9-7
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
Prospecting, p. 175: Identifying and developing potential customers is an important aspect of
the customer strategy is called prospecting.
Account development, p. 175: Prospecting and account development are the systematic
qualification criteria established by you or your company.
Prospect base p. 176: The goal of prospecting is to build a qualified prospect base made up of
current customers and potential customers.
Referral, p. 178: A referral is a prospect that has been recommended by a current customer or
by someone who is familiar with the product.
become actual prospects and then call (by phone or personal visit) on each one.
9-8
Elevator presentation, p. 183: A kind of cold call opener is often referred to as an “elevator
presentation.” This is a 30-second message that summarizes what you want people to know
about you, your company, and your product line.
sales managers and salespeople often conduct an account analysis to estimate the
sales potential for each prospect.
Sales process model, p. 190: The sales process model is the total set of accounts being
pursued at any given time, and includes six steps: Prospect, Qualified, Needs Analysis,
Presentation, Negotiations, and Closed/Service.
MyMarketingLab
To complete the problems with the * in your MyLab, go to the EOC Discussion Questions.
9-9
ANSWERS TO REVIEW QUESTIONS
9-1 List and briefly explain the common causes of customer attrition
Common causes of customer attrition include:
a. The account may have a one-time need or there is an extended period of time between
9-2 Describe three steps progressive marketers are taking to improve the quality of the
prospecting and account development effort.
Progressive marketers are doing three things to improve the
9-3 List the major sources of prospects.
Sources of prospects are: (1) referrals, (2) endless chain referrals, (3) Referral letters and
9-4 Explain how the endless chain referral prospecting and
9-5 What is “networking”? How might a real estate salesperson use networking to identify
prospects?
9-10
9-6 What does the term “qualifying” mean? What are the four basic questions that should be
9-7 What are the most common methods of organizing prospect information?
Most salespeople use some type of computer system to record customer information. When it
9-8 When is sales intelligence important? What are the three
most important pieces of sales intelligence a salesperson needs
to know?
already learned about features and benefits. In terms of sales intelligence, prospects and
9-9 Describe two popular models for performing the account analysis.
To effectively and efficiently manage the prospect or account base, sales managers, and
strategies, to use with the contacts in their database. Portfolio models involve the use of
in the sales process. The sales process model is the total set of accounts being pursued at any
given time. This six-step sales process model includes Prospect, Qualified, Needs Analysis,
Presentation, Negotiations, and Closed/Service.
9-11
SUGGESTED ANSWERS FOR APPLICATION EXERCISES
9-11. This exercise should make students aware of prospects in the business-to-business
9-12. This is an exercise that many insurance companies use in selecting insurance agents. This
9-13. Students will find an easy-to–read description of Salesforce.com’s features and benefits, a
description of each Salesforce.com on-demand application as well as an explanation of how
9-14. This exercise will provide students with an opportunity to develop important job search
skills.
ROLE-PLAY EXERCISE
This role-play gives students an opportunity to use the referral methods described in this
chapter. Encourage students to study these methods as preparation for the role-play experience.
9-15. David Levitt is selling customizable CRM services for Salesforce.com, a company that is
9-16. In general, David Levitt uses the criterion that the new business will be a win-win
9-12
9-17. Overall, the questions David Levitt asks are used to determine not only whether
Salesforce.com can meet the needs of the customer, but also whether the business will be
9-18. David Levitt emphasizes the features of Salesforce.com’s CRM system that are core
9-19. David Levitt aims to understand more than just the features and benefits that will apply to
users of Salesforce.com. In addition, he gains sales intelligence to understand the prospect’s
marketplace, firm, and competitors through intensive sales call preparation. The questions David