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1. Identify and discuss the general steps in the personal selling process.
2. List the three major types of salespeople and indicate how they differ.
3. What is the rationale for having sales force objectives, and how are they developed?
4. Differentiate between team selling and relationship selling.
5. Explain the major issues to consider when developing a sales training program.
6. Identify the major features of effective sales force compensation plans.
7. List three major types of sales force compensation methods. What are the advantages and disadvantages of each?
8. Identify and describe several ways to motivate sales personnel.
9. Discuss the major factors to consider when designing sales territories.
10. Explain how a salesperson's performance can be evaluated.
11. How has the expenditure of promotional dollars on advertising, consumer sales promotion methods, and trade sales
promotion methods changed in recent years?
12. Identify and discuss some of the key objectives in using sales promotion.
13. Discuss the purpose of coupons in sales promotion.
14. Describe consumer sales promotion and trade sales promotion, and then explain how they differ.
15. Identify four consumer and four trade sales promotion techniques, and describe each one.
16. Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange
situation is called
a.
advertising.
b.
sales promotion.
c.
personal selling.
d.
target marketing.
e.
public relations.
17. A major disadvantage of personal selling is that it
a.
is not remembered as well by consumers as advertising messages are.
b.
cannot easily adjust the message to satisfy a customer's information needs.
c.
is very expensive per contact.
d.
does not provide immediate feedback.
e.
is not compatible with other promotional activities.
18. Personal selling is changing in today’s marketplace due to several factors. Which of the following is not a factor that
impacts today’s promotion through personal selling?
a.
The difficulty in keeping customers because they are fickle.
b.
New technology provides up-to-date information in the field.
c.
The way in which customers gain information about a company or product.
d.
Social CRM allows companies to discover and engage customers.
e.
Electronic sales presentations through social media technology.
19. Personal selling goals include finding prospects, convincing prospects to buy, and
a.
monitoring new products being developed.
b.
being aware of competitors' sales activities.
c.
seeking one-sale customers.
d.
avoiding repeat transactions.
e.
keeping customers satisfied.
20. The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of
a.
chief executive officers.
b.
salespeople.
c.
sales managers.
d.
quality control experts.
e.
marketing directors.
21. Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a
sales territory. Last year, the director of marketing for the publishing company told Jennifer's sales manager to increase
her territory to the entire state. Now Jennifer's customers are less satisfied with the company. They are most likely to
blame ____ for their reduced level of customer satisfaction.
a.
the textbook authors
b.
the company's chief executive officer
c.
the marketing manager
d.
the sales manager
e.
Jennifer
22. Sayyid's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to
find potential customers in the company's sales records. Sayyid is
a.
prospecting.
b.
screening.
c.
researching.
d.
pre-approaching.
e.
surveying.
23. The final stage of the selling process is
a.
closing.
b.
trial close.
c.
presentation.
d.
follow-up.
e.
overcoming objections.
24. Tara is beginning her week as a sales representative for Logitech Technology. She decides to start the day by
developing a list of potential customers, which is called
a.
preapproaching.
b.
surveying.
c.
scouting.
d.
prospecting.
e.
screening.
25. Scott Bartello, a salesperson for Lamkin Golf Products, develops a list of potential customers and evaluates them on
the basis of their ability, willingness, and authority to purchase copy machines. This process is called
a.
customer search.
b.
preapproach.
c.
customer evaluation.
d.
customer pre-approval.
e.
prospecting.
26. Company sales records, commercial databases, newspaper announcements, telephone directories, and public records
are all sources used for
a.
surveying.
b.
screening.
c.
researching.
d.
preapproaching.
e.
prospecting.
27. Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving
which goal of personal selling?
a.
Convincing prospects to buy
b.
Finding prospects
c.
Keeping customers satisfied
d.
Making the presentation
e.
Following up the sale
28. Carlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like
many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through
a.
friends and coworkers.
b.
customer referrals.
c.
trade shows.
d.
past sales.
e.
other employees.
29. After compiling a list of potential customers, a salesperson must
a.
evaluate whether each prospect is able, willing, and authorized to buy the product.
b.
determine whether or not each prospect is really in his target market.
c.
find and analyze information about each prospect's specific needs and current brand choices.
d.
develop a presentation for each of the potential customers on his list.
e.
contact each of the prospects to get an initial feel for how likely they are to purchase his products.
30. Janetta tells her sales manager that she will be devoting more effort to ____ in the coming weeks, as her list of
potential customers has dwindled below the level of 30 firms recommended by the selling plan.
a.
approaching customers
b.
preapproaching
c.
closing the sale
d.
following up
e.
prospecting
31. Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to
buy. He knows his next step in the personal selling process is to
a.
approach.
b.
preapproach.
c.
make the presentation.
d.
prospect.
e.
overcome objections.
32. Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about
the prospects' product needs, feelings about brands, and personal characteristics. This process is called
a.
prospecting.
b.
preapproach.
c.
approaching the customer.
d.
sales training.
e.
sales planning.
33. A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling
about brands, and personal characteristics during
a.
prospecting.
b.
the approach.
c.
presentation preparation.
d.
overcoming objections.
e.
the preapproach.
34. Garrett Almar tells a fellow buyer at Robins Wholesale Parts that the last salesperson who called on him before lunch
was a real loser: "He has done a poor job of ____. He didn't even know what brands we carry or what types of retailers we
service!"
a.
prospecting
b.
preapproach
c.
follow-up
d.
presenting
e.
approach
35. Rick is a sales representative for Lucent Technologies. He has reviewed a prospect's account and credit history,
identified product needs, and gathered the appropriate literature he needs. Rick feels he is ready for the ____ step of the
personal selling process.
a.
objections
b.
presentation
c.
approach
d.
preapproach
e.
sales-planning
36. The step of the personal selling process in which a salesperson contacts a potential customer is called
a.
making the presentation.
b.
cold calling.
c.
the preapproach.
d.
the approach.
e.
prospecting.
37. Creating a favorable impression and developing rapport with prospective customers is a critical part of the ____ step
of personal selling.
a.
following up
b.
making the presentation
c.
approach
d.
prospecting
e.
preapproach
38. Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to
spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known
as
a.
referral approach.
b.
ambulance chasing.
c.
door-to-door selling.
d.
cold canvass.
e.
repeat contact.
39. The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather
information about the customer's needs and objectives, and build a rapport with the prospective customers is called
a.
prospecting.
b.
preapproach.
c.
approach.
d.
making the presentation.
e.
overcoming objections.
40. The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product
during the
a.
prospecting.
b.
preapproach.
c.
follow up.
d.
approach.
e.
sales presentation.
41. Sebastian, Kevin’s sales manager, points out to him that his last shopper in the housewares department didn't seem
interested or involved as he explained the new food processor to her. Sebastian suggests that Kevin use a(n) ____ as part
of his presentation next time.
a.
video
b.
information pamphlet
c.
demonstration
d.
trial close
e.
overcoming objections approach
42. Which of the following is not true when making the sales presentation?
a.
The salesperson should focus on anticipating questions and answering them before they're asked.
b.
The salesperson must spark interest in the product.
c.
The salesperson should not only talk but also listen to the customer.
d.
The salesperson should involve the customer by having him or her hold, touch, or use the product.
e.
A salesperson should not sound like he or she is just reading a script (i.e., he or she should be flexible and
respond to the customers' comments).
43. A salesperson will be better able to determine the prospect's specific needs by
a.
listening carefully to questions and comments and watching reactions during the sales presentation.
b.
waiting until after the sale to see how the client is enjoying the use of the product.
c.
doing extensive research before the approach and making the sales presentation without adjustment.
d.
using trial closings throughout the sales presentation.
e.
making a very thorough and detailed sales presentation about the products and services being offered.
44. Tony tells his wife, Camilla, that his last sales call of the day at DuPont was a disaster. He explains that he never
really figured out what the purchasing agent was looking for. Camilla, a sales trainer for another firm, hands Tony a book
on
a.
listening skills.
b.
overcoming objections.
c.
prospect evaluation.
d.
product demonstrations.
e.
closing.
45. While anticipating objections and countering them before they are asked is a good idea, one negative consequence of
doing so is that the salesperson may
a.
annoy the customer.
b.
mention objections the customer had not thought of.
c.
take too long in trying to sell the product, and the customer may stop listening.
d.
not emphasize its features and benefits enough.
e.
begin to lie about the product.
46. During the personal selling process, a salesperson, if possible, should handle objections when
a.
they arise.
b.
the salesperson begins the trial close.
c.
the sales presentation is approximately half completed.
d.
the customer appears to be unhappy or agitated.
e.
the salesperson begins the sales presentation.
47. The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.
a.
proposal
b.
closing
c.
overcoming objections
d.
approach
e.
trial
48. When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to
uncover hidden objections, it is called
a.
order taking.
b.
new-business selling.
c.
trial closing.
d.
order getting.
e.
overcoming objections.
49. "Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff
Davis, a salesperson at Midtown Ford, was using a(n) ____ when he made this statement.
a.
referral
b.
objective
c.
bandwagon approach
d.
follow-up
e.
trial close
50. During his presentation to Mrs. French about a high-end gourmet oven, Brian asks, "Would you prefer black or
stainless steel?" This is an example of a
a.
referral.
b.
recommendation.
c.
follow up.
d.
trial close.
e.
closing argument.
