hen people are buying life insurance, it has not so much to do with the different coverage's or costs but more to do with the EI of the financial advisor. A financial advisor with high EI, as it seemed, were better able to understand the customer and discuss the necessity of a life insurance policy. AEFA developed a program designed to help there financial advisors to enhance there EI and increase sales. "A follow-up experiment found that, as a group, the 60 or so financial planerst who went through the original program outperformed their associates hands-down" (Scoot, 1999, para. 7). The results of this experiment was so promising that as of January 1996, when you are hired as a financial adviser at AEFA you have to go through an emotional competency program at the American Express Financial Advisors University in Minneapolis. Later studies of the company has indicated that "for example, advisors of managers trained in emotional competence grew there business by 18.1 percent compared to 16.2 percent for those whose managers were untrained" (Scott, 1999, soft-skills training creates better managers, para. 8). Sondra R Frattini in Frattini (2002) looks at how sales people in the life insurance business can increase there bottom line by becoming more sensitive to their clients. She looks at the phenomenon some sales people call "Chemistry/no Chemistry" and how this actually refers to the EI of that sales person. By developing your EI she states that "you will become a better listener and a better observer, which, in turn, will allow you to understand how people process information differently" (Frattini, 2002, para. 3) By enhancing these skills you will better understand the needs of you customer, therefore better fulfil these needs and in the end increase your sales. A good example of this is when sales people over-sell. "Many agents I encounter during training sessions confess that they have a habit of continuing to sell, even after the...