10-7
3. Regardless of the reasons for sales call reluctance, you can learn to deal with it:
a. Be optimistic: The anticipation of failure is a major barrier to making the
initial contact.
10-8
END-OF-CHAPTER ACTIVITES
Included in this section are answers to selected end-of-chapter exercises. Answers are
provided for all review questions, application exercises and case problems. Also, a brief
description of each role-play is provided.
Not included in this section are answers to the Regional Accounts Management Case
Regional Accounts Management Case Study.
Also not included in this section are answers to exercises related to Appendix 3:
“Partnership Selling: A Role–Play/Simulation.” Answers, forms, and instructions related to
titled Traditional Role Play Exercises and Forms.
Key Terms
Presentation strategy, p. 201: The presentation strategy is a well-conceived plan that includes
three prescriptions: (1) establishing objectives for the sales presentation, (2) developing the
presale presentation plan needed to meet these objectives, and (3) renewing one’s
commitment to providing outstanding customer service (Figure 10.1).
Preapproach, p. 202: The preapproach involves preparing presale objectives and developing a
presale presentation plan.
Approach, p. 202: The second part of the presentation strategy is called the approach and
involves making a favorable first impression, securing the prospect’s attention, and
transitioning to need identification (Figure 10.2).
Action objective, p. 203: An action objective is something that you want the customer to do
during the sales presentation: provide specific financial information, schedule a visit to your
manufacturing plant, agree to a trial use of your product, agree to a follow-up meeting, or
place an order. An action objective brings a sharp focus to the sales presentation.
Six-step presentation plan, p. 207: The presales plan is developed after careful study of the six-
step presentation plan, which includes approach, need discovery, presentation, negotiation,
close, and servicing the sale.
Telesales, p. 209: Telesales, not to be confused with telemarketing, include many of the same
elements as traditional sales: gathering customer information, determining needs, prescribing
10-9
MyMarketingLab
To complete the problems with the * in your MyLab, go to the EOC Discussion Questions.
ANSWERS TO REVIEW QUESTIONS
10-1 What is the purpose of the preapproach? What are the two prescriptions included in the
10-2 Explain the role of objectives in developing the presale
presentation plan.
10-3 Why should salespeople establish multiple-objective sales presentations? List four
possible objectives that would be appropriate for stage one and stage two of the buying process.
10-4 Compare and contrast team sales presentations and individual sales calls
Team sales presentations are often used when selling complex customized products and
10-5 Describe the major steps in the presentation plan. Briefly discuss the role of adaptive
selling in implementing the presentation plan.
10-10
10-6 What are the major objectives of the approach?
10-7 Briefly describe the four guidelines that can help you make a
good social contact.
The four guidelines that can help you make a good social
contact follow:
10-8 What are some rules to follow when leaving a message on voice mail? On e-mail?
It is important to anticipate voice mail and know exactly what to say if you reach a recording.
10-9 What methods can the salesperson use to convert the prospect’s attention to the sales
presentation?
SUGGESTED ANSWERS FOR APPLICATION EXERCISES
10-10. This exercise is designed to have the student apply the basic steps in the preapproach.
10-11. This exercise is similar to what many of your students will do when they look for a job.
Salespeople and job seekers should plan what they are going to say when they call for an
10-11
10-12. Students will find a description of “The Sales Advantage Course,” including program
ROLE-PLAY EXERCISE
Students should use Table 10.1 to prepare four different business contact statements and/or
questions that can be used during the approach.
SOLUTION FOR THE CASE PROBLEM
10-13. All three prescriptions are important. Preparing objectives for each sales call is one way
10-14. Alim’s objectives could range from getting the prospect to agree to a product demo,
identifying who the key decision makers are, learning the names of a specific number or workers
10-15. Holding meetings in a nonoffice setting introduces the opportunity for new distractions.
In Alim’s case, a construction site may be noisy and chaotic, the weather may interrupt or
10-16. Students may come up with any combination of the following approaches: agenda
approach, product demonstration approach, referral approach, customer benefit approach,