MKT410 Personal Selling Exam 1

With which of the following statements would author Dan Pink likely agree?

*none of the above* A. If you weren't born with sales talent, you can't become a successful salesperson. B. Intelligent young people become engineers and attorneys; those with lower IQs are attracted to the sales profession. C. The sales profession is by its very nature deceitful.

Ingram and his co-authors define __________ as a questioning system that uses "logical sequencing—a sort of funneling effect—that begins with broad-based, nonthreatening, general questions."

-ADAPT -SPIN

The salesperson who knows that "pictures enhance understanding and are more easily recalled than abstract words" also understands that

-compared to abstract words, concrete expressions are less likely to be misunderstood -visual aids enhance the buyer's recall -the spoken message should be worded so that it generates a mental picture in the buyer's mind

If Terrell Burrell's sales training includes instruction in sales ethics, which of the following topics is likely to be covered?

-dealing with a prospect's unethical demands -the proper use of expense accounts -the appropriateness of gift giving

Regarding five critical variables that help a salesperson earn a buyer's trust, which of the following statements is consistent with information that appears in Ingram et al.'s SELL 5?

-having a customer orientation means working to satisfy the long-term needs of customers (rather than your own short-term goals) -never promising what you can't deliver is part of developing a track record of dependability

Which of the following statements about the problem-solving approach to selling is accurate?

-it can take a lot of time -to use it successfully, salespeople must be able to get the buyer to agree that a problem exists

Terrell Burrell has been hired as a sales trainee by a Fortune 500 company. Tomorrow Terrell will travel to a large East Coast city to attend sales training. Terrell and his classmates will spend eight hours a day, five days a week, and a total of four weeks in the classroom at the company school. According to Ingram and his co-authors, what type of knowledge should Terrell expect to gain during his training?

-knowledge about selling techniques -knowledge about the company's pricing policies -knowledge about the history of his company, as well as knowledge of the history of the industry in which the company competes

According to Ingram and his co-authors, a strong listener

-resists distractions and knows how to concentrate -listens for central themes, rather than facts -interprets the speaker's emotionally loaded words but does not get hung up on them

It is important for salespeople to have a complete understanding of their companies' pricing policies because

-that way, they know whether they can legitimately offer a discount - they are often responsible for negotiating price with their customers -they can legally obligate the company to a quoted price

Ingram and his co-authors make the point that business buyers are usually trained professional purchasing agents. What is true of the buying needs that these individuals?

-they have none of the same needs as consumers -they must satisfy not only their own individual needs, but also the needs of the organization that employs them

Compared to consumers, business buyers

-usually buy larger quantities -are fewer in number -experience larger fluctuations in demand

Which of the following is unethical behavior on the part of a salesperson?

-withholding relevant information from the customer -making up an answer to a question for which he doesn't really know the answer -exaggerating product benefits

Complete Pink's statement: "People [whose jobs are not in the sales category] are now spending about ____ percent of their time at work engaged in __________—persuading, influencing, and convincing others in ways that don't involve anyone making a purchase. Across a range of professions, we are devoting roughly _____ minutes of every hour to moving others."

40; non-sales selling; 24

Which of the following is one of the differences between transaction-focused traditional selling and trust-based relationship selling?

A transaction-focused traditional salesperson makes calls and closes sales. A trust-based relationship-oriented salesperson is a business consultant and long-term ally for his or her customers.

Which of the following types of jobs is an order-getter?

Whayne Supply Company rep selling Caterpillar earth-moving equipment to mine operators in eastern Kentucky and southern West Virginia

Harley Farley has been selling vacuum cleaners door to door for the past seven years. Recently he took a new job selling industrial cleaning equipment to large factories and institutions. Harley was assigned a territory that contained 35 accounts with which his company has been doing business for several years. Harley is having trouble adjusting from his role as a traditional salesperson to his role as a relational salesperson. Which of the following best reflects a key difference between traditional selling and relational selling that may be causing Harley some adjustment trouble?

With his new job, Harley has to build and maintain long-term relationships.

Nash Ashe is sole proprietor of a trucking company, "Haulin' Ashe." Haulin' Ashe's vehicle fleet consists of a 1996 Peterbilt model 379 day cab tractor, a Rhodes dump trailer, and a Wilson livestock trailer. Over the course of the past year, Nash's tractor has become increasingly unreliable, and he believes that if he doesn't replace it soon, he will end up spending much more than it is worth to keep it running. Nash has decided to replace his model 379 with another Peterbilt. Of course, he will buy a newer cab—maybe a 2009 or 2010 model—and he will probably treat himself to a few creature comforts that his current truck doesn't have, such as a sleeper so he can make longer hauls. And, since his new bride hates the color of his current truck, he'll be looking for something in a different color, as well. The authors of your textbook would categorize Nash's purchase of a new truck as which type of purchasing decision?

a modified rebuy

In mental states selling, the salesperson tries to guide the buyer through the AIDA states. AIDA is an acronym for attention, interest, desire, and __________.

action

To define __________, Ingram and his co-authors quote Castleman and Shepherd (1999): "the cognitive process of actively sensing, interpreting, evaluating, and responding to the verbal and nonverbal messages of current or potential customers."

active listening

Jamie Ramey is a salesperson who is employed by Colegate-Palmolive. The Rite Aid store chain is one of Jamie's customers. Senior buyer Charles Quarles is Jamie's primary contact at Rite Aid headquarters. Jamie has observed that Charles is extremely detail oriented, avoids taking risks, and is slow and deliberate in making decisions. Charles is also inflexible regarding time--Jamie has learned never to be late to an appointment with him. On the Communication Styles Matrix, Charles is probably a(n)

analytical

With regard to communication styles, which of the following statements is consistent with the information that appears in SELL 5?

analyticals' most important need is their need to be right

Owen Bowen, a salesperson, asks the general manager of a supermarket, "What percentage of your shoppers would you say bring their own reusable shopping bags into the store with them?" Owen has asked a(n) __________ question.

assessment

In SELL 5, Tom Ingram and his co-authors describe five critical variables that help a salesperson earn a buyer's trust. When the authors state, "Customers generally like to deal with sales representatives they know, they like, and with whom they feel a bond," they are speaking specifically of which of these variables?

compatibility/likeability

In order to be able to deliver complete comparative product information in a sales presentation, a salesperson must possess

competitor knowledge

In a business or organizational purchase, the customer's buying team

consists of all members of the organization who become involved in the buying process for a particular product or service

Unlike other selling approaches that are described in your textbook, __________ focuses on helping customers achieve their strategic goals.

consultative

Hope Swope works as a salesperson for a company that provides "activity- and nutrition-based employee wellness programs" to medium-sized businesses. When contacting a potential client, she often talks to several people before she locates someone who can make an authoritative "yes" or "no" pronouncement regarding the purchase of such a program. Hope is having trouble identifying the ___________.

decider

One reason "we're all in sales now" is that the __________ industry and the __________ industry, when combined, form the largest job sector in the U.S. economy. Pink justifies viewing these two industries as similar to each other because "we often associate [both] with caring, helping, and other softer virtues." He goes on to say that in either industry, "to sell well is to convince someone to part with resources—not to deprive that person, but to leave him better off in the end." Pink gives this combined industry the name __________.

education; health services; Ed-Med

Pink gives three reasons why "we're all in selling now." He goes on to say that one of these reasons is that a typical employee has to play more roles today than in the past. That is to say, employees are expected to perform tasks within their area of specialty and tasks that have traditionally been part of other jobs. Pink refers to this increased variety of duties and skills as __________.

elasticity

One reason "we're all in sales now," according to Pink, is a recent large increase in the number of small enterprises. Pink quotes a statistic obtained from the U.S. Census Bureau: ". . . the American economy has more than __________ 'non-employer' businesses—operations without any paid employees." Pink contends that businesses of this type are a majority. In a one-person company, the owner does all of the jobs, including selling. Therefore, __________ is one of the three reasons "we're all in sales now."

entrepreneurship

Which of the following statements is most accurate with respect to sales and ethics?

ethical standards for salespeople are usually based on society's standards

In SELL 5, the word __________ is defined as the right and wrong conduct of individuals and the institutions of which they are a part.

ethics

Complete Pink's statement: "If the nation's salespeople lived in a single state, that state would be the _____-largest in the United States."

fifth

Waylon Van Halen sells security solutions for IBM. This month, Waylon is trying to make a major sale to Electronic Arts Inc. Waylon's knows that the decider at EA is the chief technology officer, Bud Mudd. Sales professional that he is, Waylon also knows that he has to be on the good side of Mr. Mudd's executive assistant, Sybil Tribble. If Ms. Tribble is not fond of Waylon, she will schedule him to see her boss at the worst of times (8:30 Monday morning). Ms. Tribble also reads Mr. Mudd's mail and decides which items are important enough for him to see. Waylon suspects that Ms. Tribble is even capable of lying about the availability of her boss if she doesn't want a particular salesperson showing up at the office. Waylon (again being the professional that he is) has made a point of learning the names of Ms. Tribble's three grandchildren, whose pictures are on her desk, and he always makes a point of asking about them any time he calls on the phone or visits in person. He has also been known to bring flowers or chocolate to Ms. Tribble. For now, Waylon is definitely on her good side, and she is happy to honor his requests for appointments to see her boss. From the information, we can conclude that Ms. Tribble plays which of the following buying team roles?

gatekeeper

Yuri Curry, a salesperson, says to the manager of a bookstore, "It sounds like the popularity of e-readers and tablets is costing you a lot of money in lost paperback sales. About how much per month would you say you're losing?" Yuri has asked a(n) __________ question.

implication

Britney Whitney, an IT engineer, is considered a computer technology expert. Because of her expertise, Britney is often asked to serve as a member of the buying team when her company is making computer purchases. Which of the following buying team roles is Britney most likely to be filling?

influencer

Ingram and his co-authors break effective listening down to six primary facets. Which of these facets do the authors explain by stating, "Ask questions to clarify the meaning of what the buyer is communicating"?

make no assumptions

When Dan Pink conducted the What Do You Do at Work? survey, he asked his 9,057 respondents the question, "When you think of 'sales' or 'selling,' what's the first thing that comes to mind?" The most common answer was "__________".

money

In To Sell Is Human, author Dan Pink cites a statistic that was provide by the U. S. Department of Labor: One out of every _____ American workers works in sales.

nine

A salesperson who uses the __________ approach to selling must be prepared to engage in a highly adaptive style of selling.

problem-solving

Suppose you're working as a salesperson, and one of your prospects tells you she is interested in your product because your company offers a long warranty and a generous return policy. Which type of need is the buyer expressing?

psychological

When Dan Pink conducted the What Do You Do at Work? survey, he asked his 9,057 respondents the question, "When you think of 'sales' or 'selling,' what's the first thing that comes to mind?" The fourth most common answer—and the most common adjective—was "__________".

pushy

_______ refers a series of conversations between buyers and sellers that take place over time. It is part of trust-based relationship-oriented salespeople's attempt to build relationships.

sales dialogue

Jewel Newell sells office management systems to law offices. Today, she is in the office of Norman D. Cormandy, Attorney at Law, LLC. Jewel asks: "Mr. Cormandy, about how much of your paralegal work is done by your in-house paralegals, and how much of it is outsourced?" Jewel has asked a(n) __________ question.

situation

Jared Sherrod is trying to sell his company's product to Kylie Reilly. Jared asks Kylie a series of questions, expecting a "yes" in response to each. Jared believes that if Kylie says "yes" enough times, she'll also say "yes" when he tries to close the sale by asking her to buy. Jared appears to be using the __________ sales approach.

stimulus-response

As a systems engineer at Lexmark, Selena Molina is part of a sales team. Selena's job description calls for her to help the lead salesperson (her teammate) identify the proper software solutions for customers, as well as to help implement the software at customers' locations. This often involves training customers' employees in the use of the newly-installed software, as well as frequent troubleshooting and occasional custom programming. When Selena applied for this position, Lexmark was only interested in interviewing candidates who possessed "Working knowledge of multiple server operating systems including Windows 2003/2008, XP, Vista, Windows 7/8/10, Citrix, Mac, UNIX, AS/400, Mainframe, and mid-range systems." Ingram and his co-authors would classify Selena as a(n) __________.

technical support salesperson

Ingram and his co-authors use the SPIN acronym to refer to

the types of questions used in the multiple-question approach: situation, problem, implication, need-payoff

Brian Ryan, a salesperson, asks the production manager at a factory, "If I could show you a way to reduce your maintenance costs by twenty percent and be prepared to meet the new EPA standards that go into effect six months from now, would you be interested?" Brian has asked a(n) __________ question.

transition

_______ focuses on solving customer problems, providing opportunities, and adding value to the customer's business over a long period of time.

trust-based relationship selling