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Entrepreneurship: Starting & Operating a Small Business, 4e (Mariotti)
Chapter 6 Smart Selling and Effective Customer Service
1) Entrepreneurs ________ constantly, not just to customers, but to investors, bankers and people
they want to hire.
A) sell
B) try to make a good impression
C) attempt to be optimistic
D) All of the above.
Learning Object.: 6.1 Explain the importance of selling based on benefits.
AACSB Category: Reflective thinking
2) When you sell, you should always listen carefully to customer complaints, because ________.
A) it’s better to have customers complain to you than to other people
B) customers are happier when you listen to them
C) they provide invaluable information about how to improve the product or service
D) the “buck” stops here
Learning Object.: 6.1 Explain the importance of selling based on benefits.
AACSB Category: Reflective thinking
3) Entrepreneurs sell constantly to ________.
A) potential employees
B) potential investors
C) customers
D) All of the above.
Learning Object.: 6.1 Explain the importance of selling based on benefits.
AACSB Category: Reflective thinking
4) The essence of selling is teaching.
Learning Object.: 6.1 Explain the importance of selling based on benefits.
AACSB Category: Reflective thinking
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5) Why have so many successful entrepreneurs started out in sales?
Learning Object.: 6.1 Explain the importance of selling based on benefits.
AACSB Category: Analytical thinking
6) If you decide to pay yourself a commission from your business, you will be earning
________.
A) a percentage of your business profit
B) a percentage of each sale
C) a set salary
D) a bonus
Learning Object.: 6.2 Demonstrate principles of selling to prepare effective sales calls.
AACSB Category: Analytical thinking
7) When you are starting out and cannot afford to pay sales representatives full-time salaries, you
can offer ________ instead.
A) incentives
B) bonuses
C) commissions
D) bonuses and incentives
Learning Object.: 6.2 Demonstrate principles of selling to prepare effective sales calls.
AACSB Category: Analytical thinking
8) An appointment with a potential customer to explain or demonstrate your product or service is
called a ________.
A) sales call
B) pre-qualification
C) product demonstration
D) presentation
Learning Object.: 6.2 Demonstrate principles of selling to prepare effective sales calls.
AACSB Category: Analytical thinking
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9) Objectives during a sales call include making the customer ________.
A) want to buy the product or service from you
B) aware of your product or service
C) want to buy your product or service
D) All of the above.
Learning Object.: 6.2 Demonstrate principles of selling to prepare effective sales calls.
AACSB Category: Analytical thinking
10) Good salespeople ________.
A) believe in what they are selling
B) feel good about what they are selling
C) All of the above.
D) None of the above.
Learning Object.: 6.2 Demonstrate principles of selling to prepare effective sales calls.
AACSB Category: Analytical thinking
11) Outline the principles of selling.
Learning Object.: 6.2 Demonstrate principles of selling to prepare effective sales calls.
AACSB Category: Analytical thinking
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12) During each sales call you make, focus on this question.
A) How can I make the customer buy from me?
B) What does the customer need?
C) How can I convince the customer to ignore his/her objections?
D) How do I handle the objections that will be raised?
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Analytical thinking
13) The most important thing to do during a sales call is ________.
A) listen, in order to learn what the customer needs
B) keep talking so the customer doesn’t lose interest
C) ask questions to keep the customer engaged in the sales call
D) push for the sale early and don’t mention price until the end
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Analytical thinking
14) What should you do when a customer raises objections during a sales call?
A) Ignore them; the customer will forget about them by the time the call is over.
B) Acknowledge objections as they arise and respond to them.
C) Shorten the sales call; don’t waste time on a customer who has objections to your product or
service.
D) Say, “I’ll get back to that in a moment.”
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Reflective thinking
15) ________ are people and/or organizations that may be receptive to a sales pitch.
A) Prospects
B) Potentials
C) Probables
D) Possibles
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Analytical thinking
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16) Successful businesses are built on ________.
A) repeat business
B) frequent sales
C) big sales
D) highly profitable sales
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Reflective thinking
17) People you think might be receptive to your sales presentation are called ________.
A) consumers
B) customers
C) prospects
D) interested parties
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Analytical thinking
18) Every sales call is an opportunity to ________.
A) improve your selling skills
B) talk and talk and talk to the customer
C) exploit your customers
D) None of the above.
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Reflective thinking
19) Which of the following is not a prequalification question?
A) Is this individual in my market?
B) Does he or she need my product?
C) How will he or she pay for it?
D) Can he or she afford it?
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Analytical thinking
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20) It is not really necessary to prequalify your customer before the sales call since it can be done
during the sale.
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Analytical thinking
21) Asking the right questions is optional during a sales call or presentation.
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Analytical thinking
22) Describe three sales call behaviors used by successful salespeople.
Answer:
1) Let the customers talk more than you do. According to SPIN Selling, “the more your
customers talk, the more you will learn about their needs, which puts you in a better position to
offer them the most customized and most helpful solutions.” Encourage your customers to talk to
2) Ask the right questions! How do you get customers to talk to you? Rackham notes that you
have to ask the right questions. If your sales calls are leaving you with little information, you’re
not asking the questions that uncover your customers’ needs. Instead of focusing on selling your
product, really focus on listening to your customers. Try to draw them out. Be a friend. You need
to fully understand their problems before trying to suggest that your product or service could
3) Wait to offer products and solutions until later in the call. First, let your customer talk.
Second, once you’ve got the customers talking, ask the right questions to help the customers
uncover their problems. Now you are ready to offer your product or service as a solution to one
of these problems. As Rackham writes, “You cannot know what solution to offer if you do not
uncover customer needs and decision criteria first. For example, if you spend your time with the
customer talking about how quiet your machine is, and noise is not a factor your customer cares
about, you’ve wasted your time.” You cannot offer a solution until you know what problem the
Learning Object.: 6.3 Plan successful sales calls.
AACSB Category: Analytical thinking