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This exploratory research aims to examine the commonalities and differences in how buyers and sellers perceive and characterize an effective sales presentation in an attempt to present issues/themes that may help start a dialogue into the theoretical underpinnings of effective sales presentations.

The paper consists of a qualitative study involving both salespeople and buyers.

The study uncovers three common themes of an effective sales presentation – knowledge, adaptability, and trust – but exposes a gap between buyer and seller expectations and perspectives of these themes.

The findings provide insight for business‐to‐business (B2B) salespeople and managers as to what buyers and sellers consider characteristic of an effective sales presentation.

By focusing on how the two main parties to an exchange – the buyer and seller – define what makes an effective sales presentation, this paper adds knowledge to the area of B2B sales research.

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Committee, Reports and Technical Notes of the United States National Advisory Committee for Aeronautics and publications of other similar Research Bodies as issued

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Council, Reports and Technical Notes of the United States National Advisory Committee for Aeronautics and publications of other similar Research Bodies as issued.

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Council, Reports and Technical Notes of the United States National Advisory Committee for Aeronautics and publications of other similar Research Bodies as issued

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Committee, Reports and Technical Notes of the U.S. National Advisory Committee for Aeronautics, and publications of other similar research bodies as issued

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Council, Reports and Technical Notes of the United States National Advisory Committee for Aeronautics and publications of other similar Research Bodies as issued.

THE seventh annual meeting of the Institute of the Aeronautical Sciences had a somewhat different character from previous meetings, with greater emphasis on the instrumentation, meteorology and other problems of air transport technique and less emphasis on the more advanced phases of aerodynamics and structures. It is impossible to say whether this was accidental or the result of the fact that owing to extreme pressure on the research departments of the government and of the industry, and owing to the feeling that greater secrecy must be observed in view of the international situation, less of the really advanced research was disclosed. At any rate Mr. T. P. Wright, the retiring President of the Institute struck the key‐note of the meeting in an address in which he warned the United States that they were perhaps lagging in research behind European countries, who under threats of war were making feverish advances. “A few years ago,” Mr. Wright said, “the United States was well in the lead in research, development and production of aircraft,” a fact attested to by all who had the opportunity of visiting European countries at that time and of witnessing the scope of developments there. Little could be learned from abroad at that time. Recently, however, visitors abroad have witnessed a great change. Many huge aeronautical laboratories have been established and are occupied in intensive research investigations. Experimental development has likewise progressed. It is definitely established that the relative position of this country is reversed from 1934. We believe, however, that the situation is fully realized by governmental authorities and that American research will not lose its position in the van so readily.

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Committee, Reports and Technical Notes of the U.S. National Advisory Committee for Aeronautics, and publications of other similar research bodies as issued

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Council, Reports and Technical Notes of the United States National Advisory Committee for Aeronautics and publications of other similar Research Bodies as issued.

Under this heading are published regularly abstracts of all Reports and Memoranda of the Aeronautical Research Committee, Reports and Technical Notes of the U.S. National Advisory Committee for Aeronautics, and publications of other similar research bodies as issued