chapter 8
What is the Four A (acknowledge, acquire, advise, and assure) selling process?
- acknowledge - acquire - advise - assure - the seller acknowledges the buyer by greeting and building trust - next the seller acquires info to outline the agreement between the buyer and the seller about current situation and desired solution - advising is when the seller narrows the possible choices to specific options, sells benefits of those options, watches for buying signals and asks for the order - the seller then assures the buyer after the sale by enhancing satisfaction with the buying decision and giving proper follow-up and referrals
What should salespeople do to make a good first impression?
- be on time for appointment - make good use of time - identifying the prospects social style and status when selecting a seat - getting the customers attention - developing rapport - maintaining proper prospective and sense of humor when things go wrong smile thank prospect for making time
How can a salesperson use the product opening effectively?
- demonstrate a product feature and benefit as soon as you walk up top the prospect - use visual and not just verbal opening - can create excitement
Why should a salesperson use verbal probing during a sales presentation?
- it encourages two way conversation - trial close: taking the pulse of the situation during the presentation - allows the seller to see is buyer is listening and understanding - indicates the interest of the prospect
Which of the following is the best example of a benefit opening?
. "Mr. Tanner, I believe our laminating machine will significantly increase your product's quality."
Which of the following pairs of individuals are most receptive to small talk?
Amiable's and expressive's
Alphonso uses the FAB method when he sells optical scanning equipment to merchants. What do the letters "FAB" represent in this context?
FAB: - features - advantages - benefits
Which of the following statements about selling to groups is true?
Information must be gathered about the concerns of each and every person who will attend the meeting.
Rob, a salesperson, meets his customers, Jake and Neil. He greets Jake, a new customer, and takes him out on a tour of the city because he wants to develop a relationship of trust with him. With Neil, an old customer, Rob tries to follow up an order he had placed in his previous sales presentation. According to the Four A's (acknowledge, acquire, advise, assure) concept of the selling process, which of the following statements is true of Jake and Neil?
Jake is at the acknowledge stage, whereas Neil is at the assure stage.
When Lani meets new prospects for the first time, she opens her sales presentation by telling them that if they give her just 20 minutes, she can save them at least $100 dollars per year on their home insurance premiums. Unfortunately, her success rate of closing sales is only about 30 percent. Which of the following, if true, could explain her poor performance in closing deals?
Lani is often seen to make adjustments to the sales situation to incorporate the needs of the prospect.
Which of the following is a desirable course of action when a salesperson finds out that a buyer will not be able to meet him or her at the appointed time?
Making use of the waiting time by completing other tasks
_____ require a prospect to go beyond a simple yes-no response and share a great deal of useful information.
Open questions
Why do salespeople need to ask both open and closed questions during a sales presentation?
Open questions: - require the prospect to go beyond a simple yes or no response - encourage the prospect to open up and share useful info Closed questions: - require yes or no, or a short fill-in- the- blank type response - help in identifying specific problems and attitudes
The booking agent for Moser Midway Rides walked into the management office for the Ohio State Fair and said, "The average family of four will spend 5.5 hours at the fair and spend between $60 and $70. How would you like to have that same family spend between $90 and $100 at your fair?" Which of the following methods of opening was the salesperson using in this scenario?
Question
"Mr. Rogers, if I could show you a way to increase sales in your bookstore by 20 percent per year, would you be interested?" probed Leesa. In this example, Leesa is using the _____ opening.
Question opening
Imagine that you are trying to sell a new marketing textbook to your marketing professor. Create two statements, each describing a feature and a benefit of your textbook.
Students' answers may vary. A feature statement will describe a quality or characteristic of the book, such as new case studies, many examples, etc. A benefit statement will describe the way in which the feature will help the professor do his job. A benefit could be that it will make demonstrating sales concepts easier.
. A salesperson for a logistics software company makes a sales presentation to customers Isabel and Sylvia. During the presentation with Isabel, he asks her, "Is your current software difficult to fix?" During the presentation with Sylvia, he asks her, "What happens if you fail to deliver your products due to software issues?" Classify the question type based on the SPIN (situations questions, problem questions, implication questions, need payoff questions) technique used by salespeople to understand a prospect's needs.
The question asked to Isabel is a problem question, whereas the question asked to Sylvia is an implication question.
A salesperson makes a sales presentation to customers Jake and Jason. During the presentation with Jake, the salesperson asks him, "How many people use your coffee machine?" During the presentation with Jason, the salesperson asks him, "Is the cost of maintaining your coffee machine becoming an issue?" Classify the question type based on the SPIN (situations questions, problem questions, implication questions, need payoff questions) technique used by salespeople to understand a prospect's needs.
The question asked to Jake is a situation question, whereas the question asked to Jason is a problem question
A salesperson talks to customers Vincent and Lee. During his presentation with Vincent, the salesperson asks him, "Would a new computer with advanced features resolve all your issues?" During his presentation with Lee, the salesperson asks, "How many people use your computer?" Classify the question type based on the SPIN (situations questions, problem questions, implication questions, need payoff questions) technique used by salespeople to understand a prospect's needs.
The question asked to Vincent is a need payoff question, whereas the question asked to Lee is a situation question.
In the context of the SPIN (situation questions, problem questions, implication questions, need payoff questions) technique used by salespeople to understand a prospect's needs, which of the following statements is true about need payoff questions?
They are questions that salespeople ask about the usefulness of solving a problem
Which of the following statements is true about situation questions used under the SPIN (situations questions, problem questions, implication questions, need payoff questions) technique to identify a prospect's needs?
They should usually be answered through precall information gathering and planning.
Which of the following is an example of an open question?
What steps do you take to remove the error?
Which of the following is the best example of an open question?
Why do you consider June to be your most productive month?
A salesperson opens his sales presentation with a prospect by talking about another customer who recommended the prospect to him. In this example, what opening does the salesperson employ?
a referral opening
Dawn walks into a customer's office with her sales presentation planned and immediately recognizes that the customer is upset about something. In this situation, Dawn should:
ask if she should come back some other time for the meeting
Which of the following is the most important characteristic of successful sales representatives?
being able to discover client needs
"This model 107 electric nail gun will reduce the amount of time your crew spends roofing a 3,000 square foot home by 30 percent. This will lower your labor costs and allow you to bid more competitively in the market for your service." This opening statement is an example of a(n) _____ opening.
benefit
A salesperson for refrigerant leak monitors began her presentation to the Kroger buying agent as follows: "Our system will prevent your employees from being exposed to dangerous CFC emissions." At that point in her sales presentation, she was describing a(n):
benefit
A(n) _____ is how a specific feature will help a particular buyer and is tied directly to the buying motives of a prospect.
benefit
George tries to sell his firm's new air conditioner to a prospect. He opens his sales presentation by talking about how the new air conditioner reduces the average power consumption by 33 percent and how it would save nearly $150 a month if the prospect runs the air conditioner for six hours every day. In this case, George is using the _____ opening.
benefit opening
Imagine that you sell thermometers for infants. You simply place the tip of the thermometer in the infant's ear and the digital readout is easy to read in less than thirty seconds. What is a benefit and what is a feature of this thermometer?
benefit: - is placing the tip of the thermometer & temp ready within 30 secs (how easy it is to use) feature: - the digital readout
When applying the problem/solution selling model, _____ is the term used describing customer's needs.
business model
Jordan, a senior salesperson for a steel firm, plans to get a huge investment from the owner of an automaker. He begins his sales presentation by saying to the owner, "Congratulations on being awarded the 'Innovative Automaker of the Year.' It is great to work with one of the pioneers of the automobile industry." Jordan is using the _____ opening in this scenario.
compliment
What is a credibility statement? What is the purpose of a credibility statement?
credibility: is being believable and reliable credibility statement: includes features of the salesperson and his or her organization
Gloria is showing a prospect how her company's logistical support system will reduce the delivery time for their projects. Gloria is engaged in a:
customer benefit proposition
A salesperson for KLN Machines, Steve, began his meeting with a prospect by saying, "I noticed that you have a collection of antique thermometers in your outer office. My father has been collecting soda pop thermometers for almost fifteen years. What got you interested in collecting them?" In this scenario, Steve was trying to:
establish RAPPORT with the prospect by talking of a common interest
Julia, a salesperson for an automobile firm, explains all the attributes and benefits of a car to a customer in her sales presentation. The customer loses interest in her presentation because Julia overloads the presentation with attributes the customer was not interested in knowing and her presentation does not address her needs. This is an example of:
feature dumping
Juan, a sales representative for Max Consultants, was trying to convince a retailer to outsource his telemarketing department to his company. He said, "My company is providing outsourced call centers on behalf of Fortune 500 companies in 25 countries in North America, Europe, and Asia." Juan was emphasizing his company's _____ in this scenario.
features
Just as Brian, a sales manager, walked into a prospect's office carrying samples and his portfolio for the demonstration, he tripped and fell down right in front of the prospect. All his material for the presentation was scattered on the floor, and it took him almost five minutes to get things back on track. Because of the _____, the prospect is likely to permanently label Brian as clumsy and ineffectual.
halo effect
The goal of implication questions under the SPIN (situation questions, problem questions, implication questions, need payoff questions) technique is to:
help a prospect understand if a problem actually exists and if it requires a solution
Quinton is a sales representative for Hawk Eye Surveillance Solutions, and it is his job to sell the closed circuit cameras his company manufactures. During a meeting with Jimmy, the owner of a very popular bookstore, Quinton wants to highlight the need for his product. He asks Jimmy, "What impact does inventory shrinkage have on your ability to make a reasonable profit?" In the context of the SPIN technique, Quinton is using a(n) _____ question here.
implication question
What is the difference between an introduction opening and a benefit opening?
intro opening: - introduce yourself and name of company - simple method, may not generate interest benefit opening: - start by telling some benefit of the product - get down to business right away
"Ms. Hallgren, thank you for seeing me today. My name is Daniel Mundt, and I'm with ServiceMaster." In the context of a sales presentation, this is an example of a(n) _____ opening.
introduction
Clara is a new salesperson for a pharmaceutical firm. When trying to get the attention of a prospect, she begins her sales presentation by stating her name and the name of the firm she represents instead of talking about the advantages of the firm's products. This is an example of a(n)
introduction opening
For a salesperson trying to grab the attention of a new customer, it is desirable to:
learn to pronounce the customer's name correctly
A salesperson's best line of defense when something goes wrong during his sales presentation is to:
maintain the proper perspective and a sense of humor
If you want to be a successful salesperson, what should you do if you arrive for a sales appointment and your prospect asks you to wait thirty minutes before she can see you?
make good use of waiting time: - work on reports - studying new product info - planing and preparing for their next calls - obtaining additional info about the prospect
A salesperson for FS Tools asked Justin, a cabinet maker, "If I can show you how to cut melamine, high-pressure laminates, and fine veneer without any chips or breaks, would that save you any money?" In terms of the SPIN technique, this is an example of a(n) _____ question.
need payoff
A salesperson from Dun-Rite Equipment Company asks a supermarket manager, "If I can provide your meat department with on-the-site training at no extra charge, would you be interested?" In terms of the SPIN technique, this is an example of a(n) _____ question
need payoff
Why do salespeople use open questions?
open questions allow a salesperson to get the prospect to open up and share a great deal of useful info. they require a prospect to go beyond a simple yes or no response
Which of the following is a method designed to get a prospect's attention and interest quickly and make a smooth transition to the next part of the presentation?
opening
"Do you have trouble keeping your delivery trucks running?" is an example of a(n) _____ question in the SPIN technique.
problem question
Quinton is a sales representative for Hawk Eye Surveillance Solutions, and it is his job to sell the closed circuit cameras his company manufactures. During a meeting with Jimmy, the owner of a very popular bookstore, Quinton wants to introduce his product. He asks Jimmy, "What is the result of having so many shoplifters at your store? Do you have a lot of inventory shrinkage because of shoplifting?" In the context of the SPIN technique, Quinton is using a(n) _____ question here.
problem question
A(n) _____ opening involves actually providing a demonstration of a good or service as soon as a salesperson meets the prospect.
product
Irene is a salesperson for Pro, a company selling sports and driving gear. Irene begins her meeting with a prospect by saying, "Driving an 18-wheel truck eight hours a day must be hard on you physically, but you can reduce some of that fatigue by putting this special cushion in your truck seat," and she hands a sample to her prospect. Irene is using the _____ opening.
product
Marissa designs customized jewelry and wants to sell her products through Gaia, a chain of boutiques retailing women's accessories. During her first meeting with the owner of Gaia, even before they settle down to talk, Marissa opens cases of rings, pendants, and earrings that she has designed and asks her prospect to try some samples on. Marissa is using the _____ opening method in this scenario.
product
A balanced presentation occurs when a salesperson:
provides adequate focus on all sides of the sales situation
A salesperson from The Casket Royale walked into a florist retailer's office and said, "Funeral directors sell flowers. Why shouldn't you sell caskets?" What kind of opening is the salesperson using?
question opening for the sales call
Michael is a salesperson for a company that manufactures television sets. He begins his sales presentation with a prospect by telling him that he was recommended by the prospect's friend, Vincent. Michael tells the prospect, "Vincent said that you were interested in buying a television set with state-of-the-art technology. Our firm has just about the right type of television sets that could cater to your needs." In this case, Michael is using the _____ opening to get the attention of his prospect.
referral
Phoebe, a sales representative, is so excited during her sales presentation that she does not hear the customer's question correctly. She gives a brief, inappropriate answer, and continues with her presentation. Phoebe's behavior in this scenario reflects the operation of _____.
selective perception
Speaking to the owner at a large shopping mall store, the security system salesperson said, "Do you know how many shoplifters you can actually catch each year?" In the context of the SPIN technique, this question would be categorized as a(n) _____ question.
situation question
Viveca asked the supermarket manager, "How many dollars' worth of frozen food do you buy each month?" In the context of the SPIN technique, this question would be categorized as a(n) _____ question.
situation question
Nikola, a salesperson at a cosmetic firm, gives a sales presentation to Jarvis. When she begins her sales presentation, Jarvis assumes that she is a good and effective salesperson because he remembers an incident where she was polite and courteous to him. Since then, Jarvis always perceives Nikola to be good at her job. Which of the following phenomena best explains Jarvis's perception of Nikola?
the halo effect
When a salesperson looks at a prospect's office wall hangings, photographs, and library collection for cues on how to initiate small talk, what is he engaging in?
the salesperson is engaging in OFFICE SCANNING
What is the purpose of a situation question in the SPIN (situation questions, problem questions, implication questions, need payoff questions) technique used by salespeople to understand a customer's needs?
to help the salesperson find out facts about the buyers existing situations by asking questions about background and current facts
In the context of sales presentations, the process of asking questions to know the pulse of the situation throughout the sales presentation is known as
trial close
What is the best rule to you use when things go wrong in a sales presentation?
when things go wrong you should maintain a proper perspective and a sense of humor
