Emotional intelligence in selling begins with the recognition that one must meet emotional agendas beyond the buy-and-sell transaction for a buyer to be satisfied with the transaction. Our skill level in the field of human emotions must keep pace with our expertise in our field of commerce. The reticence that many clients have about dealing with people who sell is quite likely from having done business with individuals who either did not clearly understand these emotional factors or who understood their importance but used them exploitatively.