Web-based demonstrations can be an effective way to present when it is:
A) imperative that a customer see a full product demonstration
B) important to meet face-to-face
C) important to impress the buyer with technology
D) necessary to provide factual data and research
E) impossible or expensive to present in person
John Bieland, the equipment buyer for Great Lakes Manufacturing, purchased two large
riveting machines from Hoseke Corporation’s sales representative, Lindell Ross.
Because of a clerical error, the machines shipped a day later than scheduled, which put
the delivery truck in the middle of a blizzard that shut down roads for several days. By
the time the machines were delivered by Hoseke Corporation, they were a full week
late. John Bieland sends an email to Lindell, cc’ing the CEOs of Great Lakes
Manufacturing and Hoseke Corporation, expressing his dissatisfaction.
Is there a way Lindell could have managed this situation better?
A) No. Sometimes things happen that are out of the sales representative’s control.
B) No. If he had contacted John proactively that would have been an admission of guilt.
C) Yes. He could have apologized immediately for the late delivery and kept John
apprised of the situation.
D) Yes. He could have offered to refund John’s money and take the machines back.
E) Yes. He could have waited a few days to contact John about the delay.
A customer walks into a ShipNow location with four boxes and a document envelope,
all going to different destinations in different amounts of time with different security
and notification needs.
What should the salesperson focus on to differentiate ShipNow’s product from other
shipping services?
A) varying shipping speeds available to ShipNow customers
B) ShipNow’s lower than average prices for equally fast shipping speeds
C) ShipNow’s Internet tracking of packages through the company Website
D) auxiliary products that ShipNow sells, like boxes, envelopes, and packing tape
E) the added value the salesperson creates by making the shipping process easy for the
customer
The effective exchange of information is the foundation of most economic transactions.
This is known as:
A) exchange theory
B) personal selling
C) the value-added economy
D) the information economy
E) the post-consumer economy
Which of the following is a rule of etiquette appropriate for salespeople?
A) Call a new prospect by their first name right away to break the ice.
B) Avoid offensive stories or comments unless you are meeting outside the client’s
office.
C) Do not express personal views on religion or politics until clients have first
expressed their views.
D) When you invite a customer to lunch, do not discuss business before the meal is
ordered unless the client initiates the subject.
E) Do not leave a voice mail; instead, call until you reach the client.
Which term refers to a communication process by which you motivate someone else to
voluntarily do something you’d like them to do?
A) persuasion
B) rhetoric
C) articulation
D) negotiation
E) enunciation
The sales director of a medium-sized company selling chemicals to the lumber industry
has analyzed sales and found serious problems with the closing rate of sales
representatives relative to the number of prospects. The sales director commissioned a
research company to analyze the numbers in the CRM system and conduct interviews
with prospects who became customers as well as with prospects who did not buy from
the company. He also hired a sales training consultant to analyze the sales
representatives and the training they receive.
The training consultant feels that the sales representatives need to understand the entire
market to put their customers’ needs and buying motives in context. To understand the
entire industry, the training consultant recommends that the sales representatives learn
more about:
A) customers’ business plans
B) competitor companies’ products and pricing
C) management’s five-year plan
D) the history of the lumber industry
E) the close rates of other sales reps in the company
An approach that involves using the good will of a third party to make contact with the
prospect is the:
A) referral approach
B) question approach
C) product demonstration approach
D) survey approach
E) premium approach
Of the customers that leave companies each year, approximately ________ % leave
because of bad customer service.
A) 10
B) 20
C) 40
D) 60
E) 80
Emmanuelle Djubo is a sales representative for a firm that makes textiles using a
traditional dyeing process. The firm exports its products to companies in the fashion
and home decorating industries internationally. Emmanuelle is at a trade show and runs
into Suzanne, one of the buyers for the largest home decor retailer in Australia.
At the trade show, Emmanuelle gives Suzanne her elevator pitch, which:
A) establishes a deep rapport between Emmanuelle and Suzanne
B) explains the product’s features, benefits, and quality guarantees
C) provides Suzanne with enough information to pique Suzanne’s interest
D) presents the benefits to Suzanne of purchasing the product for home d©cor retailers
E) suggests that Suzanne will receive a discount if she purchases textiles from
Emmanuelle
Paula Hillison sells a line of copy machines that feature a “quick change” toner
cartridge. The empty toner cartridge can be replaced quickly, without any mess, in a
matter of seconds. Which of the following statements represents the most effective
presentation of this feature?
A) “We have recently developed the only office copy machine that features a quick
change toner cartridge.”
B) “After years of research and development, our engineers have developed a quick
change toner cartridge.”
C) “If you purchase one of our copy machines, you will enjoy the benefits of a quick
change toner cartridge.”
D) “All of our copy machines are equipped with a quick change toner cartridge, which
means you no longer waste time replacing an empty toner cartridge.”
E) “We have set a new industry standard with the quick change toner cartridge.”
A designer releases her fall line of handbags, including one that retails for $6,000. This
bag is a limited edition; only 500 will be produced, and orders will only be accepted
from clients who have previously purchased a handbag from the designer. Customers
will be put on a waitlist in the order in which the handbag orders are received.
The handbag is finally available to customers on the waitlist. Tanya, who has been on
the list for three weeks, picks up the handbag at the designer’s store. When she opens
the handbag, she finds that a wallet and a belt are included with the handbag, which
both surprises and delights Tanya. The designer most likely maximized Tanya’s
satisfaction by:
A) using a value-pricing strategy
B) meeting customer requirements
C) selling a value-added product
D) creating a potential product
E) providing the expected product
A customer who is lower in dominance would most likely be:
A) deliberate
B) hurried
C) talkative
D) cooperative
E) decisive
Money that a bank has available for customer loans would be an example of a(n):
A) value-added product
B) expected product
C) generic product
D) potential product
E) customer product
The primary objective of a sales routing and scheduling plan is to:
A) increase actual selling time by reducing travel time
B) have a written record of where you have been and where you are going
C) determine the geographical distribution of customers
D) initiate new contacts with potential customers
E) visualize your territory on a map
The process of building and maintaining strong customer relationships by providing
customer value is called:
A) marketing concept
B) value-added selling
C) customer relationship management
D) personal sales philosophy
E) customer strategy
How does a sales rep most likely create value for the customer with this product?
A) Sell the customer the exact components that will integrate with the customer’s
current system.
B) Speed the transaction along so that the customer can purchase quickly.
C) Offer a lower price if the customer buys more than one system.
D) Offer to demonstrate the product in the customer’s office.
E) Allow the customer to see a demo of the product online to see how they will be able
to use the product.
In order for a customer to arrive at a buying decision, the salesperson should present the
product according to:
A) the individual customer’s needs
B) the salesperson’s point of view
C) a standardized procedure or presentation
D) the buyer profile based on industry research
E) the chronological timeline of the product
RealPlan sells a calendar/messaging/paperwork center that helps working parents
organize their families’ schedules and paperwork. The product has received positive
feedback from buyers, and it is priced comparably to normal planners even though it
offers more features and benefits. RealPlan has been selling various planning products
to consumers for 10 years, and managers at the firm see an opportunity to move into the
business market with a software version of the popular planner.
RealPlan marketers have developed advertisements that show images of families
spending quality time together enjoying fun activities. The implication of the ads is that
the RealPlan product enables families to organize their busy schedules so well that
more time is available for bonding. What are the RealPlan marketers most likely trying
to do with these advertisements?
A) Stimulate emotional buying motives.
B) Examine rational buying motives.
C) Appeal to working and single mothers.
D) Engage common reference groups.
E) Develop lifetime customer value.
Quick & Reilly, a financial services company, was able to increase sales by 35 percent
by implementing which of the following programs?
A) cross-selling
B) customer service
C) full-line selling
D) extranet
E) upselling