978-0134477404 Appendix 2 Part 3

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15-20. Might other customers or prospects be affected by your service activities? How will this

influence your activities? Could customer service be your competitive edge?

15-21. Do you see any expansion selling opportunities with Murray D’Zines and Piccadilly

Studio? Which expansion selling methods should you consider?

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Test Bank—Appendix 2

The following test bank questions are drawn from BOTH the text and case study. Correct

answers are highlighted in bold. Correct answers to questions drawn from the text contain a

reference to the page number in the text.

Chapter 9—Developing a Prospect Base

Regional Accounts Management Case Study—Reviewing the Prospect Database

1. Prospecting and account development are important, and customer attrition is inevitable. Of

2. The NewNet’s customer relationship management (CRM) system is a wealth of information

about the accounts you are assuming. Looking at the CRM database, which of the former

3. NewNet Regional Account Managers must carefully prospect for customers as well as

carefully qualify them. When you examine the current list of prospects in the CRM, which of

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4. Prospecting and account development should be viewed as a systematic process of locating

potential customers. Of the following, which is NOT among the primary methods of

5. Qualifying is the process of identifying prospects that appear to have a need for your product

and should be contacted. Top salespeople use _________________to qualify leads

Chapter 10—Approaching the Customer

Regional Accounts Management Case Study—Establishing Your Approach

1. Examine the CRM once again. Which of the following is an example in which the team selling

2. The need discovery stage, also commonly referred to as “needs assessment” or “needs analysis

process,” is one of the most critical parts of the selling process. Using information from the CRM

3. Throughout the years, salespeople have identified and used some effective methods to capture

the prospect’s attention, arouse interest, and transition into the next step of the presentation.

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Of the following common methods, which incorporates the “elevator speech,” and is one of

Chapter 11—Determining Customer Needs with a Consultative Questioning

Strategy

Regional Accounts Management Case Study—Needs Discovery

1. __________________ involves meeting customer needs by asking strategic questions,

listening to customers, understanding—and caring about—their problems, selecting the

2. Looking at the CRM database, which of the prospects may not progress to needs analysis or

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d. Mercy Hospital

e. Bryan Enterprises

3. Need discovery (sometimes called “need analysis” or “needs assessment”) begins with

__________________when the salesperson is acquiring background information on the

4. Based upon research studies, the use of a multiple-questioning strategy to discover customer

needs is an effective way for top-performing salespersons to understand the customer. Of the

5. Of the following companies, which demonstrates a situation in which you would have

Chapter 12—Creating Value with the Consultative Presentation

Regional Accounts Management Case Study—Custom-Fitting the Demonstrations

1. Examine the CRM notes. Which of the accounts will most clearly require the use of a

combination of consultative sales presentation strategies (informative, persuasive, and

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e. Murray D’Zines

2. Once again examine the CRM notes. Which of the following accounts would likely require a

reminder presentation?

3. Since individual client problems and priorities are unique, every aspect of the sales

4. Salespeople who truly represent value to their customers plan ahead strategically for the

actions taken during the consultative sales presentation. While all steps are important, which

5. There are many ways to incorporate persuasion into a presentation strategy and most, if used

appropriately, will create value for the customer. Which of the following is NOT a

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Chapter 13—Negotiating Buyer Concerns

Regional Accounts Management Case Study—Negotiating Resistance

1. The ultimate goal of formal integrative negotiations is to __________by offering buyers the

3. Referring to the CRM notes, which of the following best exemplifies a focus on exhaustive

4. The CRM notes regarding ________ indicate the salesperson’s recognition and understanding

5. Salespeople learn that patterns of buyer resistance exist and, therefore, they can anticipate that

certain concerns may arise during the sales call. The great majority of buyer concerns fall

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b. product, time, price, source, and financial arrangements.

c. need, product, source, time, and delivery.

d. service, need, source, time, price, and delivery.

e. need, product, source, time, and price. (Page 278)

Chapter 14—Closing the Sale and Confirming the Partnership

Regional Accounts Management Case Study—Forecasting the Close

1. Closing the sale is usually easier if you look at the ______________from the prospect’s point

2. Closing should be thought of ___________________________.

3. Consult the CRM notes. Which of the following account situations indicates the salesperson

4. High-performing salespersons understand that they must perform certain actions during the

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5. A number of factors increase the odds that you will close the sale. These guidelines for closing

the sale have universal application in the field of selling. Which of the following is NOT

Chapter 15—Servicing the Sale

Regional Accounts Management Case Study—Servicing the Sale with CRM

1. In a world of increased global competition and narrowing profit margins,

2. Bill Gates, in his book Business @ the Speed of Thought, predicted that in the new millennium

3. High-performance sales personnel do not abdicate responsibility for delivery, installation,

warranty interpretation, or other customer service responsibilities. They continue to

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4. High-performance sales personnel do not abdicate responsibility for delivery, installation,

warranty interpretation, or other customer service responsibilities. Of the following, which

5. A dissatisfied customer often tells 8–10 people about his or her problem. Of the following,