RMT 340 Study Guide

RMT 340 Study Guide Chapters 4 (partial) 5, 6, and 7

Chapter 4

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Multiple Choice

23. Which of the following is not a type of question found in the ADAPT questioning system?

a.

Assessment questions

b.

Activation questions

c.

Projection questions

d.

Problem questions

e.

Transition questions

24. The ADAPT questioning system is similar to the SPIN questioning system in that:

a.

Both questioning systems include a sequential set of questions.

b.

Both questioning systems seek to uncover needs.

c.

Both questioning systems seek to stimulate the buyer’s interest in solving uncovered problem.

d.

Both questioning systems may utilize open-end and closed-end questions.

e.

All of the above are correct.

25. “How well are your current suppliers performing?” is an example of which type of ADAPT question?

a.

Assessment questions

b.

Activation questions

c.

Discovery questions

d.

Problem questions

e.

Transition questions

26. “What are the growth objectives of the company?” is an example which type of ADAPT question?

a.

Assessment questions

b.

Activation questions

c.

Transition questions

d.

Problem questions

e.

Discovery questions

27. “How will the supplier’s inability to deliver on time affect your planned expansion?” is an example which type of ADAPT question?

a.

Assessment questions

b.

Activation questions

c.

Projection questions

d.

Problem questions

e.

Discovery questions

28. If the salesperson is successful with projection questions he/she should:

a.

Ask for the order.

b.

Ask transition questions.

c.

Ask implication questions.

d.

Begin presenting a solution.

e.

All of the above are correct.

29. “How would a system that your operators found easier to use affect your business operations?” is an example which type of ADAPT question?

a.

Assessment questions

b.

Activation questions

c.

Projection questions

d.

Problem questions

e.

Discovery questions

30. “Would you be interested in a system that is easier for your operators to use?” is an example which type of ADAPT question?

a.

Transition questions

b.

Activation questions

c.

Projection questions

d.

Problem questions

e.

Discovery questions

31. In order to be an effective listener a salesperson must do which of the following?

a.

Pay attention

b.

Paraphrase and repeat

c.

Make no assumptions about what the buyer is saying

d.

Monitor the buyer’s nonverbal language

e.

All the above are correct

32. Michele is a salesperson who finds it effective to try and ______________ what the buy is saying. This helps her to pay attention and understand what the buyer is saying.

a.

Visualize

b.

Discredit

c.

Make assumptions

d.

Control

e.

All the above are correct

ANS: A PTS: 1 DIF: Difficulty: Easy

REF: p. 100 OBJ: LO: 4-5

33. By demonstrating effective listening, a salesperson is able to do which of the following?

a.

Help build the buyer’s trust

b.

Convince the buyer that the salesperson’s product is best

c.

Always uncover two or three explicit needs

d.

Beat out the competition

e.

All the above are correct

34. The cognitive process of actively sensing, interpreting, evaluating, and responding to the verbal and nonverbal messages of present or potential customers is called?

a.

Listening

b.

Social listening

c.

Communication

d.

Active listening

e.

Really listening

35. The acronym SIER stands for what?

a.

Seeing, Interpreting, Earning, and Realizing

b.

Sensing, Interpreting, Evaluating, and Responding

c.

Sensing, Implying, Earning, and Realizing

d.

Sensitive, Interested, Eager, and Responsive

e.

None of the above are correct

36. Receiving both verbal and nonverbal communication is the objective of which active listening component?

a.

Seeing

b.

Sensing

c.

Evaluating

d.

Earning

e.

Responding

37. Drawing meaning from what the buyer is saying (through both verbal and nonverbal communication) is the objective of which active listening component?

a.

Seeing

b.

Implying

c.

Interpreting

d.

Evaluating

e.

Sensing

38. Conveying interest and understanding is the objective of which active listening component?

a.

Implying

b.

Interpreting

c.

Sensing

d.

Evaluating

e.

Responding

39. Which of the following is not one of the ten keys to effective listening?

a.

Evaluates and judges the message as it is being communicated.

b.

Listens for central themes

c.

Interprets color words but does not get hung up on them

d.

Actively looks for opportunities of common interest

e.

Each of the above is one of the keys to effective listening

40. Which of the following are likely to result when a salesperson uses poor grammar in either oral or written communications?

a.

The meaning and credibility of the message are significantly downgraded

b.

The receiver begins to focus on the poor grammar rather than the meaning of the message

c.

The receiver dismisses the sender and the sender’s organization as being unable to perform the role of an effective supplier and partner

d.

The probability of effective communication is reduced

e.

All the above are likely to result

41. In most face-to-face communication, approximately what percentage of meaning is conveyed through nonverbal communication?

a.

Less than 10%

b.

About 50%

c.

Close to 75%

d.

Almost 90%

e.

Almost none

42. Which the following is a characteristic of nonverbal language?

a.

It includes body movement and vocal characteristics

b.

It relatively unimportant to communication

c.

It includes body movement but not vocal characteristics

d.

It is extremely easy to control

e.

It conveys very little meaning

43. When speaking with someone on a job interview or sales call, which of the following body postures is most appropriate?

a.

Sitting back in the chair with feet up

b.

Sitting and leaning forward, or sitting on the edge of a the chair

c.

Leaning back with both hands placed behind you head

d.

Standing next to the buyer even though the decides to sit down

e.

You have bad breath

44. Suppose you are a salesperson engaged in face-to-face communication with a perspective buyer. You notice that the buyer backs away from you each time you step within 4 feet of him/her to talk. Which of the following is most likely?

a.

The buyer is not interested in what you are saying

b.

You are invading the buyer’s personal zone

c.

You are invading the buyer’s public zone

d.

The buyer does not like you

e.

You have bad breath

45. If you find that people you speak with often misinterpret your verbal messages, you should probably work on what?

a.

Your sales presentation

b.

Your listening skills

c.

Your voice characteristics

d.

Your prospecting skills

e.

Asking new and different questions.

46. Each individual type of nonverbal communication carries meaning. However, collectively the pieces of nonverbal communication being expressed at the same time combine to form unique meaning (that is, different from that of the individual pieces). This collection of nonverbal communication is referred to as _________.

a.

Nonverbal clusters

b.

Nonverbal communication

c.

Nonverbal communication qualifiers (NCQ)

d.

Collective nonverbal communication (CNC)

e.

None of the above

47. Which of the following is not one of voice characteristics described in the text?

a.

Pitch

b.

Frequency

c.

Speaking Rate

d.

Intensity

e.

Quality

Chapter 5

1. Why is it important for most salespeople to spend at least some time prospecting?

a.

Because finding new customers is easier than keeping existing customers.

b.

Because it is likely that they will lose some of their existing customers over time.

c.

Because the existing customer base may not be sufficient to generate desired future revenues.

d.

All the above are correct.

e.

Both b and c are correct.

2. With respect to prospecting, which of the following statements is untrue?

a.

Most salespeople need to engage in some activity designed to cultivate future business

b.

Salespeople often indicate they do not have enough time to prospect.

c.

Typically, salespeople enjoy prospecting because they like the positive feedback.

d.

Many of today’s buyers are busy and reluctant to see salespeople.

e.

All of the above are true.

3. Which of the following describes a common reason why salespeople dislike prospecting?

a.

They have a fear of rejection.

b.

They dislike dealing with people.

c.

Actually, most salespeople like prospecting.

d.

All of the above are correct.

e.

None of the above is correct.

4. Which of the following is not one of the reasons buyers may not want to see salespeople?

a.

They may have never heard of the salesperson’s firm.

b.

Buyers may have their own deadlines with other issues . . . and are not receptive.

c.

Buyers are looking for ways to solve problems, and salespeople add to the problems.

d.

Buyers are constantly getting calls from salespeople and do not have time to see them all.

e.

They may have just bought the salesperson’s product category, and there is presently no need.

5. Steve is a salesperson for XYZ Corporation. His territory includes 50 established accounts which he calls on regularly. Although Steve is supposed to allocate some time to prospecting, he’d rather call on his existing accounts. Like many salespeople in his position, Steve resists prospecting because:

a.

He is afraid of rejection.

b.

He doesn’t believe it’s necessary.

c.

He’d rather use his spare time for paperwork.

d.

His established accounts are too important.

e.

He doesn’t need any new accounts.

6. Which the following best describes the process of strategic prospecting?

a.

The process of locating new customers

b.

The process of generating leads

c.

The process of identifying, qualifying, and prioritizing sales opportunities

d.

The process of turning prospects into customers

e.

None of the above described prospecting

7. Which of the following statements about strategic prospecting is untrue?

a.

An objective of strategic prospecting is to improve the salesperson’s efficiency.

b.

Prospecting can be very discouraging.

c.

With respect to business-to-business selling, most salespeople will never have to prospect.

d.

Prospecting involves generating and qualifying leads.

e.

All of the above statements are accurate.

8. What is the goal of strategic prospecting?

a.

To generate the largest number of leads.

b.

To help salespeople identify the best sales opportunities in the most efficient way.

c.

To get past the gatekeeper.

d.

The haphazard screening-out of undesirable sales leads.

e.

To help salespeople identify the decision maker.

9. Which of the following sequences related to prospecting is accurate?

a.

Generate leads, determine sales prospects, prioritize prospects, prepare for sales dialogue

b.

Generate leads, prioritize leads, determine qualified prospects, prepare for sales dialogue

c.

Identify leads, call on leads, qualify leads

d.

Identify leads, call on leads, qualify leads, prioritize leads based on info gathered from sales call

e.

None of the above is accurate.

10. Leads that meet or exceed screening criteria established by the salesperson or the sales organization are called what?

a.

Sales leads

b.

Qualified prospects or sales prospects

c.

Decision makers

d.

Hot prospects

e.

Certified Sales Leads (CSL)

11. Susan is a salesperson for ABC company and has trouble prospecting effectively. Approximately 70% of the leads she contacts don’t have any influence in the purchase decision process. Sandy is most likely having trouble

a.

Communicating with her leads.

b.

Selling her product to her leads.

c.

Qualifying her leads.

d.

Responding to her leads.

e.

With her boss.

12. Which of the following is not one of the primary criteria for qualified prospects?

a.

A need for the product or service (sales offering)

b.

Financial wherewithal to make a purchase

c.

An important role in the purchase decision process

d.

Has the prospect been a customer before

e.

All of the above are primary criteria

13. Sales leads are also known as _______________

a.

Qualified prospects

b.

Prospects

c.

Buyers

d.

Suspects

e.

Customers

14. Megan is a salesperson for an industrial chemical manufacturer. While reviewing her new leads, Megan learned that two of the leads just signed contracts with one of her major competitors. Which of the following best describes why Megan will not consider these two leads qualified prospects?

a.

They don’t have the financial wherewithal to make a purchase

b.

They don’t have a need

c.

They aren’t the decision makers

d.

They don’t have the authority to make a purchase decision

e.

They aren’t in her company’s target market

15. The prospecting method in which salespeople’s customers or prospects give them leads is called what?

a.

Introduction method

b.

Cold canvassing method

c.

Bird dog method

d.

Referral method

e.

None of the above

16. The prospecting method in which salespeople’s customers or prospects give them leads and provides a letter of introduction is called what?

a.

Introduction method

b.

Cold canvassing method

c.

Bird dog method

d.

Referral method

e.

None of the above

17. Which of the following forms/sources of prospecting is probably least productive?

a.

Observation

b.

Organizations (e.g., Chamber of Commerce)

c.

Cold canvassing

d.

Company records

e.

Community contacts

18. Bill is a salesperson who relies on his current customers to help him identify potential new customers. Bill relies on the __________ method for lead generation.

a.

Comprehensive

b.

Referral

c.

Company source

d.

Customer Source Initiative (CSI)

e.

Cold calling

19. Which of the following statements is untrue regarding cold canvassing?

a.

Calls on prospects are unannounced

b.

It is a relatively efficient form prospecting

c.

Buyers may not be available

d.

Buyers may not have the time to talk to the salesperson

e.

It is probably the least successful form of prospecting

20. The prospecting method in which salespeople seek to obtain leads from influential people is called what?

a.

Introductions method

b.

Known entity method

c.

Centers of influence (networking method)

d.

Referrals method

e.

None of the above

21. Which of the following is not typically a source of sales leads?

a.

Referrals

b.

Non-competing salespeople

c.

Telephone inquiries

d.

Competitor’s salespeople

e.

Professional organizations

22. Which of the following is a major advantage that the advertising inquiry method of obtaining leads has over outbound telephone inquiries?

a.

It’s less expensive

b.

The advertising method helps qualify the lead for the salesperson

c.

It’s easy to target specific organizations

d.

All of the above are advantages

e.

None of the above are advantages

23. Drew is a salesperson for a company that manufactures bed-liners for pick-up trucks. Drew relies on his friend Susan, a salesperson for a local truck dealership, for leads. Susan calls Drew and lets him know when someone has purchased a new pick-up truck. Drew’s source of leads is called:

a.

Company records.

b.

A sales seminar.

c.

Noncompeting salesperson.

d.

Tradeshow

e.

Center of influence

24. _____________ refers to sales leads generated from company advertising efforts.

a.

Company records.

b.

Advertising inquiries

c.

Advertising Prospects

d.

Corporate Advertising Prospects (CAPs)

e.

Company Advertising Prospects (CAPs)

25. Which of the following forms of locating prospects brings the prospect to the salesperson?

a.

Centers of influence

b.

Outbound telemarketing

c.

Tradeshows

d.

Noncompeting salespeople

e.

Cold canvassing

26. Karen is a salesperson for a large industrial equipment company. Most of her existing and potential customers are geographically dispersed across North America. Which of the following would probably be her best method of prospecting?

a.

Cold Canvassing

b.

Trade Shows

c.

Observation

d.

Centers of influence

e.

Industrial Customer Ranking Protocol

27. Which of the following is not one of the common secondary lead sources?

a.

Harris Directory

b.

Moody’s Industrial Directory

c.

Thomas Register of American Manufacturers

d.

Standard & Poor’s Register of Corporations, Directors, and Executives

e.

Company records

28. Which of the following is not one of the common secondary lead sources?

a.

Harris Directory

b.

Moody’s Industrial Directory

c.

Thomas Register of American Manufacturers

d.

Standard & Poor’s Register of Corporations, Directors, and Executives

e.

All of the above are common secondary lead sources

29. A strategic prospecting plan should include all of the following except?

a.

Proper time allocation

b.

Precall information system

c.

Evaluation method

d.

Tracking system

e.

Goals

30. A strategic prospecting plan should include all of the following except?

a.

Proper time allocation

b.

Goals

c.

Evaluation method

d.

Tracking system

e.

All of the above are correct

31. Suppose a salesperson asks you why a tracking system is important to prospecting, which of the following is probably the best answer?

a.

The tracking system will allow you to track the progress of your customers.

b.

The tracking system will allow you to limit the time you spend prospecting.

c.

The tracking system will improve your image with management.

d.

The tracking system will allow you to monitor the effectiveness of your various prospecting methods so that you can make adjustments accordingly.

e.

Both b and c are correct.

32. Steve is a salesperson for a large consumer products manufacturer. Steve has just taken over at new territory and is looking to begin the prospecting process. The first thing Steve should do is develop a:

a.

A list of leads

b.

A list of qualified prospects

c.

A strategic prospecting plan

d.

A strategic business plan

e.

A territory plan

33. Natalie has been a salesperson for the past two years. A big part of her job is prospecting, yet she doesn’t seem to have a good idea of how her prospecting methods are working. Natalie should develop a:

a.

Referral list

b.

Tracking system

c.

List of lead generation methods

d.

List of prospecting methods

e.

A list of customers who provide her referrals

34. Which of the following statements about evaluating prospecting activities is most accurate?

a.

Salespeople should evaluate their prospecting activities once a year.

b.

Salespeople should evaluate their prospecting activities twice a year.

c.

Salespeople should have their sales managers evaluate their prospecting activities twice a year.

d.

Salespeople should evaluate their prospecting activities continuously.

e.

None of the above are accurate.

35. Once salespeople have qualified their prospects, they should:

a.

Develop a prospecting strategy

b.

Call on the qualified prospect

c.

Send the qualified prospect a sales letter

d.

Begin gathering precall information

e.

Ask the qualified prospect for referrals

36. Which of the following represents precall information about the prospective buyer that the salesperson may wish to obtain?

a.

Information about the prospect

b.

Information about the prospect’s organization

c.

Information about the prospect’s target markets

d.

All of the above

e.

Only a and b are correct

37. Gina, a salesperson for ABC Corp., spends a lot of time “interviewing” her prospects so she can learn their names, interests, and job responsibilities. Gina should probably spend more time:

a.

Talking about her product.

b.

Talking about her company.

c.

Talking about herself.

d.

Obtaining precall information on the prospect.

e.

Obtaining leads from better sources.

38. Craig is a salesperson for an industrial equipment company. Craig calls on factories and spends most of his time talking with equipment operators who work on the factory floor. While Craig is able to get the equipment operators interested in his products, he is often unable to make a sale. Craig needs to work on:

a.

Determining other purchase decision influencers.

b.

Improving his products.

c.

Improving his attitude.

d.

His cold canvassing ability.

e.

His record keeping.

39. Suppose you are a salesperson working for a manufacturer of business machinery. While gathering precall information you learn that a prospect you’re preparing to call on is actually a member of a buying team. Which of the following best represents what you should do next?

a.

Identify the decision maker and focus your selling efforts on that individual.

b.

Identify the purchasing agent and focus your selling efforts on that individual.

c.

Identify the role of each member of the buying team and the amount of influence each exerts.

d.

Create a written sales proposal and give them to your contact so that he/she can pass them out to the other buying team members.

e.

Both a and b are correct because the decision maker is usually the purchasing agent.

40. The more a salesperson knows about a prospect, the better chance a salesperson has to __________.

a.

Meet the prospect

b.

Make a sale

c.

Qualify the prospect as a suspect

d.

“Friend” the prospect

e.

Generate referrals from the prospect

Chapter 6—Planning Sales Dialogues and Presentations

MULTIPLE CHOICE

1. When planning sales presentations, the salesperson must:

a.

List all the features and benefits his/her product provides

b.

Identify the major competitive advantages of his/her product

c.

Write a script to guide the sales encounter

d.

Remember that most prospects have the same needs and expectations.

e.

Remember to focus on customer needs and how the customer defines value

2. Which of the following best reflects the relationship between sales calls and sales dialogue?

a.

Sales calls and sales dialogue are the same thing.

b.

Many sales dialogues occur during a sales call.

c.

Sales dialogue refers to business conversations which could include one or more sales calls.

d.

Sales dialogue occurs prior to a sales call.

e.

None of the above are accurate.

3. Which of the following is not one of the common types of sales communications formats?

a.

Canned sales presentation

b.

Directed sales presentation

c.

Written sales presentation

d.

Organized sales presentation

e.

Memorized sales presentation

4. Which of the following types of sales communications formats make the assumption that customer needs and buying motives are homogeneous?

a.

Canned sales presentation

b.

Directed sales presentation

c.

Written sales presentation

d.

Organized sales presentation

e.

Motivational sales presentation

5. Which of the following types of sales communications formats is most likely to be associated with telemarketing?

a.

Directed sales presentation

b.

Written sales presentation

c.

Organized sales presentation

d.

Canned sales presentation

e.

Motivational sales presentation

6. A telemarketing organization would probably want its salespeople to use a ____.

a.

Directed sales presentation

b.

Canned sales presentation

c.

Written sales presentation

d.

Organized sales presentation

e.

Motivational sales presentation

7. Limitations of the canned sales presentation include all of the following except:

a.

It may alienate buyers who want to participate in the interaction.

b.

Sales resistance may be increased because the prospect’s objections cannot be anticipated.

c.

It may be awkward to use with a broad product line.

d.

It does not handle interruptions well.

e.

It fails to capitalize on the salesperson’s ability to tailor the message to the prospect.

8. Which of the following types of sales communications formats requires the least amount of buyer involvement/input?

a.

Directed sales presentation

b.

Written sales presentation

c.

Customized sales presentation

d.

Canned sales presentation

e.

Organized sales dialogues

9. Sally is interested in creating a completely self-contained sales proposal. She should probably develop a ____.

a.

Directed sales presentation

b.

Written sales presentation

c.

Organized sales presentation

d.

Canned sales presentation

e.

Customized sales presentation

10. Ethan is a purchasing manager for an industrial chemical company. Kim is a salesperson for a raw materials provider is contacting Ethan in an effort to initiate a relationship. Kim is adopting a _______________________ format, which is probably the best format for this situation.

a.

Directed sales presentation

b.

Written sales presentation

c.

Organized sales presentation

d.

Canned sales presentation

e.

Customized sales presentation

11. Ethan is a purchasing manager for an industrial chemical company. Kim is a salesperson for a raw materials provider is contacting Ethan in an effort to initiate a relationship. Kim is adopting a _______________________ format, which is probably the worst sales presentation format for this situation.

a.

Directed sales presentation

b.

Written sales presentation

c.

Organized sales presentation

d.

Canned sales presentation

e.

Customized sales presentation

12. Which of the following is untrue about written sales proposals?

a.

They are usually associated with high-dollar-volume sales.

b.

They work well for canned sales presentations because they tell the salesperson exactly what to say.

c.

They are often viewed as more credible because they are in writing.

d.

They are often scrutinized by various people in the buying organization.

e.

They are frequently used in competitive bidding situations.

13. Which of the following 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 bind 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 always more effective than oral presentations.

e.

All the above are major advantages.

14. Tim, a buyer for a large office complex, releases an RFP. An RFP is a(n) ____.

a.

Request For Proposals

b.

Request For Parts

c.

Reorder Failing Parts

d.

Request For Personnel

e.

Radio Frequency Protocol

15. Salespeople know that buyers do not want to spend a lot of time reading sales proposals that are inappropriate for solving their particular needs. Accordingly, salespeople need to make sure they write an enticing ____.

a.

Needs and Benefits Analysis

b.

Company Description

c.

Executive Summary

d.

Cover page

e.

Introduction

16. Which of the following is not one of the dimensions typically used when evaluating sales proposals?

a.

Reliability

b.

Assurance

c.

Resistance

d.

Empathy

e.

Tangibles

17. Which of the following types of sales communications formats is most flexible?

a.

Directed sales presentation

b.

Written sales presentation

c.

Organized sales dialogues

d.

Canned sales presentation

e.

Motivational sales presentation

18. Which of the following types of sales presentations depends heavily upon the salesperson’s ability to uncover the buyer’s needs?

a.

Directed sales presentation

b.

Memorized sales presentation

c.

Organized sales dialogue

d.

Canned sales presentation

e.

Motivational sales presentation

19. Andy’s customers have different needs and different ways of interacting. Andy would benefit most from utilizing:

a.

A canned sales presentation format.

b.

A written proposal format taking advantage of proposal boilerplates/templates

c.

A memorized sales presentation

d.

An organized sales dialogue

e.

All of the above will produce similar results

20. When uncovering needs for an organized dialogue (presentation,) approximately how much time should the salesperson speak?

a.

About 80% of the time

b.

About 50% of the time

c.

About 30% of time

d.

About 100% of the time

e.

About 0% of the time

21. Sales dialogue planning templates are primarily useful for ____ presentations.

a.

Written

b.

Organized

c.

Canned

d.

Directed

e.

A, B, and C are correct

22. The sales dialogue planning template contains sections for each of the following, except ____.

a.

Customer value proposition

b.

Sales call objective

c.

Beginning the sales dialogue

d.

Current Suppliers

e.

Resolving complaints

23. Which of the following is the best example of a customer value proposition?

a.

Our product will help your employees be more productive.

b.

Our product will help your employees increase productivity by 10%.

c.

Utilizing the data analysis automation feature of our product will improve your employees’ productivity by 10% within six months.

d.

I propose that if you become our customer, our product will provide you added-value.

e.

All of the above are good examples of customer value propositions.

24. Which of the following is not a recommendation for creating an effective customer value proposition?

a.

Tell them what they want to hear

b.

Be as specific as possible

c.

Keep the statement simple

d.

Include key benefits likely to be most important to the particular prospect

e.

All of the above are appropriate recommendations

25. Sally is looking for a way to clearly communicate why her prospects should do business with her. Sally should learn how to:

a.

Negotiate effectively

b.

Develop customer value propositions

c.

Handle buyer resistance

d.

Promote her product’s features and benefits

e.

Develop effective visual aids

26. Which of the following is not a type of buying motive?

a.

Rational

c.

Physical

b.

Emotional

d.

Combination of rational an emotional

27. Which of the following is not a type of buying motive?

a.

Rational

b.

Emotional

c.

Physical

d.

Combination of rational and emotional

e.

All of the above are types of buying motives

28. Bill is a salesperson in a highly competitive industry. Because his prospects usually evaluate multiple offerings, Bill should make sure he:

a.

Understands the competitive positioning of his product

b.

Is able to handle multiple forms of resistance

c.

Covers extra features and benefits

d.

Covers the features and benefits his competitors’ products don’t possess

e.

Is prepared to lower his price

29. Natalie’s customers are usually interested in features that help their companies save money. With respect to the purchase decision process, these prospects are driven primarily by:

a.

Physical buying motives

b.

Rational buying motives

c.

Emotional buying motives

d.

Irrational buying motives

e.

A combination of rational and emotional

30. Natalie’s customers are usually interested in features that help their companies appear more “high-tech.” With respect to the purchase decision process, these prospects are driven primarily by:

a.

Physical buying motives

b.

Rational buying motives

c.

Emotional buying motives

d.

Irrational buying motives

e.

A combination of rational and emotional

31. Natalie’s customers are usually interested in features that help their companies appear more “high-tech” while at the same time reducing costs. With respect to the purchase decision process, these prospects are driven primarily by:

a.

Physical buying motives

b.

Rational buying motives

c.

Emotional buying motives

d.

Irrational buying motives

e.

A combination of rational and emotional

32. Victoria is selling a high-end commercial copy machine to medium-sized business organizations. The machine’s ability to function on a wireless network is one of its ________________.

a.

Features

b.

Benefits

c.

Rational buying motives

d.

Emotional buying motives

e.

Both a and c are correct

33. Victoria is selling a high-end commercial copy machine to medium-sized business organizations. The machine’s ability to allow users to save time by sending work directly to the copier over the wireless network is one of its ________________.

a.

Features

b.

Benefits

c.

Rational buying motives

d.

Emotional buying motives

e.

Both a and c are correct

34. With respect to the purchase decision process, prospects are most interested in:

a.

Features that produce benefits addressing their buying motives

b.

All features and benefits of a particular product

c.

Only the features and benefits they are familiar with

d.

Only the features and benefits others have talked about

e.

All of the above

35. During the first few minutes of the sales call, salespeople should do all of the following except:

a.

Be friendly

b.

Stick to the agenda

c.

Be positive

d.

Show sensitivity to the customer’s needs and opinions

e.

They should do all of the above

36. Bob is a salesperson for CDE Inc. and has just started a sales call with a prospect. The prospect wants to discuss something different than what Bob had on his agenda. Bob should:

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”

e.

End the sales call early

37. As a general rule, when should the salesperson begin focusing on the price of the product?

a.

Never

b.

Once the prospect’s needs have been defined and the salesperson has shown how those needs can be addressed with the product or service

c.

Once the prospect’s needs have been defined but just prior to the salesperson introducing solutions.

d.

At the beginning of the sales dialogue to ensure the buyer can afford the product (and avoiding wasting time if the buyer can’t afford the product)

e.

After asking the buyer to make a purchase (and then only if the buyer asks for the price)

38. The last section of the Sales Dialogue Planning Template is:

a.

Earn Prospect Commitment

b.

Build Value through Follow-Up Action

c.

Handle Resistance

d.

Assess Sales Call Performance

e.

None of the above

39. Chris wants to improve the chances of getting appointments with prospects. Which of the following will help Chris when making appointments?

a.

Give the prospect a reason to grant the meeting

b.

Request a specific amount of time

c.

Suggest a specific time

d.

Suggest a specific date

e.

All of the above are helpful

40. Chris wants to improve the chances of getting appointments with prospects. All of the following will help Chris when making appointments except:

a.

Give the prospect a reason to grant the meeting

b.

Request a specific amount of time

c.

Suggest a specific time

d.

Take the prospect to lunch or dinner

e.

All of the above are helpful

Chapter 7—Sales Dialogue: Creating and Communicating Value

MULTIPLE CHOICE

1. During the sales dialogue, the salesperson should:

a.

Present all of his or her product’s features and benefits.

b.

Present all the benefits his or her product can produce.

c.

Present the benefits that address the buyer’s key issues and needs.

d.

Avoid asking the buyer any questions.

e.

All of the above

2. Achieving success in the sales presentation is analogous success in ____, in that both are complex, require preparation, knowledge, and skill.

a.

surgery

b.

football

c.

driving

d.

reading

e.

gambling

3. Steve, a salesperson for XYZ Computer Co. has just finished uncovering and confirming that his prospective customer needs 50 new computers that offer high quality graphics. During his presentation, Steve should:

a.

Secure the buyer’s agreement that his computers have the lowest price on the market.

b.

Secure the buyer’s agreement that his computers offer high quality graphics.

c.

Try to convince the buyer that having high quality graphics isn’t all that important.

d.

Talk about the graphic capabilities of his computers and then offer a quantity discount.

e.

Both a and c

4. Sandy is a salesperson for XYZ Computer Co. As she moves into the presentation portion of the sales process, Sandy should do all of the following except:

a.

Convey to the buyer how her product will meet the buyer’s confirmed needs

b.

Explain how the product’s features translate into meaningful benefits

c.

Convince the buyer that Sandy’s product is the lowest price product on the market

d.

Provide rationale for why the prospect should buy from Sandy as opposed to one of Sandy’s competitors

e.

Sandy should do all of the above

5. Which of the following is not one of the keys to effective sales dialogue?

a.

Make sure to cover each of the product’s features.

b.

Encourage buyer feedback.

c.

Plan and practice sales dialogue.

d.

Focus on creating value for the buyer.

e.

None of the above.

6. After presenting a feature-benefit sequence, the salesperson should use a ____ type of question.

a.

Response-Check

b.

Open-ended

c.

Discover

d.

Need-payoff

e.

None of the above

7. LaToya is a salesperson for XYZ Co. and is preparing to make a sales call. She should plan to use a check-back type of question after she has ____.

a.

Gone through a specific feature-benefit sequence

b.

Made an introduction

c.

Responded to an objection

d.

Both A and C are correct

e.

None of the above are correct

8. A series of positive response-checks indicates that the buyer:

a.

Is concerned about the price

b.

Wants to discuss the price

c.

Is nearing a purchase decision

d.

Will purchase the product

e.

Will not purchase the product

9. A physical characteristic or quality of a product is referred to as a ____.

a.

Benefit

b.

Confirmed benefit

c.

Value proposition

d.

Feature

e.

None of the above

10. The benefits the buyer indicates are important are called ______________.

a.

Potential benefits

b.

Confirmed benefits

c.

Value story

d.

Features

e.

None of the above

11. A buyer indicated that a particular benefit is valuable and important. That benefit is referred to as a/an ____________.

a.

Value Feature

b.

Value Benefit

c.

Confirmed Benefit

d.

Value Proposition

e.

None of the above.

12. A major purpose of SPIN and ADAPT is to help the salesperson identify the ____________ for the buyer.

a.

Benefits

b.

Features

c.

Situation

d.

Confirmed benefits

e.

None of the above is correct.

13. The value that comes from a product’s particular feature is referred to as a ____.

a.

Benefit

b.

Confirmed benefit

c.

Value proposition

d.

Feature

e.

None of the above

14. A ____ is identified once the buyer acknowledges the importance of benefit.

a.

Potential benefit

b.

Confirmed benefit

c.

Value proposition

d.

Feature

e.

None of the above

15. Suppose your company is going to buy a new copier because you want one that will improve your productivity by automatically stapling documents. When a salesperson gets your agreement that you are interested in increasing productivity, a ____ has been identified.

a.

Potential benefit

b.

Confirmed benefit

c.

Value-source-component (VSC)

d.

Value story

e.

None of the above.

16. When attempting to link solutions to needs, the salesperson should do all of the following except?

a.

Convey to the buyer how his/her product will meet the identified buyer’s needs.

b.

Explain how the product’s features will produce the confirmed benefits.

c.

Describe all of the products features and benefits.

d.

Ensure the buyer understands the link between the relevant features and the confirmed benefits.

e.

He/she should do all of the above

17. When working with a buyer concerned with finding a copier possessing superior quality and durability, price is probably ____.

a.

An import consideration

b.

Not a feature the salesperson should address first

c.

A cause for concern by the salesperson

d.

A major buying motive

e.

All of the above

18. The use of voice characteristics, examples and anecdotes, and comparisons and analogies to make sales dialogue interesting and understandable is referred to as ___________

a.

Check-backs

b.

Verbal support

c.

Dialogue

d.

Persuasion

e.

None of the above

19. An example provided in the form of a story describing a specific incident or occurrence is referred to as a(n):

a.

Analogy

b.

Anecdote

c.

Story board

d.

Verbal episode example (VEE)

e.

None of the above

20. A salesperson saying that using his or her sales force automation software is like having a secretary that will work for free, is using a(n):

a.

Analogy

b.

Anecdote

c.

Story board

d.

Verbal episode example (VEE)

e.

None of the above

21. An analogy is a special form of ____.

a.

Anecdote

b.

Comparison

c.

Analysis

d.

Proof provider

e.

None of the above

22. A statement that points out and illustrates the similarities between two points is called a/an _______.

a.

Anecdote

b.

Comparison

c.

Example

d.

Testimonial

e.

None of the above are correct.

23. Which of the following is not a Tip for Preparing Visual Materials?

a.

Try to use tables instead of graphs and charts

b.

Read from the presentation to reinforce the message.

c.

Use bullet points to emphasize key points.

d.

Use different layouts and formats throughout to increase the interest level.

e.

All of the above are good tips.

24. When demonstrating a product, the salesperson should

a.

Make sure the product being demonstrated is typical of what is being recommended.

b.

Demonstrate the top of the line model.

c.

Try to keep the customer from getting too involved in the demonstration.

d.

Be concerned about his/her ability to demonstrate the product effectively.

e.

All of the above are correct.

25. When preparing printed materials and visuals, a salesperson should remember ____.

a.

Printed materials and visuals should be kept simple

b.

To never read the presentation directly from the visual

c.

To make sure each visual presents only one idea

d.

To check for typographical and spelling errors

e.

All of the above

26. When preparing printed materials and visuals, a salesperson should remember ____.

a.

Printed materials and visuals should be relatively complex

b.

To read the presentation directly from the visual

c.

To make sure each visual presents only one idea

d.

To avoid bullet points

e.

Use a lot of color, especially to decorate the visual aid

27. Salespeople consistently having trouble with properly presenting sales aids could probably benefit from ____.

a.

The SPES Sequence

b.

The SELL Sequence

c.

ADAPT

d.

SPIN

e.

None of the above.

28. The SPES Sequence is a powerful tool because it helps the salesperson effectively ____.

a.

Uncover needs

b.

Confirm benefits

c.

Resolve objections

d.

Utilize visual aids

e.

Gain commitment

29. The first “S” in the SPES Sequence stands for ____.

a.

State the need

b.

State the concern

c.

State the selling point and introduce the sales aid

d.

Summarize

e.

None of the above

30. The “E” in the SPES Sequence stands for ____.

a.

Explain the benefits

b.

Explore additional solutions

c.

Explore the buyer’s situation

d.

Explain the sales aid

e.

None of the above

31. The second “S” in the SPES Sequence stands for ____.

a.

Seek confirmation of benefits

b.

Solve the buyer’s problems

c.

Summarize

d.

Sort the needs in order of priority

e.

None of the above

32. Which of the following is an example of a proof provider?

a.

Testimonials

b.

Case histories

c.

Statistics

d.

only a and b

e.

a, b, and c are examples of proof providers

33. When available, statistics from ____ carry the highest credibility as statistical proof providers.

a.

Authoritative third-party sources

b.

Internal research

c.

The sales force

d.

An advertising agency

e.

None of the above

34. A salesperson attempting to get satisfied customers to go “on the record” about their experiences, is trying to obtain ____.

a.

Statistics

b.

Confirmed benefits

c.

Testimonials

d.

Analogies

e.

None of the above

35. A testimonial written in story form is known as a(n) ____.

a.

Satisfied customer statement

b.

Case history

c.

Word of mouth opportunity

d.

All of the above

e.

None of the above

36. 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, Anthony should remember to ____.

a.

Greet each group member as they arrive

b.

Take some more time to practice his presentation

c.

Leave the room and come back once everyone has arrived

d.

Take a breath mint or chew some breath freshening gum

e.

All of the above

37. When handling questions from a buying group, salespeople should remember ____.

a.

To ensure everyone has heard and understands the question before answering it

b.

To not try and bluff the group by trying to answer a question to which they do not know the answer

c.

To answer questions as directly as possible

d.

Speak primarily to the person identified as the decision maker

e.

A, b, and c are correct

38. Which of the following tips is most accurate with respect to selling to groups?

a.

Make sure to identify and focus on the decision maker.

b.

For dramatic affect make sure to enter the meeting room only after everyone else is in attendance.

c.

Make sure all members of the group feel that their opinions are valuable.

d.

After the group meeting is over, try to get the decision maker before he/she leaves the room.

e.

B and D are correct

39. When selling to groups, salespeople should remember?

a.

To make periodic eye contact with everyone in the meeting.

b.

To limit eye contact to the decision maker(s).

c.

To avoid answering tough question when the group is present.

d.

Not everyone in the group is important.

e.

All of the above are correct

40. When selling to teams, salespeople should engage in ______________ before the major sales dialogue with a group of buyers.

a.

Preselling

b.

Prospecting

c.

Sales presentations

d.

Need discovery

e.

None of the above is correct.

 

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