Using humor in the industrial selling process |
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| Authors: | John S Wagle |
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| Institution: | John S. Wagle is an assistant professor of marketing at Northern Illinois University, DeKalb, Illinois, USA |
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| Abstract: | Humor is an oft used promotional tool in advertising, and the question naturally arises as to whether humor can also be designed to accomplish specific goals in the industrial selling process. In this article, principles of humor are applied to the buyer/seller process, with particular reference to the steps of the sale. The judicious use of humor by the industrial salesperson can enhance the sales presentation and favorably influence the overall buyer/seller relationship, provided the salesperson has adequate knowledge of the capabilities and limitations of humor. |
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| Keywords: | Address correspondence to: Professor John S Wagle Department of Marketing Northern Illinois University DeKalb Illinois 60115 USA |
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