125) Arminda, who sells wicker furniture, invites the owner of Stanley Furniture to watch a
demonstration outside. Arminda pours a five-gallon bucket of water on a wicker chair, talks to
the storeowner for about 10 minutes, and then sits in the chair to show its water-resistance.
Assuming she had the customer’s attention and interest as soon as she poured the water on the
chair, Arminda was trying to move the prospect into which stage next?
A) Plan
B) Desire
C) Purchase
D) Conviction
E) Development
126) The ________ can be used to move prospects from mild interest to a strong desire for a
product.
A) interactive method
B) SELL sequence
C) business proposition
D) FAB process
E) action enhancement method
127) Assuming you are a salesperson, in which of the following mental steps does the prospect
decide he should buy from you because there are no remaining doubts in his mind?
A) Conviction
B) Acceptance
C) Desire
D) Purchase
E) Action
128) Eugene sells clothing designed for skiing to the retail buyer for a large ski resort. When the
prospect says, “I’ve seen enough, Eugene. There is no doubt in my mind that your company will
provide our resort with the best quality ski clothes for the money,” he has reached the mental
step called:
A) action.
B) interest.
C) conviction.
D) desire.
E) purchase.
129) Arminda sells wicker furniture. She invites the owner of Stanley Furniture to come outside
with her to watch a demonstration. She pours a five-gallon bucket of water on a chair, chats with
the storeowner for about 10 minutes, and then sits in the chair to show how water-resistant it is.
When the customer tells her, “I’ve got to carry those chairs in my store. My customers will love
them,” he is in which stage of the purchasing decision?
A) Awareness
B) Conviction
C) Incubation
D) Demand
E) Interest
130) When attempting to close a sale, a salesperson most likely believes that a prospect is in the
________ phase of the purchasing decision.
A) conviction
B) action
C) desire
D) attention
E) interest
131) Maria, an office supply sales representative, is in the process of giving a sales presentation
to the manager of a large accounting firm. Maria asks the manager, “How many desks do you
think that you require?” The manager responds, “Three dozen. How soon can you deliver?”
Which mental step has the manager reached?
A) Attention
B) Desire
C) Interest
D) Action
E) Conviction
132) What skills and knowledge do salespeople need to be effective strategic problem solvers?
133) What is the customer relationship model? What are the implications of the model on
salespeople?
134) Discuss the following statement: “Today’s salespeople need to be creative problem solvers.”
135) List four reasons why a salesperson should carefully plan his or her sales call.
136) What are the four components of sales call planning?
137) How do experienced salespeople guide the customer in the direction of a preplanned
outcome?
138) The text advises that when setting sales call objectives, the salesperson should think
SMART. What do the letters in this acronym advise the salesperson to do?
139) List the four steps involved in creating a customer benefit plan.
140) Connor is a salesperson working for a startup that operates on limited resources. Discuss
how he can efficiently find information about prospects and customers on his own using a range
of online sources.
141) What are the mental steps that lead to a purchase decision from a prospect? As a
salesperson, which one do you think would be the most difficult and which one would be the
easiest? Why?
142) What is the purpose of making a sales call?
143) What is a plan?
144) According to the authors, what two components are necessary to bridge the gap between
sellers and buyers?
145) What is a strategic customer relationship?
146) List some of the typical strategic goals for a customer.
147) What is the preapproach?
148) What is the main purpose of a salesperson’s contact with a prospect?
149) The goal of the salesperson who is calling on a gift store retailer is “to sell at least $100
worth of merchandise to the customer before the end of the fiscal year.” What technique would
you use to determine if this is a good sales call objective?
150) How would the FAB formula be used in a customer benefit plan?
151) List three examples of topics contained in the business proposition segment of a sales
presentation for an industrial product.
152) List the prospect’s five mental steps in buying.
153) At what stage of a prospect’s buying decision is it best for a salesperson to use the FAB
formula?
154) What is the salesperson’s goal when a prospect is in the conviction stage of the buying
decision?
155) 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. According to the company’s leading salesperson, Peter Austin, “We
have lots of repeat corporate customers as a result of the importance we place on getting the
hampers out on time and filled with the right products.”
The fact that Clearwater Hampers has repeat corporate customers indicates that it creates
________ with its customers.
A) transactional relationships
B) exchange-oriented dependencies
C) symbiotic relationships
D) strategic relationships
E) joint decision-making alliances
156) 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. According to the company’s leading salesperson, Peter Austin, “We
have lots of repeat corporate customers as a result of the importance we place on getting the
hampers out on time and filled with the right products.”
A corporate customer wanted to give similar Clearwater hampers to its customers who come
from a variety of different ethnic backgrounds, which include those who do not eat pork or drink
alcoholic beverages. This would require Clearwater to act as a ________ so that each individual
gift was culturally-appropriate.
A) tactical partner
B) creative problem solver
C) low-involvement decision maker
D) transactional partner
E) exchange creator
157) 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. According to the company’s leading salesperson, Peter Austin, “We
have lots of repeat corporate customers as a result of the importance we place on getting the
hampers out on time and filled with the right products.”
In planning a preapproach for a multinational corporation, Peter Austin should first:
A) consider the types of gifts used in the industry in which the prospect operates.
B) develop customer features, advantages, and benefits.
C) determine a sales call objective.
D) conduct a vendor analysis.
E) identify and analyze its buying center.
158) 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. According to the company’s leading salesperson, Peter Austin, “We
have lots of repeat corporate customers as a result of the importance we place on getting the
hampers out on time and filled with the right products.”
A ________ would provide Peter Austin with information about who makes the buying decisions
for a prospective corporate customer, the buyer’s background, and what kind of credit and
delivery terms the account requires.
A) customer profile
B) FAB formula
C) customer benefit plan
D) value analysis
E) SWOT analysis
159) 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. According to the company’s leading salesperson, Peter Austin, “We
have lots of repeat corporate customers as a result of the importance we place on getting the
hampers out on time and filled with the right products.”
Corporations in the ________ stage of the buying process would have a strong belief that no
other company provides better gifts than Clearwater Hampers.
A) interest
B) closing
C) conviction
D) benefit
E) attention