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Chapter 07: Sales Dialogue: Creating and Communication Value
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Page 1
True / False
1. A sales presentation takes place prior to uncovering the buyer's needs.
a.
True
b.
False
ANSWER:
False
2. A key to effective sales dialogue is to limit the involvement of the buyer.
a.
True
b.
False
ANSWER:
False
3. Check-backs should be used after handling an objection.
a.
True
b.
False
ANSWER:
True
4. "Does that answer your concern?" is an example of a response check.
a.
True
b.
False
ANSWER:
True
5. Product benefits become confirmed benefits only when the buyer indicates they are of interest.
a.
True
b.
False
ANSWER:
True
6. Voice characteristics are relatively unimportant to verbal communication.
a.
True
b.
False
ANSWER:
False
7. While examples may be hypothetical, anecdotes are not.
a.
True
b.
False
ANSWER:
True
8. Sales aids like multimedia presentations, videos, and product demonstrations can increase a buyer's participation and
involvement.
a.
True
b.
False
ANSWER:
True
9. The use of electronic materials, such as multimedia presentations, should be avoided during presentations because they
tend to be very distracting.
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a.
True
b.
False
ANSWER:
False
10. When selling to groups, it is essential to make all members of the group feel that their opinions are valuable.
a.
True
b.
False
ANSWER:
True
11. It is to the salesperson’s disadvantage if disagreements can be handled during the presentation.
a.
True
b.
False
ANSWER:
False
12. Will, a salesperson at Borca Corp., is preparing a presentation to a buying group, which contains a lot of information
that he will have to use. The best method for Will to present this information is to scroll through the presentation while
reading it out loud to the group.
a.
True
b.
False
ANSWER:
False
Multiple Choice
13. Steve, a salesperson at Cann Computer Corp., confirms that his prospective customer needs 50 new computers that
offer high-quality graphics. During his sales presentation, Steve should:
a.
try to convince the buyer by stating that his company's computers do not offer high-quality graphics but are
considerably cheap.
b.
try to convince the buyer by stating that his company's computers offer high-quality graphics.
c.
try to convince the buyer by demonstrating various features of his company's computers other than high-
quality graphics.
d.
talk about the graphic capabilities of his company's computers and then offer a quantity discount.
e.
talk about how the prospective buyer can still be able to work without high-quality graphics.
ANSWER:
b
14. Response checks and check-backs are most commonly used:
a.
after an entire presentation.
b.
following the response to an objection.
c.
as a way to uncover needs.
d.
when setting appointments.
e.
to uncover objections.
ANSWER:
b
15. Layla is a salesperson at Mandrin Corp. and is preparing to make a sales call. She should use a check-back after she:
a.
finishes a feature-benefit sequence.
b.
introduces herself.
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Chapter 07: Sales Dialogue: Creating and Communication Value
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c.
assesses the prospective buyer's interest.
d.
closes the purchase deal with the buyer.
e.
finishes the sales presentation.
ANSWER:
a
16. A characteristic or quality of a product is referred to as a(n) _____.
a.
anecdote
b.
testimonial
c.
benefit
d.
feature
e.
sales aid
ANSWER:
d
17. Henry, a salesperson, calls a prospective buyer in an attempt to sell his company's new air conditioner. The buyer
indicates that, for him, the most important benefit of the air conditioner should be that it consumes less electricity. That
benefit is referred to as a(n) _____.
a.
hidden benefit
b.
potential benefit
c.
confirmed benefit
d.
closed benefit
e.
accessory benefit
ANSWER:
c
18. Hailey, a salesperson, is presenting a sales dialogue to the buyers from Harter Tech, who want to buy a new range of
copiers from Hailey’s company. Hailey has found that some of the added features of the product are valued by the buyers.
In this scenario, Hailey has identified the _____ of the copier.
a.
potential benefit
b.
confirmed benefit
c.
value proposition
d.
hidden feature
e.
response check
ANSWER:
b
19. Which of the following does a salesperson need to do in order to produce an interesting and understandable sales
dialogue?
a.
He or she should allow another salesperson to take over the presentation halfway through.
b.
He or she should provide statistics from unknown sources.
c.
He or she should ask for a purchase commitment every five minutes.
d.
He or she should demonstrate the benefits and features of the product verbally.
e.
He or she should use verbal support elements during the presentation.
ANSWER:
e
20. April, a salesperson, is preparing to present her company's new automatic air conditioner to a buying group. She says,
"If the temperature of a room gets too cold or too warm, the air conditioner will automatically adjust its settings and bring
the temperature back to the desired state." In this scenario, April has used a(n) _____ to support her presentation.
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a.
testimonial
b.
analogy
c.
anecdote
d.
example
e.
comparison
ANSWER:
d
21. An analogy is a special form of _____.
a.
anecdote
b.
comparison
c.
analysis
d.
proof provider
e.
example
ANSWER:
b
22. While selling sales force automation software, James, a salesperson, says that using the software is like having a
secretary that will work for free. James is using a(n) _____.
a.
analogy
b.
anecdote
c.
testimonial
d.
example
e.
comparison
ANSWER:
a
23. When preparing printed materials and visuals, a salesperson should:
a.
put in as much information as possible.
b.
read the presentation directly from the visuals.
c.
make sure each visual presents many ideas.
d.
check for typographical and spelling errors.
e.
use a variety of layouts in the visuals.
ANSWER:
d
24. Which of the following is a tip for preparing visual materials for sales presentations?
a.
Never leave any white space.
b.
Never use the same format throughout the presentation.
c.
Never use less than 14 lines per visual.
d.
Never read the presentation directly from the visual.
e.
Never use colors for functional purposes.
ANSWER:
d
25. Identify a tip for preparing visual materials for sales presentations.
a.
Leave less white space in the visuals.
b.
Make sure each visual presents many ideas.
c.
Clearly label each visual with titles.
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d.
Put in as much information as possible.
e.
Use a variety of layouts in the visuals.
ANSWER:
c
26. Harper, a salesperson, uses slides and video presentations when selling computers to a buyers group. He finds that this
helps involve the buyers in the presentation and is, in turn, more effective in making the buyers understand the product as
well as its features and benefits. Which of the following sales aids does Harper use?
a.
Response checks
b.
Voice characteristics
c.
Electronic materials
d.
Product demonstrations
e.
Proof providers
ANSWER:
c
27. Harry is a salesperson at Lenic Technology. When demonstrating the company's new 3D printer to a prospective
buyer, Harry should:
a.
make sure the product being demonstrated is typical of what is being recommended.
b.
list all the features of the product verbally without using the actual product.
c.
try to keep the customer from getting too involved in the demonstration of the product.
d.
be concerned about his ability to demonstrate the product effectively.
e.
apologize in advance for poor appearance and inadequate performance of the product.
ANSWER:
a
28. Which of the following guidelines should a salesperson follow during a product demonstration?
a.
The salesperson should ensure that the product appears used and worn out.
b.
The salesperson should check for problem-free operation.
c.
The salesperson should never use the product prior to the demonstration.
d.
The salesperson should never anticipate problems.
e.
The salesperson should make sure the setup and knockdown are slow.
ANSWER:
b
29. Marcus, a salesperson, consistently has trouble with properly presenting sales aids to prospective buyers. He could
probably benefit from using the _____ Sequence.
a.
SPES
b.
IPSS
c.
SIPS
d.
IPES
e.
SSES
ANSWER:
a
30. _____ are facts that lend believability to claims of value and benefit.
a.
Statistics
b.
Testimonials
c.
Examples
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d.
Analogies
e.
Anecdotes
ANSWER:
a
31. During her sales presentation for her company’s latest line of printing equipment, Sue, a salesperson, provides
prospective buyers with reports from state licensing bureaus and other authoritative, third-party sources. Which of the
following proof providers is Sue using?
a.
Testimonials
b.
Comparisons
c.
Statistics
d.
Anecdotes
e.
Case histories
ANSWER:
c
32. _____ are proof providers in the form of statements from satisfied users of the selling organization's products and
services.
a.
Statistics
b.
Confirmed benefits
c.
Testimonials
d.
Analogies
e.
Anecdotes
ANSWER:
c
33. Which of the following is true of testimonials?
a.
They are complaints from current users of a company's products or services.
b.
They help prospective buyers decide whether or not they want to move forward with a sales dialogue.
c.
They are provided in story form to make it interesting and understandable for prospective buyers.
d.
They are similar to statistics but in the form of statements from satisfied users.
e.
They can be used even when they are not relevant to prospective buyers.
ANSWER:
d
34. A testimonial written in story form is known as a(n) _____.
a.
customer statement
b.
case history
c.
analogy
d.
example
e.
comparison
ANSWER:
b
35. Which of the following is an example of a proof provider?
a.
Sales aids
b.
Case histories
c.
Videos
d.
Illustrations
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e.
Visual materials
ANSWER:
b
36. For an effective group sales presentation, a salesperson should:
a.
refrain from interacting with the buyers until the end of the presentation.
b.
greet the group as a whole after everybody arrives.
c.
arrive early and greet individuals personally as they arrive.
d.
connect with the buyers at a group level from the very beginning.
e.
arrive at the location after the buying group has arrived.
ANSWER:
c
37. When selling to a buying group, a salesperson should arrive at the location before the group arrives because:
a.
he or she can speak with the decision makers individually before the presentation begins.
b.
he or she can greet the group as a whole when the members enter the room.
c.
he or she can establish a shared space where everyone is in charge of the meeting.
d.
he or she can set up and check equipment and become familiar with the surroundings.
e.
he or she can make copies of all the visual material for all the members of the group to look through.
ANSWER:
d
38. During a group sales dialogue, salespeople should:
a.
ensure the decision maker has heard a question and understands it before answering it.
b.
answer questions as concisely as possible to move on with the presentation.
c.
answer questions only at the end of the presentation.
d.
speak primarily to the person identified as the decision maker.
e.
use introductory remarks that recognize the individual interests of those present.
ANSWER:
e
39. When selling to groups, salespeople should:
a.
make periodic eye contact with everyone in the buying group.
b.
limit eye contact to the decision makers.
c.
avoid answering tough question when the buying group is present.
d.
know that not everyone in the buying group is important.
e.
take only the opinions of the decision makers into account.
ANSWER:
a
40. Which of the following is true of eye contact when selling to a buying group?
a.
When answering questions, the salesperson should rapidly scan the room from side to side.
b.
When asked a question, the salesperson should immediately refer to his notes and sales aids.
c.
The salesperson should maintain eye contact with the established decision makers throughout the presentation.
d.
The salesperson should connect with each individual for a few seconds over the course of the presentation.
e.
The salesperson should look just over the heads of the group while speaking.
ANSWER:
d
41. Craig, a salesperson, encounters a situation where two individuals from the buying group disagree on a particular
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Chapter 07: Sales Dialogue: Creating and Communication Value
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benefit of the product he is presenting. Which of the following tactics should Craig employ in this situation?
a.
He should be diplomatic and handle the disagreement during the presentation.
b.
He should help resolve the issue at the end of the presentation.
c.
He should disregard the issue and continue with his presentation.
d.
He should always play an active role in any disagreement that arises.
e.
He should not present more information till the issue is resolved.
ANSWER:
a
42. When delivering group presentations, which of the following communication tips should a salesperson keep in mind?
a.
The salesperson should make sure that all disagreements between group members are resolved outside the
meeting.
b.
The salesperson should avoid scrolling through the presentation and reading it to the group.
c.
The salesperson should always play a passive role in discussions between members of the buying group.
d.
The salesperson should pace about the room during the sales dialogue.
e.
The salesperson should stand to the right of the visual aids whenever possible.
ANSWER:
b
Completion
43. Encouraging buyer feedback and focusing on creating value for the buyer are both keys to effective _________.
ANSWER:
sales dialogue
44. _________ are questions salespeople use throughout a sales dialogue to generate feedback from a buyer.
ANSWER:
Check-backs
45. Creating value and generating confirmed benefits are major objectives of the SPIN (situation questions, problem
questions, implication questions, and need payoff questions) and _________ questioning strategies.
ANSWER:
ADAPT (assessment questions, discovery questions, activation questions, projection questions, and transition
questions)
46. A(n) _________ is a brief description of a specific instance used to illustrate features and benefits of a product.
ANSWER:
example
47. An anecdote is a specific type of _________.
ANSWER:
example
48. A(n) _________ is a special and useful form of comparison that explains one thing in terms of another.
ANSWER:
analogy
49. Sales aids in the form of slides, videos, or multimedia presentations are referred to as _________.
ANSWER:
electronic materials
50. _________ such as statistics, testimonials, and case histories can be utilized to preempt a buyer from asking, "Can you
prove it?" or "Who says so?"
ANSWER:
Proof providers
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51. _________ are testimonials in story or anecdotal form used as proof providers.
ANSWER:
Case histories
52. The process of presenting one's product or service to individual buyers before a major sales dialogue with a group of
buyers is known as _________.
ANSWER:
preselling
