Selling Today: Partnering to Create Value, 14e (Manning/Ahearne/Reece)
Chapter 12 Creating Value with the Consultative Presentation
1) Technical reports, company–prepared sales literature, and writer testimonials from customers
are most likely provided in ________ presentations.
A) value
B) sensory
C) reminder
D) persuasive
E) informative
2) The primary goal of a(n) ________ presentation strategy is to influence the prospect’s beliefs,
attitudes, or behavior and to encourage buyer action.
A) value
B) sensory
C) reminder
D) persuasive
E) informative
3) 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
4) Which type of sales presentation would most likely occur after a sale to ensure that current
customers are aware of a firm’s services and additional product offerings?
A) persuasive
B) reminder
C) informative
D) interactive
E) canned
5) Which type of sales presentation is built around a standard set of steps and tends to ignore the
unique needs of each customer?
A) persuasive
B) reminder
C) informative
D) consultative
E) canned
6) Tyler is bringing technical reports, company brochures, and written testimonials from
customers to the sales meeting. Which need–satisfaction strategy is Tyler most likely going to
use?
A) reminder
B) persuasion
C) informative
D) adaptive
E) canned
7) As part of the preparation for the presentation, Tyler should most likely:
A) research the trucking company’s operations and needs
B) memorize the standardized presentation script
C) install web conferencing software on the buyer’s computer
D) come up with a persuasive argument for the buyer
E) include as many audio visual aids as possible in the presentation
8) Which need-satisfaction strategy does Angie most likely use?
A) reminder
B) canned
C) persuasion
D) adaptive
E) informative
9) Which need-satisfaction strategy does Kevin most likely use?
A) canned
B) persuasion
C) informative
D) reminder
E) adaptive
10) Why would Kevin Salazar most likely meet with the purchasing agent again after being
denied a sale?
A) Kevin‘s sales manager requires that he use a canned presentation.
B) Kevin needs to meet a quota of sales presentations for the month.
C) The competition offers an inferior product to Kevin’s company.
D) The previous presentation focused too much on customer needs.
E) Kevin wants to show a strong commitment to getting the buyer’s business.
11) The first step Kevin Salazar should take in preparing for the presentation is to:
A) revisit the discount schedule for educational purchasers
B) review his notes from the previous presentation he made to the buyer
C) renew his personal commitment to pursuing the sale
D) research the competition on the Internet
E) revise the standard PowerPoint presentation
12) What is one possible pitfall Kevin Salazar should be aware of when giving the presentation?
A) He needs to promote the benefits of ScranTone without saying anything negative about the
current supplier.
B) The buyer must have disliked Kevin not to have purchased from him in the past.
C) He needs to talk down to the buyer to make sure the buyer understands.
D) A successful presentation could end up with an order bigger than ScranTone can handle.
E) This account could make or break his quota for the month.
13) If the purchasing agent does not respond to Kevin Salazar’s sales presentation by placing an
order, Kevin should most likely:
A) remove the buyer from the CRM system
B) send the purchasing agent a letter outlining the weaknesses of the competition
C) make contact with the purchasing agent again in six months
D) call the purchasing agent to ask for the order in two weeks
E) send the purchasing agent a bound paper presentation for further review
14) Mario Cortez is preparing a sales presentation for a buying team made up of health care
personnel. It is most important that he:
A) recognize that printed documents provide the only credible form of proof for the audience
B) design a presentation that appeals to all of the buyers‘ senses
C) conduct the demonstration at a neutral location
D) develop a highly structured demonstration to save time
E) save all the questions for the end of the presentation
15) When prospects participate in a sales presentation, they most likely:
A) bond with the salesperson
B) ask more summative questions
C) understand the product better
D) use more nonverbal communication
E) talk more often than the salesperson
16) Which of the following is an accurate statement regarding the sales presentation?
A) It is best to communicate all you know about the product.
B) The location of the sales presentation is an irrelevant factor.
C) Each product feature is of equal importance to every customer.
D) Appealing to the prospect’s senses makes the sales presentation more powerful.
E) A sales presentation that does not use technology is not likely to be successful.
17) The components of a typical presentation worksheet are the features to be demonstrated,
proof device to be used, what you will say, and:
A) when to ask for the close
B) when you will involve the prospect
C) when you will show and tell
D) what the customer is likely to say
E) what you or the customer will do
18) Paolo Rodrigues is a sales rep employed by Montano Travel Services. He is preparing to
demonstrate a very complex computerized reservation system at a meeting with a corporate
client. Which of the following guidelines would be most helpful as Paolo conducts the
demonstration?
A) Use showmanship to build product interest.
B) Use a portfolio to organize the key sales goals.
C) Offer one idea at a time with an appropriate amount of detail.
D) Be sure the sales demonstration gives the prospect a temporary feeling of ownership.
E) Use the customer’s own computer and equipment to demonstrate the product’s features.
19) An effective sales demonstration is the result of both:
A) showmanship and visual stimulation
B) timeliness and talent
C) confidence and congeniality
D) planning and practice
E) personality and skills
20) If a salesperson was attempting to develop a feeling of ownership in a prospect shopping for
a diamond ring, the salesperson should most likely:
A) explain the concept of the four Cs in terms of diamonds
B) explain the store’s installment payment plan for jewelry
C) lay the ring on black velvet to enhance its brilliance
D) inform the customer of the gem‘s clarity
E) encourage the customer to try on the ring
21) Jeremiah knows that it is possible to prepare a sales demonstration that is so structured and
mechanical that the prospect feels like a number. Marketing people refer to this as what effect of
the selling/buying process?
A) depersonalization
B) personalization
C) focalization
D) massification
E) concentration
22) Statements, reports, testimonials, customer data, and photographs are all examples of:
A) proof devices
B) presentation software
C) PowerPoint slides
D) product literature
E) presentation strategies
23) Which method of quantifying a solution involves calculating savings as a percentage of the
original investment?
A) SWOT analysis
B) cost–benefit analysis
C) value-savings calculation
D) return on investment
E) customer lifetime benefit
24) Of the following, which would be the most effective proof device to demonstrate the benefits
of Kaygo tires?
A) a detailed PowerPoint presentation
B) a test-drive in which the buyer can feel the difference in tires
C) a testimonial from another buyer about the excellent post-sale service
D) a research report showing decreased fuel costs from using the tires
E) a series of questions designed to discover what the buyer needs
25) By creating a spreadsheet that will allow the buyer to enter current fuel costs and see
recalculations of fuel costs that would occur from using Kaygo tires, the sales representative is
creating:
A) an airtight argument against other tire vendors
B) a way to involve the buyer in the presentation
C) a program that should be created by the IT department
D) an experience so elementary that it will patronize the buyer
E) an ROI statement the buyer can take as a guarantee of savings
26) Tyler realizes that the trucking company can purchase tires from other tire companies. With
this in mind, Tyler should most likely:
A) promote Kaygo as the industry leader even if this is untrue
B) ignore the features and benefits of the lowest-priced competitor
C) point out quality problems with the firm’s current tire provider
D) highlight the drop in prices of Kaygo tires in the last five years
E) focus on favorable differences between Kaygo tires and the next-best alternative
27) There are several different types of presentations, and the salesperson should choose the one
most likely to influence the prospect.
28) Overly structured sales presentations may cause a customer to feel like a number.
29) A need-satisfaction question can help move the sale forward.
30) It is almost impossible for clients to understand some products without a well-planned
presentation.
31) Most prospects are willing and eager to participate in a presentation held off premises.
32) The salesperson should personally inspect all equipment and products before a sales
presentation to ensure everything is working properly.
33) Rehearsal of a sales presentation is not important if the presentation is well planned.
34) An effective sales presentation involves showing the prospect how the product fills specific
needs.
35) Sight is considered the most powerful attention–attracting sense; therefore, it is the most
important motivating force in every selling situation.
36) Some of the most effective sales presentations combine telling, showing, and involvement of
the prospect.
37) ________ are the connectors between your messages and the internal emotions of the
prospect.
38) ________ enhance credibility and can take the form of a statement, a report, or a photograph.
39) List at least five of the 11 guidelines that should be followed when planning a presentation
that adds value.
40) When a prospect simply cannot imagine how a product can be used, a salesperson’s best
strategy is to:
A) use a product demonstration
B) convert features to benefits
C) cover one idea at a time
D) appeal to more than one sense
E) use more technical terms
41) Which of the following is a characteristic of technical communication?
A) influence-driven
B) benefit emphasis
C) emotional
D) subjective
E) objective
42) When giving a persuasive sales presentation, the salesperson should put the strongest appeal:
A) either at the beginning or the end of the presentation
B) at the midpoint of the presentation
C) in the slides for the presentation, but not presented verbally
D) in the follow-up e-mail after the presentation
E) during the qualifying phase, even before need identification
43) Since the majority of Angie’s prospects are strangers who walk up to her counter without an
appointment, what is the most important preparation Angie should do for the presentation?
A) Learn her products and how to give excellent facials and makeovers.
B) Practice the standardized presentation script.
C) Proofread her PowerPoint presentation to guarantee good grammar and spelling.
D) Quickly search for the prospect on the Internet to glean basic information.
E) Assume the prospect has never used makeup before.
44) Of the following, a prospect will be most likely to buy products from Angie if:
A) Angie emphasizes that she needs to earn her commission
B) Angie gives the prospect a gift bag with a minimum purchase
C) the prospect has seen a famous model advertising the brand
D) the prospect can trust safety research about product ingredients
E) the products make the prospect feel good about her appearance
45) Which of the following should Angie most likely focus on during her presentation?
A) the sleek packaging of CosMetRx products
B) the history of the CosMetRx company
C) the brightening facial effects of the product on the prospect
D) the discounts the prospect can receive if she purchases now
E) the toxin-free ingredients of CosMetRx products
46) How can Kevin make his presentation strategy more persuasive than technical, to appeal to
the buyer’s emotions?
A) Kevin can emphasize ScranTone’s lower prices to the buyer.
B) Kevin can reveal that this sale will be a significant portion of his quota, and ask the buyer to
help him reach his goal.
C) Kevin can help the buyer calculate the extra delivery costs from his current supplier.
D) Kevin can focus on the specific benefits to the buyer of buying ScranTone’s paper and of
working with him through the full buying cycle.
E) Kevin can build rapport with the buyer by talking about mutual acquaintances.
47) People make decisions based primarily on what they feel and then test or rationalize their
choice with logic.
48) Words or phrases that suggest pictorial relationships between objects or ideas are known as
________.
49) An interesting and attractive way of communicating an idea to others is called ________.
50) List at least four of the seven guidelines that should be followed during preparation of a
persuasive presentation.
51) 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
52) Which of the following is a guideline for presenting in front of a group?
A) Identify and present primarily to the main decision-maker.
B) Identify the titles and roles of the people who will attend.
C) Arrive exactly in time for the presentation.
D) Be sure your presentation is characterized by technical depth and detail.
E) Be ready to “wing it” on questions the audience might ask.
53) One danger of relying too heavily on a technical presentation is:
A) bringing along heavy equipment
B) missing the opportunity to create a relationship with the customer
C) impressing the customer with your technical savvy
D) failing to convey product knowledge
E) using unnecessarily expensive devices
54) The ability to visualize an object, concept, or action not actually present is referred to as:
A) audio-visual aids
B) concentration
C) visualization
D) imaging
E) mental imagery
55) Because there are multiple presenters, a group presentation should focus on:
A) making use of each presenter‘s deep technical knowledge
B) delivering a simple message so as not to overwhelm the prospects
C) answering prospects’ questions in the presentation before the prospects are forced to ask them
D) eliminating presentation technology, which can make a presentation feel cold
E) accessing the product in real time, especially if it is a technological product, to do a live
demonstration
56) Which of the following is true of presentation technology?
A) A weak presentation can be rescued by the use of the correct presentation technology.
B) Webinars require more technology that in-person presentations do.
C) The use of presentation technology makes it difficult to include more than one presenter.
D) Presentation technology should be avoided for prospects over a certain age, or when
presenting in Europe.
E) Presenters run the risk of getting too engrossed in the technology and neglecting to connect
with the prospect.
57) The first rule of group presentations is to assign a leader of the group.
58) What are the guidelines for preparing and conducting a group sales presentation?
59) The BEST selling tool is most often:
A) the product
B) a photograph or illustration
C) testimonials of satisfied customers
D) videocassette recordings
E) a referral
60) Test results are most effective as a demonstration tool when they:
A) are part of a bound paper presentation
B) come from a respected independent agency
C) have been presented to the prospect in a spreadsheet or chart
D) demonstrate that the product is superior to the competition
E) have been sponsored by the vendor
61) Which of the following is true of doing business in Italy?
A) Businesspeople tend to be quite informal in terms of introductions and dress.
B) Entertaining clients at your home is considered better than doing so in a restaurant.
C) Gifts are considered bribes and will insult the recipients.
D) Most Italian businesspeople are in a hurry, so quick decision making is important.
E) Professional titles are used quite often in business dealings.
62) Which of the following statements regarding audiovisual presentations is true?
A) Focus your presentation on the features that have the greatest “wow factor.”
B) At the conclusion of the presentation, persuade the prospect to buy.
C) Show the entire presentation and then answer questions.
D) Be sure the prospect knows the purpose of the presentation.
E) Avoid previewing the material which ruins the surprise factor.
63) Which of the following statements concerning laptop computers is true?
A) Laptop computers cannot access crucial systems remotely.
B) Laptops require salespeople to use strict scripts instead of customized demos.
C) Most salespeople use laptops during sales presentations.
D) Smartphones have replaced the use of laptops in sales presentations.
E) Presentation tools such as PowerPoint presentations rarely run well on laptops.
64) When using graphs and charts, the salesperson should most likely:
A) assume the customer will understand them
B) move past them quickly
C) interpret them for the customer
D) assume the customer will read them after the presentation
E) bring only one or two hard copies, even when presenting for a group
65) PowerPoint enables salespeople to provide customers with:
A) product brochures
B) interactive demonstrations
C) numerous product samples
D) professional-looking presentations
E) valid and reliable research summaries
66) A successful sales presentation is:
A) the result of careful script–writing
B) conducted the same way each time
C) a model of good two-way communication
D) more about the salesperson than the customer
E) one that ends in a close
67) During a sales presentation, successful salespeople are most likely prepared to:
A) stick to a standard script
B) meet a wide range of buyer responses
C) conduct a one-way presentation to the buyer
D) limit the number of questions asked by prospects
E) identify the same problems for each different prospect
68) The proof device Angie is most likely to use is:
A) FDA safety ratings for the ingredients used in the products
B) the makeover itself
C) testimonials by the other CosMetRx sales representatives at the counter
D) survey results of satisfied CosMetRx users
E) a tour of the manufacturing facilities
69) Since graphs are usually quite descriptive, no interpretation is necessary for the prospect to
understand the material.
70) Letters from satisfied customers are ineffective sales tools.
71) In some cases, it is not practical to demonstrate the product itself.
72) A working model can be a satisfactory substitute for demonstrating the product itself.
73) As the quality of audiovisual presentations improves, the salesperson’s importance will
diminish.
74) A survey conducted by Selling Power magazine found that 87 percent of salespeople use
________ to deliver their sales presentations.
75) A(n) ________ is a portable case or loose–leaf binder containing a wide variety of sales–
supporting materials.