ABC’s of Relationship Selling, 13e (Futrell)
Chapter 9 Begin Your Presentation Strategically
1) According to the Core Principles of Professional Selling, salespeople should begin their sales
presentation knowing the key customer benefits that will be discussed.
2) Sales approach refers to the time from when salespeople first see the buyer to when they finish
discussing the product.
3) One of the ways a salesperson earns a prospect’s attention is by exhibiting specific product
knowledge.
4) Creative imagery is a method used by salespeople to build rapport with prospects.
5) According to the text, a salesperson should apologize to the prospect for taking his time.
6) A prospect’s initial impression about a salesperson is primarily based on the salesperson’s
appearance and attitude.
7) First impressions are often related to a research term, thin-slice judgments. This means that
our decisions or judgments about someone or something occur after a detailed cognitive
processing.
8) Some research suggests that we are not consciously aware of the vast majority of our
decisions (90 percent or more).
9) If you are not aware of the corporate culture, wear business clothes that are suitable and fairly
conservative. Rarely will a prospect perceive you negatively if you are overdressed.
10) Because customers are automatically and quickly judging the salesperson, the first seconds
and minutes of a sales interaction matter.
11) Using questions and statements in a sales approach is possible with any of the four
presentation methods mentioned in the text.
12) The need-satisfaction and problem-solution sales presentation methods should always use the
questioning approach technique.
13) Technology can be a wonderful way to creatively and professionally begin a sales
presentation and enhance a demonstration.
14) The first part of most sales calls is spent with small talk about the weather or sports for the
purpose of building rapport.
15) The demonstration approach is appropriate for salespeople who use the memorized sales
presentation method.
16) In general, using statements or demonstrations in the approach is more effective than asking
a prospect questions.
17) A sales engineer opens his presentation by saying “Hi, Mr. Johnson. I am Grover Forbes
18) In the referral approach, a salesperson mentions the name of a mutual acquaintance.
19) The premium approach involves giving a prospect significant discounts when bulk purchases
are made.
20) A salesperson using the product approach would hand a product to the prospect and ask,
“What do you think about the new design?”
21) The showmanship approach involves the use of demonstrations in opening presentations.
22) Questions are a commonly used opener by salespeople because questions facilitate a
discussion with the prospect.
23) In the customer benefit approach, the salesperson offers a gift or sample to the prospect.
24) A customer benefit approach statement is useful when a salesperson already understands the
prospect’s critical needs.
25) The opinion approach is recommended for new salespeople.
26) The shock approach uses a surprising demonstration.
27) The SPIN approach uses a series of four types of questions.
28) The first question to ask a prospect when using the SPIN approach is referred to as the
strategic question.
29) By using the SPIN approach, salespeople hope to receive the prospect’s approval for
analyzing a problem.
30) A salesperson is using the SPIN approach. The prospect states a specific need after the
salesperson asks the problem question. The salesperson should move directly into the
presentation.
31) The need-payoff question of the SPIN approach must always be asked last.
32) A salesperson using the SPIN approach should regularly mention the product.
33) Probes help salespeople develop two-way communication with prospects.
34) When asking a question, the salesperson should know or anticipate the answer for the
question.
35) Direct questions are usually answered in a few sentences, and they provide salespeople with
useful details about prospects.
36) A direct negative-no question is highly effective for creating interest with prospects.
37) When using a nondirective question as an approach method, the salesperson should begin by
asking the prospect a closed-ended question.
38) A salesperson asks a prospect, “Who would be the primary user for the camera?” The
salesperson is using a direct question.
39) After asking a prospect a question, a salesperson should remain silent and wait for an answer.
40) A salesperson who overcomes a prospect’s indifference early in a sales call has a greater
chance of making a sale.
41) During the approach, a salesperson following Core Principles should:
A) implement creative imagery.
B) use the showmanship approach.
C) eliminate distractions for the prospect.
D) focus on the needs of the prospect.
E) ask the prospect direct questions.
42) For salespeople, ________ refers to the time from when the salesperson first sees the buyer
to when they begin to discuss the product.
A) the approach
B) the preapproach
C) data mining
D) qualifying
E) leading
43) A prospect will most likely listen to the salesperson if the salesperson:
A) works for a reputable company.
B) exhibits marketing and sales experience.
C) requests many appointments with the prospect.
D) shows that a product will benefit the prospect.
E) displays a well-groomed and pleasant appearance.
44) According to the text, as a salesperson, you earn the right to a prospect’s time and serious
attention by:
A) dressing conservatively for sales calls and presentations.
B) expressing a sincere desire to solve the buyer’s problem.
C) ignoring sales presentation interruptions.
D) being on time for your appointments.
E) maintaining eye contact with the prospect.
45) A relaxation and concentration technique called ________ helps many salespeople to cope
with stress.
A) stress-relief exercising
B) creative imagery
C) anxiety transference
D) success imaging
E) positive emoting
46) Creative imagery is a(n):
A) sales presentation method.
B) tool for improving approaches.
C) method for handling stress.
D) type of marketing tool.
E) prospecting technique.
47) Which of the following is an example of a question that a salesperson might and as part of
using creative imagery?
A) “Would this prospect be interested in saving money?”
B) “Does the prospect have the money to buy from me?”
C) “Does the prospect have the desire to buy the product?”
D) “What are the chances that the prospect will ask a question I can’t answer?”
E) “How much of a discount needs to be given for me to make this sale today?”
48) Which of the following is NOT a recommended guideline for making favorable first
impressions on a prospective buyer?
A) Refrain from smoking in the prospect’s office
B) Learn how to pronounce the prospect’s name
C) Keep an erect posture, but if possible, sit down
D) Wear fairly conservative clothing
E) Apologize for taking the prospect’s time
49) Within psychology, first impressions are often related to a research term, thin-slice
judgments. This means that,
A) our judgments about buying decisions never occur automatically.
B) customers do not judge the salesperson quickly.
C) we are consciously aware of our decisions (90 percent or more).
D) we are actually processing information quite slowly.
E) our decisions or judgments about someone or something occur automatically.
50) Which of the following is NOT a recommended rapport topic for first meetings with
prospects?
A) Ask about their interests (hobbies, sports, activities, etc.)
B) Ask about work history
C) Ask for perceptions about a business topic or trend
D) Ask about the activities over a period of time (vacation, previous weekend, etc.)
E) Ask about the buyer’s progress on his or her objectives or responsibilities
51) Which of the following is the most suitable rapport topic for ongoing meetings with
prospects?
A) Ask about their interests (hobbies, sports, activities, etc.)
B) Ask about work history
C) Ask for perceptions about a business topic or trend
D) Ask about the progress on a project that the buyer previously shared with you.
E) Ask about the activities over a period of time (vacation, previous weekend, etc.)
52) What should a salesperson do if the prospect’s name is unusual and difficult to spell?
A) Ask the prospect for the correct spelling
B) Reduce the usage of the name in the conversation
C) Pronounce the name in the way it is comfortable
D) Spell the name phonetically
E) Use the most common spelling