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Journal of Marketing Education, Vol. 28, No. 3, 205-217 (2006)
DOI: 10.1177/0273475306291465

Teaching Written Communication Skills in Professional Selling: The Cover Letter

Vicki L. West

Department of Marketing, College of Business, Texas State University

The selling process steps have been an integral part of professional selling courses and textbooks for years. Although slight changes have been made in their wording and format, most textbooks are consistent in the recommended process for an effective sales interaction. In an effort to combine teaching the selling process with the increased demand from employers and accrediting institutions to improve written communication skills, this article introduces the cover (sales) letter as an assignment for marketing instructors. This cover letter assignment has been very well received by students and employers, highlighting how universities can engage students in an active learning environment, teaching both theory and specific skills.

Key Words: active learning • selling process steps • sales process • cover letters • sales letters • written communication skills


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