Selling Today: Partnering to Create Value, 14e (Manning/Ahearne/Reece)
Chapter 4 Creating Value with a Relationship Strategy
1) How would a CRM system most likely enable a salesperson to facilitate relationship building
with numerous customers?
A) projecting a professional image on social media sites
B) using letter templates to convey information
C) developing leads for potential new sales
D) integrating numerous accounting tasks
E) adding value to mature products
2) A series of creative improvements in the sales process that enhance the customer experience is
known as:
A) relationship modeling
B) customer-oriented sales
C) value-added selling
D) transactional selling
E) managing relationships
3) Salespeople today are most likely encouraged by employers to:
A) give discounts to customers for quick, short-term sales
B) build careers that will translate across many industries
C) maximize their time by automating most functions
D) build long-term partnerships with customers
E) focus more heavily on the product life cycle
4) Developing a long-term relationship that focuses on solving the customer’s buying problems is
referred to as:
A) executing
B) consulting
C) selling
D) transitioning
E) partnering
5) According to Larry Wilson, there are three keys to a partnering relationship. To establish a
partnership with a customer, he suggests:
A) making sure everybody understands the purpose of the partnership
B) being sure the relationship is primarily social rather than professional
C) shifting the relationship from consulting to selling as quickly as possible
D) convincing clients of the need for the product by using many nonverbal cues
E) using closing methods that emphasize a rapid sale and future client referrals
6) According to the text, high-performing salespeople build and maintain partnering relationships
with all of the following key groups EXCEPT:
A) secondary decision makers
B) company support staff
C) management personnel
D) publicity specialists
E) customers
7) Which of the following would be considered a secondary decision maker?
A) a credit department staffer employed by the same company as the salesperson
B) the administrative assistant who works for the CEO of an established customer
C) a shipping department worker employed by the same company as the salesperson
D) the secretary who provides support services for the sales staff
E) the accounts payable clerk who works for the vendor
8) According to the text, which type of selling situation relies most heavily on building a
relationship with the customer?
A) transactional
B) straight re-buy
C) strategic alliance
D) consultative
E) outbound telemarketing
9) In Roni’s new sales job with Compu-Tex, she talks with a prospect who is strongly interested
in the product, but does not have the budget to purchase a full-year subscription. When Roni
reports this to her manager, her manager says, “Turn it into a win-win!” The sales manager most
likely wants Roni to:
A) sell the product to the customer at wholesale cost
B) work with the customer to sell a length of subscription the customer can afford
C) work with the research and finance departments to find a way to reduce overall costs
D) ask the prospect for a referral so that the time spent with this prospect won’t be a loss
E) express appreciation to the prospect for considering the proposal and then find a new lead
10) The structure of AdVance’s business model–formulating custom fertilizers for customers–
relies on which of the following sales models?
A) partnering
B) persuading
C) cobranding
D) body language
E) transactional selling
11) AdVance focuses on traditional, chemical–rich fertilizers that deliver maximum yield for
customers. With which of the following customers would AdVance be a good partner?
A) an organic heirloom grain farm
B) a farm that grows the grain it feeds to the chickens it sells as “humanely raised, Earth–
friendly”
C) a farm that sells grain crops for export to the chemical processing industry that relies on
volume
D) a farm that acts as a learning lab for students in local elementary schools
E) a hobby farm owned by residents of a nearby city
12) A sales rep from AdVance spends several months with the buyer for a company that owns a
dozen farms understanding the buyer’s needs, and puts together a proposal for several fertilizers
produced for the company’s specific needs. When the sale is about to close, the buyer decides to
purchase a cheaper, pre-made, standardized formula from another supplier. What is the most
likely explanation of the outcome of the interaction?
A) The salesperson saw the sale as a partnering relationship while the buyer saw it as a
transactional sale.
B) The salesperson saw the sale as a transactional relationship while the buyer saw it as a
partnering sale.
C) The salesperson and buyer did not get along personally, so the buyer did not buy from the
salesperson on principle.
D) The salesperson did not understand the buyer’s needs and proposed fertilizer formulas that
weren’t exactly right for the buyer.
E) The buyer never intended to purchase from AdVance.
13) Which of the following is the best use of a CRM system for an AdVance salesperson in
terms of relationship strategy?
A) remembering customers’ birthdays to send them cards to maintain a personal connection and
request referrals
B) sending regular e-mails to customers to check on the performance of a previously purchased
AdVance fertilizer
C) sending e-mails reminding prospects that AdVance can mix custom fertilizer formulations
D) tracking the salesperson’s activities and sales on a weekly and monthly basis
E) determining what information is still needed to complete the customer’s file
14) John Collins has been a sales rep for AdVance for 18 years. When he began his career with
AdVance he followed the money and sold to any customer he could convince to buy. In the last
five years, however, he has been focusing on acting with integrity in every selling situation. As a
result, he has discovered that his initial close rate on sales has gone down, but that he has
developed a highly profitable group of long-term customers. What principle does this most likely
demonstrate?
A) Transactional sales are built on lower prices.
B) Acting with integrity can be counterproductive to a salesperson.
C) No amount of professional success is worth sacrificing integrity.
D) A sales rep can have a long career even with low sales and few referrals.
E) Honesty and sincerity build long-term partnering relationships with customers.
15) In the information age, building and maintaining relationships has minimal impact on sales
success.
16) Although developing relationships with customers frequently leads to repeat business, such
partnering rarely triggers referrals.
17) Traditional industrial age sales training programs encouraged salespeople to make positive
first impressions with customers and then to push the product to make a quick sale.
18) An empathizer is someone who understands the ways humans interact.
19) Transactional selling is a strategically developed, long-term relationship that focuses on
solving the customer’s buying problems.
20) The role of a salesperson should move from supporting to selling in a partnership
relationship.
21) Maintaining a positive relationship with company support staff is a key element of building
partnership relationships.
22) Customers almost never buy products from someone whom they dislike.
23) The CARE model helps salespeople add value to their relationships with customers.
24) Salespeople who have the ability to imagine themselves in someone else’s position and
understand what that person is feeling are known as ________.
25) ________ can be defined as a strategically developed, high quality, long-term relationship
that focuses on solving the customer’s buying problem.
26) The bundle of facts, opinions, beliefs, and perceptions that you have about yourself are
referred to as which of the following?
A) self–concept
B) self-love
C) self–esteem
D) self–reflection
E) self–examination
27) Which of the following is the best approach to improving your self-image?
A) Learn to develop a positive mental attitude.
B) Maintain a clear focus on past mistakes.
C) Spend time getting to know your competition.
D) Spend time each day contacting your current customers.
E) Develop a general level of knowledge on many topics.
28) The win-win strategy can best be summed up by which of the following statements?
A) Both buyer and seller come away from the negotiation having given up something they
originally wanted.
B) Both buyer and seller come away from the negotiation feeling that their best interests have
been served.
C) Both buyer and seller come away from the negotiation feeling that they have made a new
friend.
D) Neither buyer nor seller comes away from the negotiation feeling that they have made
progress.
E) Neither buyer nor seller comes away from the negotiation having given up anything.
29) Roni is carrying a full course load this semester, belongs to the Student Investment Club, is
studying Mandarin Chinese, runs with the track team, and volunteers with an art therapy program
to help homeless children process their emotions. Which of those activities will be of most help
to her in a career in selling?
A) Studying is most important because she will know all the rules of selling correctly.
B) Investing is most important because she will understand how money works and will make
good sales decisions.
C) Speaking Chinese is most important so that she can sell to international customers.
D) Staying physically fit is most important because a healthy appearance will attract customers
to her.
E) Volunteering is most important because it will develop her sense of empathy and her
relationships skills to understand customers and their needs.
30) During an interview for a part-time sales position with Compu-Tex, a firm that sells software
subscriptions, Roni is asked to discuss a time that she partnered with another person or group to
achieve the other party’s goal. Which example should Roni most likely describe?
A) Roni sold her used textbooks to a friend who was taking a course Roni had taken the previous
semester.
B) Roni audited the books of the Investment Club to make sure she had calculated earnings and
fees correctly.
C) Roni spoke Mandarin to the server at her favorite Chinese restaurant so the server could
understand her more easily.
D) Roni watched and analyzed the gait of a track teammate so the teammate could choose the
best shoes for her stride.
E) Roni organized the volunteer schedule for the art therapy program to ensure a proper balance
between her school and volunteer obligations.
31) Win-win selling means that a salesperson sacrifices price to gain the sale.
32) Ego drive is an inner force that propels a salesperson to attempt to close a sale.
33) ________ is the bundle of facts, opinions, beliefs, and perceptions about yourself that are
present in your life every moment of every day.
34) Improving your self-image can be achieved with three practical approaches. List and
describe each approach.
35) Which of the following is considered an element of nonverbal communication?
A) rate of speech
B) active listening phrases
C) word choice
D) e–mail signature
E) posture
36) Research indicates that when two people communicate, nonverbal messages convey:
A) much less impact than verbal messages
B) slightly less impact than verbal messages
C) slightly more impact than verbal messages
D) much more impact than verbal messages
E) the same impact as verbal messages
37) Research in the field of communications most likely reveals that:
A) verbal messages carry more influence than nonverbal gestures
B) nonverbal behaviors seldom reinforce verbal messages
C) the meaning attached to words depends little on visual data
D) nonverbal behaviors rarely contradict verbal messages
E) words play a small role in the communication process
38) Generally speaking, a firm handshake will most likely communicate:
A) indifference
B) ambiguity
C) consideration
D) abruptness
E) calmness
39) A full, deep grip in a handshake most likely communicates:
A) fearfulness
B) discomfort
C) dominance
D) friendship
E) antagonism
40) Which of the following is a good way to remember a customer’s name?
A) introduce yourself in return
B) repeat the name immediately
C) ask the customer about his or her favorite hobbies
D) ask if the person enjoys his or her job
E) relate the name to another customer’s name
41) Which facial expression tends to inspire the most trust?
A) a contemplative look
B) a smile
C) a frown
D) a look of concern
E) a look of skepticism
42) Which of the following is true of eye contact during a sales call?
A) Looking at papers in your briefcase indicates to the customer that you are listening.
B) Nodding constantly indicates sincere interest in a customer.
C) Eye contact is one of the best ways to say “I’m listening.”
D) A fleeting glance at notes is insulting to the prospect.
E) A prolonged, direct stare is reassuring.
43) Which of the following should LEAST likely influence clothing decisions for salespeople?
A) color
B) brand name
C) quality and fit
D) visual consistency
E) appropriateness to the setting
44) Mia is meeting a potential customer to give a sales presentation and is concerned about what
to wear. Which of the following would most likely enable Mia to convey a professional image?
A) brightly colored dress
B) loose fitting shirt
C) layers of jewelry
D) scuffed shoes
E) tailored skirt
45) Which of the following is most important when selecting a wardrobe for sales work?
A) fabric content
B) appropriateness
C) current fashion
D) comfort
E) cost
46) What is the best rule for salespeople to follow when choosing a wardrobe?
A) Business casual is acceptable in all corporate environments.
B) The salesperson should dress more formally than the client.
C) Men should wear blazers, and women should wear heels and skirts.
D) Salespeople should mimic the type and style of clothing worn by customers.
E) Clothing has no impact on job performance when salespeople act professionally.
47) In which communication setting is voice quality particularly important?
A) telephone
B) face–to–face meeting
C) webinar
D) e–mail
E) instant message
48) Which of the following is the best way of speaking to customers?
A) very quickly
B) very slowly
C) with energy
D) with little feeling
E) with a strong accent
49) 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.
50) Joelle most likely advises sales representatives to:
A) speak more quickly during sales presentations to encourage fast sales
B) maintain the same speech rate during all conversations with customers
C) correct grammar problems to ensure that communication is clear and precise
D) use technical terms and youthful phrases to convey an energetic personality
E) employ the local accent, even if they are not from that area, to bond with local buyers
51) Joelle works with sales reps on projecting correct body language to set prospects at ease and
convey a sense of honesty and trust. Learning to decipher body language can be more difficult
because it requires:
A) paying attention to signals the prospect projects while still interacting with the prospect
B) intimate knowledge of the prospect’s personality
C) more knowledge of personal psychology than most salespeople have
D) several meetings with the prospect to determine the prospect’s baseline body language
E) luck, as deciphering body language is not a skill that can be learned
52) What is the best advice Joelle can give to sales representatives regarding punctuality for
appointments?
A) Lateness only matters if the prospect is on time and notices that the sales rep is late.
B) Lateness is relative, and prospects in certain areas will expect a sales rep to be late.
C) Lateness shows familiarity with the prospect, so it is a way to establish rapport.
D) Lateness is viewed as disrespectful to most prospects, so always arrive early.
E) Lateness can be overcome by offering excellent products at low cost.
53) Research indicates that when two people communicate, verbal messages convey much more
impact than nonverbal messages.
54) Nonverbal messages can reinforce or contradict the spoken word.
55) Most image consultants agree that male salespeople should always wear suits to make the
best impression on customers even when customers are dressed casually.
56) ________ are a form of communication defined as “messages without words” or “silent
messages.”
57) A(n) ________ is usually the only physical contact one makes during a sales call.
58) Which of the following is the best topic a salesperson can use to break the ice when talking
with a prospect?
A) local sports teams
B) product features
C) shared interests
D) current politics
E) religion
59) All of the following are components of the CARE model for building relationships with
customers EXCEPT:
A) convincing
B) executing
C) responding
D) appreciating
E) customizing
60) A good way to build a relationship with a customer is to mention:
A) someone you both know
B) that you’re wearing the same color
C) your children
D) election results
E) a salesperson from a competing company
61) Roni, who lacks sales experience, has been assigned a mentor, Mark, who has been in the
Compu-Tex sales department for 10 years. Mark tells Roni that he believes the best way to build
long-term relationships with customers is to follow the CARE model. What should Roni most
likely do if she takes Mark’s advice?
A) Emulate Mark‘s speech and gestures when he gives sales presentations to clients.
B) Ask Mark for a list of qualified prospects to improve her chances of closing a sale.
C) Use CRM systems to ensure that clients receive software updates.
D) Follow through on customer service commitments.
E) Use positive self–talk to build her self-esteem.
62) Roni discovers that she and a prospect belonged to the same sorority at different colleges in
different decades. Should Roni mention this to the prospect?
A) No. Roni should not attempt to use this commonality to gain an unfair advantage in selling.
B) No. The prospect will unlikely be interested in any commonalities she shares with Roni.
C) Yes. Roni should ask the prospect detailed questions about what sorority life was like 10
years earlier in an attempt to understand the older generation.
D) Yes. Roni should mention the commonality as a way to establish initial rapport with the
prospect.
E) Yes. Roni should use the commonality to become friends with the prospect and see each other
socially so the prospect will definitely buy from Roni.
63) One of Joelle’s challenges when coaching salespeople in listening skills is overcoming the
misperception that salespeople need to be better at talking than at listening so that they can
persuade customers to buy. Which of the following statements best identifies the benefits of
listening?
A) Customers reject salespeople who do not display signs of active listening, like nodding the
head and making encouraging sounds.
B) Customers are dubious of the signs of active listening, but are put off even more by a
salesperson who does nothing but talk.
C) Salespeople should develop listening skills as part of an overall plan of personal development,
and use visualization to help solidify their listening skills.
D) Salespeople who are good listeners develop better rapport with customers so they can more
easily persuade them to buy.
E) Salespeople who are good listeners understand customer needs better to present a product
configuration that solves customer problems.
64) The sales representatives at AdVance have been told by the CEO that they need to start using
social media every day to help them close sales. Most of these reps are already using social
media personally, but have not been using it in a business setting. What is the best strategy for
them to use to follow the CEO’s request?
A) Post statistics and benefits of AdVance fertilizers on their personal accounts.
B) Begin work accounts that are separate from their personal accounts, and focus on posting
images sent from the marketing department.
C) Send private messages to all their personal friends on social media asking them to purchase
AdVance fertilizer.
D) Interact more actively with clients and potential clients on social media, but without pushing
business.
E) Post photos of their vacations and purchases to show that they are successful at AdVance.
65) Experienced salespeople can go straight to the presentation and close, and do not need to
resort to “breaking the ice” with prospects.
66) List and describe the steps of the CARE model of relationship-building.
67) According to the text, emotional intelligence can most likely be increased by using:
A) partnering relationships
B) transactional sales methods
C) non-verbal communication tools
D) empathizing techniques
E) self–development activities
68) Which of the following is most likely a strategy for self–improvement?
A) comparing your performance to others
B) setting specific goals for yourself
C) focusing on your obstacles
D) clarifying your mistakes
E) demanding help from others
69) Guided imagery is another name for:
A) positive self–talk
B) goal–setting
C) rewarding effort
D) visualization
E) self-improvement
70) Because self–improvement is self–initiated:
A) it is easy for employers to monitor and reward self–improvement efforts
B) we each control our own efforts at self-improvement
C) it must be undertaken primarily outside the work day
D) it can’t succeed until we understand ourselves
E) there is no process that works for most people
71) Joelle works with sales reps on visualization, or guided imagery, and positive self-talk. What
step is necessary first to be able to use these techniques effectively?
A) setting personal goals
B) creating a mental picture
C) rewarding progress
D) using affirmations
E) controlling mannerisms
72) The steps of self-improvement include setting goals, engaging in visualization, using positive
self-talk, and rewarding your progress.
73) In order to improve performance, salespeople should focus on what they did wrong during
previous sales calls to avoid making the same mistakes again.
74) ________ is the series of personal conversations you have with yourself almost continually
throughout the day.
75) Describe and discuss the four steps in the self-improvement plan.