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Title: Exploring the importance of personal selling skills to practicing accountants in regional SMEs in North-West, NSW, Australia
Contributor(s): Rindfleish, Jennifer M  (author); Adapa, Sujana  (author)orcid 
Publication Date: 2013
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Abstract: The use of personal selling activities in accounting firms has not been extensively researched. This research explores the knowledge of, experiences with and importance of personal selling techniques employed by practicing accountants in SME's in regional North-West NSW Australia. 19 face-to-face interviews were conducted with practicing accountants in Armidale and Tamworth, NSW. The findings show that accountants believe they do engage in practices that could be likened to personal selling but they prefer not to use the term 'selling'. They also believe that training in personal selling techniques could benefit their firm and the accounting industry. The research also revealed a barrier to the full use of the skills in many accounting practices because even though many of the respondents expressed a willingness to develop their personal selling skills only the senior accountants had the close access to clients that would allow such skills to assist the business.
Publication Type: Conference Publication
Conference Name: ANZMAC 2013: Australian and New Zealand Marketing Academy Conference, Auckland, New Zealand, 1st - 4th December, 2013
Conference Details: ANZMAC 2013: Australian and New Zealand Marketing Academy Conference, Auckland, New Zealand, 1st - 4th December, 2013
Source of Publication: ANZMAC 2013 Conference Proceedings, p. 1-8
Publisher: Australian and New Zealand Marketing Academy
Place of Publication: online
Field of Research (FOR): 150399 Business and Management not elsewhere classified
150314 Small Business Management
150503 Marketing Management (incl Strategy and Customer Relations)
Socio-Economic Outcome Codes: 900202 Professional, Scientific and Technical Services
909999 Commercial Services and Tourism not elsewhere classified
900299 Property, Business Support Services and Trade not elsewhere classified
Peer Reviewed: Yes
HERDC Category Description: E1 Refereed Scholarly Conference Publication
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