Professional Selling: Chapter 6

Which of the following is the best example of a product feature that would appeal to a buyer's rational buying motive?

"AlwaysRight watches come with a three-year warranty."

Which of the following is the best example of a product feature that would appeal to a buyer's emotional buying motive?

"EcoCarry bags are made with eco-friendly materials."

A good example of a statement that would improve a salesperson's chances of getting an appointment is:

"Our product will increase your profit margins by 12 percent in a year."

Which of the following is essential for a sales proposal to be considered effective?

The proposal should have a logical flow that a customer can easily follow.

Which of the following is the difference between emotional and rational buying motives?

The rational buying motives of a prospect are easy to discover, while emotional buying movies are not.

Sally is a relatively experienced salesperson. Her customers want information on all the features, benefits, legal information, and pricing data about the product Sally is selling. She should probably develop a(n) _____.

written sales proposal

_________ are referred to as complete self-contained sales presentations on paper, often accompanied by other verbal sales presentations before or after the proposal is delivered.

written sales proposals

Which of the following is a characteristic of good customer value propositions?

Good customer value propositions are as specific as possible on tangible outcomes.

In the context of planning sales dialogues and presentations, which of the following statements is true?

It is essential to understand the competitive situation while planning sales dialogues and presentations.

Jim is a newly appointed salesperson for Spick and Span vacuum cleaners. It is his first day on the job, and he is meeting his first prospective buyer. Which of the following would be the best way for Jim to start the sales dialogue?

Jim should introduce himself and his company.

In the context of building trust through the use of sales dialogue templates, a salesperson can build trust through his or her _____.

behavior

The sales message varies little from customer to customer in a(n) _____.

canned sales presentation

Because buyers make _____ in their decision processes, salespeople should be prepared for it.

competitive comparisons

Natalie's customers are small business owners who are just starting out and are usually interested in products that help their companies save money. According to the purchase decision process, these prospects are driven primarily by:

rational buying motives.

A good customer value proposition should:

reflect on product or service dimensions that add value.

A(n) _________ refers to business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationships

sales

Once a salesperson has an appointment with a prospect and all the objectives have been established, the salesperson should:

send the sales agenda to the customer.

An executive summary should:

spell out a customer's problems, the nature of the proposed solution, and the resulting benefits to the customer.

A(n) _____ is needed to ensure that a buyer-seller relationship moves in a positive direction.

statement of follow-up action

During an organized sales dialogue (presentation), a salesperson's ability to propose and develop a customized solution is heavily dependent upon:

the salesperson's ability to uniquely address a buyer's problems and needs.

Which of the following is a characteristic of written sales proposals?

they are frequently used in competitive bidding situations

Written sales proposals are better than their verbal counterparts because:

they provide a permanent record of claims and intentions

Which of the following states the importance of evaluating sales proposals before submitting them to buyers?

Well-written sales proposals describe all of the seller's fees, prices, and expenses the buyer will incur.

Which of the following sales communications formats requires the least amount of buyer involvement or input?

a canned sales presentation

Andy is a salesperson. His customers are geographically distributed and speak different languages. They have different needs and different ways of interacting with him, such as through phone calls, e-mails, and on social media. Andy would benefit the most from utilizing:

an organized sales dialogue to reach them.

Harry is a salesperson for Luxa, a car company. During sales dialogues with potential customers,Harry usually talks about Luxa being a premium car company that is extremely popular among the wealthiest people in the world. Harry does this to:

appeal to his customers' emotional buying motives.

Most initial sales calls on new prospects require a(n) _________.

appointment

A(n) _________ is the added value or favorable outcome derived from features of a product or service a seller offers.

benefit

Nessa is a salesperson who has customers that speak different languages and come from different cultures. She finds it difficult to get her customers to trust her because of their ethnic and cultural differences. The best way for Nessa to facilitate trust-building with her customers is:

by making use of a flexible sales dialogue template to guide the sales dialogue.

_________ are sales presentations that include scripted sales calls, memorized presentations, and automated presentations._________ are sales presentations that include scripted sales calls, memorized presentations, and automated presentations.

canned sales presentations

In context of the purchase decision process, prospects are most interested in:

features that produce benefits addressing their buying motives.

When planning an effective sales presentation, a salesperson must:

focus on customer needs

The last section of the sales dialogue template is building value through _________.The last section of the sales dialogue template is building value through _________.

follow-up action

Before, during, and after a sale, a selling strategy must focus on:

how the customer defines value

The last section of a written sales proposal is _________.

implementation and timetable

Drew is a salesperson who is almost always successful during the initial sales dialogue. Prospects usually respond to all of the questions that Drew asks, but he is rarely successful at closing the sale and getting a commitment from them. Drew's failure is most likely due to:

not seeking a commitment at the right time.

A(n) _________ is a sales presentation that allows a salesperson to implement appropriate sales strategies and tactics based on customer research or information gathered during previous sales calls.

organized sales presentation

________ allow flexibility to adapt to buyer feedback.A

organized sales presentations

A sales dialogue template always starts with _________.

prospect information

In a sales dialogue template, the _____ section lists all key people involved in the buying process, and provides their names, job titles, departments, and roles in the purchase decision.

prospect information