Deck 9: Personal Selling

Question 1

Tips for building rapport offered by the Dale Carnegie Institute can be summarized on these three points: be happy, be assertive, and be knowledgeable.

Answer 1

False

Question 2

For complex purchase situations, effective advertising and sales promotion are more effective than personal selling.

Answer 2

False

Question 3

In the summary close, the salesperson acts as if the buyer has already decided to purchase.

Answer 3

False

Question 4

Customers' use of web-based and social technologies means that buyers are initiating contact with sellers much later in the sales process.

Question 5

In relationship selling, the focus for salespeople is in meeting periodic sales quotas.

Question 6

Technical specialists and sales engineers are both nonmanagerial sales support roles.

Question 7

A product that is infrequently purchased benefits from the use of personal selling.

Question 8

The digital transformation of advanced economies has erased the need for salespeople.

Question 9

Missionary salespeople are both order-takers and order-getters.

Question 10

Having a positive attitude has not been shown to have any effect on sales performance.

Question 11

The follow-up stage is a one-time event; it is not used for repeat customers.

Question 12

A strong rapport deepens the quality of the relationship between the customer and the salesperson, making successive sales easier.

Question 13

Identifying which potential customers within the firm's target market have not only a desire for the product, but also the authority to purchase it and the resources to pay for it is called prospecting.

Question 14

Customer-oriented salespeople are more likely to adopt a solution-centric approach to the sale-one that is better in the end for both the seller and the buyer.

Question 15

Handling customer objections is often the most difficult part of the personal-selling process because it does not offer the salesperson a chance to fully stress the benefits of the product.

Question 16

Because the duties of delivery salespeople revolve around order-taking, they typically manage a large customer base.

Question 17

Channel sales representatives may be accurately described as order-takers.

Question 18

Advantages may or may not be connected to an expressed or actual customer need.

Question 19

Key-account sellers are responsible for a large number of important accounts.

Question 20

Common techniques for overcoming objections include acknowledging the objection, postponing, and denial.

Question 21

Personal selling is more effective when the good or service is

A)is a standardized good or service.
B)viewed as risky.
C)simplistic in nature.
D)is an existing product in the market.
E)frequently purchased.

Question 22

The best way to increase productivity is to simply hire more salespeople.

Question 23

A salesperson that has product knowledge has all he or she needs to achieve high levels of sales performance.

Question 24

A sales quota is the minimum desired sales level for an individual or team for a specified period of time.

Question 25

Determining a sales force size by determining the segment's market potential and then determining the average number of sales calls needed to close each individual sale is known as the incremental productivity method.

Question 26

Companies that maintain high ethical standards for its sales personnel help the firm build relationships with customers but develop a negative work environment for its employees.

A)advertising.
B)publicity.
C)sales promotion.
D)personal selling.
E)public relations.

Question 27

In contrast to tools such as advertising and sales promotion, personal selling is often a much more effective tool

A)in complex purchase situations.
B)for buyers engaging in repeat purchases.
C)for buyers that have thoroughly researched the product.
D)for routine purchase situations.
E)in impulse buying situations.

Question 28

In order to obtain desired results, one sales training program should be used for everyone so that consistency is promoted among the sales staff.

Question 29

A company that uses lead scoring numerically rates its best prospective customers to identify traits that make the customer more likely to purchase.

Question 30

The net present value of a customer's business over the span of his or her relationship with an organization is referred to as

A)customer market value.
B)customer advocacy.
C)equalized value.
D)relationship selling.
E)customer lifetime value.

Question 31

Nadine has been calling on the same customer for years. She handles all of the company's orders and quickly resolves any issues that may come up. On occasion, Nadine takes some of the company employees out to dinner and has even given them tickets to local concerts. Nadine is involved in

A)relationship selling.
B)loyalty selling.
C)public relations.
D)publicity.
E)multi-level marketing.

Question 32

________ is an important marketing activity as it allows salespeople to represent the firm to customers, gather information on customer likes and dislikes, and provide market feedback on competitors and trends in the macro-environment.

A)Publicity
B)Advertising
C)Public relations
D)Sales promotion
E)Personal selling

Question 33

AI algorithms can alert salespeople as to what existing clients are more likely to want: a new product offering versus a better version of what they currently own.

Question 34

How do salespeople represent the interests of customers within the firm?

A)by offering suggestions for promotional activities
B)by providing market feedback on competitors
C)by sharing customer likes and dislikes with marketers and product designers
D)by gathering sales data on customer purchases
E)by providing information to marketers on current trends

Question 35

In SPIN selling, problem questions are designed to get the buyer thinking about the value of finding a solution to the problem.

Question 36

According to your text, ________ serve(s)as the critical link between the firm and the customer.

A)advertising campaigns
B)brand recognition
C)salespeople
D)publicity
E)the product

Question 37

Companies that use social selling make it easier for its salespeople to seek out introductions to new prospects.

Question 38

Adaptive selling refers to the altering of sales behavior during a customer interaction or across customer interactions based on perceived information about the selling situation.

Question 39

Predictive analysis is the use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.

Question 40

The design of sales territories needs to match the workload and opportunity in each territory to the abilities of the corresponding salesperson or team.

Question 41

The main goal of the first step in the personal-selling process is to

A)find as many potential customers as possible.
B)find qualified prospects.
C)identify a customer's product needs.
D)identify a firm's key decision makers.
E)have the salesperson meet the prospective customer.

Question 42

Maribel just took a job with a recycling company. Her job is to search for potential customers that need to get rid of their recyclable materials or those customers who wish to buy recycled materials for processing. Maribel's job fits into the first step of the personal-selling process, that of

A)sales promotion.
B)gaining commitment.
C)preapproach.
D)prospecting.
E)advertising.

Question 43

Research suggests that nearly 85 percent of all salespeople, regardless of age or experience, fall victim to

A)self-inflated egos.
B)fear and self-doubt.
C)overconfidence.
D)a lack of proper training.
E)poor communication skills.

Question 44

What is the function of a channel sales representative?

A)to create customized solutions for customers
B)to process customer-initiated orders
C)to handle all aspects of delivery
D)to secure new distribution intermediaries
E)to promote the firm and encourage demand for its products

Question 45

Personal selling is a vital element in B₂B sales because

A)B₂B sales often involve more than one decision maker.
B)B₂B sales are more routine.
C)B₂B buyers are often uneducated about the product.
D)B₂B buyers need to be guided during the negotiation process.
E)B₂B sales take less time to complete.

Question 46

How many steps are there in the personal selling process?

A)three
B)four
C)five
D)six
E)seven

Question 47

An individual (or group)capable of making the decision on a good or service a salesperson is selling is referred to as a

A)lead.
B)prospect.
C)client.
D)customer.
E)qualifier.

Question 48

Which type of salesperson is responsible for finding new customers and securing their business, typically by convincing the prospective customer to drop one or more competitors?

A)missionary salespeople
B)key account sellers
C)order takers
D)delivery salespeople
E)new-business salespeople

Question 49

During which step of the personal-selling process does the salesperson establish a rapport that sets a foundation for the relationship and asks questions to learn more about the prospect and his or her needs and wants?

A)the approach step
B)the qualifying step
C)the preapproach step
D)the presentation step
E)the prospecting step

Question 50

In which step of the personal-selling process would you identify key decision makers, review account histories, and prepare a sales presentation?

A)the preapproach step
B)the presentation step
C)the approach step
D)the qualifying step
E)the prospecting step

Question 51

According to your text, which step of the personal-selling process is the most important and most difficult?

A)the follow-up
B)the prospecting step
C)the approach step
D)the qualifying step
E)the sales presentation

Question 52

What sales support role contributes to the sales process by providing expertise in the form of product demonstrations and setup, and providing systems integration support?

A)sales manager
B)technical specialist
C)sales engineer
D)consultative seller
E)key-account manager

Question 53

A person with a background in engineering, computer science, or physics might choose to work as a technical specialist in a high-tech sector. This type of support role is referred to as a(n)

A)sales engineer.
B)missionary engineer.
C)channel engineer.
D)engineering consultant.
E)sales consultant.

Question 54

Which sales role generally requires higher levels of education and prior sales experience in order to establish and maintain partnership relationships with a small number of accounts?

A)delivery sales representatives
B)key-account sellers
C)missionary salespeople
D)order-getter salespeople
E)order-taker salespeople

Question 55

Andre works as a sales representative primarily in the industrial market. He develops long-term relationships with his customers, has a deep knowledge of their business, and helps them find creative solutions to problems. Andre's customers consider him to be a trusted advisor. What kind of sales representative is Andre?

A)a missionary salesperson
B)a consultative seller
C)a channel sales representative
D)a new-business salesperson
E)a sales manager

Question 56

What type of salesperson generates sales by promoting the firm and encouraging demand for its goods and services, but does not actually take orders for the product?

A)consultative sellers
B)route salespeople
C)missionary salespeople
D)key-account sellers
E)channel sales representatives

Question 57

Checking inventories, stocking shelves, and product delivery are responsibilities of

A)delivery salespeople.
B)consultative sellers.
C)channel salespeople.
D)order-getters.
E)missionary salespeople.

Question 58

According to author Daniel Pink, which statement reflects personal selling in the digital era?

A)Technology has forced relationship-minded salespeople into fast-talking, do-anything-for-the-buck salespeople.
B)Because of technological innovations, the U.S. economy will reduce the number of sales jobs by more than 2 million in the coming years.
C)Technological innovations, particularly the Internet, have drastically reduced the need for salespeople.
D)Technology that should have made salespeople obsolete have, in fact, transformed more people into sellers.
E)Despite the rapid advances in technology, it has not had a significant impact on salespeople.

Question 59

A primary role of a sales manager is to

A)develop the company's mission and vision statements.
B)serve as a conduit for disseminating information.
C)find new customers.
D)develop new product offerings.
E)conduct market research.

Question 60

Felix works in the men's department of a major retail store. He helps customers find what they are looking for and rings up sales that customers bring to the check-out counter. Felix is considered to be a(n)

A)order-initiator.
B)order-filler.
C)order-taker.
D)order-getter.
E)order-assistant.

Question 61

A salesperson who wants to record customer contact information as well as customer preferences and details about customers' interactions with the company would use

A)the FAB method.
B)a CLV system.
C)an order-getting system.
D)an order-taking system.
E)a CRM system.

Question 62

How are today's firms reinventing their selling processes and increasing productivity?

A)by hiring additional salespeople
B)by only focusing on the firm's best customers
C)by reducing the use of CRM systems and utilizing more order-takers
D)by using information systems, analytics, and social networks
E)by eliminating steps in the personal selling process

Question 63

What impact does adaptive selling have on salesperson performance and job satisfaction?

A)It has a negative effect on salesperson performance, but a positive effect on job satisfaction.
B)It has no effect on salesperson performance or job satisfaction.
C)It has a strong positive effect on salesperson performance, but a negative effect on job satisfaction.
D)It has a strong negative effect on both salesperson performance and job satisfaction.
E)It has a strong positive effect on both salesperson performance and job satisfaction.

Question 64

The Dale Carnegie Institute offers tips for building rapport with customers. What is one of those tips?

A)Don't patronize your customers by offering them compliments.
B)Ask questions about your customer.
C)Find reasons to show off your expertise.
D)Let the customer know who your important clients are.
E)Do most of the talking.

Question 65

To achieve long-term success in professional sales, all efforts must be centered on

A)serving the needs of the customer.
B)creating a quality product.
C)beating out the competition.
D)creating persuasive ad campaigns.
E)gaining a competitive advantage.

Question 66

The question "Based on what you've heard so far, what questions do you have about the solution I've shared with you?" is indicative of a question asked in

A)a summary close.
B)an alternative close.
C)a trial close.
D)an assumptive close.
E)a predictive close.

Question 67

In which closing approach does the salesperson act as if the buyer has already decided to purchase?

A)alternative close
B)assumptive close
C)summary close
D)commitment close
E)concrete close

Question 68

One of the worst mistakes a salesperson can make when using the FAB approach is to

A)list features without tying them to benefits.
B)let the customer do all of the talking.
C)fail to point out the disadvantages of the product.
D)overuse advantage statements.
E)refute claims of a competitor's product.

Question 69

Lin wants to be successful in her selling career, so she strives to improve her ________ knowledge by working on her sales abilities and understanding different selling techniques.

A)industry
B)technical
C)market-related
D)selling-related
E)customer-related

Question 70

Having to fix billing or customer service issues or communicate to product managers about problems customers are having with the company's products are all tasks involved in

A)team selling.
B)handling objections.
C)adaptive selling.
D)qualifying customers.
E)customer advocacy.

Question 71

Which type of selling alters sales behavior during a customer interaction based on perceived information about the selling situation?

A)consultative selling
B)social selling
C)customer advocacy selling
D)team selling
E)adaptive selling

Question 72

In B₂B contexts, the most common sales objections are described by the acronym BANT. What does the "A" in this acronym stand for?

A)advantages
B)approach
C)acquisition
D)affordable
E)authority

Question 73

In the FAB approach, attributes or facts relating to the product being sold or demonstrated are referred to as

A)benefits.
B)features.
C)sources.
D)values.
E)advantages.

Question 74

The adoption of the marketing concept at the level of the individual salesperson and the customer is referred to as

A)team selling.
B)customer-oriented selling.
C)adaptive selling.
D)social selling.
E)seller-related knowledge.

Question 75

Highly customer-oriented salespeople engage in which behavior?

A)They avoid actions that sacrifice customer interest for the sake of short-term benefit to the company.
B)They strive to see things from their own company's perspective in order to boost sales.
C)They focus on short-term sales rather than long-term relationships.
D)They understand that the impact of a lost deal is greater than the impact of a customer making a bad buying decision.
E)They focus on the quantity of customer sales rather than the quality of customer relationships.

Question 76

As outlined in your text, all of the following are part of the feature-advantage-benefit approach except

A)it should describe the products advantages in comparison with alternatives.
B)it should accurately convey the product's major features.
C)it should communicate the value of the product to the customer.
D)it should detail how the product will provide benefits for the potential customer.
E)it should refute any complaints or objections about the product.

Question 77

The acronym SPIN refers to the questions that feature most prominently in successful sales calls. Which set of questions accurately depicts the SPIN acronym?

A)situation, proposition, issue, and network questions
B)sales, proposition, implication, and need-payoff questions
C)sales, price, implication, and negative outcome questions
D)situation, problem, implication, and need-payoff questions
E)situation, price, issue, and network questions

Question 78

Which step of the personal-selling process is difficult because it requires the salesperson to overcome the fear of being rejected?

A)preapproach
B)approach
C)handling objections
D)sales presentation
E)gaining commitment

Question 79

The process by which companies get new customers, keep the customers they already have, and grow the business by increasing their share of customers' purchases is called

A)adaptive selling.
B)value selling.
C)customer relationship management.
D)sales force management.
E)the FAB approach.

Question 80

Compare the following statements made by a salesperson and select the one that exemplifies handling objections by denial.

A)We can discuss the product's warranty in a few minutes, but first let me explain one more important benefit of the product.
B)Yes, our service time is slower, but our service staff has won the Best Service in the Industry award for the past 5 years.
C)It simply is not accurate to claim that our product is a copycat of XYZ brand. We have a patent showing how our product is considerably different.
D)Yes, our prices are higher, but our product has been proven to be more efficient.
E)If I may take just a moment to ask about your production needs, we can then talk about the various delivery options.