File: Ch05, Chapter 5: Customer Interaction Management

True/False

1. Overcoming buying concerns is the first step in the personal selling process.

Ans: False
Response: See page 142

4. “Benefitizing” in a sales presentation refers to the practice of translating features of a

product into benefits believed to be of value to the customer.

Ans: True
Response: See page 132

6. The standardized type of sales presentation can be especially useful for new
salespeople.

Ans: True
Response: See page 132

8. The problem-solution model of selling is based on the notion that onoly certain
customers will and should buy your product or service.

Ans: True
Response: See page 133

9. Pre call planning should be used to help collect your thoughts and organize your
sales strategy prior to meeting the buyer face to face.

Ans: True
Response: See page 134

10. “What is the size of the customer’s business?” is a question that should be
answered in the transactional stage of the selling process.

Ans: False
Response: See page 146
11. According to the findings of a study comparing successful with less successful
salespeople, successful people will open the selling process by focusing on product
benefits.

Ans: False
Response: See page 135

12. According to one study of successful and less successful salespeople, successful
people typically open the selling process by asking questions.

Ans: True
Response: See page 135

13. Salespeople should anticipate possible customer concerns that may arise during a
sales call and prepare strategies to address them.

Ans: True
Response: See page 136

14. Compared to less successful salespeople, very successful salespeople are more
likely to use referrals from present customers to identify prospects.

Ans: True
Response: See page 135

15. The most difficult sales approach occurs when the sales call is the first meeting with
the prospect and there has been no prior attempt to communicate with the buyer.

Ans: True
Response: See page 137

16. Telephoning for an appointment is an example of pre-call planning.

Ans: Fal
17. Salespeople are well advised to keep e-mail messages brief.

Ans: True
Response: See page 137

18. Relating skills refer to both gaining an audience with the buyer and establishing
rapport.

Ans: False
Response: See page 137-139

19. It is true that the first few minutes of your sales call are often the most important.

Ans: True
Response: See page 138

20. Demonstrating competence at your job is one method of reducing relationship

anxiety with a buyer.

Ans: True
Response: See page 139

21. When engaging in an enterprise type customer relationship, it is typical for 80% or
more of the selling time to focus on needs discovery.

Ans: True
Response: See page 140

22. As a rule, customers do not buy products or services, they buy a set of benefits
that address their problems.

Ans: True
Response: See page 139

23. It is usually necessary to establish rapport prior to engaging in customer needs

analysis.

Ans: True
Response: See page 139
24. Research has shown that there is no relationship between the number of needs a
salesperson uncovers and selling success.

Ans: False
Response: See page 140

25. “Recognition by one’s boss” is an example of a task motive for making a purchase
decision.

Ans: False
Response: See page 141

26. “Recognition by one’s boss” is an example of a personal motive for making a

purchase decision.

Ans: True
Response: See page 142-143

27. The primary objective of a sales presentation is to convince the customer of the
superiority of your product compared to your competitor’s product.

Ans: False
Response: See page 143

28. Voicing product concerns often indicates that a potential customer does not have
sufficient information from which to make a purchasing decision.

Ans: True
Response: See page 144

29. Research indicates that customers generally express at least 50% more buying
concerns in successful sales calls, than in failed calls.
Ans: True
Response: See page 144

30. The first step when handling buyer concerns is to list options and solutions.

Ans: False
Response: See page 145

31. Most buyers volunteer to buy without the salesperson needing to explicitly ask for
the order.

Ans: False
Response: See page 145

32. Many salespeople are reluctant to close — the major reason being fear of rejection.

Ans: True
Response: See page 145

33. The best advice about when to close is to close early and decisively.

Ans: False
Response: See page 145-146

34. Successful salespeople expect to close a sales call only once.

Ans: False
Response: See page 145

35. If during a sales presentation for industrial canning equipment you ask the
prospective buyer, "Do you prefer the added labeling equipment or the automated lid
cleaners?" and she replies, "The labels." You would then most likely move directly to
the final close.
Ans: True
Response: See page 145

36. The quality of service following a sale is rated by CEOs as one of the most
important contributors to a firm’s profit and growth

Ans: True
Response: See page 147

37. The salesperson should learn to follow up on everything that she/he requests
others in the company do for the customer.

Ans: True
Response: See page 147-148

Multiple Choice

38. Which of the following skills are used in the post-interaction phase of the selling
process?

a. relating to the client

b. dealing with dissatisfaction
c. advocating a solution
d. needs discovery
e. all of the above

Ans: b
Response: See page 148

39. Which of the following skills are used in the interaction phase of the selling
process?

a. needs discovery
b. dealing with dissatisfaction
c. advocating a solution
d. a and c only
 e. all of the above

Ans: d
Response: See page 132

40. When a sales force gives the same basic sales presentation to every prospect, this
is probably an example of a ___________ selling model.

a. needs-discovery
b. needs-satisfaction
c. standardized
d. stimulous-response
e. problem-solution

Ans: d
Response: See page 133

41. Most door-to-door direct marketing firms use which sales presentation process?

a. standardized presentation
b. problem solution
c. needs satisfaction
d. affective response
e. both a and d above

Ans: a
Response: See page 132

42. Most encyclopedia companies have their sales representatives use a prepared flip
chart notebook and examples of their books during a sales presentation. Which type of
selling method is this?

a. needs satisfaction
b. problem solution
c. standardized presentation
d. both a and c above
e. none of the above

Ans: c
Response: See page 132
43. EDS often must conduct a six month or longer indepth investigation of a company’s
information needs before presenting a proposal to address the customer’s needs. EDS’
sales force most likely utilizes which selling model?

a. standardized selling model.

b. stimulus-response selling model.
c. need-satisfaction selling model.
d. problem-solution selling model.
e. both c and d above.

Ans: d
Response: See page 133

44. All the following are examples of appropriate client actions that salespeople may
wish to accomplish when making a sales call, except:

a. agree to meet again for lunch.

b. arrange a future meeting with a previously uncontacted key buying influence.
c. get a purchase order number.
d. agree to supply information on historical inventory levels.
e. all of the above are good examples of such actions

Ans: a
Response: See page 135

45. Before meeting with a prospect, which of the following may be an important source
of information:

a. the prospect's business facilities.

b. other salespeople.
c. current customers.
d. the internet
e. all of the above

Ans: e
Response: See page 135
46. Establishing rapport with the buyers is most directly related to:

a. the sales person’s closing technique.

b. the salesperson's introductory comments to the buyer.
c. the salesperson’s follow-up servicing.
d. the salesperson’s attention to detail.
e. the salesperson’s ability to address important buyer concerns.

Ans: b
Response: See page 138

47. Once a salesperson gains entry to a prospect's office, the first thing he or she
should do is:

a. hand a business card to the prospect.

b. open with chit-chat.
c. introduce him or herself.
d. both a and c of the above.
e. all of the above

Ans: d
Response: See page 138

48. Which of the following is not necessarily a good means for reducing relationship
anxiety early in the sales call:

a. not smoking in front of the buyer.

b. demonstrating confidence.
c. talking about sports.
d. revealing the purpose of the sales call and its benefits.
e. none of the above.

49. In the selling process, which of the following activities would occur first (before all
the others):

a. answering objections.
b. determining customer needs.
c. delivering a sales presentation.
d. closing the sale.

Ans: b
Response: See page 140
51. Common task motives for buying include:

a. better quality.
b. less output.
c. greater costs.
d. less profit.
e. more effort.

Ans: a
Response: See page 140

53. "May I ask you a few questions about your current manufacturing processes?" is an
example of a:

a. permission question.
b. fact-finding question.
c. feeling-finding question.
d. checking question.
e. could be considered any of the above.

Ans: a
Response: See page 142

54. "How do you feel about the delivery performance of your current supplier?" is an
example of a:

a. permission question.
b. fact-finding question.
c. feeling-finding question.
d. checking question.
e. reaction question.

Ans: c
Response: See page 142

55. "Who is your current supplier of gaskets?" is an example of a:

 a. permission question.
b. fact-finding question.
c. feeling-finding question.
d. checking question.
e. reaction question.

Ans: b
Response: See page 142

56. The question "Who is your current waste disposal contractor?" is an example of a
question.

a. feeling-finding
b. permission
c. open-ended
d. fact-finding
e. checking

Ans: d
Response: See page 142

57. The question "How are the new EPA regulations affecting your purchases of air
filtering equipment?" is an example of a discovery question.

a. close-ended
b. permission
c. problem
d. checking
e. open-ended

Ans: e
Response: See page 142

58. The main objective of a salesperson's formal presentation is:

a. to explain how the salesperson's product meets the special needs of the
customer.
b. establishing rapport with the customer.
c. to minimize all other competitive products on the market.
d. to handle concerns effectively.
 e. none of the above.

Ans: a
Response: See page 143

60. Presenting what you perceive to be a solution for a customer’s problem before the
customer is ready to make a purchase decision, is most likely to jeopardize the sale in
which of the following types of relationships

a. transactional
b. consultative
c. enterprise
d. only b and c above
e. a, b, and c above

Ans: d
Response: See page 144

70. Written sales proposals should discuss which of the following?

a. reasons for changing something

b. the incentives for changing
c. confirm the confidence to invest in a solution
d. lay out the solution
e. all of the above

Ans: e
Response: See page 143-144

71. Written sales proposals have the following advantage:

a. less chance of misunderstanding because both parties do not have to rely on

memory.
b. improve communication to buying or executive committees.
c. durability that allows multiple readings and evaluations.
d. both a and b above.
e. all of the above.

Ans: e
Response: See page 143-144
72. Written sales proposals have all of the following advantages over oral sales
proposals except:

a. they often help buyer-seller communications.

b. they may be read and evaluated over time.
c. they are less expensive and quicker to prepare.
d. they lessen the chance of misunderstandings.
e. all of the above are advantages of written sales proposals.

Ans: c
Response: See page 143-144

73. Buyer concerns should be viewed as:

a. an opportunity.
b. a hurdle.
c. a dumb comment by the buyer.
d. a definite “no”.
e. none of the above.

Ans: a
Response: See page 144

74. According to Wilson Learning Corporation’s process for addressing customer

concerns, what is the first thing you should do after listening to a client’s concern?

a. clarify the real issue

b. problem solve
c. determine if the concern is real
d. present alternative solutions
e. none of the above

Ans: e
Response: See page 144

75. The Wilson Learning Corporation’s method for handling objections involves which
of the following steps?
 a. clarifying the real issue with questions
b. asking for action to determine the buyer’s commitment
c. listening to the buyer's feelings
d. both a and c of the above
e. all of the above

Ans: e
Response: See page 144

76. According to Wilson Learning Corporation’s process for addressing customer

concerns, what is the first thing you should do after listening to a client’s concern?

a. share the concern with the buyer

b. clarify the real issue
c. problem solve
d. present alternative solutions
e. none of the above

Ans: a
Response: See page 144

77. What is the major reason salespeople are so hesitant to close a sale?

a. loss of friendship
b. fear of success
c. fear of rejection
d. too much follow-up work
e. fear of upsetting the buyer

Ans: c
Response: See page 145

78. "Would you prefer to buy the standard or premium model?" is an example of which
closing technique:

a. alternative choice.
b. summary close.
c. assertive close.
d. assumptive close.
e. none of the above.
Ans: a

79. the post-interaction phase of the selling process includes:

a. reducing post-purchase anxiety.

b. making sure the order is delivered on time and the customer is satisfied.
c. cross-selling and up-selling.
d. both a and b above.
e. all the above.

Ans: e
Response: See page 147

80. Which of the following statement(s) is(are) true about follow-up activities?

a. The salesperson must follow up on everything that he or she requests others to

do for the customer.
b. Written requests are sufficient to ensure that the requests are handled properly.
c. Even when a sales call is unsuccessful, a salesperson should write down what
he or she has learned.
d. both a and c of the above.
e. none of the above.

Ans: d
Response: See page 147,148