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The Salesman's Role Revisited

James A. Belasco

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Selection of salesmen, based on the simple concepts of personnel psychology, is one of the most difficult problems for marketing executives. The author of this article holds that selection problems may be traced to a unidimensional view of both the sales jobs and the people who fill them. Instead of this myopic view, he proposes a new view of the salesman's role, involving both interactional and emotional aspects.