This paper examines emotional intelligence as a crucial need for effective sales executives. It argues that for a sales executive to be effective, emotional intelligence or EI in a short form is one of most crucial skill he must possess. This study examines the parts of emotional intelligence like Self awareness, self management, social awareness and relationship management and the theories that back it up. If these parts of emotional intelligence as a emotional intelligence could be acquired, mastered and exercised among sales executives. Keywords: Effective, Emotional Intelligence, need, sales, skill.
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