marketing final
Creating value and generating confirmed benefits are major objectives of the SPIN (situation questions, problem questions, implication questions, and need payoff questions) and _________ questioning strategies.
ADAPT (assessment questions, discovery questions, activation questions, projection questions, and transition questions)
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
_____ are facts that lend believability to claims of value and benefit. (A) Statistics (B) Testimonials (C) Examples (D) Analogies (E) Anecdotes
a
Henry, a salesperson, calls a prospective buyer in an attempt to sell his company's new air conditioner. The buyer indicates that, for him, the most important benefit of the air conditioner should be that it consumes less electricity. That benefit is referred to as a(n) _____. (A) hidden benefit (B) potential benefit (C) confirmed benefit (D) closed benefit (E) accessory benefit
c
"Does that answer your concern?" is an example of a response check.
true
_________ are referred to as complete self-contained sales presentations on paper, often accompanied by other verbal sales presentations before or after the proposal is delivered.
written sales proposals
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
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
Craig, a salesperson, encounters a situation where two individuals from the buying group disagree on a particular benefit of the product he is presenting. Which of the following tactics should Craig employ in this situation? (A) He should be diplomatic and handle the disagreement during the presentation. (B) He should help resolve the issue at the end of the presentation. (C) He should disregard the issue and continue with his presentation. (D) He should always play an active role in any disagreement that arises. (E) He should not present more information till the issue is resolved.
a
Harry is a salesperson at Lenic Technology. When demonstrating the company's new 3D printer to a prospective buyer, Harry should: (A) make sure the product being demonstrated is typical of what is being recommended. (B) list all the features of the product verbally without using the actual product. (C) try to keep the customer from getting too involved in the demonstration of the product. (D) be concerned about his ability to demonstrate the product effectively. (E) apologize in advance for poor appearance and inadequate performance of the product.
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
Layla is a salesperson at Mandrin Corp. and is preparing to make a sales call. She should use a check-back after she: (A) finishes a feature-benefit sequence. (B) introduces herself. (C) assesses the prospective buyer's interest. (D) closes the purchase deal with the buyer. (E) finishes the sales presentation.
a
Marcus, a salesperson, consistently has trouble with properly presenting sales aids to prospective buyers. He could probably benefit from using the _____ Sequence. (A) SPES (B) IPSS (C) SIPS (D) IPES (E) SSES
a
When selling to groups, salespeople should: (A) make periodic eye contact with everyone in the buying group. (B) limit eye contact to the decision makers. (C) avoid answering tough question when the buying group is present. (D) know that not everyone in the buying group is important. (E) take only the opinions of the decision makers into account.
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 in 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
While selling sales force automation software, James, a salesperson, says that using the software is like having a secretary that will work for free. James is using a(n) _____. (A) analogy (B) anecdote (C) testimonial (D) example (E) comparison
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(n) _________ is a special and useful form of comparison that explains one thing in terms of another.
analogy
Most initial sales calls on new prospects require a(n) _________.
appointment
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
A testimonial written in story form is known as a(n) _____. (A) customer statement (B) case history (C) analogy (D) example (E) comparison
b
An analogy is a special form of _____. (A) anecdote (B) comparison (C) analysis (D) proof provider (E) example
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
Hailey, a salesperson, is presenting a sales dialogue to the buyers from Harter Tech, who want to buy a new range of copiers from Hailey's company. Hailey has found that some of the added features of the product are valued by the buyers. In this scenario, Hailey has identified the _____ of the copier. (A) potential benefit (B) confirmed benefit (C) value proposition (D) hidden feature (E) response check
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
Response checks and check-backs are most commonly used: (A) after an entire presentation. (B) following the response to an objection. (C) as a way to uncover needs. (D) when setting appointments. (E) to uncover objections.
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
Steve, a salesperson at Cann Computer Corp., confirms that his prospective customer needs 50 new computers that offer high-quality graphics. During his sales presentation, Steve should: (A) try to convince the buyer by stating that his company's computers do not offer high-quality graphics but are considerably cheap. (B) try to convince the buyer by stating that his company's computers offer high-quality graphics. (C) try to convince the buyer by demonstrating various features of his company's computers other than high-quality graphics. (D) talk about the graphic capabilities of his company's computers and then offer a quantity discount. (E) talk about how the prospective buyer can still be able to work without high-quality graphics.
b
When delivering group presentations, which of the following communication tips should a salesperson keep in mind? (A) The salesperson should make sure that all disagreements between group members are resolved outside the meeting. (B) The salesperson should avoid scrolling through the presentation and reading it to the group. (C) The salesperson should always play a passive role in discussions between members of the buying group. (D) The salesperson should pace about the room during the sales dialogue. (E) The salesperson should stand to the right of the visual aids whenever possible.
b
Which of the following guidelines should a salesperson follow during a product demonstration? (A) The salesperson should ensure that the product appears used and worn out. (B) The salesperson should check for problem-free operation. (C) The salesperson should never use the product prior to the demonstration. (D) The salesperson should never anticipate problems. (E) The salesperson should make sure the setup and knockdown are slow.
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 an example of a proof provider? (A) Sales aids (B) Case histories (C) Videos (D) Illustrations (E) Visual materials
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
A(n) _________ is the added value or favorable outcome derived from features of a product or service a seller offers.
benefit
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
During her sales presentation for her company's latest line of printing equipment, Sue, a salesperson, provides prospective buyers with reports from state licensing bureaus and other authoritative, third-party sources. Which of the following proof providers is Sue using? (A) Testimonials (B) Comparisons (C) Statistics (D) Anecdotes (E) Case histories
c
For an effective group sales presentation, a salesperson should: (A) refrain from interacting with the buyers until the end of the presentation. (B) greet the group as a whole after everybody arrives. (C) arrive early and greet individuals personally as they arrive. (D) connect with the buyers at a group level from the very beginning. (E) arrive at the location after the buying group has arrived.
c
Harper, a salesperson, uses slides and video presentations when selling computers to a buyers group. He finds that this helps involve the buyers in the presentation and is, in turn, more effective in making the buyers understand the product as well as its features and benefits. Which of the following sales aids does Harper use? (A) Response checks (B) Voice characteristics (C) Electronic materials (D) Product demonstrations (E) Proof providers
c
Identify a tip for preparing visual materials for sales presentations. (A) Leave less white space in the visuals. (B) Make sure each visual presents many ideas. (C) Clearly label each visual with titles. (D) Put in as much information as possible. (E) Use a variety of layouts in the visuals.
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
_____ are proof providers in the form of statements from satisfied users of the selling organization's products and services. (A) Statistics (B) Confirmed benefits (C) Testimonials (D) Analogies (E) Anecdotes
c
_________ are sales presentations that include scripted sales calls, memorized presentations, and automated presentations._________ are sales presentations that include scripted sales calls, memorized presentations, and automated presentations
canned sales presentation
_________ are questions salespeople use throughout a sales dialogue to generate feedback from a buyer.
check-backs
A characteristic or quality of a product is referred to as a(n) _____. (A) anecdote (B) testimonial (C) benefit (D) feature (E) sales aid
d
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
April, a salesperson, is preparing to present her company's new automatic air conditioner to a buying group. She says, "If the temperature of a room gets too cold or too warm, the air conditioner will automatically adjust its settings and bring the temperature back to the desired state." In this scenario, April has used a(n) _____ to support her presentation. (A) testimonial (B) analogy (C) anecdote (D) example (E) comparison
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
When preparing printed materials and visuals, a salesperson should: (A) put in as much information as possible. (B) read the presentation directly from the visuals. (C) make sure each visual presents many ideas. (D) check for typographical and spelling errors. (E) use a variety of layouts in the visuals.
d
When selling to a buying group, a salesperson should arrive at the location before the group arrives because: (A) he or she can speak with the decision makers individually before the presentation begins. (B) he or she can greet the group as a whole when the members enter the room. (C) he or she can establish a shared space where everyone is in charge of the meeting. (D) he or she can set up and check equipment and become familiar with the surroundings. (E) he or she can make copies of all the visual material for all the members of the group to look through.
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 is a tip for preparing visual materials for sales presentations? (A) Never leave any white space. (B) Never use the same format throughout the presentation. (C) Never use less than 14 lines per visual. (D) Never read the presentation directly from the visual. (E) Never use colors for functional purposes.
d
Which of the following is true of eye contact when selling to a buying group? (A) When answering questions, the salesperson should rapidly scan the room from side to side. (B) When asked a question, the salesperson should immediately refer to his notes and sales aids. (C) The salesperson should maintain eye contact with the established decision makers throughout the presentation. (D) The salesperson should connect with each individual for a few seconds over the course of the presentation. (E) The salesperson should look just over the heads of the group while speaking.
d
Which of the following is true of testimonials? (A) They are complaints from current users of a company's products or services. (B) They help prospective buyers decide whether or not they want to move forward with a sales dialogue. (C) They are provided in story form to make it interesting and understandable for prospective buyers. (D) They are similar to statistics but in the form of statements from satisfied users. (E) They can be used even when they are not relevant to prospective buyers.
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
During a group sales dialogue, salespeople should: (A) ensure the decision maker has heard a question and understands it before answering it. (B) answer questions as concisely as possible to move on with the presentation. (C) answer questions only at the end of the presentation. (D) speak primarily to the person identified as the decision maker. (E) use introductory remarks that recognize the individual interests of those present.
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 does a salesperson need to do in order to produce an interesting and understandable sales dialogue? (A) He or she should allow another salesperson to take over the presentation halfway through. (B) He or she should provide statistics from unknown sources. (C) He or she should ask for a purchase commitment every five minutes. (D) He or she should demonstrate the benefits and features of the product verbally. (E) He or she should use verbal support elements during the presentation.
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
Sales aids in the form of slides, videos, or multimedia presentations are referred to as _________.
electronic materials
A(n) _________ is a brief description of a specific instance used to illustrate features and benefits of a product.
example
An anecdote is a specific type of _________.
example
A key to effective sales dialogue is to limit the involvement of the buyer.
false
A sales presentation takes place prior to uncovering the buyer's needs.
false
Customer value propositions are created to overcome price objections.
false
It is to the salesperson's disadvantage if disagreements can be handled during the presentation.
false
Most buyers are willing to overlook poor spelling and grammatical mistakes in a written proposal as long as the product is beneficial and affordable.
false
One of the disadvantages of using customer value propositions is that they are complex and difficult to understand.
false
Sales calls and sales dialogues are the same thing.
false
The only objective that should be included in any sales dialogue planning is to get an order.
false
The statement "Our product will help you increase your revenue" is an example of a good customer value proposition.
false
The use of electronic materials, such as multimedia presentations, should be avoided during presentations because they tend to be very distracting.
false
Voice characteristics are relatively unimportant to verbal communication.
false
When conducting an organized sales dialogue, a salesperson should do most of the talking.
false
Will, a salesperson at Borca Corp., is preparing a presentation to a buying group, which contains a lot of information that he will have to use. The best method for Will to present this information is to scroll through the presentation while reading it out loud to the group.
false
With multimedia sales presentations becoming more routine, written sales proposals are declining in importance.
false
The last section of the sales dialogue template is building value through _________.The last section of the sales dialogue template is building value through _________.
follow-up action
The last section of a written sales proposal is _________.
implementation and timetable
A(n) _________ is a sales presentation that allows a salesperson to implement appropriate sales strategies and tactics based on customer research or information gathered during previous sales calls.
organized sales presentation
_________ allow flexibility to adapt to buyer feedback.
organized sales presentation
_________ such as statistics, testimonials, and case histories can be utilized to preempt a buyer from asking, "Can you prove it?" or "Who says so?"Answer
proof providers
A sales dialogue template always starts with _________.
prospect information
A(n) _________ refers to business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationships
sales dialogue
Encouraging buyer feedback and focusing on creating value for the buyer are both keys to effective _________.
sales dialogue
Check-backs should be used after handling an objection.
true
Customer value propositions should be specific with respect to tangible outcomes.
true
Product benefits become confirmed benefits only when the buyer indicates they are of interest.
true
Sales aids like multimedia presentations, videos, and product demonstrations can increase a buyer's participation and involvement.
true
When scheduling an appointment with a prospect, it is a good idea to specify the amount of time needed for the meeting.
true
When selling to groups, it is essential to make all members of the group feel that their opinions are valuable.
true
While examples may be hypothetical, anecdotes are not.
true
