The authors of this book deal in a serious, readable fashion with a number of important problems in personal selling. They view the process of persuasion between salesman and prospect from the vantage of modern communication theory and develop a model based on sales competence and sales activities. Known as COMPACT, this unique model offers a logical way of evaluating the activities salesmen perform and the skill with which they carry out their assignments. COMPACT provides the executive with a technique for classifying and comparing the activities of sales people and can lead to improve methods for solving the problems of selecting, training, organizing, motivating, and compensating salesmen.



CONTENTS:

Part One : The new role of personal selling

1. The objectives

2. An up-to-date view of personal selling

Part Two : Quantitative analysis of personal selling

3. Analysis of selling costs and retuns

4. Measuring effectiveness and developing incentive plans

Part Three : The competence-activity (COMPACT) model

5. Systems, communication, and motivation

6. The system of action

7. Marketing and communication

8. A concept of buying systems

9. A classification of individual buying behavior

10. Communication in a marketing context

Part Four : Implications of the COMPACT model

11. The marketing mix and some conceptual issues

12. The salesman and his competence as a communicator

13. Selection and training of the salesman

14. Measuring sales effectiveness and planning compensation

15. The concept of compensatory control

Part Five : In summary

16. A review

17. The implications