59.
TECAmerica, Inc. sells electronic scales used for weighing meats and vegetables. A
salesperson for TECAmerica is calling on the headquarters of Kroger supermarkets. He
has set his sales call objectives to meet the members of the buying center, to have his
product brochures sent to the appropriate geographic division managers of Kroger, and to
be allowed to demonstrate the superiority of his company’s scales. If he truly expects to
achieve his objective of meeting the members of the buying center, then the others would
be classified as _____ call objectives.
60.
Flora is a chief supplier of flowers to retailers in Dallas. Haley, a salesperson at Flora, is
planning to call on a supermarket chain that stocks flowers but does not buy its supplies
from Flora yet. Why would Haley set multiple call objectives including the goals of getting
the company to buy its Valentine package for $129 and convincing them to display Flora’s
samples in some of its stores for her first meeting itself?
61.
A(n) _____ is defined as a written statement (usually one or two sentences) that clearly
states how purchasing a product or service being offered can help solve the customer’s
perceived business issue.
62.
A(n) _____, which salespeople can share with the CEO of a buyer’s firm, focuses on what
an individual manager needs to address and resolve to be able to better contribute to
overall company objectives.
63.
A safety equipment salesperson calling on a prospect for the first time should try to
schedule an appointment with the focus of _____, a person who will listen to the
salesperson and provide valuable information about the types of equipment that the
company needs.
64.
Julia, a salesperson of cosmetic products, is meeting with a person who will tell her the ill
effects and problems related to the products she supplies. According to Neil Rackham, the
person whom Julia is meeting is known as the:
65.
In the context of finding the right person to make a sales call, Neil Rackham suggests that
a salesperson should initially try to call on the person who is the:
66.
In the context of finding the right person to make a sales call, Neil Rackham suggests that
the focus of dissatisfaction leads to the:
67.
In the context of finding the right person to make a sales call, which of the following was
suggested by Neil Rackham?
68.
If an industrial salesperson makes her first call on an employee at a client’s company who
is most likely willing to listen and provide valuable information, she is most likely calling on
the _____.
69.
In the buying center, the person who can approve, prevent, and/or influence action is
called the _____.
70.
When making an appointment, it is important for a salesperson to identify an environment
conducive to doing business. So, the salesperson should:
71.
In a buying center, a screen can take on the role of a(n) _____.
72.
As the CEO’s personal assistant, Robert’s job involves taking calls from sales
representatives from different companies. He sorts them and selects the salespeople who
get to speak directly to his boss. In this situation, Robert is acting as the _____.
73.
Billy is a charming sales representative. He uses his skills and persuades the prospect’s
secretary to get him a face-to-face meeting with the prospect. He convinces her that the
product he is selling will greatly benefit her company. The technique that Billy is using is
known as:
74.
Jenna, a seller of insurance products, is scheduled to meet her prospect, Jay. Jay’s
assistant always interferes and stops salespeople from contacting Jay. When Jay’s
assistant attempts to stall Jenna’s effort, she tells the assistant that she has authority
from Jay’s superiors and the top management to meet Jay. The strategy used by Jenna is
known as:
75.
Al sells everything a company needs to market decorative balloons—the balloons
themselves, ribbons, helium tanks, etc. He wants to talk to the owner of a large catering
company because balloons are great decorations for birthday tables, baby showers, and
other such social occasions. Unfortunately, every time he tries to talk to the owner of the
catering company, he finds himself in an unnecessarily long conversation with the
assistant caterer, who does not let him talk to the owner. The assistant caterer is
assuming the role of a(n):
76.
Veronica, a senior salesperson, has an appointment with a prospect. She tries to convince
the prospect’s subordinate with an eloquent narration about the implication of meeting
with the prospect. She tells the subordinate that the meeting would greatly benefit the
prospect. The strategy used by Veronica to meet her prospect is known as:
77.
Gareth, an insurance salesperson, has an appointment with Jeff. Jeff’s subordinate is
known to restrict salespeople from contacting or meeting Jeff during his work hours.
Gareth tries to contact Jeff at lunchtime when his subordinate does not monitor these
activities. In this case, the strategy used by Gareth is known as:
78.
When making a telephone call to a new client, salespeople must:
79.
Kerry, a sales representative from Spitz Inc., has a lead on a potential customer for her
company’s line of vacuum cleaners. She calls the prospect’s firm and speaks to the
secretary. What should be the primary goal of this call?
80.
Kumar is a salesperson for a cosmetic brand. Before meeting his prospect, he sends the
prospect a few fashion and lifestyle magazines to improve the prospect’s knowledge about
cosmetic products. In this case, Kumar is most likely engaging in _____.
Short Answer Questions
81.
What is the term used for people who can influence a purchase decision and are opposed
to the seller’s company?
82.
How can a salesperson know if he or she has enough information to make a sales call?
83.
Which is the first source of information that a salesperson can use while using the Internet
to gather precall information?
84.
Within a prospect’s company, who is likely to be a rich source of information?
85.
What is the most important step when planning a sales call?
86.
A salesperson for Otto Bock Orthopedic Industry is calling on an orthopedic hospital to sell
his company’s new computerized artificial limbs that can anticipate and regulate
movement by the user. The salesperson’s sales call objective is to sell 20 limbs after
convincing the buyer that the limb is superior to all other prosthesis available in the
market. The total amount involved in the deal is around $50,000. The salesperson has
been given 15 minutes to make his sales presentation. What is wrong with this objective?
87.
SRC Refrigeration Company manufactures and sells refrigerator display units for flowers.
Ronald, a salesperson for the company, is calling on a large supermarket chain in an
attempt to provide a demonstration of SRC’s new product which “bathes flowers in
generous humidity and uniform air temperature.” Ronald’s sales call objective is to
persuade the buyer to lease one refrigeration unit for 6 months and compare how it keeps
flowers fresh longer than the other brand currently in use. In terms of the criteria for
evaluating sales objectives, how would you rate this sales call objective?
88.
Rotocast Display Products sells display accessories to be used on the sales floor and in
store windows. One popular item it sells is the Corinthian columns ranging from 16″ to 96″.
A Rotocast salesperson is calling on a company that specializes in designing store
displays. Her goal is to sell the design company 3 dozen columns of various heights. If she
can’t achieve this goal, she wants to sell the design company at least 6 small columns.
Identify the two types of multiple sales objectives that the Rotocast salesperson has set.
7-35
89.
To whom should a salesperson present a customer value proposition?
90.
In the context of sales, what is Webcasting?
Essay Questions
91.
Martin is planning his first sales call on F&S Industries. He has decided to postpone the
call until he knows everything there is to know about the company and the prospects on
whom he will be calling. What’s wrong with this idea?
92.
Amy is given the name of a potential prospect. What general sources of information should
she consider checking before approaching the prospect?
93.
What is a primary sales call objective?
94.
Why should salespeople consider cultural factors when setting sales call objectives?
95.
Describe a customer value proposition.
96.
Why should a salesperson make an appointment after gathering precall information and
setting call objectives?
97.
Differentiate between a person who is the focus of receptivity, the focus of dissatisfaction,
and the focus of power.
98.
Discuss the best time for a salesperson to call on a prospect.
99.
What is the right place for a salesperson to meet a prospect?
100.
Sales strategists have identified three basic ways to interact with a screen or barrier to a
prospect. List and briefly describe them.