Name _______________________________________________ Date________________ Period __________

CHAPTER

20 Personal Selling
Part 1: Content Review
Matching
Write the letter for the correct term for each defi
fi nition on the line provided.
c
________ 1. Moment when a customer agrees to buy a product. Terms
j
________ 2. Technique of showing products that are different
ff from the A. approach
originally requested product. B. business-to-business
a
________ 3. First in-person contact a salesperson makes with a potential (B2B) selling
customer. C. close
f
________ 4. Method of showing the major selling features of a product and D. customer-service
how it benefits
fi the customer. mindset
e
________ 5. Employees who assist customers, take orders, or answer ques-
E. customer support
team
tions coming into the company via phone or website.
i F. feature-benefifit selling
________ 6. Focuses on building long-term relationships with customers.
G. lead
b
________ 7. Business selling to another business.
H. preapproach
g
________ 8. Potential customer. I. relationship selling
h
________ 9. Consists of tasks performed before contact is made with a J. substitute selling
customer.
d
________ 10. Attitude that customer satisfaction always comes fi
first.

Completion
Fill in the blanks with the term that best completes each sentence.
Terms
business-to-consumer (B2C) customer service service approach
selling excuse suggestion selling
buying signal greeting approach visual aid
call center merchandise approach
greeting approach
1. The ______________________________ is a friendly welcome to the store or department.
excuse
2. A personal reason not to buy is a(n) ______________________________.
suggestion selling
3. ______________________________ involves recommending additional items to go with merchandise
requested by a customer.
visual aid
4. An object that is used to clarify an idea, concept, or process is a(n) ______________________________.
service approach
5. The ______________________________ starts with the phrase, “May I help you?”
Copyright Goodheart-Willcox Co., Inc.
May not be reproduced or posted to a publicly accessible website. 173
174 Marketing Dynamics

business-to-consumer selling
6. Selling to consumers is ______________________________.
call center
7. A(n) ______________________________ is an offi
ffice set up for the purpose of receiving and making
customer calls for an organization.
8. The way in which a business provides services before, during, and after a purchase is
customer service
______________________________.
9. A verbal or nonverbal sign that a customer is ready to purchase is a(n)
buying signal
______________________________.
merchandise approach
10. The ______________________________ is a conversation that starts with a comment about the product.

True or False
Decide whether each statement is true or false. If the statement is true, write Truee on the line pro-
vided. If the statement is false, write Falsee and rewrite the statement to make it true.
1. As with other components of promotion, selling applies the sales concept of customer satisfaction.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
2. People do not like personal contact when making a buying decision.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
3. The term B2B saless includes governmental and institutional sales.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
4. Retail is a typical example of B2B sales.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
5. In some situations, sales training may not be sufficient
ffi to prepare a person to sell.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
6. Identifying sales leads is used most often in B2C sales.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
7. Calling on people who are not interested in buying a product may not be a productive use of time.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
8. Calling customers by name when they enter a store is especially effective
ff because it makes that
person feel important.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________

Copyright Goodheart-Willcox Co., Inc.

May not be reproduced or posted to a publicly accessible website.
Chapter 20 Personal Selling 175
Name _______________________________________________
9. It is important to not pressure the customer into buying something he or she does not really want.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
10. Receiving information from the customer is not as important as giving information to them.
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________

Part 2: Concept Review

Observation
Read the following five scenarios from a busy shopping mall. Then, using complete sentences,
answer the questions that follow.
1. A young woman chats on her cell phone as she strolls through the Cruise Wear department of a
clothing store. She idly sorts through the clothing racks, occasionally holding up an item, all the
while laughing and talking. If you were the salesperson, how would you approach this customer?
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
2. A middle-aged woman briskly walks in the store followed by a slower-moving man of similar age.
When they reach the Special Occasion Dresses department, he sits down heavily in a chair and sighs
as she starts looking through the dresses. If you were the salesperson, how would you approach
these customers?
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
3. A woman in her thirties pushes two small children in a stroller. She looks at crystal vases, silver
bowls, and candlesticks. She moves quickly, but sometimes stops to check a price. If you were the
salesperson, how would you approach this customer?
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
Copyright Goodheart-Willcox Co., Inc.
May not be reproduced or posted to a publicly accessible website.
176 Marketing Dynamics

4. An elderly man walks wearily but directly to the area where suitcases are displayed. He looks at the
suitcases for a while, reading the tags and lifting the pieces. Then he stands there, looking over each
piece of luggage. If you were the salesperson, how would you approach this customer?
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
5. Four teenage boys are examining the high-end sports equipment bags. They are all wearing
matching sweatshirts with the name of the local high school and a number on the back. If you were
the salesperson, how would you approach these customers?
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________

Part 3: Marketing Math

Commission
Many sales careers offer
ff a commission as a means of compensation. Commission is payment based
on a percentage of sales. Real estate agents, car salespersons, and insurance agents are often paid on
commission. Straight commission is a job for which the commission is the only pay that the person
earns. The other type is commission with base pay. In this type of compensation, the person earns a sal-
ary or hourly wage plus commission on sales made.
Real estate agents are usually paid on straight commission. The typical commission for a real estate
agent is between 2 and 6 percent. The following chart shows the selling prices of several houses plus
several diff
fferent rates of commission that an agent might earn. Complete the chart by calculating the
commission for each property at each commission rate.
Real Estate Commissions ($)
Property
Selling Price ($) 2% 3% 4% 5% 6%

50,000 1000 1500 2000 2500 3000

75,000 1500 2250 3000 3750 4500

150,000 3000 4500 6000 7500 9000

200,000 4000 6000 8000 10000 12000

250,000 5000 7500 10000 12500 15000

299,000 5980 8970 11960 14950 17940

314,500 6290 9435 12580 15725 18870

379,000 7580 11370 15160 18950 22740

399,000 7980 11970 15960 19950 23940

450,000 9000 13500 18000 22500 27000

Copyright Goodheart-Willcox Co., Inc.

May not be reproduced or posted to a publicly accessible website.
Chapter 20 Personal Selling 177
Name _______________________________________________

Part 4: Be Your Own Leader

Learn from Others
Leaders are always learning, evaluating what they know, and thinking about what they need to
learn. Think about what you have learned about leadership in this class, in outside activities, and
through your work. Answer the questions that follow to help continue to guide you in your learning. An
example is provided.
A. What I know about leadership: Diff
fferent leadership styles are needed in diff
fferent situations.
B. What I need to know about leadership: I’m not sure when to use each style and in which situation.
C. Where I can learn what I need to know about leadership: Take the ethical leadership course offered
ff
next year.
D. Who can help me learn what I need to know: Talk to my instructor about when s/he uses each style.
1. A. What I know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
B. What I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
C. Where I can learn what I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
D. Who can help me learn what I need to know:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
2. A. What I know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
B. What I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
C. Where I can learn what I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
D. Who can help me learn what I need to know:
__________________________________________________________________________________________________
__________________________________________________________________________________________________

Copyright Goodheart-Willcox Co., Inc.

May not be reproduced or posted to a publicly accessible website.
178 Marketing Dynamics

3. A. What I know about leadership:

__________________________________________________________________________________________________
__________________________________________________________________________________________________
B. What I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
C. Where I can learn what I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
D. Who can help me learn what I need to know:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
4. A. What I know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
B. What I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
C. Where I can learn what I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
D. Who can help me learn what I need to know:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
5. A. What I know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
B. What I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
C. Where I can learn what I need to know about leadership:
__________________________________________________________________________________________________
__________________________________________________________________________________________________
D. Who can help me learn what I need to know:
__________________________________________________________________________________________________
__________________________________________________________________________________________________

Copyright Goodheart-Willcox Co., Inc.

May not be reproduced or posted to a publicly accessible website.