NEWS ANALYSIS
World: BAT’s handy hints for sales staff
d.simpson@iath.org
| The first 150 words of the full text of this article appear below. |
British American Tobacco (BAT) does not seem to have much confidence in some of the salespeople it recruits, if a staff training film made by the company is anything to go by. Apparently made originally for use in Malaysia, mostly with Malaysian Chinese models, the film shows how young saleswomen, smartly dressed in gold, the brand colour of Benson & Hedges cigarettes, should ask men to try the brand, how to light the men’s cigarettes, and generally how to comport themselves when trying to win new customers in a variety of settings.
The film was also used in Nigeria; whether BAT sales executives thought about possible identification problems among the lucky young Nigerian women being trained is not known. Of more concern to the sales team, apparently, were issues about personal presentation and behaviour.
Separate sequences dealt exhaustively with the young saleswomen’s working day. Each began by urging them to
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