Making a sales advisor: the limits of training 'instrumental empathy'

Kakavelakis, Konstantinos, Felstead, Alan, Fuller, Alison, Jewson, Nick and Unwin, Lorna (2008) Making a sales advisor: the limits of training 'instrumental empathy'. Journal of Vocational Education & Training, 60, (3), 209-221. (doi:10.1080/13636820802305546).


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The use of participant observation is relatively rare in qualitative studies of vocational education and training. However, such an approach provides a detailed picture of training content and how what is taught contributes to or impedes learning. Based on participant observation, this paper examines the training of sales advisors in a large chain of private fitness clubs. It shows that although the training course taught trainees how to control and enchant customers, once back on 'home' territory trainees approached customers with far less instrumental empathy than they had been taught. This contrast is explained by reference to the past dispositions of sales workers and the local conditions in which the selling process takes place.

Item Type: Article
Digital Object Identifier (DOI): doi:10.1080/13636820802305546
ISSNs: 1363-6820 (print)
Keywords: training, instrumental empathy, sales, participant observation
Subjects: H Social Sciences > HD Industries. Land use. Labor
L Education > L Education (General)
Divisions : University Structure - Pre August 2011 > School of Education > Lifelong and Work-Related Learning
ePrint ID: 63790
Accepted Date and Publication Date:
September 2008Published
Date Deposited: 04 Nov 2008
Last Modified: 31 Mar 2016 12:48

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