ABC’s of Relationship Selling, 13e (Futrell)
Chapter 13 Service and Follow-Up for Customer Retention
1) According to the authors, many people are unsuccessful in sales because they do not have the
ability to put their own needs before anyone else’s interests.
2) The Core Principles of Professional Selling support the belief that service and follow-up after
the sale show that the salesperson really cares about customers.
3) The follow-up step involves determining what else the customer can do to improve the selling
process.
4) Follow up after the sale if for the purpose of evaluating the effectiveness of the product.
5) The first step of the professional sales call is to analyze the prospect’s needs.
6) One of the easiest things a salesperson can do is to care about customers.
7) Customer service refers to the activities and programs the seller provides to make the
relationship satisfying for the customer.
8) In order to satisfy customers, companies offer customer services such as warranties, credit,
speedy delivery, and gift wrapping.
9) Service quality is not determined by customer expectations but on organizational metrics.
10) A business friendship differs significantly from a personal friendship.
11) A salesperson should avoid making personal relationships with clients.
12) Building a lasting business friendship based on mutual trust typically takes time.
13) In a relationship, trust increases and wisdom decreases over time.
14) A buyer and seller who are at the first stage of business friendship are called acquaintances.
15) The most important ingredient in building a lasting friendship is perseverance.
16) The three levels of customer relationship marketing are transaction selling, relationship
selling, and partnering/consultative selling.
17) After Helen, a realtor, closes a sale on a house, she usually calls her customers the following
week to find out if they are pleased with their new home. This is an example of transaction
selling.
18) Companies use products, prices, and service to facilitate relationship marketing.
19) Satisfied customers can help salespeople in making new sales.
20) Information collected through social media platforms can be integrated with other data
captured in CRM systems to assist salespeople to develop appropriate and timely responses to
their customers’ post-sale service needs.
21) Customers often visit social media platforms such as Facebook and LinkedIn to post their
grievances and expect the selling organizations to respond quickly.
22) A salesperson may use the sales technology to track a customer’s inbound calls that ask for
support and thus help resolve a service issue.
23) Service is the next to last step of the selling process.
24) Salespeople can convert follow-up and service situations into sales.
25) Account penetration is defined as obtaining maximum sales from an account or a prospect.
26) Account penetration refers to the ability to work and contact people throughout the account
to discuss your product.
27) The more a salesperson penetrates an account the greater the chances of maximizing sales
within the account.
28) Distribution of the number of products in a product line can determine the extent of account
penetration.
29) The most productive number of calls to make on an account is reached when additional calls
do not lead to additional sales.
30) A professional salesperson will wait a couple of days before handling any customer
complaint, because customer complaints often become less significant with the passage of time.
31) By sending greeting cards, the salesperson shows his appreciation for the customer’s
business.
32) If a salesperson learns that a customer has been lost to a competitor, it is best to visit the
customer and discuss the serious mistake that has been made.
33) The customer should be given the benefit of doubt even if the salesperson feels that the
customer is dishonest.
34) Caring for people is the beginning of sales wisdom.
35) According to the text, wisdom and knowledge are synonyms.
36) A salesperson gains wisdom by trusting others and learning from mistakes.
37) Which of the following is most likely NOT an example of the follow-up step of the selling
process?
A) A salesperson evaluating the effectiveness of a product after the sale.
B) A salesperson calling a prospect for a buying decision about a product.
C) A salesperson conducting a customer satisfaction survey 3 months after the sale.
D) A salesperson addressing a customer complaint immediately and appropriately.
E) A salesperson sending a thank-you note to a customer for a recent product purchase.
38) According to the text, the development of a strong relationship between the salesperson and
the prospect begins:
A) with the follow-up.
B) when the salesperson analyzes the customer’s needs.
C) when the first order is placed.
D) when all objections have been handled.
E) when the customer is presented with product benefits.
39) A salesperson who wants to build a caring relationship with a potential key account has
analyzed the customers’ needs and explained product benefits. Next, the salesperson should:
A) provide follow-up service.
B) develop an account penetration program.
C) gain a commitment to buy.
D) wait for the buyer to close the sale.
E) look for other needs to analyze.
40) If a salesperson sincerely wants to establish a caring relationship with a potential key
account, the salesperson should:
A) view the selling process as continuous.
B) engage in transaction selling.
C) assume the selling process has a distinct beginning and ending.
D) internalize the buyer’s organizational culture.
E) engage in relationship transformation selling.
41) Which of the following is LEAST likely an example of customer service?
A) Five-year warranty
B) Next-day delivery
C) Free gift wrapping
D) Wholesale price
E) Covered parking
42) ________ refers to the activities and programs provided by the seller to make the
relationship satisfying for the customer.
A) Customer service
B) Customer satisfaction
C) Transaction selling
D) Transfer pricing
E) Marketing mix
43) Rick Lee, a milk deliveryman in New York, delivers dairy products to 200 customers
weekly. The quality of the service Rick provides to his customers is based on customer
expectations. All of the following determine the expectations of Rick’s customers EXCEPT:
A) customer needs for fresh milk delivered weekly.
B) customer experiences with milk from a grocery store.
C) Rick’s ability to provide the anticipated dairy products.
D) word-of-mouth comments about Rick’s product and service.
E) changing shifts in demand for local produce and dairy products.
44) The relationship between a salesperson and a client that revolves around business-related
issues is referred to as a:
A) sales team.
B) buying center.
C) business friendship.
D) reciprocal relationship.
E) partnering opportunity.
45) Which of the following statements about a friendship is most likely true?
A) Business friendship revolves around business related issues.
B) The nature of business friendship is different from personal friendship.
C) A close friendship with a client is considered unethical and unprofessional.
D) Maintaining a casual relationship with the customer is not recommended.
E) Business friendship cannot be built in the same way one builds personal friendship.
46) The first level of relationship in a business friendship is:
A) associates.
B) confidantes.
C) companions.
D) acquaintances.
E) adversaries.
47) The second level of relationship in a business friendship is:
A) colleagues.
B) comrades.
C) companions.
D) friends.
E) associates.
48) ________ are people whose names you know, whom you see occasionally and of whom you
may know little about even if you’ve known them for a long time.
A) Intimate friends
B) Strategic alliances
C) Friends
D) Acquaintances
E) Companions
49) The third level of relationship in a business friendship is:
A) intimate friendship.
B) strategic alliance.
C) joint venture.
D) reciprocal alliance.
E) companionship.
50) Which type of relationship involves a medium degree of trust and wisdom?
A) Formal contacts
B) Intimate friends
C) Friends
D) Acquaintances
E) Associates
51) As a relationship grows:
A) trust increases and wisdom decreases.
B) trust decreases and wisdom increases.
C) trust and wisdom increase.
D) trust and wisdom decrease.
E) trust and wisdom remain the same.
52) As friends become intimate friends, all of the following happen EXCEPT:
A) acknowledgement.
B) suppression.
C) self-disclosure.
D) communication.
E) attentiveness.