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CHAPTER 1 LECTURE OUTLINE I. WHAT IS SELLING? A. Traditional definition of personal selling refers to the personal communication of information to persuade a prospective customer to buy something—a good, a service, an idea or something else—which satisfies that individual’s […]

PART III LECTURE NOTES CHAPTER 1 The Life, Times, and Career of the Professional Salesperson LECTURE OUTLINE I. WHAT IS SELLING? A. Traditional definition of personal selling refers to the personal communication of B. Personal selling today: In early 2000, […]

PART IV COMMENTS ON ETHICAL DILEMMAS CHAPTER 1: “Mexico, Here I Come!” What is the most ethical action to take? A. Accept John’s offer without consulting your boss and send the merchandise to his store – in turn, receiving a […]

CHAPTER 10 Begin Your Presentation Strategically LECTURE OUTLINE I. THE GOLDEN RULE: THE BEGINNING II. WHAT IS THE APPROACH? A. For the salesperson, the approach refers to the time from when the buyer is .rst seen to when the salesperson […]

CHAPTER 10: “Oh, How You’d Love to Know!” What is the most ethical action to take? A. Take the offered competitor’s bid prices from the perspective customer. It will save you time and earn you and your company more money […]

CHAPTER 11 Elements of a Great Sales Presentation LECTURE OUTLINE I. THE GOLDEN RULE: PRESENTATION B. Should there be even a hint of exaggeration (lying), the buyer may not buy. II. THE PURPOSE OF THE PRESENTATION A. Main goal – […]

CHAPTER 11 ELEMENTS OF A GREAT SALES PRESENTATION COMMENTS ON CHAPTER 11 SALES APPLICATION QUESTIONS 1. Alternative “A” is preferred since the prospect actually participates in the demonstration. 4. The “presentation mix” consists of these six elements: (A) persuasive communication; […]

CHAPTER 12 Welcome Your Prospect’s Objections LECTURE OUTLINE I. THE GOLDEN RULE: OBJECTIONS need your product, leave. B. If the customer is incorrect, politely show them how your product will help them, and do it to help them not just […]

CHAPTER 12 Welcome Your Prospect’s Objections LECTURE OUTLINE I. THE GOLDEN RULE: OBJECTIONS need your product, leave. B. If the customer is incorrect, politely show them how your product will help them, and do it to help them not just […]

CHAPTER 12: “A University Sets a Condition” What is the most ethical action to take? A. Tell your boss that you do not think that the situation is fair but go ahead and do it anyway – it is ultimately […]

CHAPTER 13 Closing Begins the Relationship LECTURE OUTLINE I. THE GOLDEN RULE CLOSING guide. II. WHEN SHOULD I POP THE QUESTION? A. Closing – the process of helping people make a decision that will benefit them. You help them make […]

CHAPTER 13: “I’ll Buy If…” What is the most ethical action to take? A. Tell the customer that you will ll out the preferred non-smoker application if he agrees to try and quit smoking. However, let him know that if […]

CHAPTER 14 Service and Follow-up for Customer Retention LECTURE OUTLINE I. THE GOLDEN RULE: SERVICE II. THE IMPORTANCE OF SERVICE AND FOLLOW-UP A. A salesperson helps customers through follow-up by maintaining contact with a customer (or prospect) in order to […]

CHAPTER 14 SERVICE AND FOLLOW-UP FOR CUSTOMER RETENTION COMMENTS ON CHAPTER 14 SALES APPLICATION QUESTIONS 1. Follow-up refers to maintaining contact with a customer (or prospect) in order to evaluate the effectiveness of the product and the satisfaction of the […]

CHAPTER 15 Time, Territory, and Self-Management: Keys to Success LECTURE OUTLINE I. THE GOLDEN RULE TIME life. II. CUSTOMERS FORM SALES TERRITORIES A. Sales territory – comprises a group of customers or a geographical area assigned to a salesperson. B. […]

CHAPTER 15 TIME, AND TERRITORY, AND SELF-MANAGEMENT: KEYS TO SUCCESS COMMENTS ON CHAPTER 15 SALES APPLICATION QUESTIONS 1. Traveling can be a large part of a salesperson’s job. This means time not spent in the office. Thus, technology can be […]

CHAPTER 16 Planning, Stang, and Training Successful Salespeople LECTURE OUTLINE I. THE TREE OF BUSINESS LIFE: MANAGEMENT sales managers. B. Just as there is a Golden Rule of Sales, there is a Golden Rule of Sales Management. II. TRANSITION FROM […]

CHAPTER 16 PLANNING, STAFFING, AND TRAINING SUCCESSFUL SALESPEOPLE COMMENTS ON CHAPTER 16 SALES APPLICATION QUESTIONS 2. Organizational design is the determination of job tasks to be carried out by employees and groups within the firm. Organizational structure is the relatively […]

CHAPTER 17 Motivation, Compensation, Leadership, and Evaluation of Salespeople LECTURE OUTLINE I. THE TREE OF BUSINESS LIFE: MANAGEMENT B. Sales managers should do all they can to make their salespeople successful by putting their salespeople’s interests above their own. II. […]

CHAPTER 17: “Cheating on the Expense Account” What is the most ethical action to take? A. Do nothing. It is not your responsibility to turn them in. Besides, you never would have known if you didn’t “accidentally” hear. B. Without […]

CHAPTER 2 Relationship Marketing: Where Personal Selling Fits LECTURE OUTLINE I. WHAT IS THE PURPOSE OF BUSINESS? A. The purpose of business is to increase the general well-being of B. This requires making a profit in order to operate the […]

CHAPTER 2 RELATIONSHIP MARKETING: WHERE PERSONAL SELLING FITS COMMENTS ON CHAPTER 2 SALES APPLICATION QUESTIONS 1. Personal selling is a vital ingredient in the company’s success. A salesperson is a manager of sales 2. Production focus developed a product with […]

CHAPTER 3 Ethics First… Then Customer Relationships LECTURE OUTLINE I. WHAT INFLUENCES ETHICAL BEHAVIOR? A. The individual’s role: 1. People behave differently because of their: a. Worldviews – people’s different beliefs about the world around b. Morals – people’s adherence […]

CHAPTER 3 ETHICS FIRST… THEN CUSTOMER RELATIONSHIPS COMMENTS ON CHAPTER 3 SALES APPLICATION QUESTIONS 1. Who knows? It is often difficult to tell if these are socially responsible actions. These 3 actions may 2. Your decision would probably be influenced […]

CHAPTER 4 The Psychology of Selling: Why People Buy LECTURE OUTLINE I. THE GOLDEN RULE: BENEFITS A. Customers want to trust you. sale.” C. Unselfishly try to help customers meet their needs, not just make a sale. II. WHY PEOPLE […]

CHAPTER 5 Communication for Relationship Building: It’s Not All Talk LECTURE OUTLINE I. THE GOLDEN RULE: COMMUNICATION A. You can read people’s minds (sort of). II. COMMUNICATION: IT TAKES TWO A. Communication – the act of transmitting verbal and non-verbal […]

CHAPTER 4: “Sock It to Her!” What is the most ethical action to take? A. Tell the customer to buy the more expensive model. She probably has enough money and you will get more commission. B. Advise the customer that […]

CHAPTER 5: “It’s Party Time!” What is the most ethical action to take? A. Interject with your opinion. This might start a heated debate, but at least you did not compromise your ideas. B. Interject with your opinion during dinner […]

CHAPTER 6 Sales Knowledge: Customers, Products, Technologies LECTURE OUTLINE I. THE GOLDEN RULE: KNOWLEDGE II. SOURCES OF SALES KNOWLEDGE A. Sales Training – the effort put forth by an employer to provide the opportunity for the salesperson to receive job-related […]

CHAPTER 6 SALES KNOWLEDGE: CUSTOMERS, PRODUCTS, TECHNOLOGIES COMMENTS ON CHAPTER 6 SALES APPLICATION QUESTIONS 1. The student’s answer should demonstrate a basic understanding of why the salesperson should know 2. Formal training programs and experience (on-the-job training) provide salespeople with […]

CHAPTER 7 Prospecting – The Lifeblood of Selling LECTURE OUTLINE I. THE GOLDEN RULE: PROSPECTING A. People want to trust the person they buy from. B. New customers are frequently gained through referrals which are earned by II. THE SALES […]

CHAPTER 7: “What An Offer! Or is It?” What is the most ethical action to take? A. Take the information. It could really help you get started. B. Thank your friend for the offer but refuse the information. It would […]

CHAPTER 8 Planning the Sales Call is a Must! LECTURE OUTLINE I. THE GOLDEN RULE: PLANNING B. Plan to achieve your purpose – plan each day and do the best you can to carry out your plan. C. Plan – […]

CHAPTER 8 PLANNING THE SALES CALL IS A MUST COMMENTS ON CHAPTER 8 SALES APPLICATION QUESTIONS 1. Elements of sales call planning are: (A) determining the sales call objective; presentation. 2. The customer bene t plan for a General Foods’ […]

CHAPTER 9 Carefully Select Which Sales Presentation Method to Use LECTURE OUTLINE I. THE GOLDEN RULE: PRESENTATION better able to meet their needs, thus, serving them better. II. SALES PRESENTATION STRATEGY A. Salesperson to buyer. B. Salesperson to buyer group. […]

Chapter 9: “To Fix the Mistake…Or Not” What is the most ethical action to take? A. Apologize to Dick and tell them that there has been an error. Offer to go and talk to your boss to see if there […]

PART VIII COMPREHENSIVE CASES Learning Objectives The student assumes the role of a “consultant” working within one organization (ZCT) to help implement the objective-setting process at the corporate level. The student is challenged first to establish corporate budget objectives for […]

Case 4: Mead Envelope Company—Is a New Compensation Plan Needed? Questions at the End of Case Question 1: Why is a new compensation plan needed at Mead, and what are the positive outcomes of a successful sales compensation plan? Three […]

The Robinson-Patman Act of 1936 prevents sellers from granting quantity discounts to larger buyers. Salespeople should avoid providing information to their companies or customers about competitors’ activities or market opportunities since such actions violate client confidence and are considered unethical. […]

The right to be free of sexual harassment is a part of the 1980 EEOC guidelines. Do not deny objections even if they are based on incorrect information. Answer: False Explanation: At times, the prospect may raise objections based on […]

A straight salary compensation plan tends to increase work norms within the sales group. A plan is a method of achieving an end. Answer: True Explanation: A plan is a method of achieving an end. A plan involves what you […]

A product advantage is defined as: A. any physical characteristic of a product. B. the performance characteristic of a product. C. a favorable result the buyer receives from use of the product. D. the characteristic that no product in the […]

A company should choose a senior salesperson as a trainer on the basis of sales ability and effective teaching skills. The shock approach uses a surprising demonstration. Answer: False Explanation: The shock approach uses a question designed to make the […]

The last step in planning your sales call is to develop a marketing plan for the prospect. In order to make the sale, it is not recommended that prospects participate in the sales presentation. Answer: False Explanation: A major part […]

Relationship marketing is based on an idea that important customers need continuous attention. A prospect says, “I don’t like your color choices.” The salesperson responds, “Before you decide to buy, let me tell you about our credit plan.” This salesperson […]

The sales call objective should be directly beneficial to the customer. A salesperson told a prospect, “I agree. Our price is a little higher, but so is our quality. Are you interested in saving $1,200 a year on maintenance?” This […]

The memorized sales presentation is effective when the product is technical. Developing and using sales territories allows management to match salespeople to customer’s needs in a better way. Answer: True Explanation: Salespeople are hired and trained to meet the requirements […]

According to recent Gallup surveys, most Americans believe that traditional salespeople are overly interested in the needs of customers. During a sales presentation, it is best to begin with the FAB sequence, then present the business proposition, and next the […]

According to the SELL sequence, the first thing you should do in your sales presentation is to explain the advantages of your product. Under the straight salary compensation plan, salary is distributed in proportion to the sales made. Answer: False […]

A major weakness of decentralized training is that the costs associated with it are extremely high. The last part of most sales calls is ‘small talk” which aids in building rapport between the salesperson and the prospect. Answer: False Explanation: […]

The consumer buying decision process begins with buyers recognizing a need and ends with buyers collecting product information. Sales force staffing is the process of matching the right people to the right jobs and placing them in the right sales […]

Which term refers to the arousal, intensity, direction, and persistence of effort directed toward job tasks over time? A. Enrichment B. Direction C. Motivation D. Influence E. Simulative response Demonstrations, dramatics, and visual aids in sales presentation are most likely […]

A primary obstacle faced by a salesperson who is trying to get shelf space for a new product is limited retail store space. It is easier to sell to a stranger than to an existing customer, because former customers are […]

In a parallel referral sale, salespeople must sell the product as well as the after-sales service. The easiest type of person to sell a product to is a buyer who is at the unconscious need level. Answer: False Explanation: Buyers […]

“This refrigerator will preserve foods in the warmest weather.” This statement by a home appliance salesperson is legally actionable. The summary of benefits close is extremely useful if it targets a specific prospect’s personality. Answer: False Explanation: The compliment close […]

The person who operates at the _____ level of moral development would adhere to the Golden Rule of Selling. A. intentional B. principled C. conventional D. discretionary E. preconventional Mark is the salesperson of a large FMCG company. You are […]

The main evaluator of a salesperson should be the salesperson’s immediate supervisor. A bonus is a financial reward given in addition to what is usually earned over an extended period of time. Answer: True Explanation: A bonus is something given […]

The alternative-choice close allows prospects to choose between buying and not buying the product from the salesperson. The introductory approach involves distributing free samples and novelty items. Answer: False Explanation: A premium approach often involves distributing free samples and novelty […]

The statement, “I’ll place that order for six pallets of potting soil right now,” is an example of an unethical close. A T-account close is suitable if the buyer has a predetermined belief that the competitor’s product is needed. Answer: […]

A firm’s marketing mix consists of product, price, place, and performance. When leaving a voice message, avoid stating your name or phone number more than once to save storage space on the user’s voice mail system. Answer: False Explanation: It […]

Sales force automation addresses three broad areas of functionality: personal productivity, communications, and order processing and customer service. According to the text, closing the sale should be the hardest part of the presentation. Answer: False Explanation: Closing the sale is […]

A salesperson with contact management software has a map file for routing each day’s schedule. Conditions and hopeless objections cannot be handled by negotiation. Answer: False Explanation: Often, conditions stated by the prospect are overcome through negotiation between buyer and […]

In a participating leadership style, the sales manager makes all decisions for the salesperson. “Will you need one box of nails or two to go with those roofing shingles?” is an example of an alternative-choice close. Answer: True Explanation: The […]

A technique called creative imagery allows salespeople to better cope with stress. According to the text, more firms use incentive travel programs than merchandise awards to motivate salespeople. Answer: False Explanation: Industry typically spends 78 percent on merchandise awards and […]

Before making a close, a salesperson should put away all visual aids since they will distract the prospect. The ideal self is how people see themselves, and the looking-glass self refers to how people think others regard them. Answer: False […]

A salesperson should attempt a close only once. To do otherwise makes the prospect think the salesperson is pushy. A “product” is a bundle of tangible attributes, while intangible attributes are called a ‘service.” Answer: False Explanation: A service is […]

Mutual goals of customers and sales organizations include increasing sales and profits. The presentation phase of the referral cycle begins when you sit down with your prospects for a sales presentation. Answer: True Explanation: The presentation phase of the referral […]

Audience, objective, structure, and visual aids are considerations in the sales presentation goal model. Relationship marketing involves using promotions and service to create customer loyalty. Answer: True Explanation: Relationship marketing is the creation of customer loyalty and retention. Organizations use […]

A salesperson leaves early from home and drives to the far end of her territory before making the first call. Then she works her way back so that she ends up near home at the end of the day. This […]

Which of the following statements about sales jobs is most likely false? A. Sales jobs require salespeople to exhibit more tact than other professions do. B. Many salespeople work with little or no supervision. C. Many sales jobs require considerable […]

The customer profile of a firm should tell a salesperson which competitors successfully do business with the firm. The FAB formula helps a salesperson increase a prospect’s desire for a product. Answer: True Explanation: Using the FAB formula, strive to […]

A guideline provided in the text states that a good sales process involves 40 percent follow-up, 20 percent preparation, and 40 percent presentation. Purpose is a list of plans, goals, or objectives that differ from one sales call to another. […]

The “KISS” philosophy reminds a salesperson to keep the sales presentation simple. It is important for the salesperson using familiar terminology and buzzwords to speak in a formal tone to convey its importance. Answer: False Explanation: A salesperson should remember […]

Which of the following statements about sales success is most likely true? A. For success in sales, it is more important to speak well than to listen well. B. Modern salespeople make contributions to the welfare of others through service. […]

A salesperson asks a prospect, “Who will be the primary user for the camera?” The salesperson is using a direct question. According to the Golden Rule of Selling, salespeople should begin their sales presentation knowing the key customer benefits that […]

Before developing a sales presentation, a salesperson should consider what psychological factors may influence the buyer’s decision. U.S. salespeople competing in foreign countries are required to comply with the laws of the foreign country rather than U.S. laws, which are […]

As you discuss your proposition with your potential buyer, you notice that she is leaning away from you and staring mostly at the paperweight she is fidgeting with. You are receiving _____ signals. A. rejection B. disagreement C. caution D. […]

Some prospects view the continuous-yes close as an insult to their intelligence. Respect, trust, time, and friendship are key elements in any salesperson’s success. Answer: True Explanation: Respect, trust, and friendship are three key elements in any salesperson’s success. Exhibiting […]

Integrity and trust form the attributes that distinguish the organization and salesperson, often referred to as character. Partnering refers to working continually to improve the customer’s operations, sales, and profits. Answer: True Explanation: Partnering occurs when the seller works continually […]

A sales executive makes decisions based upon what her boss says is right; this person is at the principled level of moral development. The use of a multiple-close sequence increases the probability of losing a sale. Answer: False Explanation: The […]

Satisfying the service needs of accounts by telephone is not recommended for salespeople despite in cost reductions. Order-getters ask what the customers want or wait for customers to place an order. Answer: False Explanation: Order-takers may ask what the customer […]

The sales force budget is most likely based on estimates of: A. industry sales. B. sales forecasts. C. long-term staffing needs. D. training costs and functions. E. labor market supply expectations. Morgan-Hunt Agency, a financial investment company, pays $300 to […]

Which of the following is most likely a want rather than a need? A. shelter B. water C. clothing D. spaghetti E. transportation According to the text, which of the following is an example of a technical skill? A. Mastering […]

The prospect says, “Your price is two percent higher than your competitor’s.” The salesperson responds, “What you’re saying is you want to get the best product for your money’”right?” The salesperson is using which technique for meeting objections? A. Boomerang […]

Although they are useful with final consumers, testimonials from satisfied customers mean little to professional buyers, who think such “proof” is usually faked. The majority of sales force resources should be invested in key accounts. Answer: True Explanation: The bulk […]