls (i.e., duration). Finally, sales
report version of Genos the average monthly performance was
EI. Further, data on three number of ‘sales calls’ to represented by the
sales related activities clients of less than 5 monthly average amount
were also collected: Days minutes duration); and of revenue generated by
on Territory (i.e., the Long-Calls (i.e., the each respective sales
average monthly number average monthly number employee.
© Genos Pty Ltd 1

2. Genos Whitepaper #3
GENOS INDUSTRY WHITE PAPER
October 21, 2008
Results
First, as can be sales performance. performance related
seen in the blue text box Specifically, ‘days on indicators, and sales
to the left, four of the territory’, ‘short-calls’, and performance), the question
Genos EI sub-scales were ‘long-calls’ correlated with of whether EI is
correlated positively with sales performance at .41, directly/uniquely associated
sales performance in a .29, and .55, respectively. with sales performance
statistically significant Thus, the number of remained unresolved.
Genos EI & Sales Correlations
way, with the remaining short-calls was the
• Genos EI Total: r = .47* Consequently, to
three sub-scales weakest predictor of sales
address the question of
• ESA: r = .28 approaching statistical performance, while the
whether EI was associated
significance. Thus, higher number of long-calls was
• EE: r = .13 with sales performance
levels of Genos EI were the strongest predictor of
directly (i.e., independently
• EAO: r = .40* associated with higher sales performance.
of ’sales call’ duration), a
levels of sales
• ER: r = .26 In addition to the semi-partial correlation
performance. It will be
above correlations, analysis was performed
• ESM: r = .33* noted that Emotional
Genos EI was positively between Genos Total EI
Awareness of Others
• EMO: r = .42* associated with ‘days on and sales performance,
(EAO) and Emotional
territory’, ‘short-calls’, and which produced a positive
• ESC: r = .30* Management of Others
‘long-calls’ at .23, .35, and and statistically significant
(EMO) were the largest
.18 (NB: only the long- semi-correlation of r = .29.
Note: *p<.05; predictors of sales
calls correlation was Thus, Genos EI was
performance.
ESA = Emotional Self-Awareness; statistically significant). positively associated with
EE = Emotional Expression; EAO =
However, as sales performance,
Emotional Awareness of Others; Given the positive
would be expected, the independently of the effects
ER = Emotional Reasoning; ESM = correlations between all
traditional sales indicator ’number of long-calls’.
Emotional Self-Management; EMO
three categories of
behaviours were also
= Emotional Management of Oth-
variables (EI,
ers; ESC = Emotional Self-Control. positively associated with
Discussion
It is not surprising Genos EI helps sales with higher EI would still
that the number of long- through two separate achieve higher levels of
calls a sales person pathways (see Figure 1 on sales revenue. Thus,
makes, the more sales page 3). those sales people with
revenue that person higher levels of EI are
One pathway
generates. More engaging in some sort of
travels from EI to long-
interesting, however, is EI related behaviour that
calls, which in turn leads
that Genos EI scores facilitates sales,
to increased sales
predicted positively the independently of sales-
revenue. This result
amount of sales revenue calls.
suggests that a person’s
generated, independently
higher level of EI Future research
of the number of long-calls
facilitates the execution of with larger sample sizes
sales people make. Stated
meaningful ’longer sales may attempt to determine
alternatively, although the
calls’ to clients. which of the Genos EI
length of time spent with a
subscales predict
The second
client is important to
performance the most
pathway is direct from EI
selling successfully,
strongly. The results in
to sales revenue. This
demonstrating higher
this whitepaper suggest
result implies that even if
levels of EI is also
that it is the more
one held the number of
important. Based on the
‘outwardly focussed EI
long-calls constant across
results reported in this
dimensions (EAO and
all sales people, those
whitepaper, it appears that
EMO).
© Genos Pty Ltd 2

3. Genos Whitepaper #3
GENOS INDUSTRY WHITE PAPER
October 21, 2008
Graphs
Long-
Calls
More complete details relevant to indirect
indirect
this this investigation can be
found in Jenning & Palmer (2007)
and Gignac (2008).
direct
Sales
Genos EI
Figure 1. Visual depiction of the indirect and direct association between Genos EI
and sales performance.
References
Gignac, G. E. (2008). Genos Emotional Intelligence Inventory: Technical Manual. Genos Press:
Sydney, NSW.
Jennings, S., & Palmer, B. (2007). Enhancing sales performance through emotional intelligence
development. Organisations & People, 14(2), 55-61.
© Genos Pty Ltd 3