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Selling Today: Partnering to Create Value, 14e (Manning/Ahearne/Reece)
Chapter 15 Servicing the Sale and Building the Partnership
1) A group of people who recommend customer-driven organizations to others could be called:
A) disgruntled customers
B) auxiliary salespeople
C) a secondary salesforce
D) missionary salespeople
E) evangelist salespeople
2) According to Ted Levitt, author of The Marketing Imagination, people buy the:
A) expectations of the benefits you promised
B) specific product you offered
C) promise of a long-term relationship
D) products that offer a "no hassle" guarantee
E) image of the product
3) Which of the following would LEAST likely help a salesperson earn a repeat sale?
A) providing professional looking business cards
B) ensuring timely delivery of a product
C) acting as the customer's advocate
D) ensuring the accuracy of invoices
E) offering technical expertise
4) According to Ted Levitt, author of The Marketing Imagination, once the customer buys your
product, expectations:
A) increase
B) stay the same
C) decrease
D) are fulfilled
E) become less important
5) Some studies have found that 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
6) In business-to-business sales, the most intense part of the sales relationship occurs:
A) when the salesperson obtains permission to make the sales call
B) in the need discovery phase
C) as the salesperson configures the product for the customer
D) as part of negotiations about price
E) during the postsale support phase
7) Gail is always striving for the "moment of magic" with her clients. This means:
A) fulfilling the basic spirit of the sales contract
B) giving them what they paid for
C) giving them what they paid for with excellent execution
D) not only giving them what they paid for, but creating a satisfying experience with attentive
customer service
E) not only giving them what they paid for, but adding in free services and products
8) Gail ensures that all the meals served on the flights for the Orthodox Jewish client group are
Kosher certified. This is most likely an example of which of the following?
A) an inducement to strengthen the customer relationship
B) an upsell that encourages larger contracts
C) reliability in providing updated communication
D) flexible credit options for client payments
E) sportsmanship in fulfilling the terms of the sale
9) People buy expectations, not products, according to Ted Levitt, author of The Marketing
Imagination.
10) Research indicates that about half of lost customers leave due to price considerations.
11) Surveys show that poor service and lack of follow-up after the sale are the primary reasons
customers stop buying from a salesperson.
12) Satisfied customers who make product recommendations to others act as a firm's "auxiliary"
sales force.
13) In the six-step presentation plan, the "servicing the sale" step includes recognizing closing
clues, expansion selling, and making follow-up calls.
14) Bradley Wholesale Foods purchased a new computer system for the personnel department.
All of the equipment was delivered on time, installed properly, and the employees at Bradley
were given effective systems training. The new equipment and the post-sale service surpassed
the customer's expectations. The staff at Bradley Wholesale Foods has most likely experienced a:
A) moment of magic
B) moment of truth
C) moment of misery
D) remorseful moment
E) cross-selling moment
15) Which of the following is a current development in customer service?
A) Salespeople are spending less time monitoring customer satisfaction.
B) Incentives are used by salespeople to personalize customer relationships.
C) The personal follow-up visit has proven to be the only effective follow-up method.
D) Extranets enhance customer service by placing regular, automated calls to customers.
E) Salespeople criticize competitors for the purpose of creating magical moments with
customers.
16) The moment of ________ refers to a situation when customer expectations are not met.
A) dismay
B) magic
C) truth
D) reality
E) misery
17) Diligence, an essential service behavior, combines responsiveness and:
A) knowledge
B) technical skill
C) reliability
D) persuasiveness
E) precision
18) According to sales trainer Tony Alessandra, there are three possible service outcomes.
Which one should salespeople strive for?
A) the moment of happiness
B) the moment of truth
C) the moment of misery
D) the moment of magic
E) the moment of expectation
19) Which service behavior is LEAST important in business-to-business selling?
A) returning customer phone calls promptly
B) communicating information concisely
C) showing a willingness to be helpful
D) speeding up the closing process
E) demonstrating professionalism
20) According to Tony Alessandra, failure of a purchased product to perform as expected can be
described as the "moment of truth."
21) With business-to-business selling, responsiveness and reliability are essential service
behaviors.
22) A "moment of truth" can be described as a situation where the customer's expectations were
met.
23) Business meetings in Russia typically start on time because Russians value punctuality.
24) ________ is the combination of two types of service behaviors: responsiveness and
reliability.
25) The purpose of the follow-up communication between customer and salesperson is to
express thanks for the order and to:
A) introduce related products
B) complete the call report form
C) request referrals for other prospects
D) determine if the customer is satisfied
E) ask for full payment from the customer
26) The major advantage of a telephone call over written correspondence is that:
A) it is cheaper
B) less time is involved
C) it offers spontaneity
D) the buyer is a "captive audience"
E) two-way communication is involved
27) A form that serves as a communications link with persons who can assist with customer
service is called a:
A) service card
B) follow-up card
C) product service card
D) call report
E) product service report
28) Salespeople should most likely do which of the following when a product is delivered to a
customer?
A) Call the shipping agent to monitor delivery.
B) Mail an instruction manual to the customer.
C) Offer training in the use of the product.
D) Change the price charged to the customer.
E) Unpack the product by hand.
29) Value reinforcement means:
A) getting credit for the value you create for the customer
B) showing the customer the specific benefits of the product
C) using bridge statements to clarify product information
D) using the assumptive method to close a sale
E) reiterating the features included with the purchase price
30) A best practice by which salespeople can use technology to strengthen relationships with
customers is by:
A) allowing customers to cancel orders without having to talk to a person
B) sending e-mail confirmations of appointments or agreements
C) sending form letters with business cards through the mail
D) placing automated prerecorded phone calls to customers on a programmed schedule
E) faxing large numbers of sales letters to potential leads
31) The most likely reason for salespeople to make follow-up telephone calls to customers is
that:
A) follow-up calls are more efficient than e-mails
B) sales managers cannot make all the calls themselves
C) the customer may place repeat orders during a phone call
D) customer service representatives cannot be trusted to make the calls
E) the customers are certain to have complaints and issues that need to be addressed
32) Companies share product knowledge after the sale and delivery of the product by:
A) supervising delivery
B) billing in increments
C) offering training classes
D) reconfiguring the product solution
E) researching product strategy
33) Developing relationships with employees in shipping, fulfillment, credit, and finance
departments of your company can help you:
A) negotiate higher prices for your product
B) do due diligence on your customers before you begin negotiations
C) hand off your customers to the correct people after the sale
D) resolve problems for your customers after the sale
E) anticipate problems before they happen because you know the personalities involved
34) Which of the following is a simple tool that would most likely ensure that Tammerline Zoo
provides excellent customer service?
A) blog
B) extranet
C) call report
D) customer survey
E) expansion selling
35) Which of the following actions by Alana would most likely provide a moment of magic for
new members of the zoo?
A) sending an electronic receipt for payment
B) providing a plastic membership card
C) giving away zoo t-shirts to new members
D) printing a schedule of zoo hours and events
E) seeking donations for the zoo's outreach program
36) Alana has seen research showing that members who are contacted "meaningfully" at least
once a month are more likely to renew their memberships. What form of contact would zoo
members be most likely to find meaningful each month?
A) an automated phone call thanking them for their zoo membership
B) an e-mail invitation to an upcoming special event for zoo members
C) a refrigerator magnet with a picture of a zoo animal on it
D) a phone call from another zoo member requesting donations
E) a postcard with reminders of the zoo's hours of operation
37) Which of the following would most likely help Gail prevent postsale problems?
A) sending e-mails to other university groups referred to her by the client
B) scheduling regular account reviews to assess the client's satisfaction
C) asking the client to call her assistant with any questions
D) submitting bills quickly to insure quick payment
E) re-defining her service and product strategy
38) After the first flight, Gail would most likely build a long-term relationship with the new
client by:
A) e-mailing a new flight schedule
B) sending an online customer service survey
C) calling the client to ensure satisfaction with the flight
D) requesting referrals from the client to engage in upselling
E) checking with the billing department to make sure the client was invoiced
39) Every week, Gail puts together a summary of all the information about all the flights coming
up in the next month and e-mails it to the client. This most likely allows her to:
A) cover her tracks so she can provide a record of customer service
B) save on the transmission time it would take to fax the information
C) leave the details to the client to arrange
D) keep the client informed in real time as arrangements are made
E) keep the client informed without overwhelming them with multiple e-mails
40) 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.
41) What is another way Lindell could have avoided this problem?
A) Lindell could have been in closer contact with the shipping department to know when the
order was likely to ship.
B) Lindell could have negotiated a lower price so that if the order arrived late it wouldn't have
bothered the client as much.
C) Lindell could have arranged not to bill the customer until after the order arrived.
D) Lindell could have asked the customer when the order should be delivered.
E) Lindell could have stretched his shipping budget to rush order the customer's order to get it
there on time.
42) The skills that allow a salesperson to close the sale also allow the salesperson to service the
sale.
43) Salespeople should help customers obtain credit to be able to finance a purchase.
44) Getting credit for the value you create for the customer is known as ________.
45) The ________ provides a quick, efficient, and instantly interactive way to follow up a sale.
46) List and describe the five major customer follow-up strategies.
47) 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) value reinforcement
E) upselling
48) Expansion selling encompasses which of the following?
A) partial-line selling
B) reselling
C) suggestion selling
D) undercutting the competition
E) cross-purpose selling
49) Which of the following is recommended when using suggestion selling?
A) Don't waste time suggesting low-profit items.
B) Don't hesitate to make suggestions before closing the sale.
C) Don't make suggestions until you have first satisfied the customer's primary need.
D) Show the suggested item only if the customer seems interested and profit margins are high.
E) Suggestion selling should be used to generate half again as much revenue as the primary
product does.
50) Full-line selling is also known as:
A) approach selling
B) upselling
C) cross-selling
D) suggestion selling
E) expansion selling
51) Cross-selling is most effective in those situations in which the:
A) purchase is product-based
B) sales type is transactional
C) products are similarly designed
D) relationship with the customer is new
E) salesperson and customer have an established relationship
52) The effort to sell better-quality products is called:
A) upselling
B) cross-selling
C) full-line selling
D) logrolling
E) leveraging
53) In addition to free events for members only, Alana works with the zookeepers to create paid
members-only events, such as marine mammal feeding sessions. This most likely creates which
of the following?
A) greater loyalty of members to the zookeepers
B) a revenue stream for the zookeepers
C) a way to make members feel that they are doing something dangerous
D) bad feelings in members who have already paid the membership fee
E) increased member prestige plus the chance to upsell to members
54) Full-line selling, sometimes called suggestion selling, should be spontaneous and unplanned
in order to achieve naturalness in the selling situation.
55) Cross-selling involves selling products that are directly related to products that you have sold
to an established customer.
56) Full-line selling, or suggestion selling, should be viewed as a form of customer service.
57) A salesperson should plan for full-line selling during the preapproach step of the sales
process.
58) ________ involves selling products that are not directly related to products that you have
sold to an established customer.
59) The process of recommending products or services that are related to the main item sold to
the customer is known as ________.
60) The effort to sell better-quality products is known as ________.
61) The salesperson that is genuinely interested in helping customers can build goodwill with
full-line, or suggestion, selling. List the four guidelines to follow when using this method.
62) A customer complaint should most likely be viewed as a(n):
A) lost sale in the future due to customer frustration and anger
B) opportunity to prove the firm's commitment to service
C) problem that will require attention in the future
D) issue associated with a single department
E) misperception on the part of the customer
63) When dealing with customer complaints, the salesperson should most likely:
A) determine if the complaint is real or imagined
B) point out the fallacy in the customer's argument
C) decide what action must be taken to remedy the problem
D) prevent customers from sharing their feelings and frustrations
E) blame the problem on other departments in the company, such as shipping
64) How can customer complaints provide the firm with great value?
A) Customer service representatives require on-the-job training.
B) Resolving complaints involves engaging in two-way communication.
C) Sorting profitable and non-profitable customers becomes easier.
D) Complaints provide information that is difficult to obtain by other means.
E) Complaints offer an opportunity to prove the company is legally and ethically right.
65) The best action to take to resolve a customer complaint is to:
A) schedule a meeting with the customer
B) pacify the customer by listening
C) exceed customer expectations
D) provide the customer with training
E) encourage the customer to join a loyalty program
66) An unhappy customer is most likely to complain to:
A) the salesperson
B) the sales manager
C) government agencies
D) potential customers
E) competing firms
67) When a customer service problem requires an apology, a salesperson should most likely:
A) delegate the task to a customer service representative
B) write and send a thoughtful, hand-written letter
C) send a prompt e-mail to the customer
D) send a text message to the customer
E) call the customer personally
68) A member contacts Alana to complain about parking. Every time she brings her children to
the zoo, the members-only parking lot is full, and she is forced to park farther away in the
general admission parking lot. When Alana receives such calls, she should most likely:
A) refer the problem to the maintenance department
B) identify whether the complaint is real or perceived
C) allow customers to express their feelings
D) avoid explaining the cause of the problem
E) offer to cancel the membership
69) How should Lindell respond to John's e-mail?
A) He should send a reply immediately, explaining that the delay was unavoidable because of the
weather.
B) He should e-mail the CEO of Hoseke Corporation to explain the situation and the weather
delay.
C) He should ask the head of the shipping department to reply to John and accept responsibility
for the delay.
D) He should offer to replace the machines free of charge.
E) He should call John immediately to apologize for the late delivery.
70) How should Lindell best help John to understand that the late delivery was not his fault?
A) Lindell should e-mail John copies of news stories about the blizzard.
B) Lindell should ask the head of shipping to call John and take responsibility for the late
delivery.
C) Lindell shouldn't worry about making John understand and should just refund his money.
D) Lindell shouldn't worry about making John understand and should just apologize and let John
express his feelings.
E) Lindell shouldn't worry about making John understand and should try to sell John another
machine.
71) What should Lindell offer to John to rectify the situation?
A) Lindell should send John two new machines.
B) Lindell should consult with John to find out what would help him regain trust in Lindell and
in Hoseke Corporation.
C) Lindell should refund John's money.
D) Lindell should discount any further purchases by half.
E) Lindell should demote the head of the shipping department.
72) After this crisis is resolved, what should Lindell do?
A) Make a plan with Hoseke Corporation's customer service department to make extra service
calls to John to ensure that he feels taken care of.
B) Ask John to buy another machine.
C) Talk to his CEO about the faults of the shipping department.
D) Rework his call schedule so he calls on fewer prospects and closes fewer sales until spring.
E) Ask John for a recommendation to other manufacturers he knows.
73) When you deal with an unhappy customer, you should try to determine if their problem is
real or perceived before attempting to resolve an issue.
74) With full-line selling, it is beneficial to use demonstration or sales tools to build customer
interest in the suggested item.
75) List the five steps to partnering with an unhappy customer.
