Principles of Selling Chapter 7
67) ________ selling makes the customer-relationship model viable. A) Consultative B) Memorized C) Feature/ D) Direct E) Close-ended
A) Consultative
53) What is often referred to as the preapproach? A) Planning B) Targeting C) Evaluation D) Analysis E) Designing
A) Planning
51) Only through ________ can trust be supported to bridge the gap between sellers and buyers. A) purpose B) faith C) planning D) truth E) success
A) Trust
83) In a SMART sales call objective, the "S" refers to the fact that the objective should: A) be specific. B) be sales-oriented. C) balance supply with demand. D) support organizational objectives. E) put customer service before self-gratification.
A) be specific.
87) Randal Lamson sells carpet and rugs. He approaches a retail chain of home renovation stores with a plan to sell five rugs. In terms of "SMART", his goal meets the requirement to: A) be specific. B) identify the ROI. C) put customer service first. D) maximize the customer's order. E) relate to the present and future needs of the customer.
A) be specific.
91) In a SMART sales call objective, the "T" refers to the fact that the objective should: A) be timed. B) have a technical-orientation. C) be tested. D) have a targeted rate of return. E) describe trade areas.
A) be timed.
48) A ________ is a method of achieving an end. A) plan B) goal C) target D) purpose E) quota
A) plan
68) During the ________, the salesperson plans the sales call on a prospect. A) preapproach B) trial close C) sales presentation D) approach E) value analysis
A) preapproach
57) A salesperson and a customer enter into a strategic customer relationship in order to: A) pursue mutual goals. B) maintain an adversarial relationship. C) create transactional exchanges. D) eliminate routine buying decisions. E) broaden the channel of distribution.
A) pursue mutual goals.
78) A(n) ________ is the main purpose of a salesperson's contact with a prospect. A) sales call objective B) sales mission C) sales profile D) marketing goal E) preapproach profile
A) sales call objective
49) According to The Core Principles of Professional Selling, a plan should primarily be based upon: A) truth. B) action. C) benefits. D) sales goals. E) personal success.
A) truth.
97) What is the primary purpose of developing a customer profile sheet? A) Understanding the structure of the company's buying center. B) Identifying the best strategy to use in a sales call. C) Narrowing the objective of the sales call. D) Using visual aids in a sales presentation. E) Developing rapport with the prospect.
B) Identifying the best strategy to use in a sales call.
85) In a SMART sales call objective, the "A" refers to the fact that the objective should: A) authorize immediate response. B) be achievable. C) create product awareness. D) augment the sales potential. E) be analytical.
B) be achievable.
86) Robert Hayden sells metal gazebos. He approaches a large retail chain of home improvement stores. He decides beforehand to sell 10 pieces to their regional procurement manager. In terms of the acronym "SMART", his primary objective is to: A) have a targeted rate of return. B) be specific. C) put customer service first. D) maximize the customer's order. E) relate to the present and future needs of the customer.
B) be specific.
63) A(n) ________ has the ability to develop and combine nontraditional alternatives to meet the specific needs of the customer. A) tactical partner B) creative problem solver C) low-involvement decision maker D) transactional partner E) exchange creator
B) creative problem solver
64) Jack, an office supply salesperson, recently called on a customer who was trying to select photos to include in a catalog. The customer wanted to look at the 10 photos side-by-side for comparison, but his easel was too small and the cinderblock walls in the office would not hold tacks or tape. The customer explained that the situation was a regular issue for him. Jack obtained a roll of cork and a can of cork glue to convert an office wall into a giant bulletin board. In this instance, Jack acted as a(n): A) tactical partner. B) creative problem solver. C) low-involvement decision maker. D) transactional partner. E) exchange creator.
B) creative problem solver.
65) Lev Knossos sells high tech equipment and software to companies in Greece. When he first started selling to Greek businesses, he was told that the Greek market lagged behind others in the use of technology. After conducting research, Knossos visited the Commercial Bank of Greece and explained how his products could create Web pages for the bank and facilitate banking transactions. By applying his product knowledge to solve a technology issue that he identified, Knossos took the role of: A) tactical partner. B) creative problem solver. C) low-involvement decision maker. D) transactional partner. E) exchange creator.
B) creative problem solver.
98) Carl, an office supply salesperson, determined during the preapproach process that a prospect could save 25 percent yearly by purchasing a bulk order of 30 units of Carl's general supplies kit. Carl has defined this advantage while developing a(n): A) value analysis. B) customer benefit plan. C) individualized sales call objective. D) customer profile. E) customized marketing objective.
B) customer benefit plan.
99) Walter sells sporting goods. During sales call planning for an upcoming appointment with a prospect, Walter determines that the prospect could save 10% annually on golf balls by purchasing 50 units of Pinnacle golf balls from Walter. He has determined this advantage while developing a(n): A) value analysis. B) customer benefit plan. C) individualized sales call objective. D) customer profile. E) customized marketing objective.
B) customer benefit plan.
74) A salesperson engaged in sales call planning should: A) create nonspecific sales call objectives. B) develop the sales presentation. C) conduct vendor analyses. D) join a sales lead club. E) design after-the-sale service approach.
B) develop the sales presentation.
88) John sells safety equipment to law enforcement agencies. Before calling on the Humphrey Sheriff's Department, John decided that he wanted to get an order for eight new bulletproof vests from the sheriff before he left the office. In terms of the acronym SMART, John's objective: A) is relevant. B) is very specific. C) puts customer service first. D) maximizes the customer's order. E) is related to the present and future needs of the customer.
B) is very specific.
76) The four elements of sales call planning (in their correct order) are: A) customer profile, sales call objective, sales presentation, and sales benefit. B) sales call objective, customer profile, customer benefit plan, and sales presentation. C) customer profile, sales call objective, customer benefit plan, and sales presentation. D) sales call objective, customer benefit plan, customer profile, and sales presentation. E) customer preapproach, customer profile, customer sales call objective, and sales presentation.
B) sales call objective, customer profile, customer benefit plan, and sales presentation.
77) Which of the following is one of the four components of the sales call planning process? A) A marketing audit B) A vendor analysis C) A customer profile D) Perceptual mapping E) Market testing
C) A customer profile
82) Which of the following statements is most likely true? A) Selling is a very complex process. B) Selling is easy to do on a consistent basis. C) A sales call must move systematically toward a sale. D) Selling begins with negating a precall sales objective. E) Elaborate planning is necessary before making a sales call.
C) A sales call must move systematically toward a sale.
81) What is needed in order to develop a customer benefit plan? A) Rehearsed preapproach B) Industry profile C) Customer profile D) Client referrals E) Customer profit ratio
C) Customer profile
70) Which of the following is the most likely reason that salespeople plan their sales calls? A) Shortening the sales presentation B) Overcoming customer objections C) Establishing professionalism D) Utilizing new technologies E) Training new employees
C) Establishing professionalism
60) Which of the following may not be categorized as one of the personal needs of a business-to-business buyer? A) Help me generate influence within my organization B) Help me become more insightful about my industry C) Help increase the satisfaction of my business unit's customers D) Help me reduce my workload E) Help me advance professionally within my firm
C) Help increase the satisfaction of my business unit's customers
46) Which of the following statements about the purpose for any sale is most likely false? A) Purpose is broad in scope. B) Purpose helps define who you are as a sales professional. C) Purpose is a list of objectives that differ from one sales call to another. D) Purpose directs how you approach each sales call. E) Purpose defines success for you.
C) Purpose is a list of objectives that differ from one sales call to another.
54) Which term refers to programs, goals, and problems of great importance to customers? A) Creative B) Analytical C) Strategic D) Evaluative E) Marginal
C) Strategic
61) In order to become a creative problem solver, the salesperson must invest a significant amount of effort into delving into the buyer's true needs, interpreting the needs and _______? A) documenting the needs B) finding ways to refute the needs C) creating a meaningful solution D) evaluating the needs E) planning a drastic solution
C) creating a meaningful solution
62) The creative problem solving process includes (1) finding the problem, (2) solving the problem, and (3) _______? A) documenting the needs B) finding ways to refute the needs C) implementing the solution. D) evaluating the needs E) planning a drastic solution
C) implementing the solution.
45) According to The Core Principles of Professional Selling, your primary purpose for any sales call should be to: A) determine who has the authority and the ability to be a buyer. B) create a long-term relationship with all prospects. C) meet and provide help to a prospect. D) sell a product to every prospect. E) qualify leads efficiently.
C) meet and provide help to a prospect.
73) Anthony is going on his first sales call, and he is very nervous. A professional salesperson would most likely tell Anthony that the key to selling success is the willingness to: A) motivate the customer to buy even if the customer does not really need the product. B) continually monitor the competition. C) plan and rehearse the sales call. D) ignore customer objections. E) schedule the length of each sales call to be no more than 30 minutes.
C) plan and rehearse the sales call.
80) Garth sells spray booths for repainting vehicles to shops that repair wrecked vehicles. The spray booths are used for painting cars and trucks and come in a variety of sizes. The spray booths are used to contain the paint and to protect the car surface while the paint is drying. When he called on Elwood Body Shop, his ________ was to sell the body shop owner one of his company's taller spray booths designed for trucks. A) selling proposition B) marketing plan C) sales call objective D) FAB plan E) customer profile goal
C) sales call objective
66) All of the following hold true of the customer relationship model EXCEPT: A) it requires consultative selling. B) the sales process unites the buyer's strategic needs with the salesperson's creative solutions. C) the relationship is expected to be short-term. D) the relationship must be mutually beneficial for the buyer and the seller. E) the customer reaches his/her goal along with the seller.
C) the relationship is expected to be short-term.
56) Which of the following is critical to strategic problem solving? A) Nonverbal communication B) High-tech equipment C) Effective prospecting D) Creative solutions E) Industry alliances
D) Creative solutions
72) Which of the following is LEAST likely to be a performance goal of consultative selling in the customer relationship model? A) Costs B) Sales C) Profits D) Experience E) Productivity
D) Experience
79) Which of the following statements about sales call objectives is true? A) Sales call objectives should primarily benefit the salesperson. B) A sales call objective is only necessary when making formal presentations. C) A customer profile must be developed before making a sales call objective. D) The sales call objective is the main purpose of a salesperson's contact with a prospect. E) A sales call objective is usually too complex to modify once a sales call has developed.
D) The sales call objective is the main purpose of a salesperson's contact with a prospect.
84) In a SMART sales call objective, the "M" refers to the fact that the objective should: A) manage time wisely. B) maximize the customer's order size. C) minimize the cost to the customer. D) be measurable. E) move the prospect to buy.
D) be measurable.
96) A ________ would answer questions such as "What is the buyer's background?" and "What are the company's purchasing policies?" A) sales call objective B) company's marketing plan C) competitive portfolio D) customer profile E) business proposition
D) customer profile
93) Carlos sells mailing lists for a direct marketing company. He is interested in selling a mailing list to the publisher of a magazine devoted to new electronic products. Carlos learns that he cannot close the sale until meeting the publisher's circulation vice president. This sort of information would be found in the ________ that Carlos created. A) sales call objective B) company's marketing plan C) competitive portfolio D) customer profile sheet E) business proposition
D) customer profile sheet
94) Loreen sells how-to books and is going on a sales call to a local bookstore. Loreen knows the purchasing policies of the store such as who makes buying decisions. Such information can be found in Loreen's: A) sales call objective. B) marketing plan. C) competitive portfolio. D) customer profile. E) business proposition.
D) customer profile.
89) Rob Stewart sells office equipment and calls on the office manager of a large firm. Rob wants to sell the prospect 30 units of general office supplies. In terms of the acronym SMART, Stewart's objective: A) could not be measured. B) was probably not achievable. C) was missing a valid order size. D) did not specify a time period. E) met all objective requirements.
D) did not specify a time period.
75) Mervin Jacob sells professional barbeque grill equipment to high-end restaurants. His products come in different sizes and specifications. When he called on Grill Kingdom, a popular barbeque restaurant, he was determined to sell at least one of his top-end grill pro machines. Jacob decided his ________ even before his sales call. A) selling proposition B) marketing plan C) FAB plan D) objective E) prospect
D) objective
47) According to The Core Principles of Professional Selling, a salesperson should have a ________ that focuses all sales efforts on serving others. A) goal B) quota C) target D) purpose E) plan
D) purpose
55) A(n) ________ is a formal relationship between a salesperson and a customer for the purpose of pursuing mutual goals. A) transactional relationship B) exchange-oriented dependency C) symbiotic relationship D) strategic customer relationship E) joint decision-making alliance
D) strategic customer relationship
58) Nordstrom, the fashion retailer, is installing software in its 137 stores that will help the company gather customer preferences and product information. The software will assist the store's salespeople to understand each customer as a person with unique wants and needs. Nordstrom is helping its salespeople create ________ with the store's customers. A) transactional relationships B) exchange-oriented dependencies C) symbiotic relationships D) strategic customer relationships E) joint decision-making alliances
D) strategic customer relationships
50) Setting a goal and accomplishing it is called: A) plan. B) goal. C) target. D) success. E) quota.
D) success.
51) Only through ________ can trust be supported to bridge the gap between sellers and buyers. A) purpose B) faith C) planning D) truth E) success
D) truth
92) Steve sells paint to shops that repair wrecked vehicles. When Steve called on Elwood Body Shop, he wanted to sell the body shop owner six cases of his company's base coating paint. In terms of the acronym SMART, Steve's objective: A) could not be measured. B) was not readily achievable. C) did not have a valid order size. D) was missing the time component. E) met all call objective requirements.
D) was missing the time component.
69) Which of the following is the LEAST likely reason for a sales call to be planned? A) Building confidence B) Developing goodwill C) Exhibiting professionalism D) Increasing the potential of a sale E) Eliminating customer objections
E) Eliminating customer objections
59) Which of the following may not be categorized as one of the personal needs of a business-to-business buyer? A) Help me generate influence within my organization B) Help me become more insightful about my industry C) Help me take care of those I love D) Help me reduce my workload E) Help me advance professionally within my firm
E) Help me advance professionally within my firm
90) In a SMART sales call objective, the "R" refers to the fact that the objective should: A) enhance relationship building. B) be based on marketing research. C) relate to future customer needs. D) create references. E) be realistic.
E) be realistic.
100) The salesperson's ________ contains the central information provided in the sales presentation. A) customer benefit plan B) sales call objective C) customer profile D) marketing plan E) business proposition
E) business proposition
95) Reyna sells children's encyclopedias. Before a sales call at a local bookstore, Reyna collected background information about the company using Manta.com and LinkedIn, and reviewed the store's typical business terms and requirements. Reyna compiled this information in her: A) sales call objective. B) overall marketing plan. C) competitive portfolio. D) business proposition. E) customer profile.
E) customer profile.
71) When a salesperson is faced with a unique set of customer problems to solve, the salesperson will most likely need to: A) act professionally. B) build self-confidence. C) develop an atmosphere of goodwill. D) enhance the buying and selling procedure. E) customize a product to best address the client's needs.
E) customize a product to best address the client's needs.
1) Purpose is a list of plans, goals, or objectives that differ from one sales call to another.
False
10) Prospecting is often referred to as the preapproach.
False
14) In order to become a creative problem solver, the salesperson may NOT have to invest a significant amount of effort into delving into the buyer's needs.
False
18) According to surveys, there has been a shift in recent years from collaborative relationships between sellers and buyers to more adversarial arrangements.
False
20) Nervousness is a normal component of giving sales presentations, and there is nothing that can be done to reduce it.
False
24) A salesperson cannot make a sales call without a sales call objective.
False
25) Selling is a very complex process, but it is easy to do on a consistent basis.
False
27) Planning is only necessary when a salesperson is making a formal presentation.
False
29) The best possible sales call objective is to get an order because it reflects the salesperson's self-confidence and a specific goal.
False
3) A plan is defined as the act of setting a goal and accomplishing it.
False
30) The four components of sales call planning are (1) determining the sales call objective; (2) developing or reviewing the customer profile; (3) developing a customer benefit plan; and (4) preparing for closing the deal
False
31) A SMART sales call objective is specific, measurable, actionable, reliable, and timely.
False
35) When Mack Latham selects and then suggests the type of networking software his prospect should buy, he is working on step three of his customer benefit plan.
False
39) The last step in planning your sales call is to develop a marketing plan for the prospect.
False
4) According to the text, a salesperson's purpose, plan, and goal do not center on helping but on selling.
False
40) The first of a prospect's five mental steps in buying is ignorance.
False
41) A salesperson knows that a prospect's desire for a product is solidified when the potential buyer asks a question about price.
False
43) Closing the sale is always the most difficult part of the sales presentation.
False
6) Empathy and kindness are the primary bridges between buyer and seller.
False
11) The top salespeople who are effective strategic problem solvers have the skills and knowledge to develop mutually beneficial agreements.
True
12) The purpose of the strategic customer relationship between a salesperson and a customer is the joint pursuit of mutual goals.
True
13) Today's salespeople need to be creative problem solvers who have the ability to develop and combine nontraditional alternatives to meet the specific needs of the customer.
True
15) Mutual goals of customers and sales organizations include increasing sales and profits.
True
16) Salespeople and customers need to work together to achieve a mutually beneficial agreement.
True
17) In order to be a success, it is imperative that a salesperson be able to tailor a customized solution for each customer.
True
19) Planning the sales call is the key to success.
True
2) Successful people have a tendency to make, implement, and evaluate plans.
True
21) By carefully planning and practicing your sales presentation, you increase confidence in yourself and your ability as a salesperson.
True
22) Good business relationships are built on your knowledge of your company, industry, and customers' needs.
True
23) Planning is most effective and efficient when done logically and methodically.
True
26) Salespeople can focus their activities by writing down predetermined goals prior to sales calls.
True
28) The sales call objective should be directly beneficial to the customer.
True
32) A customer profile should answer the question, "What are the purchasing policies and practices of the account?"
True
33) The customer benefit plan contains the nucleus of the information used in the salesperson's sales presentation.
True
34) The main reason the prospect should purchase your product is that its benefits fulfill certain needs.
True
36) Value analysis is an example of a business proposition for an industrial product.
True
37) Topics to discuss during the business proposition segment of a sales presentation include list price, shipping costs, and ROI.
True
38) Before developing your presentation, you need to determine the prospect to call on and make an appointment.
True
42) The salesperson prepares to ask the prospect to make a purchase after conviction has been established.
True
44) The FAB formula helps a salesperson increase a prospect's desire for a product.
True
5) The lack of trust towards salespeople is caused by the self-centered nature of some salespeople.
True
7) Trust serves as the glue that enables relationships.
True
8) Careful planning of every aspect of the sales call helps the salesperson be organized and prepared to interact with the customer.
True
9) High-performing salespeople tend to be strategic problem solvers for their customers.
True
