Teaching Personal Selling: Macro and Micro Perspectives

Abstract

No academician should need to be reminded of the importance of personal selling. Well prepared sales talent will be much sought after at educational in stitutions, in spite of the fact that there are few bona fide programs in sales training. In an experi mental program at the University of Utah, both under graduate and graduate level courses have been struc tured in terms of certain assumptions about selling, objectives of the selling-buying process and a model of the process. Finally, an abbreviated syllabus and the pedagogical tools employed are reviewed with com ments on application in the academic environment.