Deck 7: Sales Dialogue

Question 1

"As you can see from the product demonstration, using our materials has improved the performance of this machine by over 25 percent, a factor that you said earlier was one of your most important operating objectives for the coming year." What has the salesperson making this statement to a buyer just demonstrated?

A) an important consideration
B) a selling point
C) a potential benefit
D) a major buying motive

Answer 1

B

Question 2

What is the term for a general form of value that is assumed by the salesperson to be important but is not yet acknowledged as such by the buyer?

A) a potential benefit
B) a confirmed benefit
C) a value story
D) a feature

Answer 2

A

Question 3

What is the term for the benefits that the buyer indicates are important and represent value?

A) potential benefits
B) advantages
C) confirmed benefits
D) expressed needs

Answer 3

C

Question 4

In discussing a planned sales dialogue, Ruby told her sales manager, "All of my previous conversations with this customer have focused on the high cost of manufacturing, so I am going to start the discussion by talking about cost savings due to equipment efficiency." What does this statement suggest that Ruby is planning to use?

A) a potential benefit
B) a confirmed benefit
C) a value story
D) a feature

Question 5

What is the foundation of benefit selling?

A) To be successful, a salesperson must differentiate his or her product offering by focusing on those features that are superior to competing offerings.
B) Features of the product will advance the sale on the basis of creating added benefit for the buyer.
C) In today's highly competitive business environment, customers want more value, which means offering the most features for the least amount of money.
D) Confirmed benefits are persuasive and advance the sale on the basis of creating added value for the buyer.

Question 6

What does FAB selling refer to?

A) features, added value, and better solutions
B) finding a need, assessing value, and bartering for the order
C) features, advantages, and benefits
D) form, assessed value, and benefits

Question 7

In preparing for a sales interaction, Jacob gathered and made copies of a number of durability and reliability test reports from government agencies for his product line, which he intended to give to the prospective customer. Which key to effective sales dialogue does this demonstrate?

A) planning and practising prior to the sales interaction
B) being interactive and engaging the customer to encourage feedback
C) focusing on creating and presenting value in an interesting and understandable way
D) supporting the customer value offered by objective claims

Question 8

With respect to an all-inclusive cruise vacation, what are 24/7 concierge service, buffet meals, and a diverse selection of entertainment options?

A) benefits
B) confirmed benefits
C) value propositions
D) features

Question 9

Madeha works for a large manufacturer of semi-conductor components, which she sells to distributors in the high tech industry. She is infamous within the company for once convincing a prospective customer to strike one of her samples with a hammer in the middle of a sales call. Which key to effective sales dialogue does this demonstrate?

A) planning and practising prior to the sales interaction
B) being interactive and engaging the customer to encourage feedback
C) focusing on creating and presenting value in an interesting and understandable way
D) supporting the customer value offered by objective claims

Question 10

In completing a sales dialogue template for a scheduled call, Ali focused on writing a number of open-end questions that he would use in the first two stages of the ADAPT model. Which key to effective sales dialogue does this demonstrate?

A) planning and practising prior to the sales interaction
B) being interactive and engaging the customer to encourage feedback
C) focusing on creating and presenting value in an interesting and understandable way
D) supporting the customer value offered by objective claims

Question 11

In FAB selling, what is the selection of confirmed benefits provided by the proposed solution sometimes called?

A) the need-payoff
B) the confirmed solution
C) the value proposition
D) the feature-benefit match

Question 12

What should a salesperson know about the difference between potential and confirmed benefits?

A) Confirmed benefits are persuasive and advance the sale forward on the basis of creating added value for the buyer.
B) Buyers are more interested in potential benefits because their needs change depending on situational factors related to the purchase.
C) Potential benefits are persuasive and advance the sale forward on the basis of creating added value for the buyer.
D) The total amount of potential benefits offered by a product or service form its value proposition, which is what customers are really looking for.

Question 13

Jessica is a salesperson for a large office supply company. She spends most of her evenings completing sales dialogue templates and mentally rehearsing what she intends to say in the following day's scheduled sales calls. Which of the following keys to effective sales dialogue does this demonstrate?

A) planning and practising prior to the sales interaction
B) being interactive and engaging the customer to encourage feedback
C) focusing on creating and presenting value in an interesting and understandable way
D) supporting the customer value offered by objective claims

Question 14

What should a salesperson remember when conducting a needs-gap analysis?

A) A prospect with an identified need does not necessarily translate into a purchase.
B) Prospects require a value proposition before considering a purchase.
C) A prospect with a confirmed benefit leads to a purchase.
D) Features sell the product because that is what customers want.

Question 15

In discussing a planned sales dialogue, Ivan told his sales manager, "This is a new customer so I am going to start the discussion by discussing the cost savings due to reducing the amount of staff required." What does this statement suggest that Ivan is planning to use?

A) a potential benefit
B) a confirmed benefit
C) a value story
D) a feature

Question 16

In benefit selling, what is the term for the combination of a specific feature and its meaningful benefit statement?

A) a selling point
B) a confirmed benefit
C) an advantage
D) a potential benefit

Question 17

With respect to an automobile, what are climate control, sunroof, and a GPS navigation system?

A) benefits
B) confirmed benefits
C) value propositions
D) features

Question 18

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

A) benefits
B) confirmed benefits
C) value propositions
D) features

Question 19

The introduction to Chapter 7 presents the challenges of today's selling environment in terms of tougher competition, lower profit margins, and decreasing product differentiation. According to the textbook, which of the following best summarizes how some organizations have addressed these challenges successfully?

A) Many organizations have increased their sales training budgets to focus on improving product knowledge and the closing techniques used by their sales staff.
B) In an effort to become a true strategic resource rather than just peddlers of products, salespeople are now being trained to truly understand their customers' businesses and add value wherever possible.
C) Many organizations have streamlined their sales organizations by adopting telemarketing operations to handle small volume customers, thus freeing up the time of their sales staff to work on larger accounts.
D) More emphasis is being placed on improving the productivity of salespeople through effective time and territory management.

Question 20

Which of the following does the textbook compare to achieving success in effective sales dialogue, since both are complex and require preparation, knowledge, and skill?

A) surgery
B) playing competitive sports
C) driving
D) gambling

Question 21

When are response checks-also known as check-backs-most commonly used during a sales dialogue?

A) after presenting a selling point or handling an objection
B) when negotiating price
C) at the needs-discovery stage
D) when setting appointments

Question 22

What is the term for a statement that points out and illustrates the similarities between two points?

A) an analogy
B) an anecdote
C) a comparison
D) a metaphor

Question 23

What is the term for the use of voice characteristics, examples and anecdotes, and comparisons and analogies to make sales dialogue interesting and understandable?

A) helping mechanisms
B) verbal support
C) facilitating tools
D) conversation enhancers

Question 24

What is an analogy a special form of?

A) an anecdote
B) a comparison
C) a metaphor
D) an example

Question 25

Which of the following is being used by a salesperson making the statement, "The built-in help function in this new software program is like having your very own computer geek available anytime, anyplace"?

A) an analogy
B) an anecdote
C) a comparison
D) an example

Question 26

Which of the following is being used by a salesperson making the statement, "One of my customers in another region who operates a similar manufacturing process to yours purchased this equipment last year and it significantly improved his output quality and reduced the amount of waste material produced"?

A) an analogy
B) an anecdote
C) a comparison
D) a metaphor

Question 27

When planning to demonstrate a product for a buyer, what should a salesperson do?

A) make sure that the product being demonstrated is typical of what is being recommended and that it is in good working order
B) to facilitate up-selling, demonstrate the top-of-the-line model with every possible feature the buyer would want
C) to increase involvement, suggest that the buyer perform the demonstration
D) to replicate the customer experience and build rapport, the salesperson should not handle the product before the demonstration

Question 28

What is the term for a type of example that is provided in the form of a story describing a specific incident or occurrence?

A) an analogy
B) an anecdote
C) a comparison
D) a metaphor

Question 29

Which of the following is being used by a salesperson making the statement, "Run time for your manufacturing process at this location will be reduced by 10 percent with less wastage due to the greater sensitivity of this new machine"?

A) an analogy
B) an anecdote
C) a comparison
D) an example

Question 30

What type of question are "What do you think?" and "Does this answer your concern?" both examples of?

A) situation questions
B) needs-discovery questions
C) check-backs or response checks
D) open-end questions

Question 31

What do the SPIN and ADAPT questioning models help the salesperson identify for the buyer?

A) potential benefits
B) features
C) situational factors related to the purchase
D) confirmed benefits

Question 32

What is the term for a special and useful form of comparison that explains one thing in terms of another?

A) an analogy
B) an anecdote
C) an example
D) a metaphor

Question 33

When faced with a challenging group sales dialogue, which tactic should a salesperson employ with respect to visual sales aids?

A) match the variety of information on the visual sales aids to the diversity of perspectives held by members of the buying team
B) help the audience to understand the information presented by reading from the visual sales aids
C) use simple, easy-to-understand visual sales aids to maintain audience engagement
D) to avoid overstimulating the audience, use as few visual sales aids as possible in a group sales dialogue.

Question 34

According to the textbook, which of the following best summarizes what a salesperson should do when preparing and using printed materials and visual sales aids?

A) Keep printed materials and visuals simple, use graphics and charts rather than tables of numbers, follow a consistent format,
B) Read the presentation directly from the visual to help the buyer better understand the information that is being communicated.
C) Put as much information in them as possible, as the printed materials will be left behind to continue selling.
D) Always use full colour for visual materials, as most people find black and white uninteresting and difficult to read.

Question 35

Which of the following is being used by a salesperson making the statement, "Past experience with our customers has shown that using the heavy duty formula for this cleaning solution is twice as effective in breaking down grease as the regular formula"?

A) an analogy
B) an anecdote
C) a comparison
D) an example

Question 36

Sales aids can help to engage the buyer during a sales interaction, which will improve understanding and retention of the information being communicated. Which statement best summarizes what a salesperson should follow with respect to the use of sales aids?

A) The more sales aids that a salesperson can fit into a sales presentation, the better.
B) A salesperson should use only those sales aids that he or she believes will engage and involve the buyer most effectively in a specific sales dialogue.
C) The fewer sales aids that a salesperson uses, the less distracted the buyer will be.
D) Sales aids are much more effective now than in the past due to the media habits of today's generation who have been raised on multitasking.

Question 37

What is the term for questions salespeople use throughout a sales dialogue to generate feedback from the buyer?

A) situation questions
B) need discovery questions
C) follow-up questions
D) check-backs or response checks

Question 38

According to the textbook, when is the SPES Sequence best used?

A) when making a sales presentation using sales aids
B) as part of the needs-discovery stage of the ADAPT model
C) when handling objections in a sales dialogue
D) when beginning the price and terms negotiation

Question 39

What is the term for a brief description of a specific instance used to illustrate the features and benefits of a product or service?

A) an analogy
B) an anecdote
C) a comparison
D) an example

Question 40

What benefits arise for a salesperson who effectively uses response checks and check-back questions?

A) increased buyer feedback, which helps to ensure a two-way, collaborative exchange
B) minimization of the number of open-end questions that need to be asked
C) shortening of the needs-discovery stage
D) redundancy of need-payoff questions

Question 41

What does the first step in the SPES Sequence stand for?

A) situation description
B) state the concern
C) state the selling point and introduce the sales aid
D) summarize the benefit

Question 42

Anthony has arrived five minutes early for his sales call with a buying group from one of his accounts. He is the only one in the room. Before the meeting gets underway, what should Anthony remember to do?

A) greet each group member as they arrive
B) take time to mentally rehearse his presentation
C) leave the room and come back once everyone has arrived
D) talk about the weather or some other neutral topic until everyone has arrived

Question 43

In some ways, making a sales presentation is analogous to performing surgery.

Question 44

What does the fourth and last step in the SPES Sequence stand for?

A) solve the buyer's problems
B) seek confirmation of benefits
C) summarize the support provided by the sales aid
D) sort the needs in order of priority

Question 45

What does the third step in the SPES Sequence stand for?

A) explain the sales aid
B) explore the buyer's situation
C) explain the benefits
D) explore additional solutions

Question 46

When available, what kind of statistics carries the highest credibility as statistical proof providers?

A) statistics from authoritative, third-party sources
B) statistics from internal research
C) statistics from the sales force
D) statistics from an advertising agency

Question 47

According to the textbook, what should a salesperson planning to use statistics as a proof provider remember?

A) Numbers are the last refuge of the dishonest salesperson.
B) Tread with caution when using statistics because their meaning is always open to interpretation.
C) A sales dialogue can easily become derailed by an argument over the validity of specific numbers.
D) Facts and statistics are most powerful when they fairly represent all sides of the story and are presented in printed form rather than simply stated orally.

Question 48

What does the SPES Sequence help the salesperson do?

A) uncover needs
B) confirm benefits
C) resolve objections
D) use visual aids

Question 49

Which statement best summarizes the challenge of conducting sales dialogues with buying teams or groups?

A) Buying teams will ask questions from a variety of different perspectives and expect in-depth information to make a decision.
B) It can be difficult to control the flow of information when there are many people involved.
C) In terms of effectiveness, sales dialogues work best in one-on-one situations.
D) Selling to groups requires greater use of sales aids such as proof providers.

Question 50

To be effective as a proof provider, which of the following criteria must testimonials meet?

A) They must be perceived as being sincere and without bias.
B) They must be matched according to relevance to the prospective buyer, and the source must be recognized and highly respected.
C) They must be granted without undue pressure or promise of material gain.
D) They must be provided by an organization seen as a leader within its industry.

Question 51

The sales presentation takes place prior to uncovering the buyer's needs.

Question 52

According to the textbook, what is the term for the use of statistics, testimonials, or case histories to support product claims?

A) proof providers
B) tertiary evidence
C) secondary research facts
D) selling persuasion

Question 53

When faced with a challenging group sales dialogue, which tactic should a salesperson employ with respect to communications?

A) value each group member's opinion and use diplomacy to avoid getting caught in disagreements between members
B) determine who the most powerful decision maker within the group is and then focus the majority of selling communications on him or her
C) let group dynamics determine how communications flow between members and do not argue with any group member who appears to have significant influence on the buying decision
D) to ensure an atmosphere of openness, encourage each group member to express an opinion at each stage in the presentation

Question 54

When faced with a challenging group sales dialogue, which tactic should a salesperson employ with respect to eye contact?

A) scan rapidly but evenly from side to side to make sure that everyone receives eye contact
B) look just over the heads of the audience so that even those at the back feel like they are being paid attention to
C) focus on the shirt collars of each member to avoid singling out anyone inappropriately
D) connect with individuals or small subgroups for a few seconds and then move on, making sure to cover the whole room during the presentation

Question 55

When faced with a challenging group sales dialogue, which tactic should a salesperson employ with respect to handling questions?

A) For effective time management, the salesperson should ask members of the buying team to hold all questions until the end of the presentation.
B) The salesperson should anticipate questions that are likely to be asked, listen carefully, clarify by restating the question and seeking confirmation, and then answer the question as succinctly as possible.
C) To encourage participation and maintain involvement, the salesperson should ask buying team members to help answer any questions raised.
D) The salesperson should anticipate questions that are likely to be asked and then answer them in writing and distribute the answers to the buying team at the beginning of the presentation.

Question 56

According to the textbook, which tactic should a salesperson use when faced with a challenging group sales dialogue?

A) determine who the most powerful decision maker within the group is and then focus the selling effort on him or her
B) take every opportunity to presell to individual group members prior to the group sales presentation
C) assume everyone within the group is equal and the decision will be made democratically
D) enlist the help of someone within the buying organization, such as a gatekeeper, to provide information on who is in the group and what they are looking for

Question 57

What is the term for a testimonial written in story or anecdotal form used as a proof provider?

A) a satisfied customer statement
B) a case history
C) a word-of-mouth opportunity
D) an analogy

Question 58

What is the term for proof providers that are in the form of statements made from satisfied users of the selling organization's products and services?

A) analogies
B) confirmed benefits
C) anecdotes
D) testimonials

Question 59

According to the textbook, what should a salesperson using arrival tactics do when faced with a challenging group sales dialogue?

A) Keeping an audience waiting for a short time helps a salesperson to get off to a good start by showing who is in control of the situation.
B) The salesperson should pay attention to the order of arrival because the most important members of the buying team will usually arrive last.
C) The salesperson should arrive early and greet each member of the buying team as they arrive to signal command of the meeting and make an individual connection with those on the buying team.
D) To avoid needless repetition, the salesperson should wait until all members of the buying team have arrived before greeting and making introductions.

Question 60

What does the second step in the SPES Sequence stand for?

A) probe for problems
B) present the sales aid
C) probe for confirmed benefits
D) point out all the features and benefits

Question 61

When it comes to voice characteristics, the louder the message is delivered, the better it will be understood.

Question 62

A type of example that is provided in the form of a story describing a specific incident or occurrence is known as an anecdote.

Question 63

"Would you like to place an order today?" is an example of a response check.

Question 64

A key to the success of effective sales dialogue is to limit the involvement of the buyer by discouraging feedback until the end of the presentation.

Question 65

A brief description of a specific instance used to illustrate features and benefits of a product or service is known as an analogy.

Question 66

To be thorough and demonstrate expertise, salespeople should present as many features as they can when making a presentation.

Question 67

Response checks-also known as check-backs-should be used after handling an objection.

Question 68

Product features and confirmed benefits are linked to buyers specific needs in a way to generate the buyers desire to purchase and acquire the recommended solution.

Question 69

Confirmed benefits are persuasive and advance the sale on the basis of creating added value for the buyer.

Question 70

The benefits the buyer indicates are important and represent value are known as potential benefits.

Question 71

The combination of a specific feature and its meaningful benefit statement is known as a selling point.

Question 72

A salesperson will use a check-back or response check to gauge the buyer's interest level.

Question 73

The major purpose of the SPIN or ADAPT process is to determine when the customer will be placing their order.

Question 74

Sometimes salespeople do not focus on the confirmed benefits of the buyer.

Question 75

To keep a sales presentation fresh and exciting, a salesperson should avoid practising it before presenting to the prospective buyer.

Question 76

The key aspects of voice characteristics are the pitch, volume, and speed of speech, which should be varied to add emphasis and increase the impact of the message conveyed.

Question 77

It is important for a salesperson to determine the buyer's needs before making a sales presentation.

Question 78

After the introductory part of the sales call, the salesperson must try to determine when the order will be placed.

Question 79

When salespeople do not focus on the confirmed benefits, they lose a customer in the long run.

Question 80

A series of positive response checks indicates that the buyer is nearing a purchase decision.