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The impact of selling aids on new prospects |
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| Authors: | George M Zinkhan Lauren A Vachris |
| Abstract: | Once a firm has called a list of good prospects, it is necessary to turn those prospects into first-time customers. Through an empirical investigation in the business forms industry, lunches, plant tours, advertising specialties, and printed promotional material were evaluated as selling aids. Plant tours and lunches were found to be especially effective in turning prospects into customers. |
| Keywords: | Address Correspondence to: George M Zinkhan Department of Marketing College of Business University of Houston University Park Houston TX 77004 USA |
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