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Chapter 14 Building Long-Term Partnerships Answer Key
True / False Questions
1.
Expansion immediately follows the awareness stage of building partnerships.
2.
Salespeople should make sure customers have high expectations of product performance.
3.
The best way to establish a sales relationship is to be aware of what the customer
expects.
4.
To a large degree, customers base their initial expectations on sales presentations.
5.
To be most effective, a salesperson should wait until a user has trouble with the product.
6.
The fewer the difficulties allowed to occur, the greater will be a customer's confidence in
the salesperson and the product.
7.
Assuming proper expectations were set, customers can be disappointed when a product
performs poorly, is used improperly, or the terms of the contract are not met.
8.
Good salespeople show they are happy a grievance has been brought to their attention.
9.
Experienced salespeople should assume product or service failure is always the user's
fault.
10.
If a customer does not like a proposed solution for his or her grievances, the salesperson
trusted to make an adjustment or recommendation need not shoulder the responsibility.
11.
When describing a settlement, the salesperson should carefully monitor all verbal and
nonverbal cues to determine the customer's level of satisfaction.
12.
In the expansion phase, the activities of the exploration stage, such as monitoring order
processing, handling complaints, and so on, do not apply.
13.
Upgrading, full-line selling, and cross-selling are sales strategies that work best with
existing prospects.
14.
Getting customers to use a higher-quality or newer version of a product is called full-line
selling.
15.
Full-line selling is selling an entire line of associated products.
16.
When a buyer-seller relationship has reached the commitment stage, there is a stated or
implied pledge to continue the relationship.
17.
During the commitment stage of the development of partnerships, it is still unlikely that a
customer will designate a supplier as a preferred supplier or partner.
18.
Activities such as upgrading, full-line selling, cross-selling, and handling complaints cease
during the commitment stage of the relationship development process.
19.
A salesperson owns the responsibility to secure commitment from his or her own
company.
20.
Commitment requires that all employees be empowered to handle the needs of a
customer.
21.
Salespeople should encourage direct communication among similar functional areas.
22.
When partnering with companies from other countries, country culture differences as well
as corporate culture differences can cause difficulties.
23.
It is up to a single salesperson to change his or her company's corporate culture to secure
a partnership with an important client.
24.
To achieve increasing revenue in an account over time, the salesperson acts as a change
agent.
25.
In general, the faster and broader the change, the less likely it will meet with resistance.
26.
Salespeople can motivate champions to participate fully in the decision process by
showing how a decision meets their needs as well as the overall needs of the company.
27.
Because salespeople are highly proactive in finding areas for improvement in their
partners' organizations, positioning a change may determine who is involved in the
decision.
28.
Once a customer has committed to a partnership, less work is needed to maintain the
relationship.
29.
In sales terms, complacency is assuming that a business is yours and will always be
yours.
30.
Complaints in the later stages of a strategic partnership are likely to lead to full-blown
conflict if trust is not carefully salvaged.
Multiple Choice Questions
31.
After building awareness, the next stage in the development of a partnership is:
32.
In the _____ stage of developing a partnership, the relationship is defined through the
development of expectations for each party.
33.
During the _____ stage of developing a partnership, the buyer tests the seller's product,
how the seller responds to requests, and other similar actions after the initial sale is
made.
34.
In the exploration stage of a sales relationship, while responding to a complaint, after the
customer tells his or her story and the facts are determined, the next step for the
salesperson is to:
35.
Which of the following is the most appropriate strategy in the expansion stage of a sales
relationship?
36.
Which of the following is most likely to occur in the commitment stage of developing
partnerships?
37.
Al, the owner of Mac's Tire Mart, has received his first shipment of tires from the NevaFlat
Tire Company. Al is now testing how well the tires sell, how well NevaFlat responds when
he has a question or problem, and how durable the tires really are. Al and NevaFlat Tire
Company are in which of the following stages of partnership development?
38.
John Britain Fabrics and BlueFabs are in the exploration stage of a sales relationship.
Margret, a sales executive for John Britain Fabrics, has been assigned to ensure
reordering from BlueFabs. What should she do to ensure this?
39.
Shein Ketchup Company has procured a filling machine for ketchup from Alpha Industries
Ltd. What should Mark, a salesperson at Alpha Industries Ltd., do to ensure a reorder by
Shein Ketchup Company?
40.
Identify a true statement about the follow-up that salespeople should perform after a
sale.
41.
Which of the following is a likely reason for a customer complaint?
42.
Which of the following statements about complaints is true?
43.
The first thing a salesperson should do in dealing with a customer's complaint is:
44.
Clark, a salesperson at Peterson Company, is frustrated by his inability to handle rude
customers and their complaints. "Frankly, I don't know what to do when a customer starts
telling me about a problem," he says. Which of the following steps should be adopted by
Clark to solve customer a complaint?
45.
Anton is a salesperson at GF Motors Co. Ben, a customer, has an engine complaint with
the car he purchased from GF Motors. Anton listened to his complaint and determined the
facts in the complaint. Which of the following should Anton do to effectively respond to his
customer in this scenario?
46.
Which of the following statements is NOT a guideline to be used when determining the
facts about a customer complaint?
47.
Which of the following statements about complaints is FALSE?
48.
Identify a true statement about customer complaints in the sales process.
49.
Which of the following actions is still necessary after the partnering process reaches the
expansion stage?
50.
Sheena, a salesperson for Myra Designer Wear, works closely with Blossoms Hub, a
retailer who sells Myra's products in many major malls and stores in the city. What should
Sheena do to maximize her selling opportunities during the expansion phase of the
partnering process with this retailer?
51.
To improve the likelihood of reorders, a salesperson should:
52.
John is a sales representative for a pharmaceutical company, and he specializes in the
sales of antibiotics to hospitals. What should John do to ensure that the pharmacists who
place orders for medicines remember the brand of antibiotics that he sells?
53.
Keith Nixon, a salesperson for Paradise Water Gardens, often calls on Olin Wiley, the
owner of Lexington Nurseries, for sales meetings. He often helps Wiley plan newspaper
ads to take full advantage of the co-op advertising allowance that Lexington earns from
Paradise. In this example, Nixon is maximizing his sales opportunity with Lexington by:
54.
_____ is convincing a customer to use a higher-quality product or a newer product.
55.
When Marion convinced a customer to replace his old Pondmaster 1000 aquarium filter
with the new and improved Pondmaster 1500, she was engaging in:
56.
Identify a true statement about upgrading during the expansion phase of a sales
relationship.
57.
_____ is defined as selling an entire line of associated products.
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