Personal Selling Chapter 6

A(n) _____ is needed to ensure that a buyer-seller relationship moves in a positive direction. (A) statement of follow-up action (B) customer value proposition (C) sales call objective (D) understanding of the competitive situation (E) pricing and sales agreement

A

Because buyers make _____ in their decision processes, salespeople should be prepared for it. (A) competitive comparisons (B) rash judgements (C) first impressions (D) price negotiations (E) value propositions

A

Before, during, and after a sale, a selling strategy must focus on: (A) how the customer defines value. (B) persuading the prospect or customer to make a purchase. (C) planning more sales calls on prospective and existing customers. (D) addressing individual customers and different selling situations. (E) providing an overview and background of a firm, with an emphasis on the company's capabilities.

A

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: (A) appeal to his customers' emotional buying motives. (B) appeal to his customers' rational buying motives. (C) state the benefits of buying a Luxa car. (D) get another appointment from his customers. (E) state his sales agenda to the customers.

A

In context of the purchase decision process, prospects are most interested in: (A) features that produce benefits addressing their buying motives. (B) the features and benefits that the salesperson reinforces with oral claims. (C) the features and benefits they are familiar with. (D) the features and benefits the salesperson has talked about. (E) the brand and image of the product in the market.

A

In the context of building trust through the use of sales dialogue templates, a salesperson can build trust through his or her _____. (A) behavior (B) knowledge of grammar (C) presentation skills (D) simplicity (E) agreement

A

Which of the following is the best example of a product feature that would appeal to a buyer's emotional buying motive? (A) "EcoCarry bags are made with eco-friendly materials." (B) "TrendColor shirts are the lowest priced shirts on the market." (C) "LightOS operating system should double your productivity." (D) "PlusBatteries last two days longer than other batteries." (E) "ActiveDay energy drinks keep you awake all day."

A

Which of the following is the best example of a product feature that would appeal to a buyer's rational buying motive? (A) "AlwaysRight watches come with a three-year warranty." (B) "SqueakyClean detergents have a very appealing scent." (C) "ActiveDay coffee is the country's favorite hot drink." (D) "SurroundLoud stereos are used by celebrities." (E) "SparklyWhite toothpaste is the number one toothpaste in the world."

A

Which of the following is the difference between emotional and rational buying motives? (A) The rational buying motives of a prospect are easy to discover, while emotional buying movies are not. (B) Rational buying motives remain the same for all customers, but emotional buying motives change from customer to customer. (C) Customers prioritize their emotional buying motives over their rational buying motives. (D) Every customer may have an emotional buying motive to buy a product, but they may or may not have a rational buying motive. (E) Prospects are more likely to share their emotional buying motives with the salesperson and less likely to share their rational buying motives.

A

Written sales proposals are better than their verbal counterparts because: (A) they provide a permanent record of claims and intentions. (B) they do not bind a selling organization to anything in particular. (C) they are easy to write and do not take a lot time to put together. (D) they are always more effective than oral presentations. (E) they do not have to vary from customer to customer.

A

A good customer value proposition should: (A) have complicated statements with a large number of technical terms. (B) reflect on product or service dimensions that add value. (C) guarantee benefits that cannot be delivered yet. (D) list all the benefits of a salesperson's offerings. (E) be as specific as possible on intangible outcomes.

B

An executive summary should: (A) make it as easy as possible for a buyer to make a positive purchase decision. (B) spell out a customer's problems, the nature of the proposed solution, and the resulting benefits to the customer. (C) offer a succinct overview and background of a firm, but emphasize only the company's capabilities. (D) emphasize the benefits resulting from the solution and not the product or service being sold. (E) present a sales agreement for a buyer to sign off on and complete.

B

In the context of planning sales dialogues and presentations, which of the following statements is true? (A) It is essential to uncover the emotional buying needs of a buyer before planning sales dialogues and presentations. (B) It is essential to understand the competitive situation while planning sales dialogues and presentations. (C) It is essential to plan sales dialogues and presentations before questioning a buyer using the ADAPT questioning system. (D) It is essential to plan the sales dialogue and presentation in a manner that takes up most of the buyer's time. (E) It is essential to plan the sales dialogue and presentation in a manner that ensures the salesperson gets to speak most of the time.

B

Jim is a newly appointed salesperson for SpickandSpan 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? (A) Jim should talk about the price of his product. (B) Jim should introduce himself and his company. (C) Jim should talk about the features and benefits of his product. (D) Jim should talk about the strengths and weaknesses of SpickandSpan's competitors. (E) Jim should demonstrate his product and help the prospect understand how the product meets his or her needs.

B

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: (A) abstract buying motives. (B) rational buying motives. (C) emotional buying motives. (D) the benefits provided by the product. (E) a combination of rational and emotional buying motives.

B

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) -_____. (A) directed sales presentation (B) written sales proposal (C) organized sales proposal (D) canned sales presentation (E) customized sales presentation

B

Which of the following is a characteristic of written sales proposals? (A) They do not vary from buyer to buyer and should be tested for effectiveness. (B) They are frequently used in competitive bidding situations. (C) They allow flexibility to adapt to buyer feedback. (D) They are often preferred by inexperienced salespeople. (E) They include memorized and automated presentations.

B

Which of the following is essential for a sales proposal to be considered effective? (A) The proposal should give customers a financial justification for buying a product. (B) The proposal should have a logical flow that a customer can easily follow. (C) The proposal should be written in a flat and technical manner. (D) The points in the proposal should be boilerplate that use the same wording for all customers. (E) The proposal should be able to appropriately assume what is important to a buyer, without asking the buyer.

B

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: (A) his fear of rejection from the prospects. (B) not recognizing that the prospects are busy individuals. (C) not seeking a commitment at the right time. (D) not knowing the prospect's emotional buying motives. (E) not having an appropriate sales call objective.

C

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. (A) executive summary (B) customer value proposition (C) prospect information (D) sales call objective (E) pricing and sales agreement

C

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: (A) a canned sales presentation format to reach them. (B) a written proposal format to reach them. (C) a memorized sales presentation to reach them. (D) an organized sales dialogue to reach them. (E) a boilerplate presentation to reach them.

D

During an organized sales dialogue (presentation), a salesperson's ability to propose and develop a customized solution is heavily dependent upon: (A) the salesperson's ability to listen and speak convincingly during needs discovery. (B) the salesperson's spelling and grammar, and ability to speak convincingly. (C) a buyer's ability to uniquely articulate his or her problems and needs. (D) the salesperson's ability to uniquely address a buyer's problems and needs. (E) the salesperson's ability to persuade a prospect or customer to make a purchase.

D

Once a salesperson has an appointment with a prospect and all the objectives have been established, the salesperson should: (A) record specific information on the prospect, such as the company name and key decision makers. (B) introduce him or herself and familiarize the prospect with the salesperson's company. (C) proceed with questions designed to assess the prospect's situation. (D) send the sales agenda to the customer. (E) appeal to the prospect's primary buying motive by presenting the product's benefits.

D

The sales message varies little from customer to customer in a(n) _____. (A) directed sales presentation (B) written sales presentation (C) organized sales presentation (D) canned sales presentation (E) impromptu sales presentation

D

Which of the following is a characteristic of good customer value propositions? (A) Good customer value propositions tell a customer what he or she wants to hear. (B) Good customer value propositions make promises and guarantees to ensure that a customer places an order. (C) Good customer value propositions use vague statements that make it easier for a salesperson to make the sale. (D) Good customer value propositions are as specific as possible on tangible outcomes. (E) Good customer value propositions only reflect on the product or service dimensions that a customer will pay for.

D

Which of the following sales communications formats requires the least amount of buyer involvement or input? (A) A directed sales presentation (B) A written sales presentation (C) A customized sales presentation (D) A canned sales presentation (E) An organized sales dialogue

D

A good example of a statement that would improve a salesperson's chances of getting an appointment is: (A) "Our product will increase your revenue in a year." (B) "Our product is popular among all your competitors." (C) "Our product will speed up all your production-related activities." (D) "Our product is easy to use and requires minimum maintenance." (E) "Our product will increase your profit margins by 12 percent in a year."

E

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: (A) by creating a script to guide the sales dialogue. (B) by sending them a written proposal that demonstrates high standards for excellence in format. (C) by using canned presentations to interact with all her customers. (D) by presenting a timetable to her customers that details a schedule of key implementation events. (E) by making use of a flexible sales dialogue template to guide the sales dialogue.

E

When planning an effective sales presentation, a salesperson must: (A) make sure to focus on the price of his or her product. (B) remember to begin the presentation by asking for an order from the prospect. (C) memorize a script and recite it verbatim. (D) remember that most prospects have the same needs and expectations. (E) focus on customer needs.

E

Which of the following states the importance of evaluating sales proposals before submitting them to buyers? (A) Well-written sales proposals guarantee that the buyer will buy the salesperson's product. (B) Well-written sales proposals ensure that the customer agrees with the seller. (C) Well-written sales proposals can appropriately assume what is important to the buyer, without asking the buyer. (D) Well-written sales proposals can be used instead of a sales dialogue and save the salesperson a lot of time. (E) Well-written sales proposals describe all of the seller's fees, prices, and expenses the buyer will incur.

E