This study addressed the lack of general knowledge of the elements of a successful sales call through the investigation of the following questions:
1. What are the essential elements for a successful sales call?
2. What roles do these elements play in the conduct of a successful sales call?
A questionnaire containing the preliminary list of essen tial elements, together with the role of those elements in the conduct of a successful sales call, was administered to each member of two sample groups sales managers and sales persons. Respondents were asked to indicate the degree of their agree ment or disagreement with the (1) inclusion of each of the elements in the essential list, and (2) identification of the roles of each element. It was found that each of the 11 elements identified in the literature review should be included in the list of univer sal essential elements for the conduct of a successful sales call. It was also found that both sales managers and sales persons agreed that each of the elements played a significant role in the conduct of a successful sales call, although the degree of significance attached to each element varied between sales managers and sales persons. It was concluded that the 11 elements identified in this study should be considered to be applicable to all sales situa tions, but that the emphasis placed on each of the elements should vary, depending upon the characteristics of the specific sales situation. Further, each sales person should adapt emphasis levels to fit his or her personal strengths.
INTRODUCTION
The sales function in profit oriented organizations pro vides one of the largest opportunities for employment in the economy. The sales function, thus, is of great significance to both the national economy, and the millions of individuals who depend upon their performance as sales persons to earn their livi...