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Journal of Business Communication, Vol. 31, No. 4, 291-310 (1994)
DOI: 10.1177/002194369403100404
© 1994 Association for Business Communication

The Effect of Compliance-Gaining Strategy Choice and Communicator Style on Sales Success

John Parrish-Sprowl

Central Connecticut State University

Rod Carveth

University of Bridgeport

Marshall Senk

Oracle Corporation

This study explored the relationship between compliance gaining strategy choice, communicator image, and salesperson effectiveness. One hundred-sixty real estate salespeople completed questionnaires assessing their use of compliance gaining strategies, their perceived communicator image, and their sales success. No statisti cally significant relationships were found between the use of compliance gaining strategies and sales success. However, the findings did indicate a link between communicator image and sales success.


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