Deck 6: Planning Sales Dialogues and Presentations

Question 1

Which statement best summarizes the limitations of the canned sales presentation?

A) It fails to capitalize on the salesperson's ability to tailor the message to the prospect.
B) Sales resistance may be increased because the prospect's objections cannot be anticipated.
C) It may be awkward to use with a narrow product line.
D) New, untrained salespeople find it difficult to use.

Answer 1

A

Question 2

What is the term for a business conversation between a buyer and seller that occurs as a salesperson attempts to initiate, develop, and enhance a customer relationship?

A) a sales call
B) a sales dialogue
C) a sales presentation
D) a sales proposal

Answer 2

B

Question 3

What is a major advantage of effective written sales proposals?

A) They are able to continue selling in the absence of the salesperson.
B) They do not commit the 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 generally more effective than oral presentations.

Answer 3

A

Question 4

With respect to sales communications formats, what is an RFP?

A) request for proposal
B) routine for presentation
C) reorder format protocol
D) request for pricing

Question 5

What is the term for a completely self-contained sales presentation on paper, often accompanied by other verbal sales presentations before or after the presentation on paper is delivered?

A) a directed sales presentation
B) a written sales proposal
C) an organized sales dialogue
D) a canned sales presentation

Question 6

Which statement best summarizes the benefit of using written sales proposals?

A) Written sales proposals offer the opportunity to provide detailed information that is generally perceived as being more credible than other forms of sales presentations.
B) Written sales proposals offer more flexibility in determining customer requirements.
C) Written sales proposals leave a lasting impression on the buyer.
D) Buyers like to evaluate written sales proposals because they show interest on the part of the seller.

Question 7

According to the textbook, what is risked by a salesperson who attempts to make a sales presentation before building a foundation through sales dialogue?

A) focusing on the wrong things in the presentation
B) being perceived as noncustomer-oriented and overly aggressive
C) spending too much time on relationship building and not enough on selling the product
D) putting too much attention on the price of the solution before full value is built in the customer's mind

Question 8

For maximum effectiveness, what should a sales dialogue be?

A) short, snappy, and to the point
B) focused on how your product is superior to its competition
C) clear in its purpose and customer focused
D) easy to understand by using everyday language as spoken by your customers

Question 9

In the introduction to Chapter 6, Tom Reilly, a leading sales trainer, consultant, and writer, suggests that 95 percent of salespeople routinely plan what?

A) their prospect follow up
B) their customer service follow up
C) their sales calls
D) their sales territory

Question 10

In the introduction to Chapter 6, Kevin Davis reinforces the concept of the salesperson as a student. What must a salesperson understand in order to be considered a value-added salesperson?

A) customer needs and buying environments
B) production capacity within their facility and technology used
C) customer buying behaviour and budget
D) installation and training capacity of their company

Question 11

Which type of sales communications format makes the assumption that customer needs and buying motives are homogeneous?

A) a canned sales presentation
B) a directed sales presentation
C) a written sales proposal
D) an organized sales dialogue

Question 12

Which of the following best describes the relationship between sales calls and sales dialogues?

A) A sales call is essentially the same thing as a sales dialogue.
B) Many sales dialogues occur during a sales call.
C) Sales dialogue refers to business conversations that could include one or more sales calls.
D) Sales dialogue occurs prior to a sales call.

Question 13

Ideally, a sales presentation should focus on value and take place only after the salesperson has completed one of the following. What should be completed before the sales presentation?

A) the PRIZM process
B) a competitive scan
C) the ADAPT process
D) qualify the sales prospect

Question 14

What are sales presentations that include scripted sales calls, memorized presentations, and automated presentations called?

A) canned sales presentations
B) directed sales presentations
C) written sales proposals
D) organized sales dialogues

Question 15

Which type of sales communication format is most likely to be associated with telemarketing?

A) a directed sales presentation
B) a written sales proposal
C) an organized sales dialogue
D) a canned sales presentation

Question 16

What is the term for an in-person meeting between a salesperson or sales team and one or more buyers to discuss business?

A) a sales call
B) a sales dialogue
C) a sales presentation
D) a sales proposal

Question 17

What is the main disadvantage of using written sales proposals?

A) There is little or no opportunity for interactivity between the seller and buyer.
B) Written sales proposals limit the flexibility of the salesperson to offer added value as part of the negotiation process.
C) It takes time to create good written sales proposals.
D) Written sales proposals can be difficult to produce on short notice.

Question 18

Which statement best summarizes the potential advantages of using a canned sales presentation?

A) flexibility and adaptability to the specific needs of the customer
B) consistency in the message, completeness, and being logically structured
C) easy to deliver by experienced salespeople and understandable
D) the triple e: being engaging, efficient, and effective

Question 19

When planning a sales presentation, which of the following is the crucial thing for a salesperson to do?

A) list all the features and benefits of his or her product
B) identify the major competitive advantages of his or her product
C) write a script to guide the sales encounter
D) remember to focus on customer needs and how the customer defines value

Question 20

What is the term for a comprehensive communication that conveys multiple points designed to persuade the customer to make a purchase?

A) a sales call
B) a sales dialogue
C) a sales presentation
D) a sales proposal

Question 21

Fernando is looking for a way to clearly communicate why his prospects should do business with him. What should Fernando learn how to do?

A) develop effective visual aids
B) develop customer value propositions
C) handle buyer resistance
D) promote his product's features and benefits

Question 22

Which section of a sales dialogue planning template states how the salesperson will add value to the prospect's business by meeting a need or providing an opportunity?

A) prospect information
B) customer value proposition
C) sales call objective
D) linking buying motives, benefits, support information, and other reinforcement methods

Question 23

With respect to the dimensions used when evaluating written sales proposals, which of the following refers to the buyer's perception that the seller has a thorough understanding of the buyer's business and his or her specific needs and wants?

A) assurance
B) tangibles
C) empathy
D) responsiveness

Question 24

What flexible planning tool assists the salesperson in assembling pertinent information to be covered with the prospect?

A) a sales dialogue template
B) an organized presentation outline
C) a canned presentation script
D) a written proposal checklist

Question 25

What is the term for 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 and features a high-level, two-way dialogue with the customer?

A) a directed sales presentation
B) a written sales proposal
C) an organized sales presentation
D) a canned sales dialogue

Question 26

What should a salesperson consider when writing the customer value proposition section of a sales dialogue planning template?

A) The proposition should state benefits in general terms to minimize the risk of overpromising.
B) The customer value proposition should be written in as much detail as possible to show the buyer what will be delivered.
C) The statement is a preliminary estimate of the specific benefits to be delivered by the proposed solution and is subject to change as the sales dialogue progresses.
D) The customer value proposition should be an optimistic estimate of how the proposed solution will benefit the buyer.

Question 27

Which the following best summarizes the benefit of using an organized sales dialogue?

A) salesperson does most of the talking when determining needs and presenting the solution
B) greater flexibility to adapt to buyer feedback and changing circumstances during the presentation
C) improved consistency in delivering the same message to all buyers
D) greater control over the outcome of the sales interaction

Question 28

With respect to the dimensions used when evaluating written sales proposals, which of the following refers to building the buyer's trust and confidence in the seller's ability to deliver, implement, produce, and provide the benefits promised?

A) reliability
B) assurance
C) tangibles
D) empathy

Question 29

Salespeople know that buyers do not want to spend a lot of time reading sales proposals that are not appropriate for solving their particular needs. Accordingly, what part of the proposal should salespeople make sure is enticing?

A) the needs and benefits analysis
B) the company description
C) the executive summary
D) the introduction

Question 30

Which type of sales presentation depends heavily upon the salesperson's ability to uncover the buyer's needs?

A) a directed sales presentation
B) a memorized sales presentation
C) an organized sales presentation
D) a canned sales presentation

Question 31

With respect to the dimensions used when evaluating written sales proposals, which of the following refers to the seller's ability to identify creative, dependable, and realistic solutions and strategies and match them to the buyer's needs and wants?

A) reliability
B) assurance
C) tangibles
D) empathy

Question 32

With respect to the dimensions used when evaluating written sales proposals, which of the following refers to the aspects of the proposal that enhance and support the communication of the seller's message and invite readership by its overall appearance, content, and organization?

A) assurance
B) tangibles
C) empathy
D) responsiveness

Question 33

Antonio's various customers have very different needs and different ways of interacting. What would Antonio benefit most from using?

A) a canned sales presentation format
B) a written proposal format taking advantage of proposal templates
C) a memorized sales presentation
D) an organized sales dialogue

Question 34

What is the purpose of a sales dialogue template?

A) It identifies and addresses all influential members of the buying team.
B) It is an aid in planning and assembling the information required of the salesperson.
C) It helps salespeople ensure that they address all of the buyer's objections.
D) It provides the salesperson with a script for the sales encounter.

Question 35

What is the first section of a sales dialogue planning template?

A) prospect information
B) customer value proposition
C) sales call objective
D) linking buying motives, benefits, support information, and other reinforcement methods

Question 36

With respect to the dimensions used when evaluating written sales proposals, which of the following refers to the seller demonstrating a willingness to provide solutions for the buyer's needs and wants, and to help measure results?

A) assurance
B) tangibles
C) empathy
D) responsiveness

Question 37

Which of the following characterizes an organized sales dialogue?

A) a high level of customer involvement
B) a written sales proposal if needed
C) a plan of attack based on improvisation
D) a canned sales presentation

Question 38

Which section of a sales dialogue planning template describes what the salesperson would like to achieve in the sales interaction?

A) customer value proposition
B) sales call objective
C) linking buying motives, benefits, support information, and other reinforcement methods
D) current suppliers and other key competitors

Question 39

Which the following best summarizes the challenge of using an organized sales dialogue?

A) salesperson does most of the talking when determining needs and presenting the solution
B) building the trust that is necessary between buyer and seller for the free exchange of information
C) the difficulty of ensuring consistency in delivering the same message to all buyers
D) greater demand on the salesperson's ability to react to questions and objections that are raised during the presentation

Question 40

Which type of sales communication format requires the greatest amount of buyer involvement and input?

A) a directed sales presentation
B) an organized sales dialogue
C) a written sales presentation
D) a canned sales presentation

Question 41

How should a salesperson differentiate between features and benefits when using a sales dialogue template?

A) A salesperson should focus on discussing those features that produce benefits that address the buying motives of the customer.
B) To demonstrate superior value, a salesperson should focus on discussing all of the features of a particular product.
C) To maximize perceived credibility, a salesperson should discuss only those features and benefits of the product with which he or she is most familiar.
D) To demonstrate competitive positioning, a salesperson should focus on discussing features, advantages, and benefits.

Question 42

Which statement best summarizes why it is important for a salesperson to plan how to begin the sales dialogue?

A) Being well prepared improves the salesperson's ability to adapt to changing circumstances in the sales interaction.
B) Today's customers are busy and appreciate getting down to business quickly without wasting time on idle chitchat.
C) Being well prepared helps to prevent the buyer from taking control of the sales interaction.
D) Being well prepared demonstrates competence and professionalism, which contributes to making a good first impression.

Question 43

According to the sales dialogue template presented in the textbook, which of the following best summarizes what a salesperson should do to begin the sales dialogue?

A) greet the prospect in a friendly manner, express appreciation for the opportunity to meet, and then engage in polite conversation to build rapport
B) after greeting the prospect, show professionalism by stating your sales call objective immediately
C) politely greet the prospect, then state the agenda that was agreed upon when the appointment was accepted
D) greet the prospect in a friendly manner and then show sensitivity to the buyer's needs and opinions by letting him or her begin the discussion

Question 44

Sarah's customers are usually interested in features that help their companies appear more high-tech. With respect to the purchase decision process, which type of buying motives are these prospects primarily driven by?

A) physical
B) rational
C) emotional
D) logistical

Question 45

What does the sales dialogue template presented in the textbook suggest regarding earning prospect commitment?

A) The ABC method suggests that a good salesperson should always be closing for something.
B) Most buyers expect a salesperson to ask for commitment and appreciate the effort if it is made at the appropriate time in the sales dialogue.
C) Asking for prospect commitment is always a challenge and should be undertaken only after all of the sections of the template have been successfully completed.
D) A salesperson demonstrates empathy by letting the customer propose commitment.

Question 46

What is the term for qualities or characteristics of a product or service that are designed to provide value to a buyer?

A) features
B) advantages
C) benefits
D) buying motives

Question 47

What is the term for the added value or favourable outcome derived from features of the product or service the seller offers?

A) the customer value proposition
B) advantages
C) benefits
D) buying motives

Question 48

What is a need-activated drive to search for and acquire a solution to resolve a need or problem?

A) customer value proposition
B) sales call objective
C) buying motive
D) purchase criteria

Question 49

LinkedIn is not considered a valuable tool for researching company information.

Question 50

Sites such as Hoover's and Google offer salespeople efficient ways for preparing for sales calls.

Question 51

Sales calls and sales dialogue mean essentially the same thing.

Question 52

Sales technology is assisting precall planning far beyond checking out the prospects Web site.

Question 53

According to the textbook, what did a recent survey of secretaries, administrative assistants, and other gatekeepers conclude regarding the issue of salespeople making appointments with buyers?

A) Making an appointment communicates recognition that the seller's time is important.
B) Making an appointment is in everyone's interests in terms of time and territory management.
C) Making an appointment is no guarantee of gaining the prospect's undivided attention.
D) Making an appointment is a requirement of proper business etiquette.

Question 54

Philip has been trained to tell the receptionist of the company he was soliciting that his company can provide fast delivery and possibly save customers money, even though he knew this was not possible in all cases. This type of action is considered?

A) misleading the gatekeeper
B) bending the truth but ethical
C) seasoned sales action
D) untruthful but acceptable

Question 55

Raj is a salesperson for CDE Inc. and has just started a sales call with a prospect. The prospect wants to discuss something other than what Raj had on his agenda. What should Raj do?

A) be flexible and alter his agenda
B) immediately change the topic of the conversation back to what is on his agenda
C) ask to speak with someone else
D) remind the customer of his agenda and ask permission to "get back on task"

Question 56

What are buying priorities that focus on security, status, and the need to be liked?

A) rational buying motives
B) economic purchase objectives
C) emotional buying motives
D) logistical purchase criteria

Question 57

What is the term for buying priorities that focus on the economics of the situation, including cost, profitability, quality, services offered, and the total value of the seller's offering as perceived by the buyer?

A) rational buying motives
B) economic purchase objectives
C) emotional buying motives
D) patronage buying motives

Question 58

Natalie's customers are usually interested in features that help their companies save money. With respect to the purchase decision process, which type of buying motives are these prospects primarily driven by?

A) physical
B) rational
C) emotional
D) logistical

Question 59

Chris wants to improve the chances of getting appointments with prospects. According to the textbook, what will help Chris when making appointments?

A) providing the prospect with a reason to grant the meeting and suggesting a date and time
B) suggesting that the planned meeting will be very short in duration
C) using the name of a mutual acquaintance as a referral
D) claiming to be conducting important marketing research on the industry

Question 60

The fifth section of a sales dialogue template focuses on the competitive situation. Why is this section very important to a salesperson?

A) This section describes how well the seller's offering matches up to the buying motives of the prospect, which will be a key discussion point in the sales interaction.
B) This section presents the product in a fashion designed to remove any thoughts of competition in the buyer's mind.
C) This section helps the seller to understand how his or her customer value proposition compares to competing offerings.
D) This section focuses on what needs to be done to win the buyer's business, which is the ultimate objective of the sales interaction.

Question 61

Salespeople should have an objective for each sales call.

Question 62

While some portions of written sales proposals are standardized, such as product descriptions, a salesperson should strive to personalize each written proposal to the unique needs and wants of prospective customers.

Question 63

When writing a sales proposal, providing a technical dump of data is an effective way to communicate.

Question 64

When evaluating written sales proposals, buyers use the concept of assurance to judge how well the seller is able to identify creative, dependable, and realistic solutions and strategies and match them to the buyer's needs and wants.

Question 65

Canned sales presentations allow for heterogeneous buying motives and flexible delivery.

Question 66

Canned sales presentations assume customers' buying motives are fairly homogeneous.

Question 67

As multimedia technology becomes more prevalent among salespeople, written sales proposals are becoming less important.

Question 68

The customer needsand proposed solution section of written sales proposals should focus on all of the benefits the seller's product can provide.

Question 69

Most buyers today evaluate written sales proposals on the basis of content and are relatively forgiving when it comes to format such as language usage, grammar, and spelling.

Question 70

The executive summary is the portion of the written sales proposal that is written only for the buying organization's upper management (executives).

Question 71

An effective written sales proposal should include a suggested action and timetable section.

Question 72

When engaged in sales presentation planning, a salesperson should first determine how the features of his or her product will benefit the prospect, and then set a specific objective.

Question 73

When evaluating written sales proposals, buyers use the concept of tangibles to judge how well the proposal enhances and supports the communication of the seller's message and invites readership by its overall appearance, content, and organization.

Question 74

"Our product will help you increase your revenue" is an example of a good customer value proposition.

Question 75

Customer value propositions are created to overcome price objections.

Question 76

The written sales proposal allows for interaction between the buyer and seller.

Question 77

During a canned sales presentation, the salesperson talks most of the time.

Question 78

Organized sales dialogues and presentations are more flexible than canned presentations.

Question 79

Canned sales presentations are appropriate for relational selling.

Question 80

Salespeople modify organized presentations based on the needs of the customers.