ore product knowledge of their salespeople in order to be successful. This level of product knowledge is generally found as the price of items increases, and it is as prices increase that there is increased remuneration based on commission.
High technology, such as personal computers and audio equipment, offer examples of products that require a high level of product knowledge by their sales professionals, and which also offer commissions, in many cases, to the sales representatives (McCormack, 1994, p. 23). Customers shopping in these areas expect the retailer to be able to answer their questions and to provide information about which product may meet a particular need. This requires more extensive training on the part of the retailer, and the sales representative. If the training is successful, the retailer will realize increased sales. If the training is not sufficient, or if sales representatives are not able to accurately and effectively communicate with buyers, the training investment will be wasted.
To some degree, companies use commissions to help them keep the top sales professionals in their organizations, and to discourage low or mediocre performers. Commissions and pay structures can be a complicated part of the sales career, and a point of some contention in contract negotiations (when sales personnel work on contract).
Some companies offer a straight salary, with no extra pay for each additional sale. This provides little incentive to the sales or
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