Chapter 07 Planning the Sales Call Is a Must!
True / False Questions
- (p. 231)Purpose is a list of plans, goals, or objectives that differ from one sales call to another.
Answer: False
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Purpose is not a list of plans, goals, or objectives that differ from one sales call to another. Purpose is a constant truth that guides your business life and directs how you approach each sales call.
- Successful people have a tendency to make, implement, and evaluate plans.
Answer: True
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: The difference between successful people and less successful people is that successful people plan, implement their plans, and evaluate the day’s sales results in order to know what to do tomorrow. Less successful people think about planning but seldom do it.
- A plan is defined as the act of setting a goal and accomplishing it.
Answer: False
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: A plan is a method of achieving an end. A plan involves what you want to accomplish and how you will do it.
- According to the text, a salesperson’s purpose, plan, and goal do not center on helping but on selling.
Answer: False
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The author asserts that a salesperson’s purpose, plan, and goal should center on helping customers rather than on selling products.
- The lack of trust towards salespeople is caused by the self-centered nature of some salespeople.
Answer: True
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Many people do not trust salespeople. Often salespeople are self-centered, only wanting to make a sale for their own benefit.
- Empathy and kindness are the primary bridges between buyer and seller.
Answer: False
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Truth and trust build a bridge between a buyer and a seller. Long-term buyer-seller relationships rely on truth and trust.
- Careful planning of every aspect of the sales call helps the salesperson be organized and prepared to interact with the customer.
Answer: True
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Careful planning of the sales call improves the salesperson’s organization and ability to communicate with the customer. Planning is part of ethical service which leads to building relationships with the customer.
- High-performing salespeople tend to be strategic problem solvers for their customers.
Answer: True
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Top salespeople are able to assess and analyze customer’s strategic needs, develop creative solutions, and reach mutually beneficial agreements.
- Prospecting is often referred to as the preapproach.
Answer: False
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Prospecting is the first step in the sales process. Preapproach, which involves planning the sales call, is the second step.
- The top salespeople who are effective strategic problem solvers have the skills and knowledge to develop mutually beneficial agreements.
Answer: True
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Top salespeople have the skills and knowledge needed to assess and analyze customer’s strategic needs, develop creative solutions, and reach mutually beneficial agreements.
- The purpose of the strategic customer relationship between a salesperson and a customer is the joint pursuit of mutual goals.
Answer: True
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: A strategic customer relationship is formed to pursue mutual goals together. Customer goals may involve reducing costs, which a sales organization seeks to increase sales and profits.
- Mutual goals of customers and sales organizations include increasing sales and profits.
Answer: True
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Strategic goals for a customer typically include reducing costs and/or increasing productivity, sales, and profits. The sales organization has goals of increasing sales and profits.
- Salespeople and customers need to work together to achieve a mutually beneficial agreement.
Answer: True
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Salespeople and customers say that a significant shift has occurred in their expectations of the outcome of sales agreements—from the adversarial win–lose to the more collaborative “win–win” arrangement. To achieve a mutually beneficial agreement, salespeople and customers must work together to develop a common understanding of the issues and challenges at hand.
- In order to be a success, it is imperative that a salesperson be able to tailor a customized solution for each customer.
Answer: True
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: The ability of a salesperson to tailor a “custom” solution for each customer is critical today. The salesperson needs to use creative problem solving to identify the specific solution that meets each customer’s needs.
- According to surveys, there has been a shift in recent years from collaborative relationships between sellers and buyers to more adversarial arrangements.
Answer: False
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Salespeople and customers say that a significant shift has occurred in their expectations of the outcome of sales agreements—from the adversarial win–lose to the more collaborative “win–win” arrangement. To achieve a mutually beneficial agreement, salespeople and customers must work together to develop a common understanding of the issues and challenges at hand.
- Planning the sales call is the key to success.
Answer: True
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Planning improves the chances of success by showing professionalism, building confidence, and developing a positive atmosphere.
- Nervousness is a normal component of giving sales presentations, and there is nothing that can be done to reduce it.
Answer: False
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: In giving a speech before a large group, most people are nervous. You can greatly reduce this nervousness and increase self-confidence by planning what to say and practicing your talk.
- By carefully planning and practicing your sales presentation, you increase confidence in yourself and your ability as a salesperson.
Answer: True
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: In giving a speech before a large group, most people are nervous. You can greatly reduce this nervousness and increase self-confidence by planning what to say and practicing your talk.
- Good business relationships are built on your knowledge of your company, industry, and customers’ needs.
Answer: True
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Good business relationships are built on your knowledge of your company, industry, and customer’s needs. Show prospects that you are calling on them to help solve their problems or satisfy their needs.
- Planning is most effective and efficient when done logically and methodically.
Answer: True
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Like other beneficial presales call activities, planning is most effective (and time efficient) when done logically and methodically. Some salespeople try what they consider planning, later discarding the process because it took too much time. In many cases, these individuals were not aware of the basic elements of sales planning.
- A salesperson cannot make a sales call without a sales call objective.
Answer: False
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: It is possible to make a sales call without having a sales call objective in mind. A survey call is a legitimate sales technique. However, when all the calls that salespeople make are survey calls, they should be working exclusively for the market research department.
- Selling is a very complex process, but it is easy to do on a consistent basis.
Answer: False
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Selling is not a very complex process. It’s just difficult to do on a consistent basis. That’s why, whether you regard it as an art or a science, the discipline of selling starts with setting a precall objective.
- Salespeople can focus their activities by writing down predetermined goals prior to sales calls.
Answer: True
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Writing down your precall objective increases the focus of your efforts. Professional sales representative should be moving their customers toward a predetermined goal.
- Planning is only necessary when a salesperson is making a formal presentation.
Answer: False
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Just because a salesperson isn’t making a formal presentation doesn’t mean that the call shouldn’t be planned. Sometimes the sales call has a limited objective.
- The sales call objective should be directly beneficial to the customer.
Answer: True
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation:
- The best possible sales call objective is to get an order because it reflects the salesperson’s self-confidence and a specific goal.
Answer: False
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Although getting an order is a positive goal, it is not specific. Sales goals should specify the needs of the prospect and the most suitable product or service.
- A SMART sales call objective is specific, measurable, actionable, reliable, and timely.
Answer: False
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: SMART call objectives are specific, measurable, achievable, realistic, and timed.
- A customer profile should answer the question, “What are the purchasing policies and practices of the account?”
Answer: True
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Customer profiles address questions related to purchasing policies and practices, as well as the history of the account, and the buyer’s background.
- The customer benefit plan contains the nucleus of the information used in the salesperson’s sales presentation.
Answer: True
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Beginning with your sales call objectives and what you know about your prospect, you are ready to develop a customer benefit plan. The customer benefit plan contains the nucleus of the information used in your sales presentation; thus it should be developed to the best of your ability.
- The main reason the prospect should purchase your product is that its benefits fulfill certain needs.
Answer: True
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Select the features, advantages, and benefits of your product to present to your prospect because these address the issue of why the buyer should purchase your product. Your product should fulfill certain needs or solve certain problems for the buyer.
- When Mack Latham selects and then suggests the type of networking software his prospect should buy, he is working on step three of his customer benefit plan.
Answer: False
Learning Objective: 07-03
Topic:
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The first step of developing a customer benefit plan requires the salesperson to select the features, advantages, and benefits of a product to present to a prospect. This addresses the issue of why the buyer should purchase your product.
- Value analysis is an example of a business proposition for an industrial product.
Answer: True
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: A value analysis would be suitable when making a business proposition for an industrial product. Other topics to discuss include list price, shipping costs, and discounts.
- Topics to discuss during the business proposition segment of a sales presentation include list price, shipping costs, and ROI.
Answer: True
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: List price, shipping costs, discounts, markup, profit, financing, and ROI are just some of the topics that could be addressed during the business proposition segment of a presentation.
- Before developing your presentation, you need to determine the prospect to call on and make an appointment..
Answer: True
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Before developing your presentation, you need to determine the prospect or customer to call on, make an appointment, and then plan the sales call. Once the prospect and objective have been identified, it’s time to plan out and prepare the sales presentation itself.
- The last step in planning your sales call is to develop a marketing plan for the prospect.
Answer: False
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The final step is planning a sales call is developing and rehearsing the sales presentation. Developing a marketing plan would occur earlier in the process.
- The first of a prospect’s five mental steps in buying is ignorance.
Answer: False
Learning Objective: 07-04
Topic: The Prospect’s Mental Steps
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: The first mental step is capturing and maintaining the prospect’s attention. This step may be difficult because the prospect may be distracted or lacking interest.
- A salesperson knows that a prospect’s desire for a product is solidified when the potential buyer asks a question about price.
Answer: False
Learning Objective: 07-04
Topic: The Prospect’s Mental Steps
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Asking questions about a product is a normal component of communication during a sales presentation. However, asking a question about price does not guarantee that a prospect will make a purchase.
- The salesperson prepares to ask the prospect to make a purchase after conviction has been established.
Answer: True
Learning Objective: 07-04
Topic: The Prospect’s Mental Steps
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Conviction about a product occurs when the prospect feels strongly that the product is necessary. At that point, the salesperson will close the deal by asking the prospect to take action and buy the product.
- Closing the sale is always the most difficult part of the sales presentation.
Answer: False
Learning Objective: 07-04
Topic: The Prospect’s Mental Steps
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Closing the sale is the easiest step in the sales presentation when the steps leading up to that point have been implemented correctly.
- The FAB formula helps a salesperson increase a prospect’s desire for a product.
Answer: True
Learning Objective: 07-04
Topic: The Prospect’s Mental Steps
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Using the FAB formula, strive to bring prospects from lukewarm interest to a boiling desire for your product. Desire is created when prospects express a wish or wanting for a product like yours.
Multiple Choice Questions
- According to the Golden Rule of Selling, your primary purpose for any sales call should be to:
A. determine who has the authority and the ability to be a buyer.
B. create a long-term relationship with all prospects.
C.meet and provide help to a prospect. - sell a product to every prospect.
E. qualify leads efficiently.
Answer: c
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: You are meeting with a prospect with the purpose of helping him or her. Your purpose, plan, and goal do not center on selling but helping.
- Which of the following statements about the purpose for any sale is most likely false?
A. Purpose is broad in scope
B. Purpose helps define who you are as a sales professional
C.Purpose is a list of objectives that differ from one sales call to another
D. Purpose directs how you approach each sales call
E. Purpose defines success for you
Answer: c
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Purpose is not a list of plans, goals, or objectives that differ from one sales call to another. Purpose is a constant truth that guides your business life. Purpose directs how you approach each sales call. It defines success for you. Purpose classifies your relationships. It helps define who you are as a sales professional.
- According to the Golden Rule of Selling, a salesperson should have a _____ that focuses all sales efforts on serving others.
A. goal
B. quota
C. target
D.purpose
E. plan
Answer: d
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: A salesperson’s purpose for making any sales call should be to make a contribution to the welfare of the person or organization. Helping prospects requires making a plan that is related to the purpose.
- A _____ is a method of achieving an end.
A.plan
B. goal
C. target
D. purpose
E. quota
Answer: a
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: A plan is a method of achieving an end. A plan involves what you want to accomplish and how you will do it.
- According to the Golden Rule of Selling, a plan should primarily be based upon:
A.truth.
B. action.
C. benefits.
D. sales goals.
E. personal success.
Answer: a
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: A plan involves what you want to accomplish and how you will do it. The foundation of your plan must be based upon the truth.
- Setting a goal and accomplishing it is called:
A. plan.
B. goal.
C. target.
D.success.
E. quota.
Answer: d
Learning Objective: 07-01
Topic: The Golden Rule: Planning
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Success is setting a goal and accomplishing it. You are meeting with someone with the purpose of helping him or her. Your purpose, plan, and goal do not center on selling but helping.
- Only through _____ can trust be supported to bridge the gap between sellers and buyers.
A. purpose
B. faith
C. planning
D.truth
E. success
Answer: d
Learning Objective: 07-01
Topic:
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Only through truth can trust be supported to bridge the gap between people—seller and buyer. Truth that is without distortion due to personal feelings or prejudices is the center pole supporting trust.
- What is often referred to as the preapproach?
A.Planning
B. Targeting
C. Evaluation
D. Analysis
E. Designing
Answer: a
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: Planning is often referred to as the preapproach. Once the prospect has been located, or the salesperson determines which customer to call on, the salesperson is ready to plan the sales call.
- Which term refers to programs, goals, and problems of great importance to customers?
A. Creative
B. Analytical
C.Strategic
D. Evaluative
E. Marginal
Answer: c
Learning Objective: 07-01
Topic:
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: High-performing salespeople tend to be strategic problem solvers for their customers. Strategic refers to programs, goals, and problems of great importance to customers.
- A(n) ________ is a formal relationship between a salesperson and a customer for the purpose of pursuing mutual goals.
A. transactional relationship
B. exchange-oriented dependency
C. symbiotic relationship
D.strategic customer relationship
E. joint decision-making alliance
Answer: d
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: The purpose of a strategic customer relationship is the joint pursuit of mutual goals. Strategic goals for a customer typically include reducing costs and/or increasing productivity, sales, and profits. The sales organization has goals of increasing sales and profits.
- Which of the following is critical to strategic problem solving?
A. Nonverbal communication
B. High-tech equipment
C. Effective prospecting
D.Creative solutions
E. Industry alliances
Answer: d
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Strategic needs, creative solutions, and mutually beneficial agreements are critical to strategic problem solving. When properly executed by the salesperson, they create a strategic customer relationship.
- A salesperson and a customer enter into a strategic customer relationship in order to:
A.pursue mutual goals.
B. maintain an adversarial relationship.
C. create transactional exchanges.
D. eliminate routine buying decisions.
E. broaden the channel of distribution.
Answer: a
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The purpose of a strategic customer relationship is the joint pursuit of mutual goals. Strategic goals for a customer typically include reducing costs and/or increasing productivity, sales, and profits. The sales organization has goals of increasing sales and profits.
- Nordstrom, the fashion retailer, is installing software in its 137 stores that will help the company gather customer preferences and product information. The software will assist the store’s salespeople to understand each customer as a person with unique wants and needs. Nordstrom is helping its salespeople create _____ with the store’s customers.
A. transactional relationships
B. exchange-oriented dependencies
C. symbiotic relationships
D.strategic customer relationships
E. joint decision-making alliances
Answer: d
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The purpose of a strategic customer relationship is the joint pursuit of mutual goals. The Nordstrom system will help salespeople understand and meet the needs of customers, so both the seller and the customer benefit.
- A(n) _____ has the ability to develop and combine nontraditional alternatives to meet the specific needs of the customer.
A. tactical partner
B.creative problem solver
C. low-involvement decision maker
D. transactional partner
E. exchange creator
Answer: b
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach Planning
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Today’s salespeople need to be creative problem solvers who have the ability to develop and combine nontraditional alternatives to meet the specific needs of the customer.
The better a salesperson is at creatively marshaling all available resources to address a customer’s strategic needs, the stronger the customer relationship becomes.
- Jack, an office supply salesperson, recently called on a customer who was trying to select photos to include in a catalog. The customer wanted to look at the 10 photos side-by-side for comparison, but his easel was too small and the cinderblock walls in the office would not hold tacks or tape. The customer explained that the situation was a regular issue for him. Jack obtained a roll of cork and a can of cork glue to convert an office wall into a giant bulletin board. In this instance, Jack acted as a(n):
A. tactical partner.
B.creative problem solver.
C. low-involvement decision maker.
D. transactional partner.
E. exchange creator.
Answer: b
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Today’s salespeople need to be creative problem solvers who have the ability to develop and combine nontraditional alternatives to meet the specific needs of the customer.
Jack was able to creatively marshal his resources to address a customer’s strategic needs, which most likely strengthened the customer relationship.
- Lev Knossos sells high tech equipment and software to companies in Greece. When he first started selling to Greek businesses, he was told that the Greek market lagged behind others in the use of technology. After conducting research, Knossos visited the Commercial Bank of Greece and explained how his products could create Web pages for the bank and facilitate banking transactions. By applying his product knowledge to solve a technology issue that he identified, Knossos took the role of:
A. tactical partner.
B.creative problem solver.
C. low-involvement decision maker.
D. transactional partner.
E. exchange creator.
Answer: b
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Today’s salespeople need to be creative problem solvers who have the ability to develop and combine nontraditional alternatives to meet the specific needs of the customer.
Knossos was able to identify a problem and explain the benefits of his creative solution to the bank.
- All of the following hold true of the customer relationship model EXCEPT:
A. it requires consultative selling.
B. the sales process unites the buyer’s strategic needs with the salesperson’s creative solutions.
C.the relationship is expected to be short-term.
D. the relationship must be mutually beneficial for the buyer and the seller.
E. the customer reaches his/her goal along with the seller.
Answer: c
Learning Objective: 07-0
Topic:
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The customer relationship model brings together the main elements of consultative selling and shows that customers have strategic needs that salespeople must meet through creative solutions, which benefits both buyers and sellers. This results in the seller being able to sell the customer again and again and building a long-term relationship.
- ________ selling makes the customer-relationship model viable.
A.Consultative
B. Memorized
C. Feature/
D. Direct
E. Close-ended
Answer: a
Learning Objective: 07-01
Topic:
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: The customer relationship model brings together the main elements of consultative selling. It shows that customers have strategic needs that salespeople must meet through creative solutions.
- During the _____, the salesperson plans the sales call on a prospect.
A.preapproach
B. trial close
C. sales presentation
D. approach
E. value analysis
Answer: a
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: A salesperson plans the sales call on a prospect during the preapproach stage of the sales process.
- Which of the following is the LEAST likely reason for a sales call to be planned?
A. Building confidence
B. Developing goodwill
C. Exhibiting professionalism
D. Increasing the potential of a sale - Eliminating customer objections
Answer: e
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Objections cannot be eliminated from a sales call, although planning may address many of them. Numerous reasons for planning the sales call including the fact that planning aids in building confidence. Planning also develops an atmosphere of goodwill between the buyer and seller, reflects professionalism, and increases sales because the salesperson understands the buyer’s needs.
- Which of the following is the most likely reason that salespeople plan their sales calls?
A. Shortening the sales presentation - Overcoming customer objections
C.Establishing professionalism
D. Utilizing new technologies
E. Training new employees
Answer: c
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: Numerous reasons for planning the sales call including the fact that planning reflects professionalism. Objections cannot be eliminated from a sales call, although planning may address many of them.
- When a salesperson is faced with a unique set of customer problems to solve, the salesperson will most likely need to:
A. act professionally.
B. build self-confidence.
C. develop an atmosphere of goodwill.
D. enhance the buying and selling procedure.
E.customize a product to best address the client’s needs.
Answer: e
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: For each customer, a salesperson is often faced with a specific, unique set of problems to solve. The ability of a salesperson to tailor a “custom” solution for each customer is critical today.
- Which of the following is LEAST likely to be a performance goal of consultative selling in the customer relationship model?
A. Costs
B. Sales
C. Profits
D.Experience
E. Productivity
Answer: d
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember Understand
AACSB:
Level of Difficulty: Easy Medium
Explanation: Although experience is essential to a sales career, it is not likely a performance goal of consultative selling. Performance goals should address costs, sales, profits, and productivity.
- Anthony is going on his first sales call, and he is very nervous. A professional salesperson would most likely tell Anthony that the key to selling success is the willingness to:
A. motivate the customer to buy even if the customer does not really need the product.
B. continually monitor the competition.
C.plan and rehearse the sales call.
D. ignore customer objections.
E. schedule the length of each sales call to be no more than 30 minutes.
Answer: c
Learning Objective: 07-01
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: By carefully planning your presentation, you increase confidence in yourself and your ability as a salesperson, which will reduce nervousness. This is why planning the sales call is especially important.
- A salesperson engaged in sales call planning should:
A. create nonspecific sales call objectives.
B.develop the sales presentation.
C. conduct vendor analyses.
D. join a sales lead club.
E. design after-the-sale service approach.
Answer: b
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: A component of planning a sales call is to develop a sales presentation. The other steps include identifying call objectives, developing a customer profile, and reviewing customer benefits.
- Mervin Jacob sells professional barbeque grill equipment to high-end restaurants. His products come in different sizes and specifications. When he called on Grill Kingdom, a popular barbeque restaurant, he was determined to sell at least one of his top-end grill pro machines. Jacob decided his _____ even before his sales call.
A. selling proposition
B. marketing plan
C. FAB plan
D.objective
E. prospect
Answer: d
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The sales call objective is the main purpose of a salesperson’s contact with a prospect or customer. Mervin clarified his objective prior to the sales call.
- The four elements of sales call planning (in their correct order) are:
A. customer profile, sales call objective, sales presentation, and sales benefit.
B.sales call objective, customer profile, customer benefit plan, and sales presentation.
C. customer profile, sales call objective, customer benefit plan, and sales presentation.
D. sales call objective, customer benefit plan, customer profile, and sales presentation.
E. customer preapproach, customer profile, customer sales call objective, and sales presentation.
Answer: b
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember Understand
AACSB:
Level of Difficulty: Easy Medium
Explanation: The first step of sales call planning is identifying sales call objectives. Developing a customer profile, reviewing customer benefits, and creating a sales presentation are the next steps.
- Which of the following is one of the four components of the sales call planning process?
A. A marketing audit
B. A vendor analysis
C.A customer profile
D. Perceptual mapping
E. Market testing
Answer: c
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: The first step of sales call planning is identifying sales call objectives.
Developing a customer profile, reviewing customer benefits, and creating a sales presentation are the next steps.
- A(n) _____ is the main purpose of a salesperson’s contact with a prospect.
A.sales call objective
B. sales mission
C. sales profile
D. marketing goal
E. preapproach profile
Answer: a
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: The main purpose of contacting a prospect is known as the sales call objective. Identifying the objective is the first step in the sales call planning process.
- Which of the following statements about sales call objectives is true?
A. Sales call objectives should primarily benefit the salesperson. - A sales call objective is only necessary when making formal presentations.
C. A customer profile must be developed before making a sales call objective.
D.The sales call objective is the main purpose of a salesperson’s contact with a prospect.
E. A sales call objective is usually too complex to modify once a sales call has developed.
Answer: d
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The main purpose of a sales call is the objective, which should benefit the customer rather than the salesperson. Such objectives are essential both for sales presentations and less formal visits with a customer.
- Garth sells spray booths for repainting vehicles to shops that repair wrecked vehicles. The spray booths are used for painting cars and trucks and come in a variety of sizes. The spray booths are used to contain the paint and to protect the car surface while the paint is drying. When he called on Elwood Body Shop, his _____ was to sell the body shop owner one of his company’s taller spray booths designed for trucks.
A. selling proposition
B. marketing plan
C.sales call objective
D. FAB plan
E. customer profile goal
Answer: c
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The main purpose of contacting a prospect is known as the sales call objective. Identifying the objective is the first step in the sales call planning process.
- What is needed in order to develop a customer benefit plan?
A. Rehearsed preapproach
B. Industry profile
C. Customer profile
D. Client referrals
E. Customer profit ratio
Answer: c
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: A sales objective and a customer profile are needed before a salesperson can develop a customer benefit plan. These are components of preapproach.
- Which of the following statements is most likely true?
A. Selling is a very complex process.
B. Selling is easy to do on a consistent basis.
C.A sales call must move systematically toward a sale.
D. Selling begins with negating a precall sales objective.
E. Elaborate planning is necessary before making a sales call.
Answer: c
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: By definition, a sales call must move systematically toward a sale, but it doesn’t necessarily involve elaborate planning. Selling is not complex, but it is difficult to be successful consistently.
- In a SMART sales call objective, the “S” refers to the fact that the objective should:
A.be specific.
B. be sales-oriented.
C. balance supply with demand.
D. support organizational objectives.
E. put customer service before self-gratification.
Answer: a
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. Merely stating the desire to get an order is not specific enough.
- In a SMART sales call objective, the “M” refers to the fact that the objective should:
A. manage time wisely.
B. maximize the customer’s order size.
C. minimize the cost to the customer.
D.be measurable.
E. move the prospect to buy.
Answer: d
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember Understand
AACSB:
Level of Difficulty: Medium
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. A goal should be quantifiable in number and size.
- In a SMART sales call objective, the “A” refers to the fact that the objective should:
A. authorize immediate response.
B.be achievable.
C. create product awareness.
D. augment the sales potential.
E. be analytical.
Answer: b
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. The goal should not be too difficult to fulfill.
- Robert Hayden sells metal gazebos. He approaches a large retail chain of home improvement stores. He decides beforehand to sell 10 pieces to their regional procurement manager. In terms of the acronym “SMART”, his primary objective is to:
A. have a targeted rate of return.
B.be specific.
C. put customer service first.
D. maximize the customer’s order.
E. relate to the present and future needs of the customer.
Answer: b
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. Deciding to sell 10 pieces is a very specific objective.
- Randal Lamson sells carpet and rugs. He approaches a retail chain of home renovation stores with a plan to sell five rugs. In terms of “SMART”, his goal meets the requirement to:
A. be specific.
B.identify the ROI.
C. put customer service first.
D. maximize the customer’s order.
E. relate to the present and future needs of the customer.
Answer: a
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. Selling five rugs is a specific goal for Randal.
- John sells safety equipment to law enforcement agencies. Before calling on the Humphrey Sheriff’s Department, John decided that he wanted to get an order for eight new bulletproof vests from the sheriff before he left the office. In terms of the acronym SMART, John’s objective:
A. is relevant.
B.is very specific.
C. puts customer service first.
D. maximizes the customer’s order.
E. is related to the present and future needs of the customer.
Answer: b
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. John’s objective of selling eight vests is specific.
- Rob Stewart sells office equipment and calls on the office manager of a large firm. Rob wants to sell the prospect 30 units of general office supplies. In terms of the acronym SMART, Stewart’s objective:
A. could not be measured.
B. was probably not achievable.
C. was missing a valid order size.
D.did not specify a time period.
E. met all objective requirements.
Answer: d
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Apply
AACSB:
Level of Difficulty: Hard
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. Rob’s goal meets every criterion except for the time component because it does not state when he would like to accomplish the objective.
- In a SMART sales call objective, the “R” refers to the fact that the objective should:
A. enhance relationship building.
B. be based on marketing research.
C. relate to future customer needs.
D. create references.
E.be realistic.
Answer: e
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. Realistic goals are not too easy to fulfill.
- In a SMART sales call objective, the “T” refers to the fact that the objective should:
A.be timed.
B. have a technical-orientation.
C. be tested.
D. have a targeted rate of return.
E. describe trade areas.
Answer: a
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. The salesperson should identify when the objective will be accomplished.
- Steve sells paint to shops that repair wrecked vehicles. When Steve called on Elwood Body Shop, he wanted to sell the body shop owner six cases of his company’s base coating paint. In terms of the acronym SMART, Steve’s objective:
A. could not be measured.
B. was not readily achievable.
C. did not have a valid order size.
D.was missing the time component.
E. met all call objective requirements.
Answer: d
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Apply
AACSB:
Level of Difficulty: Hard
Explanation: SMART sales call objectives are specific, measurable, achievable, realistic, and timed. Steve’s objective failed to identify when the goal of selling six cases would be accomplished.
- Carlos sells mailing lists for a direct marketing company. He is interested in selling a mailing list to the publisher of a magazine devoted to new electronic products. Carlos learns that he cannot close the sale until meeting the publisher’s circulation vice president. This sort of information would be found in the _____ that Carlos created.
A. sales call objective
B. company’s marketing plan
C. competitive portfolio
D.customer profile sheet
E. business proposition
Answer: d
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: A customer profile sheet should include as much relevant information as possible regarding the firm, the buyer, and the individuals who influence the buying decision to properly develop a customized presentation.
- Loreen sells how-to books and is going on a sales call to a local bookstore. Loreen knows the purchasing policies of the store such as who makes buying decisions. Such information can be found in Loreen’s:
A. sales call objective.
B. marketing plan.
C. competitive portfolio.
D.customer profile.
E. business proposition.
Answer: d
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: A customer profile sheet should include as much relevant information as possible regarding the firm, the buyer, and the individuals who influence the buying decision to properly develop a customized presentation.
- Reyna sells children’s encyclopedias. Before a sales call at a local bookstore, Reyna collected background information about the company and reviewed the store’s typical business terms and requirements. Reyna compiled this information in her:
A. sales call objective.
B. overall marketing plan.
C. competitive portfolio.
D. business proposition.
E.customer profile.
Answer: e
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: A customer profile sheet should include as much relevant information as possible regarding the firm, the buyer, and the individuals who influence the buying decision to properly develop a customized presentation.
- A _____ would answer questions such as “What is the buyer’s background?” and “What are the company’s purchasing policies?”
A. sales call objective
B. company’s marketing plan
C. competitive portfolio
D.customer profile
E. business proposition
Answer: d
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Remember
AACSB:
Level of Difficulty: Easy
Explanation: A customer profile sheet should include as much relevant information as possible regarding the firm, the buyer, and the individuals who influence the buying decision to properly develop a customized presentation. It should cover the buyer’s background and company policies.
- What is the primary purpose of developing a customer profile sheet?
A. Understanding the structure of the company’s buying center
B. Identifying the best strategy to use in a sales call
C. Narrowing the objective of the sales call
D.Using visual aids in a sales presentation
E. Developing rapport with the prospect
Answer: d
Learning Objective: 07-02
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Analyze
AACSB:
Level of Difficulty: Hard
Explanation: A customer profile sheet can be a guide for determining the appropriate strategy to use in contacting each customer. The salesperson should review as much relevant information as possible regarding the firm, the buyer, and individuals who influence buying decisions in order to develop a customized presentation.
89. Carl, an office supply salesperson, determined during the preapproach process that a prospect could save 25 percent yearly by purchasing a bulk order of 30 units of Carl’s general supplies kit. Carl has defined this advantage while developing a(n):
A. value analysis.
B. customer benefit plan.
C. individualized sales call objective.
D. customer profile.
E. customized marketing objective.
Answer: b
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The customer benefit plan contains the nucleus of the information used in your sales presentation and includes the features, advantages, and benefits of your product. The main reason the prospect should purchase your product is that its benefits fulfill certain needs, such as saving money on office supplies.
- Walter sells sporting goods. During sales call planning for an upcoming appointment with a prospect, Walter determines that the prospect could save 10% annually on golf balls by purchasing 50 units of Pinnacle golf balls from Walter. He has determined this advantage while developing a(n):
A. value analysis.
B.customer benefit plan.
C. individualized sales call objective.
D. customer profile.
E. customized marketing objective.
Answer: b
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The customer benefit plan contains the nucleus of the information used in your sales presentation and includes the features, advantages, and benefits of your product. The main reason the prospect should purchase your product is that its benefits fulfill certain needs, such as saving money on golf balls.
- The salesperson’s _____ contains the central information provided in the sales presentation.
A.customer benefit plan
B. sales call objective
C. customer profile
D. marketing plan
E. business proposition
Answer: a
Learning Objective: 7-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The customer benefit plan contains the nucleus of the information used in your sales presentation and includes the features, advantages, and benefits of your product. The main reason the prospect should purchase your product is that its benefits fulfill certain needs, such as saving money on golf balls.
- What is the first step in developing a customer benefit plan?
A. Establish a marketing plan
B. Creating a detailed customer profile
C. Selecting a suggested purchase order for a prospect
D. Developing a business proposition that includes a value analysis
E.Choosing the features, advantages, and benefits to present to a prospect
Answer: e
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The first step in creating a customer benefit plan is selecting the features, advantages, and benefits of your product to present to your prospect. Developing a market plan, a business proposition, and a suggested purchase order are the next three steps in the process.
- What is the second step in developing a customer benefit plan?
A. Identifying benefits
B.Creating a marketing plan
C. Establishing a sales call objective
D. Developing a business proposition
E. Customizing a purchase order plan
Answer: b
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The second step in developing a customer benefit plan is to create a marketing plan. The third step is developing a business proposition, and the fourth is developing a suggested purchase order.
- Which component of a customer benefit plan most likely includes price, percent markup, and ROI?
A. Customized marketing plan
B.Business proposition
C. Sales call objective
D. Customer profile
E. Purchase order
Answer: b
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The third step in developing a customer benefit plan involves creating a business proposition. This component includes items such as price, percent markup, forecasted profit per square foot of shelf space, return on investment, and payment plan.
- A marketing plan for a retailer should most likely include how to:
A. identify benefits.
B. utilize the SELL sequence.
C.promote a specific product. - evaluate return on investment.
E. present a customer needs analysis.
Answer: c
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: An effective marketing plan includes suggestions on how a retailer, for example, should “promote” the product through displays, advertising, proper shelf space and positioning, and pricing.
- What is the final step in developing a customer benefit plan?
A. Performing a value analysis that identifies ROI
B.Assessing the prospect’s attitude with a trial close
C. Creating an individualized sales call objective
D. Developing a suggested purchase order
E. Presenting a marketing plan
Answer: d
Learning Objective: 07-03
Topic: Strategic Customer Sales Planning—The Preapproach
Blooms: Understand
AACSB:
Level of Difficulty: Medium
Explanation: The last step in the process is developing a suggested purchase order based on a customer benefit plan. A proper presentation of your customer needs analysis and your product’s ability to fulfill these needs, along with a satisfactory business proposition and marketing plan, allows you to justify to the prospect what product and/or how much to purchase.
- Tatum is a sales representative a gourmet cookware manufacturer. Tatum’s marketing plan for a store that would be a logical retail outlet for her products should include:
A. how ultimate consumers should correctly dispose of old kitchen tools.
B. how the retailer can adopt the role of end-user.
C.how the reseller will promote the cookware once purchased.
D. the business proposition which the retailer will adhere to.
E. a purchase order based on a seller benefit plan.
