Deck 6: Adaptive Selling for Relationship Building

Question 1

The sales manager suggests "Let's talk about why you did not achieve your goals last month." The sales manager is providing diagnostic feedback.

Answer 1

True

Question 2

The most appropriate presentation technique for use with adaptive selling is the canned method.

Answer 2

False

Question 3

Salespeople need product knowledge about competitors' products as well as their own.

Answer 3

True

Question 4

Some companies insist that their inside telemarketing salespeople:

A) customize their sales presentation based on a computerized customer-prediction model.
B) use adaptive selling depending on the customer's buying environment.
C) memorize the entire sales presentation and deliver it word for word.
D) consult with manufacturer's reps before quoting delivery dates.
E) all of the above

Question 5

The most important knowledge any professional salesperson has is macro environment knowledge.

Question 6

Jimmy sells encyclopedias. Every time he knocks on the door, he begins by asking, "Are there any small children in the house?" From there, he asks their age, and if the parent has considered preparing for their future. If the door is not slammed in his face, he begins to list the benefits of owning a set of encyclopedias. He always lists the benefits in the same way and always ends his presentation by saying, "You need to buy your child a set of these books to protect his or her future." Because Jimmy makes no adjustments as he talks to prospect, it can be said that Jimmy is using a(n) _____ presentation.

A) customized
B) adaptive
C) standard memorized
D) outlined
E) cause and effect

Question 7

Which of the following is NOT an advantage of the standard memorized sales presentation?

A) It ensures the salesperson will provide complete and accurate information about the company's products and policies.
B) It is very effective for telemarketing.
C) The beginning salesperson can quickly gain confidence.
D) It is based on a detailed analysis of the individual customer's situation and needs.
E) It can combine the best elements of the presentations used by firm's best salespeople.

Question 8

Harvey uses a memorized presentation with a standard introduction and a list of points he wants to make during his sales presentation. Harvey is using a(n) _____ presentation.

A) customized
B) outlined
C) adaptive
D) canned
E) cause and effect

Question 9

Performance feedback provides information about what you are doing right and what you are doing wrong.

Question 10

Industrial purchasing agents rate the product knowledge of a salesperson to as the most important attribute of a good salesperson.

Question 11

Performance feedback is usually more useful to salespeople than diagnostic feedback.

Question 12

Which of the following is a benefit of the standard memorized sales presentation?

A) It ensures the salesperson will provide complete and accurate information about the company's products and policies.
B) It is one of the most adaptive presentation techniques.
C) The salesperson's ability to speak extemporaneously is enhanced.
D) It is based on a detailed analysis of the individual customer's situation and needs.
E) All of the above describe benefits of the standard memorized sales presentation.

Question 13

The slogan best suited to individuals classified as drivers is "Let's not make any hasty decisions."

Question 14

When considering social style and sales jobs, the best salespeople are amiables and drivers.

Question 15

Tiffany is considering having her sales force use a standard memorized sales presentation. As a sales manager she should know all of the following are disadvantages, EXCEPT:

A) it's inflexible
B) it encourages salespeople to talk too much and listen too little
C) it discourages prospect participation during the presentation
D) the salesperson will not have the opportunity to discover his or her prospects' actual needs
E) members of the sales force will be forced to develop the ability to speak extemporaneously

Question 16

As a salesperson using adaptive selling it is important for you to adjust to the client, even if you must fake a way of acting that is not really who you are.

Question 17

Personal selling is the most effective marketing communication medium because it allows salespeople to manipulate customers.

Question 18

Top salespeople are a valuable source of knowledge within a company.

Question 19

On the first day of Barbara's new sales job, she was given a written sales presentation and told to learn it so she could recite it when she called on prospects. Her sales manager insists she deliver this talk word for word. Barbara will be using a(n) _____ presentation.

A) customized
B) adaptive
C) standard memorized
D) outlined
E) cause and effect

Question 20

Teddy has some very strong opinions on whether his local senator should be re-elected in the up-coming election, but he keeps them to himself. Because his opinions are so strongly held, it is correct to describe him as assertive.

Question 21

The two critical dimensions used to understand social behavior are:

A) assertiveness and responsiveness
B) passiveness and aggressiveness
C) verbal and nonverbal
D) aural and verbal
E) domestic and international

Question 22

The clients Janice calls on recognize her as a professional. When she makes a sales call on a prospect, the prospect perceives her as someone who is genuinely interested in helping him or her solve problems rather than just a salesperson there to grab a quick sale. Janice most likely uses the _____ method of giving sales presentations.

A) canned
B) outlined
C) question and answer
D) customized
E) informal

Question 23

When Tony sells his company's line of wind chimes to Tom King, the owner of King's Nursery, he carries one with him and illustrates its melodious sound to the customer. When Tony sells his company's line of wind chimes to Milt Pressley, the owner of Franklin Hardware, he shows Pressley the sales projections for next year. This ability to vary his sales presentation indicates that Tony is using ______ selling.

A) responsive
B) alterable
C) outlined
D) adaptive
E) methodological

Question 24

The _____ matrix is a training program for building adaptive selling skills that uses two critical dimensions, assertiveness and responsiveness.

A) affinity
B) social style
C) personality
D) sales approach
E) prospect reference

Question 25

The _____ method of sales presentation is most consistent with the application of the marketing concept.

A) standard memorized
B) customized
C) flexible
D) outlined
E) focused

Question 26

Even before Michelle could explain why the prospect had not purchased her company's new line of outdoor furniture, her supervisor was already explaining to her that she should have emphasized the fact that the furniture was made of recycled material and not looked so guilty when she was trying to avoid the topic of price. The supervisor then provided more _____ feedback by explaining how next time Michelle could make a better presentation.

A) reciprocal
B) diagnostic
C) performance
D) evaluative
E) intrinsic

Question 27

While making a presentation to the owner of Harold's Dress Shop about a window display, Scott began to pick up nonverbal cues that this was not what the owner wanted. Scott asked, "Would you be interested in a window with less clutter that showcased some of your more expensive items?" When the owner replied, "Yes," Scott adopted a new sales strategy and discussed his ideas for a showcase window. Scott was practicing _____ selling

A) responsive
B) alterable
C) outlined
D) adaptive
E) methodological

Question 28

Adaptive selling suggests that you may have to adjust your selling strategy based on ________________ differences:

A) age
B) religious
C) family customs
D) image of a "perfect product"
E) all of the above

Question 29

Before Harley can make a customized presentation he will need cooperation from the customer in conducting:

A) a correlation analysis of sales projections
B) a modification of his or her forecasted sales
C) a performance of a needs analysis
D) a social audit
E) a multiple regression analysis of his or her current suppliers

Question 30

Since graduating with his marketing degree about two years ago and taking his first job, Leon has been away from home over 200 nights. He never dreamed there would be so much travel in an engineering job, but his company keeps him on the go, trekking from one prospective client's location to another, where he performs detailed analyses of the customer's operations and helps his company's salespeople prepare presentations on how his firm's products will improve the prospect's way of doing business. Leon's employer apparently has the sales force using _____ presentations.

A) memorized
B) outlined
C) exacting
D) canned
E) customized

Question 31

Fiona has developed an outline presentation rather than use the company's standard memorized presentation. She knows an outline presentation has the advantage(s) of being:

A) more informal and natural
B) formal.
C) more simplistic and sensual
D) gradual and powerful
E) aggressive and sincere

Question 32

When Marty met with his supervisor, the supervisor congratulated him for achieving 4 out of his 6 sales call objectives for the quarter, told him to try harder to achieve all of his sales call objectives next quarter, and then asked him to send in the next salesperson for her evaluation. Marty had hoped his supervisor would provide him with some help in figuring out why he had been unable to achieve his objectives. Marty wanted _____ feedback, and his supervisor gave him _____ feedback.

A) intrinsic; extrinsic
B) diagnostic; performance
C) evaluative; primary
D) performance; corrective
E) performance; diagnostic

Question 33

In discussing knowledge salespeople should have, the text listed all of the following EXCEPT:

A) the company for which they work
B) the products they sell
C) the legal requirements for providing information to stockholders
D) the customers to whom they sell
E) the products sold by their competitors

Question 34

"Your approach on that last call was off-target. You were emphasizing low acquisition cost while the prospect seemed more interested in durability and the lack of need for regular maintenance," critiqued Robin's sales manager after the two of them left a sales call they had made together. Robin is receiving _____ feedback.

A) reciprocal
B) diagnostic
C) performance
D) evaluative
E) damage control

Question 35

Which one of the following statements about organizing knowledge of sales situations and customers into categories is true?

A) Product knowledge is more important than knowledge of sales situations.
B) To be effective, salespeople must treat all customers the same.
C) The benefits of organizing knowledge into categories are unique to personal selling.
D) Most salespeople find three categories are all they need to classify their customers.
E) By developing categories, salespeople free up mental capacity to think more creatively.

Question 36

Which of the following statements about adaptive selling is FALSE?

A) Adaptive selling emphasizes the importance of satisfying customer needs and building long-term partnerships.
B) In adaptive selling it is important for the salesperson to adjust to the client, even if you must fake a way of acting that is not really who you are.
C) In adaptive selling you have to be creative when you're looking for what excites a prospect.
D) Adaptive selling gives salespeople the opportunity to use the most effective sales presentation for each customer.
E) Adaptive selling is used with relationship building.

Question 37

During the sales presentation, the _____ method of conducting a sales presentation offers the greatest opportunity for the salesperson to respond to client input.

A) memorized
B) outlined
C) exacting
D) canned
E) customized

Question 38

_____ feedback provides information about what you are doing right and what you are doing wrong.

A) Extrinsic
B) Diagnostic
C) Performance
D) Evaluative
E) Fundamental

Question 39

Luisa has been in sales about three years. In that time she has learned that different sales presentations are necessary for different customers. In fact, she will often change her presentation during her sales calls depending upon the nature of the selling situation she encounters. Luisa is using:

A) focused selling
B) a unprofessional approach with her customers
C) adaptive selling
D) no prior planning
E) flexible selling

Question 40

Which one of the following statements about a salesperson's product knowledge is FALSE?

A) The most important knowledge a salesperson can have about his or her product is the technical knowledge of how it performs in use.
B) Customers often want salespeople to explain how their products will work with other products.
C) Purchasing agents rate product knowledge as one of the most important attributes of a good salesperson.
D) In many cases the service provided by the salesperson is more important than the performance of the product sold by that salesperson.
E) Salespeople must not only know product features, but also the benefits provided by those features.

Question 41

Before going into the prospect's office, the secretary advised the new salesperson that her boss likes facts and figures and is suspicious of anyone who tries to establish a personal relationship with him. The secretary was probably describing a(n):

A) driver
B) expressive
C) amiable
D) analytical
E) avoider

Question 42

Customer relationship management systems:

A) alter the sales/customer relationship to give salespeople an advantage over the customer
B) provide information and suggestions that are specific to a particular customer
C) relate the customer data to the management strategy of the firm
D) allow manipulation of customers through relationship building
E) create automated relationship correspondence systems

Question 43

Each of the following items should suggest the prospect you are meeting with is an analytical EXCEPT:

A) The piece of mail in the top of his "in" basket is announcing this month's selection in the Popular Science Book Club
B) Several plaques on the wall awarded to him for exceeding productivity expectations
C) The prospect consistently wears dark suits, white shirts, and conservative ties
D) Diploma in electrical engineering from Georgia Tech
E) A number of photos on the wall of him as a member of recreational league softball teams

Question 44

Each quadrant of the social style matrix defines a different type of person. People who are high in assertiveness and low in responsiveness are:

A) drivers
B) expressives
C) amiables
D) analyticals
E) motivators

Question 45

Moira and Mariah Kelley are sisters. Both are risk avoiders. They speak slowly and softly in a monotone voice, have deliberate and stiff movement, and use few gestures. Both hate to be late and don't like people who are late. They don't like casual dress at work, and they appreciate lectures that include lots of facts and figures. The Kelley sisters would be classified as:

A) low responsive and low assertive; analyticals
B) high responsive and low assertive; drivers
C) low responsive and high assertive; expressives
D) high responsive and high assertive; amiables
E) high responsive and low assertive; amiables

Question 46

When identifying a customer's social style, salespeople should:

A) assume specific jobs or functions are associated with a social style
B) rely on their first impressions to accurately determine the customer's social style
C) consider carefully how they feel about the customer's behavior
D) attempt to get the customer to reveal his or her style rather than react to your style
E) do all of the above

Question 47

For the last two weeks your company has had Jake, a newly hired sales trainee riding with you as you make sales calls and the many other things you do in managing your territory. During this time you have found him to be consistently dependable, supportive and personable, but at times he has struck you as somewhat inflexible and undisciplined. Based on your knowledge of social styles' strengths and weaknesses, you classify Jake as a(n):

A) leader
B) expressive
C) driver
D) analytical
E) amiable

Question 48

When selling to an amiable, the salesperson should:

A) avoid establishing any long-term relationship
B) stress the product's benefits in terms of its effect on the satisfaction of employees
C) never guarantee a product's performance
D) expect a quick purchase decision
E) create a presentation that would appeal to a risk taker

Question 49

In terms of the social style matrix, James is best described as a supportive risk avoider who moves and speaks slowly and deliberately. He is cool and aloof and never shows any emotion. Into which quadrant does this information place James?

A) drivers
B) expressives
C) amiables
D) analyticals
E) gatekeepers

Question 50

When Kerry saw his prospect's yellow and green plaid trousers, white golf shirt with gold buttons, and his black and white shoes, he was fairly certain that he was in the company of a(n):

A) driver
B) expressive
C) amiable
D) analytical
E) entrepreneur

Question 51

When identifying a customer's social style, salespeople should:

A) not let their judgment be clouded by their initial reaction to the customer
B) look for clues that may suggest he or she has made an inaccurate assessment of a customer's social style
C) ask questions rather than make statements
D) avoid assuming that specific jobs or functions are associated with a particular social style
E) do all of the above

Question 52

In terms of the social style matrix, Inez is best described as a very emotional, people-oriented person who has an animated way of talking. She also has a take-charge attitude, great initiative, and has been called a risk taker. Into which quadrant does this information place Inez?

A) drivers
B) expressives
C) amiables
D) analyticals
E) motivators

Question 53

"If you'd follow my instructions more carefully and focus on getting the job done, you'd be a lot more successful." These instructions tell you the person giving them is most likely a(n):

A) driver
B) expressive
C) amiable
D) analytical
E) motivator

Question 54

"With your gardening background, Ms. Black, I am sure you can see the time and energy savings from investing in this new self-propelled tiller. Because you can put in an even bigger vegetable garden with the same energy, and have more vegetables to sell, you will be able to more than repay the initial investment after the first year, even when we factor in an assumed rate of interest of 12.5 percent." Based on this excerpt from a salesperson's presentation, you must assume Ms. Black is a(n):

A) driver
B) expressive
C) amiable
D) analytical
E) avoider

Question 55

_____ refers to how emotional people tend to get in social situations.

A) Assertiveness
B) Attentiveness
C) Receptiveness
D) Awareness
E) Responsiveness

Question 56

To sell to Joann you need to appeal to her ego. She'd rather hear that your new product will cause people to notice her as an innovative leader than the exact amount of cost savings it will provide or that her employees would like it. Joann's social style best fits that of a(n):

A) driver
B) expressive
C) amiable
D) analytical
E) motivator

Question 57

During a break in the monthly sales meeting David, your company's newest salesperson tells his sales manager, "I wish I could figure out my new prospect. He is friendly, seems to agree with everything I say, but he keeps postponing a decision about which company will be his primary supplier. It's driving me nuts!" Based on your knowledge of the social style matrix you can advise David that he is dealing with a(n):

A) driver
B) expressive
C) amiable
D) analytical
E) avoider

Question 58

As you enter the prospect's office you see _____ and become fairly certain you are dealing with an amiable.

A) annual sales awards on the wall
B) a prominently displayed calendar
C) pictures of the prospect's family on the desk
D) a PERT chart on the wall
E) numerous sales charts

Question 59

Gordon is searching his company's CRM system. In the system Gordon is likely to find all of the following EXCEPT:

A) policy manuals
B) sales literature
C) price lists
D) EPA regulations
E) product descriptions

Question 60

Each quadrant of the social style matrix defines a different type of person. People who are low in assertiveness and high in responsiveness are:

A) drivers
B) expressives
C) amiables
D) analyticals
E) gatekeepers

Question 61

The effort people make to increase the productivity of a relationship by adjusting to the needs of the other party is the text's definition of:

A) dependability
B) resilience
C) maneuverability
D) versatility
E) responsiveness

Question 62

The best social style for a salesperson is:

A) a driver
B) an amiable
C) an analytical
D) an expressive
E) none of the above because each style has weaknesses in some situations

Question 63

As Karen studies her prospect for cues as to his social style, she should:

A) rely on her first impressions
B) ask him about what factors he will consider in selecting a vendor
C) assume that if he is involved in a technical job he must be an analytical
D) base her assumptions on feelings and intuition rather than rational thought
E) never doubt her assessments once she has made one

Question 64

Which of the following is a strength of the analytical social style?

A) dramatic flair
B) thoroughness
C) decisive
D) supportive
E) personable

Question 65

What are the differences among standard memorized, outlined, and custom sales presentations?

Question 66

When Donna Driver calls on Amy Amiable, Donna's efficient, determined, decisive way of doing business may come across as:

A) pushy and dominating
B) opinionated and unstable
C) cold and calculating
D) undisciplined and inflexible
E) irrational and psychotic

Question 67

Which of the following is most descriptive of the weak points of the analytical social style?

A) pushy and dominating
B) opinionated and unstable
C) cold and calculating
D) undisciplined and inflexible
E) irrational and psychotic

Question 68

How do salespeople acquire knowledge about company products and policies, customer needs, and selling situations?

Question 69

Which of the following statements about training systems for developing adaptive selling skills is true?

A) All alternatives to the social style matrix rely on the same dimensions.
B) Computers cannot be used to develop adaptive selling skills.
C) There is no other method available besides the social style matrix for developing adaptive selling skills.
D) All a person needs to successfully use adaptive selling is to understand the social style matrix.
E) The social style matrix concentrates on the form of the communication, not the content of the communication.

Question 70

Which of the following is a strength of the driver social style?

A) dramatic flair
B) thorough
C) decisive
D) supportive
E) personable

Question 71

Which of the following describes a limitation associated with the use of the social style matrix as a sales training tool?

A) It bases the classification on communication style and not on communication content.
B) It requires the salesperson to not deviate from the strategy as designated by the method.
C) It increases the number of performance appraisals done annually.
D) It has a large number of subcategories, which may need to be used for customers that are difficult to label.
E) It is costly to implement.

Question 72

"The company is going to purchase an expert system to help us improve our adaptive selling skills," says Keith, one of your salesperson buddies. You find yourself amazed that Keith could be so excited about a(n):

A) all day presentation by one of those "touchy-feely" sales trainers
B) bunch of video tapes the members of the sales force will have to watch in their spare time
C) new order entry system
D) computer program
E) correspondence course for the members of the sales force to complete

Question 73

Which of the following statements about training systems for developing adaptive selling skills is true?

A) The social style matrix is applicable to any international selling situation.
B) An expert system can be used by salespeople to understand their customers and to develop successful sales strategies for each.
C) It is typically quite easy to determine in which social style category a customer fits.
D) The social style matrix provides very specific knowledge for adapting sales presentations.
E) There is no other method available besides the social style matrix for developing adaptive selling skills.

Question 74

The strengths of any social style can be weaknesses if they are not consistent with what a customer wants to deal with. For example, the enthusiasm and dramatic flair of an expressive social style may seem instead to show a person who is:

A) pushy and dominating
B) opinionated and unstable
C) cold and calculating
D) undisciplined and inflexible
E) irrational and psychotic

Question 75

When Tony sells his company's line of wind chimes to Tom King, the owner of King's Nursery, he carries one with him and illustrates its melodious sound to the customer. When Tony sells his company's line of wind chimes to Milt Pressley, the owner of Franklin Hardware, he shows Pressley the sales projections for next year. This ability to vary his sales presentation according to social styles indicates that Tony has a high degree of:

A) responsiveness
B) maturity
C) versatility
D) assertiveness
E) maneuverability

Question 76

Even though Vincent has an analytical orientation, he is able to modify his sales presentations to accommodate the style of his customers. This means that Vincent has a high degree of:

A) responsiveness
B) maturity
C) versatility
D) assertiveness
E) maneuverability

Question 77

A(n) _____ is a computer program that contains the knowledge, rules, and decision processes employed by experts and then uses these elements to solve problems, suggest strategies, and provide advice.

A) expert system
B) marketing information system
C) office information system
D) database system
E) spreadsheet

Question 78

A customer who has an expressive social style views the salesperson with a driver orientation as:

A) serious
B) closed
C) intense
D) unemotional
E) all of the above

Question 79

Which of the following is a strength of the expressive social style?

A) dramatic flair
B) thorough
C) decisive
D) supportive
E) personable

Question 80

The strengths of any social style can be weaknesses if they are not consistent with what a customer wants to deal with. For example, the orderly, serious, and thorough nature of analyticals may also be perceived as:

A) cold and calculating
B) undisciplined
C) anxious
D) opinionated and unstable
E) inflexible and irrational