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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
titled Traditional Role Play Exercises and Forms.
Key Terms
Need discovery, p. 207: Need discovery forms the essence of salespeople being able to create
value, meet the needs of their customers, and execute the firm’s commitment to the
marketing concept.
partnership-building process.
Specific survey questions, p. 231: Specific survey questions are designed to give prospects a
chance to describe in more detail the problem, issue, or dissatisfaction they are experiencing
from their point of view.
Open questions, p. 231: Open questions require the prospect to go beyond a simple yes/no
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Confirmation questions, p. 232: Confirmation questions are used throughout the sales process
to verify the accuracy and assure a mutual understanding of information exchanged by the
salesperson and the buyer (see Table 11.1).
Buying conditions, p. 233: Buying conditions are those qualifications that must be available or
fulfilled before the sale can be closed.
Summary-confirmation question, p. 233: A summary-confirmation question is one of the best
ways to clarify, confirm, and gain commitment on several buying conditions.
Need-satisfaction questions, p. 234: Need-satisfaction questions are designed to focus on the
solution and the benefits of the solution.
Active listening, p. 236: Active listening is the process of sending back to the
prospect what you as a listener think the person meant, both in terms of content and in terms
of feelings.
MyMarketingLab
Go to mymktlab.com to complete the problems marked with this icon .
ANSWERS TO REVIEW QUESTIONS
11-1 List and describe the four parts of the Consultative Sales Process Guide.
11-2 Describe the findings of the two major research projects on the strategic use of questions
in selling.
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Selling Skills training program. Results showed that the characteristics of a successful sales
call include: (1) a duration of 30 minutes, (2) 13.6 questions asked, (3) 7.7 product features
discussed, and (4) approximately six product benefits offered. The customer generally asks
approximately eight questions, emphasizing the need for intricate market knowledge on the
part of the salesperson. This 18-month study emphasizes the necessity of a sales call being a
model of two-way communication.
11-3 List and describe the four types of questions commonly used in the selling field.
1. Survey questions are used to collect basic facts about the buyer’s existing situation and
11-4 Define the term “buying conditions.” What are some common buying conditions?
11-5 Discuss the three dimensions of need discovery.
11-6 Describe the three dimensions of selecting a product solution.
11-7 Describe the ideal time allocation for each part of the consultative sales presentation
between the salesperson and the prospect.
The ideal time allocation for each part of the consultative sales presentation between the
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11-8 Describe the nature of the need discovery process when working with a transactional
buyer.
Some of the guidelines for the need discovery process must be abandoned or greatly altered
11-9 Describe how to transition to the presentation part of the consultative sales presentation
model.
ROLE-PLAY EXERCISE
This role-play will give students experience in using questions to determine customer
needs. Encourage students to develop several preplanned questions before the role-play
experience.
11-10. Since the selling situation Deborah participates in is constantly evolving with the
introduction of new products, need discovery is a critical part of the sales process. Especially
11-11. When interacting with medical professionals, Deborah needs to employ a questioning
strategy that covers all types of questions, including: survey questions, probing questions,
confirmation questions, and need-satisfaction questions. Medical personnel, while being an
11-12. The nature of a multicall sales process that Deborah may implement should follow the
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11-13. If Deborah were to use a multi-call sales process, the aim of her first call should be to
REGIONAL ACCOUNT MANAGEMENT CASE STUDY
All answers for the Regional Account Management Case Study are located in the Instructor’s