Fundamentals of Selling: Customers for Life through Service 13th Edition

CHAPTER 1 The Life, Times, and Career of the Professional Salesperson The Life, Times, and Career of the Professional Salesperson 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 information to persuade a prospective customer to buy somethinga

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 information to persuade a prospective customer to buy somethinga good, a service,an idea or something elsewhich satisfies that individuals needs. information to persuade

PART IV COMMENTS ON ETHICAL DILEMMAS CHAPTER 1: Mexico, Here I Come! What is the most ethical action to take? A. Accept Johns offer without consulting your boss and send the merchandise to his store in turn, receiving a $500 bonus, a trip to Mexico, and praise from your boss for making the

CHAPTER 10 Begin Your Presentation Strategically LECTURE OUTLINE I. THE GOLDEN RULE: THE BEGINNING A. First seek to understand, then to be understood.B. Care shown at the beginning of the conversation allows you to proceed with your presentation, often resulting in a sale. A. First seek to understand, then to be understood.B. Care shown at

CHAPTER 10: Oh, How Youd Love to Know! What is the most ethical action to take? A. Take the offered competitors bid prices from the perspective customer. It will save you time and earn you and your company more money in the long run. This option represents the pre-conventional level of moral

CHAPTER 11 Elements of a Great Sales Presentation LECTURE OUTLINE I. THE GOLDEN RULE: PRESENTATION A. Truthfully showing and telling about your product shows you are a person with integrity and character. A. Truthfully showing and telling about your product shows you are a person with integrity and character. A. Truthfully showing and telling about your

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. 2. Alternative "B" is preferred since you maintain control of the visuals.3. Briefly restate selling points that the prospect is interested in; get the prospect to

CHAPTER 12 Welcome Your Prospects Objections LECTURE OUTLINE I. THE GOLDEN RULE: OBJECTIONS A. If a customer has a valid objection, and the customer does not A. If a customer has a valid objection, and the customer does not A. If a customer has a valid objection, and the customer does not need your

CHAPTER 12 Welcome Your Prospects Objections LECTURE OUTLINE I. THE GOLDEN RULE: OBJECTIONS A. If a customer has a valid objection, and the customer does not A. If a customer has a valid objection, and the customer does not A. If a customer has a valid objection, and the customer does not need your

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 her call in the end. This option represents the conventional level of moral

CHAPTER 13 Closing Begins the Relationship LECTURE OUTLINE I. THE GOLDEN RULE CLOSING A. Remember to do what's best for the customer.B. Ask yourself, "Should they buy this?" If the answer is no, tell them you don't think they really need the product.C. If the buyer still wants to buy, let the Golden Rule

CHAPTER 13: Ill 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 the doctor disagrees with your application type, you will have to go

CHAPTER 14 Service and Follow-up for Customer Retention LECTURE OUTLINE I. THE GOLDEN RULE: SERVICE A. Service and follow-up after the sale shows you truly care.B. Selling guided by the Golden Rule leads to ethical actions, then to ethical habits, then to character, and *nally to your destiny. A. Service and follow-up after the sale

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 customer. Customer service refers to activities and programs provided by the seller to

CHAPTER 15 Time, Territory, and Self-Management: Keys to Success LECTURE OUTLINE I. THE GOLDEN RULE TIME A. People spend time doing what is most important in their lives.B. Using your time in a career to help others results in a wonderful A. People spend time doing what is most important in their lives.B. Using

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 an efficient tool for communication. Scheduling efficiency can be maximized by management software, while

CHAPTER 16 Planning, Stang, and Training Successful Salespeople LECTURE OUTLINE I. THE TREE OF BUSINESS LIFE: MANAGEMENT A. The same characteristics needed in sales people are needed in A. The same characteristics needed in sales people are needed in A. The same characteristics needed in sales people are needed in sales managers. B. Just as

CHAPTER 16 PLANNING, STAFFING, AND TRAINING SUCCESSFUL SALESPEOPLE COMMENTS ON CHAPTER 16 SALES APPLICATION QUESTIONS 1. The main "bottom line" responsibility of a sales manager is to achieve the levels of sales volume,profits, and sales growth desired by higher levels of management. 1. The main "bottom line" responsibility of a sales manager is

CHAPTER 17 Motivation, Compensation, Leadership, and Evaluation of Salespeople LECTURE OUTLINE I. THE TREE OF BUSINESS LIFE: MANAGEMENT A. Sales managers impact the lives of their salespeople and their families. A. Sales managers impact the lives of their salespeople and their families. A. Sales managers impact the lives of their salespeople and their families. B. Sales managers should

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 didnt accidentally hear. This option represents the pre-conventional level of moraldevelopment because you are acting to your

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 humankind through the sale of goods and services. humankind through the sale of goods and services. humankind through the sale of goods and services. B. This requires making

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 territory, which generates thousands, even millions, of dollars. For many industrial firms, especiallysmall ones, salespeople represent their only promotional efforts. territory,

CHAPTER 3 Ethics First Then Customer Relationships LECTURE OUTLINE I. WHAT INFLUENCES ETHICAL BEHAVIOR? A. The individuals role: 1. People behave differently because of their: a. Worldviews - people's different beliefs about the world around them. them. them. b. Morals - people's adherence to right or wrong behavior and right or wrong thinking. wrong thinking. wrong thinking. 2. Individuals usually can be placed

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 boost the morale of the employees, but they may not directly contribute to the welfare of society as awhole. They

CHAPTER 4 The Psychology of Selling: Why People Buy LECTURE OUTLINE I. THE GOLDEN RULE: BENEFITS A. Customers want to trust you. B. Do the right thing for customers and tell them the truth even if that means a "no B. Do the right thing for customers and tell them the truth even if that

CHAPTER 5 Communication for Relationship Building: Its Not All Talk LECTURE OUTLINE I. THE GOLDEN RULE: COMMUNICATION A. You can read people's minds (sort of). B. Use the techniques learned in this and the last chapter to better meet people's needs, not just make sales. B. Use the techniques learned in this and the last chapter

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. This option represents the pre-conventional level of moral development because you are acting only in your self-interest

CHAPTER 5: Its 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. This option represents the conventional level of moral development because you are conforming to try to meet the expectations

CHAPTER 6 Sales Knowledge: Customers, Products, Technologies LECTURE OUTLINE I. THE GOLDEN RULE: KNOWLEDGE A. Sales people must be experts on everything involved with their product.B. Customers rely on salespeople to have this knowledge.C. The knowledge must be presented truthfully so as to better serve the customer. A. Sales people must be experts on everything

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 this information, plus how it would be used in the presentation. this information, plus how it would be used in the presentation. this

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 displaying integrity, truthfulness, and character to the current customer. displaying integrity, truthfulness, and character to the current customer. displaying integrity, truthfulness,

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. This option represents the pre-conventional level of moral development because you are acting in your own self-interest to gain "nancial rewards. (Worst Option) This option

CHAPTER 8 Planning the Sales Call is a Must! LECTURE OUTLINE I. THE GOLDEN RULE: PLANNING A. Sales Call Purpose - to make a contribution to the welfare of a person or organization. A. Sales Call Purpose - to make a contribution to the welfare of a person or organization. A. Sales Call Purpose - to

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; (B) developing or reviewing the customer pro le; (C) development of acustomer bene t plan; and (D) the development of the individual sales (B) developing

CHAPTER 9 Carefully Select Which Sales Presentation Method to Use LECTURE OUTLINE I. THE GOLDEN RULE: PRESENTATION A. No matter who a salesperson meets with, their purpose is the same - to help the person or organization.B. By taking the time to carefully select the best presentation for the group the salesperson is meeting

Chapter 9: To Fix the MistakeOr 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 is a way to get him some type of discount. This option

PART VIII COMPREHENSIVE CASES Case 1: Zenith Computer Terminals, Inc.Development of a Total Business Plan Case 1: Zenith Computer Terminals, Inc.Development of a Total Business Plan Case 1: Zenith Computer Terminals, Inc.Development of a Total Business Plan Learning Objectives The student assumes the role of a "consultant" working within one organization (ZCT) to help implement the objective-setting

Case 4: Mead Envelope CompanyIs 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 Reasons You Need New Sales Compensation Plans Hal Jones's situation is fairly typical today as

The Robinson-Patman Act of 1936 prevents sellers from granting quantity discounts to larger buyers. Answer: FalseExplanation: The Robinson-Patman Act of 1936 allows sellers to grant what are called quantity discounts to larger buyers based on savings in manufacturing costs. Answer: FalseExplanation: The Robinson-Patman Act of 1936 allows sellers to

The right to be free of sexual harassment is a part of the 1980 EEOC guidelines. Answer: TrueExplanation: The right to be free of sexual harassment has been made a part of the 1980 EEOC guidelines, which state that sexual harassment is a form of sex discrimination. The designation

A straight salary compensation plan tends to increase work norms within the sales group. Answer: FalseExplanation: A straight salary plan can lower work norms within the sales group. Salespeople often perceive that they are in competition with other salespeople and not withtheir firm's competitors because their performance is compared

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 same category can provide. E. a particular advantage that has the ability

A company should choose a senior salesperson as a trainer on the basis of sales ability and effective teaching skills. Answer: TrueExplanation: A company should choose a senior salesperson as a trainer not only on the basis of sales ability but also because of effective teaching skills. People with

The last step in planning your sales call is to develop a marketing plan for the prospect. Answer: FalseExplanation: The final step is planning a sales call is developing and rehearsing the sales presentation. Developing a marketing plan would occur earlier in the process. Answer: FalseExplanation: The final step is planning

Relationship marketing is based on an idea that important customers need continuous attention. Answer: TrueExplanation: Relationship marketing is based on the idea that important customers need continuous attention. An organization using relationship marketing is not seeking a simple sale or transaction. It has targeted a major customer that it

The sales call objective should be directly beneficial to the customer. Answer: TrueExplanation: A sales call objective should be specific, measurable, and beneficial to the customer. Answer: TrueExplanation: A sales call objective should be specific, measurable, and beneficial to the customer. Answer: True Explanation: A sales call objective should be

The memorized sales presentation is effective when the product is technical. Answer: FalseExplanation: The memorized method is impractical to use when selling technical products that require prospect input and discussion. In this method, the salesperson dominates the discussion. Answer: FalseExplanation: The memorized method is impractical to use when selling

According to recent Gallup surveys, most Americans believe that traditional salespeople are overly interested in the needs of customers. Answer: FalseExplanation: As Gallup's survey poll of Americans indicates, people view traditional salespeople as having their self-interest as a priority. This type of salesperson is preoccupied with his or her

According to the SELL sequence, the first thing you should do in your sales presentation is to explain the advantages of your product. Answer: FalseExplanation: Showing advantages occurs after describing the features of the product. Benefits are then discussed by the salesperson. [/cpmembership] Answer: FalseExplanation: Showing advantages occurs after describing

A major weakness of decentralized training is that the costs associated with it are extremely high. Answer: FalseExplanation: There are numerous advantages to decentralized training. For one thing, costsare usually lower. For example, if a branch office is used as the training site, travel costs are less. The sessions

The consumer buying decision process begins with buyers recognizing a need and ends with buyers collecting product information. Answer: FalseExplanation: The first stage of the consumer buying decision process involves recognizing a need and then gathering product information. After a product has been purchased, the consumer experiences post-purchase behavior in

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 Answer: CExplanation: Motivation is the arousal, intensity, direction, and persistence of effort directed toward job tasks over a period. The sales manager strives to

A primary obstacle faced by a salesperson who is trying to get shelf space for a new product is limited retail store space. Answer: TrueExplanation: The major obstacle faced when attempting to obtain shelf space for products is limited space. A retail store has a fixed amount of display

In a parallel referral sale, salespeople must sell the product as well as the after-sales service. Answer: FalseExplanation: Salespeople must sell the product, plus sell the prospect on providing referrals. This is known as the parallel referral sale. Equal emphasis must be given to both the product sale and

"This refrigerator will preserve foods in the warmest weather." This statement by a home appliance salesperson is legally actionable. Answer: TrueExplanation: Salespeople should understand the distinction between general statements of praise and statements of fact made during the sales pitch (and the legal consequences). 'This refrigerator will preserve foods

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 Answer: BExplanation: The principled individual disobeys orders, laws, and consequences to follow internal morals, values, and ethics. This person follows the Golden Rule. Answer:

The main evaluator of a salesperson should be the salesperson's immediate supervisor. Answer: TrueExplanation: The primary evaluator should be the salesperson's immediate superior because this person has direct knowledge about sales performance. The manager has actually worked with the salesperson. Answer: TrueExplanation: The primary evaluator should be the salesperson's immediate

The alternative-choice close allows prospects to choose between buying and not buying the product from the salesperson. Answer: FalseExplanation: The alternative choice does not give prospects a choice of buying or not buying, but asks which one or how many items they want to buy. Answer: FalseExplanation: The alternative choice

The statement, "I'll place that order for six pallets of potting soil right now," is an example of an unethical close. Answer: FalseExplanation: With the assumptive close, the salesperson assumes the prospect will buy. Statements can be made such as 'I'll call your order in tonight' or 'I'll have

A firm's marketing mix consists of product, price, place, and performance. Answer: FalseExplanation: Product, price, place or distribution, and promotion are the four components of the marketing mix. Answer: FalseExplanation: Product, price, place or distribution, and promotion are the four components of the marketing mix. Answer: False Explanation: Product, price,

Sales force automation addresses three broad areas of functionality: personal productivity, communications, and order processing and customer service. Answer: TrueExplanation: Sales force automation enables firms to enhance a salesperson's productivity,improve communications, and facilitate order processing and customer service. Answer: TrueExplanation: Sales force automation enables firms to enhance a salesperson's

A salesperson with contact management software has a map file for routing each day's schedule. Answer: FalseExplanation: Contact management software is a listing of all the customer contacts that a salesperson makes in the course of conducting business. This file is like an electronic Rolodex and should include such

In a participating leadership style, the sales manager makes all decisions for the salesperson. Answer: FalseExplanation: The sales manager makes all decisions in the telling leadership style. In the participating leadership style, the sales manager and salesperson make decisions together. Answer: FalseExplanation: The sales manager makes all decisions in

A technique called creative imagery allows salespeople to better cope with stress. Answer: TrueExplanation: Successful salespeople use a relaxation and concentration technique called creative imagery that allows them to better cope with stress. The salesperson envisions the worst that can happen. Then preparation is made to react to it

Before making a close, a salesperson should put away all visual aids since they will distract the prospect. Answer: FalseExplanation: The use of the visual aid works well in discussing the business proposition and when closing, so visual aids should not be put away. Answer: FalseExplanation: The use of the

A salesperson should attempt a close only once. To do otherwise makes the prospect think the salesperson is pushy. Answer: FalseExplanation: The successful salesperson does not stop with the prospect's first no but attempts multiple closes. If a customer says no, the salesperson should determine the nature of the

Mutual goals of customers and sales organizations include increasing sales and profits. Answer: TrueExplanation: Strategic goals for a customer typically include reducing costs and/or increasing productivity, sales, and profits. The sales organization has goals of increasing sales and profits. Answer: TrueExplanation: Strategic goals for a customer typically include reducing costs

Audience, objective, structure, and visual aids are considerations in the sales presentation goal model. Answer: TrueExplanation: The sales presentation goal model consists of six questions to ask when creating a sales presentation. Questions address the salesperson's objective, audience, staging, and visual aids. Answer: TrueExplanation: The sales presentation goal model consists

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 is called the straight-line method of routing sales calls. Answer:

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 traveling and time spent away from family. D. Salespeople represent their companies

The customer profile of a firm should tell a salesperson which competitors successfully do business with the firm. Answer: TrueExplanation: Customer profiles address questions related to purchasing policies and practices, as well as the history of the account, the buyer's background, and what competitors have done business with the customer.

A guideline provided in the text states that a good sales process involves 40 percent follow-up, 20 percent preparation, and 40 percent presentation. Answer: FalseExplanation: One rule of thumb states that a good sales process involves 20 percent presentation, 40 percent preparation, and 40 percent follow-up, especially when selling

The "KISS" philosophy reminds a salesperson to keep the sales presentation simple. Answer: TrueExplanation: KISS stands for keep it simple, salesperson. Effective salespeople avoid being too technical during their sales presentations. Answer: TrueExplanation: KISS stands for keep it simple, salesperson. Effective salespeople avoid being too technical during their sales presentations. Answer:

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. C. Operational orientation is more important to salespeople than strategic orientation. D.

A salesperson asks a prospect, "Who will be the primary user for the camera?" The salesperson is using a direct question. Answer: FalseExplanation: An open-ended or nondirective question begins a question with one of six words: who, what, where, when, how, or why. Direct questions may begin with words

Before developing a sales presentation, a salesperson should consider what psychological factors may influence the buyer's decision. Answer: TrueExplanation: Understanding the perceptions, attitudes, and beliefs of a prospect is helpful before developing a sales presentation. Salespeople who understand the mental factors thatinfluence the buyer's decision are more likely to

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. intimidation E. withdrawal Answer: CExplanation: Fidgeting with something and leaning away from a

Some prospects view the continuous-yes close as an insult to their intelligence. Answer: TrueExplanation: In the continuous-yes close, the salesperson develops a series of benefit questions that the prospect must answer. Suspicious prospects may view a continuous-yes close as trickery or as an insult to their intelligence rather than

Integrity and trust form the attributes that distinguish the organization and salesperson, often referred to as character. Answer: TrueExplanation: Integrity and trust form the attributes that make up and distinguish the organization and salesperson, often referred to as character. Think of character as who you are when no one

A sales executive makes decisions based upon what her boss says is right; this person is at the principled level of moral development. Answer: FalseExplanation: At the conventional moral development level, an individual conforms to the expectations of others, such as family, friends, employer, boss, or society, and upholds

Satisfying the service needs of accounts by telephone is not recommended for salespeople despite in cost reductions. Answer: FalseExplanation: The increasing cost of a personal sales call and the increasing amount of timespent traveling to make personal calls are reasons for the efficient territory manager to look to the

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. Answer: BExplanation: The sales force budget is the amount of money available or assigned for a definite period, usually one year. It

Which of the following is most likely a want rather than a need? A. shelter B. water C. clothing D. spaghetti E. transportation Answer: DExplanation: People's needs result from a lack of something desirable. Wants are needs learned by the person. Food would be a need, but a specific type of food, such

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 B. Rephrase C. Compensation D. Counterbalance E. Dodge Answer: BExplanation: The salesperson is

Although they are useful with final consumers, testimonials from satisfied customers mean little to professional buyers, who think such "proof" is usually faked. Answer: FalseExplanation: Testimonials in the presentation as proof of the product's features, advantages, and benefits are an excellent method to build trust and confidence. Professional buyers