mktg 354 chapter 10

Which of the following illustrates the correct sequence for the referral method used by salespeople? A. "I can see how you feel... others felt the same way... yet they found..." B. "I often feel the same way... and others have felt the same way... yet they found..." C. "I can see how you feel... I felt that way in the past... yet I found..." D. "I can see how you feel... others felt the same way... and I have found..." E. None of the above

"I can see how you feel... others felt the same way... yet they found..."

Which of the following would be classified as an objection related to a product? A. "My company has always used Troy Refrigeration to repair our freezer display units." B. "I don't understand how your company's system can remove water vapor from our gas pipelines." C. "I recently heard that your company has had to declare bankruptcy." D. "I don't believe the money we would earn from using your company's subsea oil production system would offset its costs." E. "I don't have the time to look at your company's line of laparoscopic surgical equipment today."

"I don't understand how your company's system can remove water vapor from our gas pipelines."

Which of the following would best be classified as an objection to the features of a good or service a salesperson is selling? A. "Isn't your company new in this field?" B. "I'm not sure I can trust what you're saying." C. "We can't make a reasonable profit if we have to pay that much for merchandise." D. "Sorry, we're all stocked up." E. "I was looking for a darker shade of green."

"I was looking for a darker shade of green."

Which of the following would be classified as an objection related to the source? A. "Isn't your company new in this field? I'm not sure if I can take this risk." B. "How do I know you'll meet that delivery schedule?" C. "We can't make a reasonable profit if we have to pay that much for merchandise." D. "Sorry, we're all stocked up." E. "I was looking for a lighter shade of red."

"Isn't your company new in this field? I'm not sure if I can take this risk."

Your buyer has just said, "Your machines break down more often than most of your major competitors' machines." You decide to reply using the indirect denial method to handle this objection. Which of the following statements is the best example of this method? A. "That's true. However, they are 30% less expensive. So they're still a better deal for you." B. "That simply is not true. Studies show that our machines break down no more than our major competitors'." C. "That may have been true at one time. In fact, before we introduced our new quality control management system that statement would have been right on target. However, things have changed." D. "I can see how you feel that way, but on the other side, we do have very good service centers where you could get the machine fixed." E. "You know, I think everyone should be as concerned about quality as you are."

"That may have been true at one time. In fact, before we introduced our new quality control management system that statement would have been right on target. However, things have changed."

Which of the following is an example of an objection related to the price? A. "I do not understand why you think I need to replace bumper cars; no one has been injured in the ones we currently have." B. "I can't buy the landscaping services of your company because your company is too new to have any kind of reputation at all." C. "The fresh cut tulips you want to sell me are not that superior in quality to other tulips that I can buy for less money." D. "I will not allow the carnival workers at this state fair to sell temporary tattoos because I believe they are trashy." E. "I don't think we need a shopping cart mover; we've just always let one of the stock boys cruise the parking lot and gather carts manually."

"The fresh cut tulips you want to sell me are not that superior in quality to other tulips that I can buy for less money."

Which of the following is an example of an objection related to the source? A. "You're not an engineer; you can't understand the difficulty of drilling for oil in subsea conditions at 15,000 psi of pressure." B. "The lifelike quality of your silk flowers is just not worth the extra costs your company charges." C. "I need to take some time and consider if I want to pay $3,500 for an industrial-strength vacuum cleaner." D. "I have always considered Nitrile gloves to be of superior quality and have never considered buying another brand." E. "While I do need entertainment for the Winter Carnival, I have heard that this particular entertainer had shown up drunk at a performance."

"You're not an engineer; you can't understand the difficulty of drilling for oil in subsea conditions at 15,000 psi of pressure."

While a salesperson was trying to sell a new textbook, the professor began to complain about the rising cost of textbooks. The salesperson responded with: "Yeah, it's not cheap to get quality education these days." Then, after a pause, the salesperson continued, "Say, did I tell you who wrote the test bank that comes with this book?" Which method did the salesperson use to deal with this objection? A. Direct denial B. Acknowledge C. Postpone D. Referral E. Compensation

Acknowledge

When do buyers raise objections? A. After a sale B. When a salesperson seeks commitment C. When a salesperson seeks an appointment D. During a presentation E. At all above times

At all above times

"I realize that my company's barcode label printer is more expensive than others that you may be looking at, but the Zelton barcode label printer is designed for Microsyne operating systems. Your employees will be able to learn how to operate our machine much faster than other brands because of their familiarity with Microsyne. You won't experience any loss in productivity as this printer is synced with your system. It takes up to two weeks for employees to become comfortable using some of the other brand barcode label printers on the market." Which method for dealing with objections is the Zelton Systems salesperson using in this example? A. Direct acceptance B. Pass-up C. Referral D. Revisit E. Compensation

Compensation

Which of the following methods of handling a prospect's objection is only appropriate when the prospect's statement is blatantly untrue? A. Direct denial B. Compensation C. Revisit D. Acknowledge E. Postpone

Direct denial

Which of the following methods of handling an objection is NOT appropriate to deal with a valid opinion or objection expressed by a prospect? A. Direct denial B. Compensation C. Revisit D. Acknowledge E. Referral

Direct denial

Which of the following statements is true about forestalling objections? A. It should be avoided in written proposals because it may draw buyer attention to weaknesses that otherwise would not be noticed. B. Salespeople use it to deal with aspects of their product offering that are not vulnerable to competition. C. Forestalling involves salespeople raising objections before buyers have a chance to raise them. D. With experience, a salesperson should eventually forestall all objections. E. Forestalling involves the salesperson turning the objection into a reason for buying the product or the service.

Forestalling involves salespeople raising objections before buyers have a chance to raise them.

Brian is making a presentation to a group of buyers. He knows he will encounter objections. Which of the following is NOT one of the strategies he should use to address an objection when selling to the group? A. He should try to get a sense of whether the other buyers share the concern. B. He should respond to the objection by addressing all the buyers. C. He should make sure that all the buyers are satisfied with his response before moving on in his presentation. D. He should focus his attention solely on the individual offering the objection and use the direct denial method for most of the objections that are raised. E. He should postpone all the objections even if the buyers are convinced that they need answers immediately.

He should focus his attention solely on the individual offering the objection and use the direct denial method for most of the objections that are raised.

When a prospect asked how quickly replacement parts for the wood laminating machine could be delivered in the event of a part failure, the salesperson said, "Before we discuss replacement parts, let me explain to you how my company's machine reduces waste to a minimum and still produces beautiful laminations." What method for handling an objection was used in this example? A. Revisit method B. Compensation method C. Acknowledge method D. Boomerang method E. Postpone method

Postpone method

As Shirley responded to the personnel director's concerns about changing to the health care plan her firm offered, she said, "I can see why you feel that way. We do have a lot of forms to fill out. Others felt the same way, but they found that it is not nearly as cumbersome as they expected. Here's a letter from . . . ." Which method is Shirley using to respond to this objection? A. Compensation B. Revisit C. Indirect denial D. Direct denial E. Referral

Referral

When the club pro says, "I am concerned that our club members will find the low center of gravity in the Taylor clubs mess up their golf swings," the Taylor salesperson responds, "I understand how you feel about this club. Another buyer felt the same way as you do until he tried the club for a month. He found the club easy to use and one that actually improved his average score." Which method of dealing with objections is the Taylor salesperson using? A. Compensation B. Indirect denial C. Submissive D. Referral E. Direct denial

Referral

Which of the following statements about objections is FALSE? A. Objections present sales opportunities. B. Prospects who object indicate that they are showing some interest in the seller's presentation. C. Salespeople should encourage buyers to voice their concerns or questions. D. Salespeople should take every buyer's objections personally. E. Real objections are logical to the prospect, no matter how they seem to the sales rep.

Salespeople should take every buyer's objections personally.

At times a buyer voices opinion or concern more to vent frustration than anything else. When this occurs, the best strategy to use would be the _____ method. A. direct denial B. acknowledge C. postpone D. referral E. compensation

acknowledge

Dana sells a particular brand of ionomer resins, which are used in the packaging of meats. As she was making her sales presentation to the purchasing agent for a meat distributor, he said, "I sure do wish people would get over this idea that they only have to eat chicken. Good beef is getting harder and harder to find." Dana continued, "I enjoy a good steak myself." She paused briefly and then asked, "But, did you know that this brand can cut your packaging rejects in half?" In this scenario, Dana was using the _____ method to respond to this objection. A. direct denial B. acknowledge C. postpone D. referral E. compensation

acknowledge

Karen said to the sales rep of the resort, "Your resort is away from the city and does not provide pick-up and drop facilities." The sales rep replies, "Yes, I know our resort facility is away from the city. The serenity and beauty of this area is conducive to very productive executive retreats." The sales rep for the resort was using the _____ to deal with Karen's objections. A. submissive method B. "turn the tables" method C. compensation method D. indirect denial method E. acknowledgement method

acknowledgement method

If a salesperson uses the postpone method of responding to an objection and the prospect obstinately insists on an answer right at the time, the salesperson should: A. answer the objection. B. repeat the request for permission to postpone the objection. C. directly refuse and continue with the original presentation plan. D. attempt to change the subject. E. ask to reschedule the appointment to a better time.

answer the objection.

Joe sells ergonomically-designed office furniture. Joe would find it easier to sell to a customer who: A. asked Joe if there were any financial benefits to buying the furniture. B. sat quietly through the entire presentation. C. spent time during the presentation looking at the fabric samples Joe had brought and did not ask questions. D. stared out the window during the entire presentation. E. kept answering calls on his phone during the presentation.

asked Joe if there were any financial benefits to buying the furniture.

Gary objected to the high cost of the copier that Lynette was suggesting his office purchase. Lynette stated, "The initial price is one of the highest on the market, but this copier offers the fastest pages per minute output rates available on the market, and it has one of the two best maintenance records in the industry. This will assist you in meeting those critical production deadlines you told me about." Lynette is using the _____ method to respond to Gary. A. direct acceptance B. pass-up C. referral D. revisit E. compensation

compensation

The _____ method of responding to objections acknowledges that an objection is valid and proceeds to offer some offsetting advantages of the good or service being sold. A. consultative B. compensation C. revisit D. acknowledge E. indirect denial

compensation

When buyers note the disadvantages of a product and sales reps agree and turn the conversation to their product's strengths, they are illustrating the _____ method of responding to objections. A. compensation B. probing C. revisit D. acknowledge E. indirect denial

compensation

Alex, an employee of a radio station in San Francisco, sells advertising time to interested clients. While talking to a local retailer, Alex was told, "Your station's advertising time costs three times as much as the other radio stations." Alex responded, "If you look carefully at our rate card, you will see that the costs you refer to are only for prime time advertising. The rest of our rates are just as reasonable as the other stations, and we have twice as many listeners." Alex was using the _____ method to respond to a buyer's objections. A. direct denial B. compensation C. revisit D. acknowledge E. postpone

direct denial

As Thomas described his firm's landscape maintenance program to a buyer for Allentown Medical Center, the buyer interrupted, "Your program sounds like a winner, but I'm not interested in doing business because start-up landscaping firms go in and out of business in just a few months." Thomas responded with, "I'm sorry but that simply is not true of our firm. We have been in the business for over 15 years." Thomas's response illustrates the _____ method of responding to objections. A. compensation B. boomerang C. direct denial D. referral E. postpone

direct denial

Rhonda is suspicious about Adam's statement that his company cannot afford her product. Her latest research on the firm suggests that not only do they need the new piece of equipment but also that financing can be obtained from a local bank. In fact, something about the tone of his voice makes her believe that this was just a(n) _____ to hide his real objection to buying. A. explanation B. excuse C. motive D. thought E. logic

excuse

"You'll notice the trimming machine requires workers to pull two levers at the same time. Although this may appear inconvenient, it ensures that the worker's hands will not be caught in the blades." In this example, the salesperson is _____ an objection regarding the extra effort required to use the trimming machine. A. revisiting B. denying C. predicting D. forestalling E. passing-up

forestalling

The proactive method of anticipating objections and answering them before the customer has a chance to raise them is known as: A. pulling. B. predicting. C. forestalling. D. heading-off. E. postponing.

forestalling.

The nonverbal probing technique called FSQS stands for: A. frequent situational questioning satire. B. forestalling situational question sequence. C. feasible selective queue silence. D. friendly silent questioning stare. E. favorite singular question set.

friendly silent questioning stare.

The worst type of objection a purchasing agent for a hospital could have is: A. his claim that the x-ray equipment is too expensive. B. his statement that a competing firm offers better service. C. his unspoken belief that the company cannot meet his required delivery times. D. his negative response to the salesperson's contention that her company only uses quality materials. E. his stated complaint that the x-ray equipment is not easy to use.

his unspoken belief that the company cannot meet his required delivery times.

In the _____ method of handling objections, the salesperson tells the prospect the objection presented is not true but does so in a manner that softens the response. A. acknowledge B. referral C. postpone D. indirect denial E. turndown

indirect denial

The buyer announces, "I will never buy that brand of knitting machine because it always knots my thread." The salesperson responds, "I'm sorry you have had such a bad experience with our older model. Many of our other customers expressed similar frustrations, but I can assure you that the knotting problems do not exist on our latest model." The knitting machine salesperson is using the _____ method for dealing with objections. A. acknowledge B. indirect denial C. revisit D. forestall E. compensation

indirect denial

When responding to a buyer's objection, a salesperson should: A. listen as though he or she has never heard that objection before. B. hand the buyer a testimonial or other visual aid refuting that point as soon as he or she recognizes the objection. C. interrupt the buyer's objection with an answer as soon as the objection is apparent. D. raise his or her hand and stop the buyer's objection as soon as it is recognized. E. do none of the above.

listen as though he or she has never heard that objection before.

Kerry encounters far more objections at the point in a sales call when she actually attempts to gain buyer commitment than at any other time. This pattern suggests that she: A. should focus on providing better after-sale services. B. may be omitting significant selling points in her presentation. C. is asking too many questions during the presentation. D. is doing a good job, since this is a normal pattern. E. is creating an excessive level of interest in new prospects.

may be omitting significant selling points in her presentation.

When dealing with objections, successful salespeople: A. anticipate the objections and prepare helpful responses. B. make sure the objection is not just an excuse. C. relax and listen and never interrupt the buyer. D. forestall known concerns before they arise. E. need to do all of the above.

need to do all of the above.

Indirect denial should: A. never be used if the prospect has raised a valid point. B. be used only if the buyer's objection is used as a means of getting rid of the salesperson. C. be used if the buyer is expressing his or her opinion. D. be used to inform the prospect that the objection is unimportant. E. be used if the buyer is accustomed to conducting trade-off analyses.

never be used if the prospect has raised a valid point.

Karla has just learned about the friendly silent questioning stare method (FSQS) of responding to objections. She uses it in a meeting with a prospect the next day. In this context, Karla is using a(n) _____ method of probing. A. psychological manipulation B. nonverbal C. direct denial D. revisit E. acknowledge

nonverbal

Selling a new and different good, service, or idea is called: A. ambush marketing. B. pioneer selling. C. advocacy marketing. D. original selling. E. guerrilla marketing.

pioneer selling.

When Anton tries to convince supermarket owners to stock his company's new tea-flavored popsicles, he receives many objections because most of the owners are of the opinion that the flavor would not sell. In this scenario, Anton is engaged in: A. ambush marketing. B. pioneer selling. C. advocacy marketing. D. original selling. E. guerrilla marketing.

pioneer selling.

When a buyer asked the price of a particular model of meat slicer, a company's salesperson said, "If you don't mind, could we discuss that later, after I show you how this slicer can handle everything from steaks to onions." In this scenario, the salesperson was using the _____ method to respond to the buyer's objections. A. revisit B. compensation C. acknowledge D. boomerang E. postpone

postpone

Salespeople make the most use of the _____ method when a price objection occurs early in the presentation. A. revisit B. acknowledgment C. compensation D. postponement E. direct denial

postponement

The use of a third-party testimonial letter strengthens the _____ method of responding to a prospect's objections. A. compensation B. indirect denial C. boomerang D. referral E. acknowledge

referral

With the _____ method of responding to objections, the salesperson turns the objection into a reason for buying the product or service. A. submissive B. bounceback C. revisit D. postpone E. backfire

revisit

"Yes, sir, the lids on this brand of spray paint are very difficult to remove, and you'll be glad they are. They are made that way to prevent children who might sneak into your storage shed to play, spraying paint everywhere, accidentally harming themselves and so on." This retail sales rep is using the _____ to respond to an objection. A. submissive method B. "turn the tables" method C. compensation method D. indirect denial method E. revisit method

revisit method

Constance sells a multilingual information service. She has just encountered a price objection from a prospective client. Applying the two-step approach to this objection, the first thing she should do is: A. try to look at the objection from the customer's viewpoint. B. determine which services are most important to the average customer and sell them. C. sell the importance of being able to communicate in multiple languages rather than the price. D. adjust the presentation and offer fewer language options. E. try to lower the price by eliminating certain services the prospect can perform in-house.

try to look at the objection from the customer's viewpoint.

April, a sales rep for Beta-Z Equipments, was recently assigned to work with Leapheart construction. Typically, Leapheart purchases about $15,000 worth of materials per quarter from Beta-Z, but since April took over as the sales rep to work with Leapheart, the volume has dropped drastically. Sam, the inventory manager at Leapheart, often ends April's sales calls saying something like, "Look, little lady, I don't need someone like you in here telling me how to build houses. Why don't you just run along and bake some cookies or something." April has been professional in every way, but now her manager believes that the client should be assigned to Wayne. This change is called a: A. pressure transfer. B. conversion. C. turnover. D. clean sweep. E. territory waiver.

turnover.

April, a sales rep for Beta-Z Equipments, was recently assigned to work with Leapheart construction. Typically, Leapheart purchases about $15,000 worth of materials per quarter from Beta-Z, but since April took over as the sales rep to work with Leapheart, the volume has dropped drastically. Sam, the inventory manager at Leapheart, often ends April's sales calls saying something like, "Look, little lady, I don't need someone like you in here telling me how to build houses. Why don't you just run along and bake some cookies or something." April has been professional in every way, but now her manager believes that the client should be assigned to Wayne. This change is called a: A. pressure transfer. B. conversion. C. turnover. D. clean sweep. E. territory waiver. .

turnover.