sales chapter 3

Identify the important times during which a trial close should be used in a sales presentation. (Check all that apply.)

After making a strong selling point in the presentation After the presentation

Omar, a salesperson, relates his product's merits to a customer's needs using the product's features and advantages as support. Which of the following is exemplified in this scenario?

Benefit selling

In the context of the FAB selling technique, identify the ways to explain a product's advantage in a sales presentation. (Check all that apply.)

Explaining the ways in which the product will help the buyer Explaining how the product can be used

Identify the economic buying needs that are commonly associated with business-to-business purchasing agents. (Check all that apply.)

Increase the levels of customer satisfaction Reduce the expenses, raw materials, and other costs

In which of the following steps of the consumer buying decision process does a buyer determine what will be purchased?

Information evaluation

Match the stages of the stimulus-response model of buyer behavior (in the left column) with their explanations (in the right column).

Stimulus Sales presentations made by salespeople Black box Buyers' hidden mental process of internalization Response Buying decisions such as sale or no sale

True or false: In the context of the FAB selling technique, product features have little persuasive power when used alone in a sales presentation because customers are interested in specific benefits rather than features.

T

When first meeting a buyer, a salesperson should first determine the buyer's major buying need. Which of the following should the salesperson do next?

The salesperson should associate the buyer's needs with the product's benefits.

In the context of the factors that can influence a buying decision, which of the following are questions that a salesperson should primarily consider before developing a sales presentation? (Check all that apply.)

What practical and psychological factors may influence the buyer's decision? How will the product be used by the buyer and what are the buyer's important buying needs?

Unlike the buying process of an individual consumer, an organizational buying situation involves _____.

a group of employees participating in the decision-making process

Prospective buyers are generally exposed to various sales presentations. In some way, a person internalizes or considers this information and then makes a buying decision. This process of internalization is referred to as a(n)

black box

Generally, organizations use a five-step process when making a buying decision. Arrange these steps in the correct order of occurrence. (Place the first step at the top.)

define the problem establish criteria determine alts assess alts choose

The first task of salespeople when first meeting a customer is to _____.

distinguish between important buying needs and needs of lesser or no significance

are a buyer's need to purchase the most satisfying product for the money.

economic needs

In the context of consumers' buying behavior, needs experienced by consumers can be triggered by a salesperson. This is called

need arousal

In the context of the motivation to buy a product, people's ________ result from a lack of something desirable.

needs

The _______ ___________ , process describes the problem-solving procedure a firm uses to meet its goals and objectives, as it relates to making purchases.

organizational buying

includes all of the activities of organizational members as they define a buying situation and identify, evaluate, and choose among alternative brands and suppliers.

organizational buying

An individual internalizes or considers the information presented in sales presentations and then makes a buying decision. This process of internalization is referred to as a black box primarily because _____.

salespeople are unable to see into a purchaser's mind

Arrange the stages of the stimulus-response model of buyer behavior in the correct order of occurrence. (Place the first stage at the top.) Instructions

stimulus black box response

A salesperson can check the pulse or attitude of a prospect toward a sales presentation using a(n)

trial close

In the context of the motivation to buy a product, the needs learned by a person are known as _____.

wants

Which of the following are true of B2C, or business-to-consumer selling? (Check all that apply.)

It involves salespeople, who represent a business, selling to the end user. Its examples include a salesperson selling a washing machine to a person for his or her personal use.

In the context of buying situations, which of the following is true of routine decision making?

It is primarily involved in the purchase of low-involvement goods.

In the context of the FAB selling technique, identify the primary reasons why salespeople should emphasize a product's benefits in a sales presentation. (Check all that apply.)

It will bring success. It helps customers clearly understand if the product will satisfy their need(s).

True or false: Selling is all about determining buying needs and skillfully relating product benefits to show how the product's purchase will satisfy customer needs.

T

True or false: When using the SELL Sequence to conduct a sales presentation, a salesperson should develop the resulting advantage and benefit for each major product feature.

T

A salesperson should identify his or her buyer's needs when first meeting the buyer. In this context, match the types of needs (in the left column) with the corresponding guidelines that should be followed by the salesperson when making a sales presentation (in the right column).

The buyer's important needs -The salesperson should emphasize product benefits that will satisfy these needs. The buyer's unimportant needs -The salesperson should deemphasize product benefits that would satisfy these needs.

In the context of buying, match the levels of need awareness (in the left column) with the features of buyers at those levels (in the right column).

The conscious need level -Buyers are completely aware of their needs. The preconscious need level -Buyers know what general type of product they want but may not wish to discuss it completely. The unconscious need level -Buyers do not know the reason they buy a product—only that they do buy.

SELL

sell explain lead listen

In the context of a sales presentation, identify the true statements about a trial close. (Check all that apply.)

It helps salespeople determine whether a prospect likes the product's feature, advantage, or benefit. It is a powerful method to induce two-way communication from a prospect.

Which of the following are true of B2B, or business-to-business selling? (Check all that apply.)

It involves salespeople, who represent a business, selling to other businesses. Its examples include shoe manufacturers selling their athletic shoes to a sporting goods distributor.

In the context of the consumer buying decision process, which of the following is primarily involved in a person's product information evaluation?

Rating preferences on factors such as product quality, price, and brand reputation

In the context of an organizational buying situation, a group of employees involved in the decision-making process is often called the

buying center

refers to the purchasing activities of individuals and households for their personal use, consumption, or to meet the collective needs of the household unit such as a family or individual.

consumer buying

In the context of buying situations, which of the following products are often bought through routine decision making? (Check all that apply.)

Breakfast foods Bread

Which of the following buying situations typically demand extensive decision making and problem-solving activities? (Check all that apply.)

Buying a home Buying a life insurance policy

Match the types of buying contexts (in the left column) with their descriptions (in the right column).

Consumer buying contexts -Decision tasks are typically routine in nature and less complex. Organizational buying contexts -Decision tasks are often complex and significant.

Before developing sales presentations, the question a salesperson should ask himself or herself is, "How can I convince a person to choose my product?" Which of the following are answers to this question? (Check all that apply.)

People will buy if they recognize a need or problem. People will buy if they possess the authority and resources to buy.

Alex buys a laptop computer after extensively studying various laptop computer brands available in the market. However, after the purchase, he experiences stress over whether the right decision was made in buying the laptop computer. In the context of the consumer buying decision process, which of the following concepts are primarily exemplified in this scenario? (Check all that apply.)

Purchase dissonance Buyer's remorse

Sheila wants to buy a cell phone with a facial recognition system. When she goes to the store and buys a cell phone with this feature, she also receives an extended warranty for the cell phone. In the context of the consumer buying decision process, which of the following concepts is mainly exemplified in this scenario?

Purchase satisfaction

In the context of buying, match the levels of need awareness (in the left column) with their descriptions (in the right column). Instructions

The conscious need level -Buyers at this level are the easiest people to sell to because they know what products they want and are willing to talk about their needs. The preconscious need level -When selling to a buyer at this level, salespeople must avoid brush-off by determining the buyer's real needs first and then relating the product's benefits to these needs. The unconscious need level -When selling to a buyer at this level, salespeople should determine the buyer's needs that are influential by skillful questioning to draw out the needs that the buyer is not aware of.

Identify a true statement about people in a buying situation that involves limited decision making.

They are aware of the general qualities of goods in the product class, but they are not familiar with each brand's features.

Identify a true statement about people in a buying situation that involves extensive decision making.

They believe that much more is at stake in making these decisions relative to other buying decisions.

Salespeople need to follow some guidelines associated with the "purchase decision" stage of the consumer buying decision process. Identify these guidelines. (Check all that apply.)

They should finalize a sale as quickly as possible after the buyer makes a decision. They should not consider a sale final until the agreement is signed or until they have the buyer's money.

When making a purchase decision, buyers seek more information when they are not familiar with a specific product brand than when they are familiar with the brand. Which of the following is true about this situation?

This situation mainly involves limited decision making.