CHAPTER 4: “Sock It to Her!”
What is the most ethical action to take?
A. Tell the customer to buy the more expensive model. She probably
has enough money and you will get more commission.
B. Advise the customer that you think she would be happier with the
less expensive model — she does not seem to need or want all of the
high-tech gadgets in the more expensive car.
CHAPTER 4
THE PSYCHOLOGY OF SELLING: WHY PEOPLE BUY
Comments on Chapter 4 Sales Application Questions
1. Three types of buying situations are: (A) routine; (B) limited; (C) extensive.
3. a. Ask questions, observe, listen, talk to others, or a combination of all.
b. Try to find out about each prospect’s needs, attitudes, and beliefs and use this
4. a. “To improve your science grade (BENEFIT), Susie, you must establish better
study habits.”
b. “That job will be a great deal easier (BENEFIT), Joe and you won’t be as tired
c. “You will make a lot of friends (BENEFIT), Johnny, and be respected at school
d. “If you open this special checking account, Ms. Brown, paying your bills will be
5. a. “Blade changing is quick (ADVANTAGE) and easy (BENEFIT) with this saw,
b. “The king size (FEATURE) will bring you additional profits (BENEFIT) because it is
c. “For long wear (ADVANTAGE) and savings on your clothing costs (BENEFIT), you
referring students back to FAB definitions.
6. A. F “Made of pure vinyl.”
B. A “Lasts twice as long as competing brands.”
E. F “New.”
F. A “No unpleasant aftertaste.”
J. F “Contains XR-10.”
K. F “Baked fresh daily.”
L. F “Includes a one-year guarantee on parts and labor.”
7. FAB of Desktop Xerox 2300 copier.
Features Advantages Benefits
things
C. General purpose C. Copies almost
C. Saves time
D. Small size D. Occupies small
D. Doesn’t get in
up to 8½ by 14 in.
large materials
F. Uses same tray for
F. Convenient F. Saves time
8. A. Low Hoodline:
1. better visibility — BENEFIT
B. Tinted Glass:
1. reflects sunlight
C. Rear Window Defroster:
1. clears rear windshield (ADVANTAGE), and thus reduces the danger of driving (BENEFIT)
2. rear windshield can be de-iced or defogged automaticallly (FEATURE) so you do not
D. Whitewall Tires:
1. Provide better handling and a more stable ride — BENEFIT
9. Five salespeople ranked the three alternatives, with “C” ranked the best. People who chose this
Alternatives Ranking Dollar Amount Sold
(Maximum = $6,000)
A Second $1,000
B Third -0- C First
$6,000
A. This response stresses only features of the radio. Yes, the features are related to the
B. This response stresses only features of the radio. These features are not related to
C. This response is excellent since it relates directly to the prospect’s needs.
10. A. 2. Titanium steel bearing — feature
C. 1. Converted a product feature into an advantage
11. A. Benefits — looks trim
B. Benefits — convenient, neat
12. A. 1. Best traffic–pulling detergent
D. All are benefits
COMMENTS ON CASE
Case 4-1: Economy Ceiling Fans, Inc.
1. Ask questions to bring out customer’s attitude and beliefs towards product relative to price,
2. While not illustrated or discussed in the chapter, you can bring out in your class a discussion
on how an individual might weight or place a value on a product’s attribute using the
following:
Belief
Values Attribute Hunter Casa Blanca Economy
.2 Price .2 .2 .8
1.00
Hunter = (.2) (.2) + (.3) (.6) + (.5) (.8) = .62
Preferences are for Hunter, Economy, and Casa Blanca in this order.
The preceding chart is an expectancy-value model whereby consumers form an attitude
toward each brand based on the importance (weight) of attributes times his brand beliefs.
Ajk=
Where:
Ajk = consumer K’s attitude score for brand j
Wik = the importance weight assigned by consumer k to attribute i
Bijk = consumer k’s belief as to the amount of attribute i offered by brand j
N = the number of attributes important in the selection of a given brand
N
Wik Bijk
i=1
Case 4-2: McDonald’s Ford Dealership
1. The buyer is:
A. Maybe in either a limited problem or extensive problem solving situation.
B. Has little product knowledge, bad attitude toward a used car, and may believe the salesperson
C. She has a need for transportation but does not want the type of car she described to the
D. Her real needs may be at her preconscious or unconscious level.
E. Her perceptions may be distorted:
1. Selective exposure–only listen to what is of interest.
E. She may be looking for the ideal car, which is not realistic.
2. The salesperson should:
B. Smoke out her specific needs.
C. Be patient because he has a great deal to overcome, such as her distorted perceptions toward
offer to call other dealers in town to see if they have one in stock. You
might lose the commission, but at least you have a satistied customer.
C. Advise the customer that both are equally good options and let her
make the decision herself. But, do tell her that you only have the
more expensive model in stock and that the other car would take 6-8
weeks to deliver.