Relationship marketing is based on an idea that important customers need continuous
attention.
A prospect says, “I don’t like your color choices.” The salesperson responds, “Before
you decide to buy, let me tell you about our credit plan.” This salesperson is using a
boomerang technique.
For success at trade shows, memorize your sales pitch so that you get your message
across succinctly.
According to the Golden Rule of Personal Selling, most customers do not care how
much a salesperson knows about a product until the salesperson shows honesty and
caring.
The minor-points close is similar to the balance-sheet close.
The third step in the sales process is the first step in sales presentation.
Untrained listeners typically retain 75% of a conversation.
The purpose of the strategic customer relationship between a salesperson and a
customer is the joint pursuit of mutual goals.
Three closes is the maximum number of closes for any given sales presentation.
A sales presentation that focuses primarily on product features is highly persuasive.
When asking a question, the salesperson should know or anticipate the answer for the
question.
The unspoken message in most companies is that freedom in dress may be a privilege
of rank.
For the salesperson, time and territory management is a continuous process of
planning, executing, and evaluating the sales and service provided to customers.
The formula presentation method is more structured compared to the canned sales
presentation method.
A salesman opens his presentation by saying “Hi, Mr. Johnson. I am Grover Forbes
from Pearson Chemicals.” The salesman is using the showmanship approach.
The demonstration approach is appropriate for door-to-door salespeople who use the
memorized sales presentation method.
_____ purchase products and then sell the products to organizations and/or
individuals.
A. Transactional intermediaries
B. Resellers
C. Value-added specialists
D. Manufacturers
E. End-users
The _____ approach involves mentioning the name of a person known to both the
buyer and seller.
A. curiosity
B. question
C. referral
D. demonstration
E. introductory
Maria sells women’s accessories. Her prospective buyer is smiling and eyeing the
samples that Maria brought for the sales presentation. The prospect’s legs are uncrossed,
and her arms are relaxed. Maria should:
A. use open-ended questions to determine the buyer’s objections.
B. stop her planned presentation and reduce sales pressure.
C. attempt to close the sale without using the samples.
D. continue as planned with the sales presentation.
E. accept that the buyer is an unqualified prospect.
Abel, a teenager, is trying to earn money by operating a dog walking service. Abel is
knocking on the door of every dog owner within a six-block radius of his house and
asking if the homeowner would like to use his service. Abel is using the _____ method
of prospecting.
A. public demonstration
B. group
C. referral
D. cold canvass
E. endless chain
The term given to making and using contacts for the purpose of prospecting is:
A. observing.
B. approaching.
C. telemarketing.
D. influencing.
E. networking.
The first step in the breakdown approach of determining appropriate sales force size is
to:
A. determine the size of sales territories.
B. determine the number of sales territories.
C. forecast sales and determine sales potentials.
D. determine organizational sales volume.
E. forecast sales volume for each key account.
“Since you anticipate using our braking system with your current machine, I suggest
you buy now before we perform a planned retooling of our existing system. We know
our current braking system is compatible with your machines, but I cannot promise the
new design will be.” This is an example of a(n):
A. prestige suggestion.
B. suggestive proposition.
C. autosuggestion.
D. countersuggestion.
E. relational suggestion.
_____ is the ability to identify and understand the other person’s feelings, ideas, and
situation.
A. Persuasion
B. Empathy
C. Enthusiasm
D. Conviction
E. Affiliation
In order for a firm to realize the full benefits of the marketing concept, that philosophy
must be translated into action. This means marketing activities must be fully
coordinated, well managed, and:
A. the mission statement must be time-sensitive.
B. management must have a sales volume orientation.
C. the company must rely on short-term strategic windows.
D. the chief marketing executive must be given a key role in company planning.
E. marketing goals must be customer-oriented, nonspecific, flexible, and quantitative.
Like the alternative-choice close, the _____ close asks the prospect to select between
options.
A. continuous-yes
B. forestalling
C. minor-points
D. assumptive
E. compliment
The parallel dimensions of selling enable salespeople to:
A. negotiate with new customers.
B. compare sales presentation methods.
C. adhere to the Golden Rule of Selling.
D. create sales where there is no customer need.
E. understand the interactions between each component.
In addition to performance, the salary earned by a sales manager is LEAST related to
the:
A. annual sales volume of units managed.
B. number of salespeople managed.
C. length of experience in sales.
D. annual sales volume of the firm.
E. educational qualifications.
Which of the following is a disadvantage of decentralized training?
A. Travel costs are higher compared to centralized training.
B. Decentralized training involves very high fixed costs.
C. Branch managers are not always capable trainers.
D. Sessions are typically very time-consuming.
E. The format is overly structured.
Rick Lee delivers milk, eggs, cottage cheese and orange juice to 200 regular customers
weekly. Imagine that after he made a predawn delivery, a dog spilled the milk and broke
the eggs. When the customer calls to complain, Lee should:
A. blame the dog.
B. ignore the complaint.
C. replace the food quickly.
D. call local animal control.
E. refer the customer to another dairy firm.
Anna Reyes has selected a selling technique in which she has more control over the
conversation between buyer and seller than with any other sales presentation method.
What technique is Anna most likely using?
A. Professional
B. Memorized
C. Need-satisfaction
D. Barrier
E. Problem-solution
The _____ involves the showing of a product feature, explaining the advantage,
leading into a benefit, and then letting the customer talk by asking a question about the
benefit.
A. multi-selling process
B. AIDA model
C. stimulus-response model
D. SELL sequence
E. perceptual mapping process
Assume that a salesperson has asked a prospect to buy three cases of coffee, and the
prospect responds with a stalling objection. The salesperson should then:
A. present the benefits of purchasing now.
B. close again and test the reaction.
C. use a trial close.
D. agree and leave.
E. restart the presentation.
“Based on your needs, I suggest you buy the model 1000 copier.” The salesperson is
making a(n):
A. countersuggestion.
B. prestige suggestion.
C. autosuggestion.
D. direct suggestion.
E. indirect suggestion.
What is the most basic level of customer relationship marketing?
A. Transaction selling
B. Relationship selling
C. Account selling
D. Networking
E. Partnering
In general, the greater your account penetration, ____.
A. the greater your chances of maximizing sales within the account.
B. the greater your ability to control the customer and future sales.
C. the greater your ability to overcome customer objections.
D. the lower the possibility of relationship selling.
E. the lower the possibility of a repeat purchase.
All of the following would be potential bargaining chips for a salesperson during
negotiations EXCEPT:
A. price flexibility.
B. training availability.
C. extra services to offer.
D. optional equipment to provide.
E. products available from competitors.
Which approach to sales training would most likely include case studies?
A. Lecturing
B. Role playing
C. Discussion
D. Discovery
E. Practical
During the _____ stage of the buying process, the individual often experiences the
need for safety, self-actualization, or ego fulfillment.
A. need arousal
B. collection of information
C. information evaluation
D. purchase evaluation
E. alternative selection
A straight salary plan:
A. increases the work norms within a sales group.
B. includes all monetary and non-monetary incentives.
C. encourages friendly competition among salespeople.
D. makes it difficult for a firm to take corrective actions.
E. enables a company to direct salespeople to important activities.
Which of the following statements about the no-need objection is most likely true?
A. Some salespeople actually encourage their prospects to make this kind of an
objection because their sales presentation is poor.
B. Once the no-need objection is expressed the salesperson should stop the presentation
and try a close.
C. No-need objections relate directly to the product.
D. No-need objections are typically handled through forestalling.
E. Such objections are rarely used because it is a rude way to get rid of a salesperson.
What is a prospect? Why is prospecting important? What qualities determine whether
or not a prospect is qualified?
Explain the concept of territorial space. Why should salespeople be aware of the
physical space between themselves and their prospects?
How does the salesperson obtain the knowledge needed for selling?
Identify and define the three levels of customer relationship marketing.
Briefly describe the center of influence method of prospecting.
How does technology improve the efficiency of modern sales managers? Provide
examples of how sales mangers use technology to manage customers and salespeople.
How should a professional salesperson handle a source objection?
What aspects should you know about your product? How can you develop such
knowledge?
What is the value of technology in selling?