119) What is customer satisfaction? Explain how it leads to customer retention.
120) Discuss how sales technology such as CRM system and social media tools enable
salespeople performing post-sales service behaviors?
121) What is account penetration? What determines a salesperson’s level of account penetration?
122) Why should a salesperson handle customer complaints promptly?
123) What attitude should a salesperson always take when any customer lodges a complaint?
124) All salespeople suffer losses, either through the loss of a sale or an entire account to a
competitor. What can a salesperson do to win back a customer?
125) Distinguish between wisdom and knowledge.
126) How does a salesperson acquire sales wisdom?
127) What are the five action steps a salesperson should focus on during a service recovery
process?
128) List the three levels of business friendship.
129) Which level of customer relationship marketing can be related to an intimate friendship?
130) List the three levels of customer relationship marketing.
131) What is a business acquaintance?
132) What is perceived purchase satisfaction?
133) What are the elements in the circular relationship for managing a sales call?
134) What does the response function of the customer to the salesperson’s calls signify?
135) Ken Hansek sells sales promotion items such as key chains, mugs, t-shirts, and balloons. He
sends out a quarterly newsletter that contains information on new products that are available,
creative way customers are using sales promotion merchandise, and news that he thinks would
be of interest to customers. Why does Hansek write this newsletter?
136) To be a successful professional salesperson, you should rely on the three Fs. What do the
three Fs represent?
137) Clearwater Hampers is a small British company that sells luxury food and drink in various
combinations in picnic hampers. Food and wine are seen as classic, fail-safe gifts in a market
where present-buying is increasingly tricky. Corporate customers, both in the United Kingdom
and abroad, are important to the business. Clearwater has had several orders for more than a
quarter of a million dollars. The company’s leading salesperson is Peter Austin, who sees his
company “as a service company rather than a food and drink business. Our priority is to get the
hampers out on time, filled with the right products.” Austin often checks to see if his customers
are satisfied with his service.
When Austin phones a recipient of one of Clearwater’s deluxe hampers to inquire if the picnic
basket arrived on time and undamaged, he is engaged in:
A) a parallel referral.
B) a post-approach.
C) follow-up.
D) forestalling.
E) cold calling.
138) Clearwater Hampers is a small British company that sells luxury food and drink in various
combinations in picnic hampers. Food and wine are seen as classic, fail-safe gifts in a market
where present-buying is increasingly tricky. Corporate customers, both in the United Kingdom
and abroad, are important to the business. Clearwater has had several orders for more than a
quarter of a million dollars. The company’s leading salesperson is Peter Austin, who sees his
company “as a service company rather than a food and drink business. Our priority is to get the
hampers out on time, filled with the right products.” Austin often checks to see if his customers
are satisfied with his service.
Austin phones a recipient of one of Clearwater’s deluxe hampers to inquire if the picnic basket
arrived on time and undamaged, which suggests that Austin engages in:
A) relationship selling.
B) direct selling.
C) transaction selling.
D) transformational selling.
E) partnering/consultative selling
139) Clearwater Hampers is a small British company that sells luxury food and drink in various
combinations in picnic hampers. Food and wine are seen as classic, fail-safe gifts in a market
where present-buying is increasingly tricky. Corporate customers, both in the United Kingdom
and abroad, are important to the business. Clearwater has had several orders for more than a
quarter of a million dollars. The company’s leading salesperson is Peter Austin, who sees his
company “as a service company rather than a food and drink business. Our priority is to get the
hampers out on time, filled with the right products.” Austin often checks to see if his customers
are satisfied with his service.
For one customer, Austin was asked to include a plastic piggy bank in each hamper. Austin
purchased the piggy banks from ABC Gifts and included them in the hampers. Clearwater
Hampers does not plan to purchase piggy banks in the future, so the ABC Gifts salesperson most
likely engaged in:
A) relationship selling.
B) direct selling.
C) transaction selling.
D) transformational selling.
E) partnering/consultative selling.
140) Clearwater Hampers is a small British company that sells luxury food and drink in various
combinations in picnic hampers. Food and wine are seen as classic, fail-safe gifts in a market
where present-buying is increasingly tricky. Corporate customers, both in the United Kingdom
and abroad, are important to the business. Clearwater has had several orders for more than a
quarter of a million dollars. The company’s leading salesperson is Peter Austin, who sees his
company “as a service company rather than a food and drink business. Our priority is to get the
hampers out on time, filled with the right products.” Austin often checks to see if his customers
are satisfied with his service.
Which of the following statements is most likely Austin’s sales philosophy?
A) Increased sales transactions improve customer satisfaction.
B) Customer satisfaction leads to lowered sales expectations.
C) Partnering/consultative selling eliminates a customer’s cognitive dissonance.
D) Customer service improves customer retention.
E) Customer services requires technology.
141) Clearwater Hampers is a small British company that sells luxury food and drink in various
combinations in picnic hampers. Food and wine are seen as classic, fail-safe gifts in a market
where present-buying is increasingly tricky. Corporate customers, both in the United Kingdom
and abroad, are important to the business. Clearwater has had several orders for more than a
quarter of a million dollars. The company’s leading salesperson is Peter Austin, who sees his
company “as a service company rather than a food and drink business. Our priority is to get the
hampers out on time, filled with the right products.” Austin often checks to see if his customers
are satisfied with his service.
After landing a $200,000 order for baskets, Austin should most likely engage in all of the
following EXCEPT:
A) concentrating on improving account penetration.
B) showing his appreciation with a thank-you note.
C) handling customer complaints promptly.
D) calling and texting the customer daily.
E) treating his customers like royalty.
142) Clearwater Hampers is a small British company that sells luxury food and drink in various
combinations in picnic hampers. Food and wine are seen as classic, fail-safe gifts in a market
where present-buying is increasingly tricky. Corporate customers, both in the United Kingdom
and abroad, are important to the business. Clearwater has had several orders for more than a
quarter of a million dollars. The company’s leading salesperson is Peter Austin, who sees his
company “as a service company rather than a food and drink business. Our priority is to get the
hampers out on time, filled with the right products.” Austin often checks to see if his customers
are satisfied with his service.
One of Austin’s customers, Parson Pharmaceuticals, regularly purchases 100 large picnic
hampers each December. However, Parson has decided not to give gifts this upcoming holiday
season. Austin should most likely:
A) demand that Parson purchase at least half of the usual number.
B) identify Parson as an orphan and delete the sales records.
C) tell other customers that Parson has financial problems.
D) create a transactional relationship with Parson.
E) make a sales call to Parson in the future.