Deck 15: Servicing the Sale and Building the Partnership

Question 1

Quick & Reilly,a financial services company,was able to increase sales by 35 percent by implementing which of the following programs?

A)cross selling
B)customer service
C)full-line selling
D)extranet
E)upselling

Answer 1

A

Question 2

To stay competitive,salespeople need to adopt a global perspective.

Answer 2

True

Question 3

Customer complaints are information that should be viewed as:

A)a short-term problem that should not be viewed as a major concern
B)a source of important information and an opportunity to prove the firm's commitment to service
C)a long-term problem that will require attention in the future
D)a problem that may have a negative impact on the salesperson's earnings
E)a serious problem with the company culture

Answer 3

B

Question 4

When making sales calls in Russia,it is a good idea to prepare a sophisticated presentation.

Question 5

The purpose of the follow-up communication between customer and salesperson is to express thanks for the order and to:

A)introduce related products and services
B)complete the call card form
C)request referrals of other prospects
D)determine if the customer is satisfied with the purchase
E)ask for payment

Question 6

Cross selling involves selling products that are directly related to products that you have sold to an established customer.

Question 7

It is usually a good idea to demonstrate the suggested item.

Question 8

When dealing with customer complaints,the salesperson should:

A)determine if the complaint is real or imagined
B)point out the fallacy in the customer's argument
C)decide what action must be taken to remedy the problem
D)avoid telling the customer his/her point of view about the cause of the problem
E)blame the problem on other departments in the company

Question 9

Surveys show that poor service and lack of follow-up after the sale,both potentially value-adding activities,are the primary reasons customers stop buying from a salesperson.

Question 10

In the Six-Step Presentation Plan,the "Servicing the Sale" step includes recognizing closing clues,expansion selling,and follow-up calls.

Question 11

A "moment of truth" can be described as a situation where the customer's expectations were met.

Question 12

People buy expectations,not products,according to Ted Levitt,author of The Marketing Imagination.

Question 13

When you deal with an unhappy customer,you should try to determine if their problem is real or perceived.

Question 14

The major advantage of a telephone call over written correspondence is that:

A)it is cheaper
B)less time is involved
C)it offers spontaneity
D)the buyer is a "captive audience"
E)two-way communication is involved

Question 15

Most buyers will view full-line selling,or suggestion selling,as an imposition and not as a value-added activity.

Question 16

Research indicates that about half of lost customers leave due to price considerations.

Question 17

Full-line selling,or suggestion selling,should be viewed as a form of customer service.

Question 18

Word-of-mouth advertising can be considered a powerful "auxiliary" sales force.

Question 19

According to Tony Allesandra,failure of a purchased product to perform as expected can be described as the "moment of truth."

Question 20

Full-line selling,sometimes called suggestion selling,should be spontaneous and unplanned in order to achieve naturalness in the selling situation.

Question 21

Which of the following is a major guideline that should be considered when using suggestion selling?

A)Don't waste time suggesting low-profit items.
B)Don't hesitate to make suggestions before closing the sale.
C)Don't make suggestions until you have first satisfied the customer's primary need.
D)Show the suggested item only if the customer seems interested.
E)Suggestion selling should be used to generate half again as much revenue as the primary product does.

Question 22

A form that serves a communications link with persons who can assist with customer service is called a:

A)service card
B)follow-up card
C)product service card
D)call report
E)product service report

Question 23

Expansion selling encompasses which of the following?

A)partial-line selling
B)reselling
C)suggestion selling
D)undercutting the competition
E)cross-purpose selling

Question 24

Once the customer buys your product,expectations:

A)increase
B)stay the same
C)decrease
D)are fulfilled
E)become less important

Question 25

Which of the following is a current development in customer service?

A)Salespeople are spending less time monitoring customer satisfaction.
B)Customer knowledge is viewed by sales and sales support personnel as an important key to improving customer service.
C)The personal follow-up visit has proven to be the only effective follow-up method.
D)Customer friendly computer-based systems will frequently be used to enhance customer service by placing automated calls to customers at regular intervals.
E)Salespeople will display drop customers with high rates of dissatisfaction to increase profits.

Question 26

Of the customers that leave companies each year,which percentage leave because of bad customer service?

A)70-80
B)50-70
C)35-50
D)12-15
E)8-10

Question 27

According to Ted Levitt,author of The Marketing Imagination,people:

A)buy the expectations of the benefits you promised
B)buy the specific product you offer
C)buy the promise of a long-term relationship
D)buy products that offer a "no hassle" guarantee
E)buy the image of the product

Question 28

A group of people who recommend customer-driven organizations to others could be called:

A)disgruntled customers
B)"auxiliary" salespeople
C)a secondary salesforce
D)missionary salespeople
E)evangelist salespeople

Question 29

Cross-selling is most effective in those situations in which:

A)the purchase is product-based
B)the sales type is transactional
C)the products are similar
D)the relationship is not well-established enough to be jeopardized by an incorrect approach
E)the salesperson and customer have an established relationship

Question 30

Diligence,an essential service behavior,combines responsiveness and:

A)service
B)trust
C)reliability
D)persuasiveness
E)precision

Question 31

Bradley Wholesale Foods purchased a new computer system for the personnel department.All of the equipment was delivered on time,installed properly,and the employees at Bradley were given effective systems training.The new equipment and the post-sale service surpassed the customer's expectations.The staff at Bradley Wholesale Foods has experienced a(n):

A)moment of magic
B)moment of truth
C)moment of misery
D)level of service that is typical of all computer service companies
E)epiphany

Question 32

One important reason for salespeople to make follow-up telephone calls to customers is:

A)company policy asks salespeople to make follow-up calls
B)sales managers cannot make all the calls themselves
C)the customer may place repeat orders during a phone call
D)customer service representatives cannot be trusted to make the calls
E)the customers are certain to have complaints and issues that need to be addressed

Question 33

Value reinforcement means:

A)getting credit for the value you create for the customer
B)showing the customer the specific benefits of the product
C)using bridge statements
D)using the assumptive method to close a sale
E)reiterating the features the customer will get for the purchase price

Question 34

Customer complaints can provide the firm with great value.How?

A)They give customer service representatives work to do.
B)Resolving them ties up important resources.
C)They offer an opportunity to shed bad customers.
D)They can be a source of information that is difficult to obtain by other means.
E)They provide a chance to prove the company is right.

Question 35

A best practice by which salespeople can use technology to strengthen relationships with customers is by:

A)allowing customers to cancel orders without having to talk to a person
B)sending email confirmations of appointments or agreements
C)sending letters through the mail
D)placing automated prerecorded phone calls to customers on a programmed schedule
E)faxing large numbers of sales letters to potential leads

Question 36

Full-line selling is also known as:

A)approach selling
B)upselling
C)cross-selling
D)suggestion selling
E)expansion selling

Question 37

Sometimes customer expectations aren't met.When this happens it is referred to as a:

A)moment of happiness
B)moment of magic
C)moment of truth
D)moment of consequences
E)moment of misery

Question 38

According to sales trainer Tony Alessandra,there are three possible service outcomes.Which one should salespeople strive for?

A)the moment of happiness
B)the moment of truth
C)the moment of misery
D)the moment of magic
E)the moment of expectation

Question 39

All of the following are tips to keep in mind when designing and using the business card,EXCEPT:

A)make sure all the information on the card is current
B)use simple,black-and-white designs for ease of reading
C)the card should have email addresses but not direct contact telephone numbers
D)give your cards only to those who have a strong reason to contact you later
E)print information only on one side of the card

Question 40

Salespeople should do which of the following when product is delivered to customers?

A)Call the shipping agent to monitor delivery.
B)Supervise the installation process on site.
C)Offer training in the use or care of the product.
D)Change the price the customer needs to pay.
E)Unpack the product by hand.

Question 41

An unhappy customer is most likely to complain to:

A)the salesperson
B)the sales manager
C)the decision-maker
D)potential customers
E)the competition

Question 42

List and describe the five major customer follow-up strategies.

Question 43

Alana Pierce is the director of Membership Programs for the Tammerline Zoo.She develops the programs and sells them to zoo visitors.The programs are tiered and include discounts and special perks for members.
Because the programs are membership programs and not simply discount programs,it is important to members to include not only free admission to the zoo,a special parking lot,and discounts on gift shop purchases,but also:

A)free admission for children
B)two guest passes per year
C)special events just for members
D)discounts on other institutions in the area
E)reciprocal admission at zoos across the country

Question 44

The effort to sell better-quality products is known as ________.

Question 45

The salesperson that is genuinely interested in helping customers can build goodwill with full-line,or suggestion selling.List the four guidelines to follow when using this method.

Question 46

Alana Pierce is the director of Membership Programs for the Tammerline Zoo.She develops the programs and sells them to zoo visitors.The programs are tiered and include discounts and special perks for members.
A member contacts Alana to complain that every time she brings her children to the zoo,the members only parking lot is filled and she is forced to park farther away in the general admission parking lot.This is an example of the zoo:

A)not fulfilling the basic contract of the purchase
B)giving the customer the basics of the contract but nothing else
C)not adding value to the purchase for the customer
D)not being able to control the member experience
E)creating the moment of magic

Question 47

Carl Sewell lives,eats,and breathes his obsession with ________ ________.

Question 48

Gail Sayers is a sales representative with Countrywide Transport,a company that provides chartered flights airplanes,pilots,staff,and services to client groups.She has just closed a large sale of several flights each week for four months to a service organization for Orthodox Jewish college students that send the students on work service projects all across the United States,to begin a month after the closing date.
When Gail returns from her vacation,she immediately:

A)calls the client to be sure they are still happy with the terms of the deal
B)calls the client to coordinate the details of the first several flights in the package
C)consults with her co-worker about the arrangements with the client and then calls the client to confirm those details
D)dives into the prospects on her call list to move more sales toward closing
E)checks with her billing department to make sure the client has been invoiced

Question 49

Complaints from a customer should be viewed as:

A)a serious failure of the salesperson
B)a serious failure of customer service
C)an issue that should be dealt with at the executive level
D)a problem to be fixed by discounting future orders
E)an opportunity to strengthen the relationship

Question 50

The ________ provides a quick,efficient,and instantly interactive way to follow up a sale.

Question 51

The best action to take to resolve a customer complaint is:

A)one that compensates the customer
B)one that pacifies the customer
C)one that delights the customer
D)one that costs the company little or nothing
E)one that is performed in person

Question 52

Salespeople can add value to the sales process by:

A)making the purchase more complex
B)hurrying the close process
C)making the purchase convenient
D)taking the chance that customers will want to buy other products not directly related to their needs
E)showing customers how to create their own version of the product

Question 53

Alana Pierce is the director of Membership Programs for the Tammerline Zoo.She develops the programs and sells them to zoo visitors.The programs are tiered and include discounts and special perks for members.
In addition to free events for members only,Alana works with the zookeepers to create paid members-only events,such as marine mammal feeding sessions.This creates which of the following?

A)greater loyalty of members to the zookeepers
B)a revenue stream for the zookeepers
C)a way to make members feel that they are doing something more dangerous than they are
D)bad feelings in members who have already paid the membership fee
E)increased member prestige plus the chance to upsell to members

Question 54

Alana Pierce is the director of Membership Programs for the Tammerline Zoo.She develops the programs and sells them to zoo visitors.The programs are tiered and include discounts and special perks for members.
Alana has designed a fulfillment envelope to be sent to each new member within two business days of purchase of membership.This envelope is designed to make the member feel like part of an exclusive club,and contains:

A)a receipt for payment
B)an invoice for payment and a membership card
C)a membership card and a parking sticker
D)a personalized letter,membership card,parking sticker,and calendar of special events for members only
E)a solicitation to donate to the zoo's outreach program

Question 55

Gail Sayers is a sales representative with Countrywide Transport,a company that provides chartered flights airplanes,pilots,staff,and services to client groups.She has just closed a large sale of several flights each week for four months to a service organization for Orthodox Jewish college students that send the students on work service projects all across the United States,to begin a month after the closing date.
The day after closing the sale,Gail departs on a previously-planned two-week vacation.Before she leaves,Gail:

A)turns on her out-of-office email responder
B)arranges for a co-worker to contact the new client to arrange the details of the flights in the first month of the contract
C)lets her new client know she will call them when she gets back
D)should submit the order to her billing department so they can invoice the client before Gail returns
E)asks the client to call her assistant with any questions

Question 56

Alana Pierce is the director of Membership Programs for the Tammerline Zoo.She develops the programs and sells them to zoo visitors.The programs are tiered and include discounts and special perks for members.
Alana has seen research showing that members who are contacted "meaningfully" at least once a month are more likely to renew their memberships.What form of contact would zoo members be most likely to find meaningful each month?

A)an automated phone call thanking them for their membership
B)an email invitation to upcoming special events for members and news about the zoo
C)a refrigerator magnet with a picture of a different zoo animal on it
D)a phone call from someone at the zoo asking if they'd visited the zoo recently
E)a postcard with reminders of the zoo's hours of operation

Question 57

In survey after survey,poor service and lack of ________ after the sale are given as primary reasons people stop buying a product or service.

Question 58

________ ________ involves selling products that are not directly related to products that you have sold to an established customer.

Question 59

The effort to sell better-quality products is called:

A)upselling
B)cross-selling
C)full-line selling
D)logrolling
E)leveraging

Question 60

Gail Sayers is a sales representative with Countrywide Transport,a company that provides chartered flights airplanes,pilots,staff,and services to client groups.She has just closed a large sale of several flights each week for four months to a service organization for Orthodox Jewish college students that send the students on work service projects all across the United States,to begin a month after the closing date.
Every week,Gail puts together a summary of all the information about all the flights coming up in the next month and emails it to the client.This allows her to:

A)cover her tracks so she can provide a record of customer service
B)save on the transmission time it would take to fax the information
C)leave the details to the client to arrange
D)keep the client informed in real time as arrangements are made
E)keep the client informed without overwhelming them with multiple emails

Question 61

John Bieland,the equipment buyer for Great Lakes Manufacturing purchased two large riveting machines from Hoseke Corporation's sales representative,Lindell Ross.Because of a clerical error,the machines shipped a day later than scheduled,which put the delivery truck in the middle of a blizzard that shut down roads for several days.By the time the machines were delivered by Hoseke Corporation,they were a full week late.John Bieland sends an email to Lindell,cc'ing the CEOs of Great Lakes Manufacturing and Hoseke Corporation,expressing his dissatisfaction.
How should Lindell best help John to understand that the late delivery was not his fault?

A)Lindell should email John copies of news stories about the blizzard.
B)Lindell should ask the head of shipping to call John and take responsibility for the late delivery.
C)Lindell shouldn't worry about making John understand and should just refund his money.
D)Lindell shouldn't worry about making John understand and should just apologize and let John express his feelings.
E)Lindell shouldn't worry about making John understand and should try to sell John another machine.

Question 62

John Bieland,the equipment buyer for Great Lakes Manufacturing purchased two large riveting machines from Hoseke Corporation's sales representative,Lindell Ross.Because of a clerical error,the machines shipped a day later than scheduled,which put the delivery truck in the middle of a blizzard that shut down roads for several days.By the time the machines were delivered by Hoseke Corporation,they were a full week late.John Bieland sends an email to Lindell,cc'ing the CEOs of Great Lakes Manufacturing and Hoseke Corporation,expressing his dissatisfaction.
What should Lindell offer to John to rectify the situation?

A)Lindell should send John two new machines.
B)Lindell should consult with John to find out what would help him regain trust in Lindell and in Hoseke Corporation.
C)Lindell should refund John's money.
D)Lindell should discount any further purchases by half.
E)Lindell should demote the head of the shipping department.

Question 63

John Bieland,the equipment buyer for Great Lakes Manufacturing purchased two large riveting machines from Hoseke Corporation's sales representative,Lindell Ross.Because of a clerical error,the machines shipped a day later than scheduled,which put the delivery truck in the middle of a blizzard that shut down roads for several days.By the time the machines were delivered by Hoseke Corporation,they were a full week late.John Bieland sends an email to Lindell,cc'ing the CEOs of Great Lakes Manufacturing and Hoseke Corporation,expressing his dissatisfaction.
After this crisis is resolved,what should Lindell do?

A)make a plan with Hoseke Corporation's customer service department to make extra service calls to John to ensure that he feels taken care of
B)ask John to buy another machine
C)talk to his CEO about the faults of the shipping department
D)rework his call schedule so he calls on fewer prospects and closes fewer sales until blizzard season is over
E)ask John for a recommendation to other manufacturers he knows

Question 64

Gail Sayers is a sales representative with Countrywide Transport,a company that provides chartered flights airplanes,pilots,staff,and services to client groups.She has just closed a large sale of several flights each week for four months to a service organization for Orthodox Jewish college students that send the students on work service projects all across the United States,to begin a month after the closing date.
Gail ensures that all the meals served on the flights for the Orthodox Jewish client group are Kosher certified.This is an example of which of the following?

A)an inducement Gail uses to reinforce the relationship so the group will want to continue the partnership with Countrywide
B)an upsell that gets the client to pay more money to Countrywide
C)reliability in being able to be contacted by her clients at all times
D)flexible credit options for client payments
E)diligence in fulfilling the terms of the sale

Question 65

John Bieland,the equipment buyer for Great Lakes Manufacturing purchased two large riveting machines from Hoseke Corporation's sales representative,Lindell Ross.Because of a clerical error,the machines shipped a day later than scheduled,which put the delivery truck in the middle of a blizzard that shut down roads for several days.By the time the machines were delivered by Hoseke Corporation,they were a full week late.John Bieland sends an email to Lindell,cc'ing the CEOs of Great Lakes Manufacturing and Hoseke Corporation,expressing his dissatisfaction.
Is there a way Lindell could have managed this situation better?

A)No.Sometimes things happen that are out of the sales representative's control.
B)No.If he had contacted John proactively that would have been an admission of guilt.
C)Yes.He could have called John to apologize the day the machines shipped late,and every day the machines were stuck to let John know where they were.
D)Yes.He could offer to refund John's money and take the machines back.
E)Yes.He could have told John the machines would not ship until spring.

Question 66

Gail Sayers is a sales representative with Countrywide Transport,a company that provides chartered flights airplanes,pilots,staff,and services to client groups.She has just closed a large sale of several flights each week for four months to a service organization for Orthodox Jewish college students that send the students on work service projects all across the United States,to begin a month after the closing date.
Gail is always striving for the "moment of magic" with her clients.This means:

A)fulfilling the basic spirit of the sales contract
B)giving them what they paid for
C)giving them what they paid for with excellent execution
D)not only giving them what they paid for but creating a satisfying experience with attentive customer service
E)not only giving them what they paid for but adding in free services and products

Question 67

John Bieland,the equipment buyer for Great Lakes Manufacturing purchased two large riveting machines from Hoseke Corporation's sales representative,Lindell Ross.Because of a clerical error,the machines shipped a day later than scheduled,which put the delivery truck in the middle of a blizzard that shut down roads for several days.By the time the machines were delivered by Hoseke Corporation,they were a full week late.John Bieland sends an email to Lindell,cc'ing the CEOs of Great Lakes Manufacturing and Hoseke Corporation,expressing his dissatisfaction.
How should Lindell respond to John's email?

A)He should send a reply immediately,explaining that the delay was unavoidable because of the weather.
B)He should email the CEO of Hoseke Corporation to explain the situation and the weather delay.
C)He should ask the head of the shipping department to reply to John and accept responsibility for the delay.
D)He should offer to replace the machines free of charge.
E)He should call John immediately to apologize for the late delivery.