Sales Technology Applications: Interactive Video Technology in Sales Training: A Case Study |
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| Authors: | Warren S. Martin Ben H. Collins |
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| Affiliation: | 1. Warren S. Martin holds his Ph.D. from the University of Texas at Austin and is currently Professor, Department of Marketing, University of Alabama at Birmingham. Professor Martin has published in Journal of Personal Selling and Sales Management, Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Decision Sciences, and the Journal of Retailing.;2. Ben H. Collins has been Director of Marketing Training and Director of Corporate Affairs Training for BellSouth Services for the last two and one half years. He has twenty five years of experience in sales and marketing with Southern Bell, AT&3. T, and BellSouth. In 1981–82, he served as President of Sales and Marketing Executives of Atlanta. Mr. Collins graduated from Jacksonville University and has attended advanced marketing training sessions at Wharton, Georgia State University and the University of North Florida. |
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| Abstract: | Interactive video (IV), a new technology for training, has had a recent surge in popularity. The use of interactive video technology has been reported to reduce training costs, increase quality, and decrease the amount of time required for training. The major characteristics of this new technology are presented. A state-of-the-art application of an IV system for sales training developed at BellSouth Services is discussed. The results confirm that IV is a promising new sales training tool. |
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