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 and Training, 60, (3), pp. 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
ePrint ID: 63790
Date :
Date Event
September 2008Published
Date Deposited: 04 Nov 2008
Last Modified: 16 Apr 2017 17:23
Further Information:Google Scholar

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