esses. TO increase sales, Bob and Celia decided to attend a seminar sponsored by Sales Trainers. This company teaches skills to help salespeople become more effective. If Bob and Celia are impressed with the seminar, they will book seminars for their sales staff. The seminar begins well. Several company associates give excellent presentations. During a break, Celia and Bob begin reading the handouts about Sales Trainers. The high-quality paper, ink, and graphics are impressive. When browsing through the written materials, however, Celia and Bob begin to exchange glances. The introductory letter has a paragraph that reads: "Sales Trainers believes that sucessful business relationships begin with a commitment to quality, and customer service. For example, Dr. Hannah Lotte, Ph,.D. Vice President of Customer Services, personnally reviews the status of each customer on a regular basis." And, when Bob and Celia review the materials, they see the following table: Sales Trainers Make a Differnece Customer Sales Before Sales After Closing Data Copy Universe, Inc. $214,000 Luxury cars, inc, 987,000 schott's Hardware $288,00 June 5, 20-- 1,428,000 June 12, 20-- 197,950 256,250 June 25 20-- Do you think Bob and Celia are more likely to remember the flawed paragraph and table or the excellent presentations? Justify your answer. How might Celia and Bob tactfully communicate their thoughts about Sales Trainers' written materials? What steps might employees of Sales Trainers take to ensure that company materials are error-free?