Publication Date


Document Type


First Advisor

Novak, Ralph S.||Green, Gerald G.

Degree Name

M.S. (Master of Science)

Legacy Department

Department of Management


Sales personnel; Selling


The problem studied in this thesis paper is the training of the field sales force of the Industrial Instruments Division of the Barber-Colman Company. The training the salesmen are presently receiving is not providing them with all the skills, knowledge, and attitudes necessary for them to successfully sell the company's products. The present training program has been reviewed to determine its areas of strength and weakness. All facets of the training program were included in this review, including the history which has led up to the present program. A survey of the field sales force has been used to supplement this review and also to determine the areas in which the sales force think improvements can be made. Other background material available for use in sales training such as sensitivity training, programmed learning, and other related tools and techniques has also been included. The proposed revised sales training program presented in this paper has been designed to fit the particular needs of the sales force of the Industrial Instruments Division. It retains those portions of the existing program which will fit. in with the overall goals of the program, and includes other ideas obtained through the study of other companies' programs and from published material on sales training. The paper encompasses training provided at the home office, in the field, and for individual pursuit in a program which will provide continuous training for all the division's salesmen. Means of evaluating the effectiveness of the training program have also been included.


Includes bibliographical references.


vi, 90 pages




Northern Illinois University

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