Deck 13: Service and Follow-Up for Customer Retention

Question 1

The follow-up step involves determining what else the customer can do to improve the selling process.

Answer 1

False

Question 2

The three levels of customer relationship marketing are transaction selling, relationship selling, and partnering/consultative selling.

Answer 2

True

Question 3

Follow up after the sale if for the purpose of evaluating the effectiveness of the product.

Answer 3

True

Question 4

A business friendship differs significantly from a personal friendship.

Question 5

According to the authors, many people are unsuccessful in sales because they do not have the ability to put their own needs before anyone else's interests.

Question 6

The first step of the professional sales call is to analyze the prospect's needs.

Question 7

One of the easiest things a salesperson can do is to care about customers.

Question 8

In order to satisfy customers, companies offer customer services such as warranties, credit, speedy delivery, and gift wrapping.

Question 9

A buyer and seller who are at the first stage of business friendship are called acquaintances.

Question 10

A salesperson should avoid making personal relationships with clients.

Question 11

In a relationship, trust increases and wisdom decreases over time.

Question 12

The most important ingredient in building a lasting friendship is perseverance.

Question 13

Information collected through social media platforms can be integrated with other data captured in CRM systems to assist salespeople to develop appropriate and timely responses to their customers' post-sale service needs.

Question 14

Customer service refers to the activities and programs the seller provides to make the relationship satisfying for the customer.

Question 15

The Core Principles of Professional Selling support the belief that service and follow-up after the sale show that the salesperson really cares about customers.

Question 16

After Helen, a realtor, closes a sale on a house, she usually calls her customers the following week to find out if they are pleased with their new home. This is an example of transaction selling.

Question 17

Service quality is not determined by customer expectations but on organizational metrics.

Question 18

Satisfied customers can help salespeople in making new sales.

Question 19

Building a lasting business friendship based on mutual trust typically takes time.

Question 20

Companies use products, prices, and service to facilitate relationship marketing.

Question 21

Service is the next to last step of the selling process.

Question 22

A salesperson may use the sales technology to track a customer's inbound calls that ask for support and thus help resolve a service issue.

Question 23

A professional salesperson will wait a couple of days before handling any customer complaint, because customer complaints often become less significant with the passage of time.

Question 24

A salesperson gains wisdom by trusting others and learning from mistakes.

Question 25

Account penetration is defined as obtaining maximum sales from an account or a prospect.

Question 26

Caring for people is the beginning of sales wisdom.

Question 27

Distribution of the number of products in a product line can determine the extent of account penetration.

Question 28

Salespeople can convert follow-up and service situations into sales.

Question 29

Customers often visit social media platforms such as Facebook and LinkedIn to post their grievances and expect the selling organizations to respond quickly.

Question 30

The customer should be given the benefit of doubt even if the salesperson feels that the customer is dishonest.

Question 31

If a salesperson sincerely wants to establish a caring relationship with a potential key account, the salesperson should:

A) view the selling process as continuous.
B) engage in transaction selling.
C) assume the selling process has a distinct beginning and ending.
D) internalize the buyer's organizational culture.
E) engage in relationship transformation selling.

Question 32

The most productive number of calls to make on an account is reached when additional calls do not lead to additional sales.

Question 33

Which of the following is most likely NOT an example of the follow-up step of the selling process?

A) A salesperson evaluating the effectiveness of a product after the sale.
B) A salesperson calling a prospect for a buying decision about a product.
C) A salesperson conducting a customer satisfaction survey 3 months after the sale.
D) A salesperson addressing a customer complaint immediately and appropriately.
E) A salesperson sending a thank-you note to a customer for a recent product purchase.

Question 34

By sending greeting cards, the salesperson shows his appreciation for the customer's business.

Question 35

A salesperson who wants to build a caring relationship with a potential key account has analyzed the customers' needs and explained product benefits. Next, the salesperson should:

A) provide follow-up service.
B) develop an account penetration program.
C) gain a commitment to buy.
D) wait for the buyer to close the sale.
E) look for other needs to analyze.

Question 36

According to the text, wisdom and knowledge are synonyms.

Question 37

If a salesperson learns that a customer has been lost to a competitor, it is best to visit the customer and discuss the serious mistake that has been made.

Question 38

According to the text, the development of a strong relationship between the salesperson and the prospect begins:

A) with the follow-up.
B) when the salesperson analyzes the customer's needs.
C) when the first order is placed.
D) when all objections have been handled.
E) when the customer is presented with product benefits.

Question 39

Account penetration refers to the ability to work and contact people throughout the account to discuss your product.

Question 40

The more a salesperson penetrates an account the greater the chances of maximizing sales within the account.

Question 41

Sam Utley drives to a local convenience store to purchase milk. The store that sells milk to Utley most likely engages in ________ selling.

A) benefit
B) relationship
C) partnership
D) transformational
E) transaction

Question 42

Rick Lee, a milk deliveryman in New York, delivers dairy products to 200 customers weekly. The quality of the service Rick provides to his customers is based on customer expectations. All of the following determine the expectations of Rick's customers EXCEPT:

A) customer needs for fresh milk delivered weekly.
B) customer experiences with milk from a grocery store.
C) Rick's ability to provide the anticipated dairy products.
D) word-of-mouth comments about Rick's product and service.
E) changing shifts in demand for local produce and dairy products.

Question 43

A good relationship with the client can be maintained if the:

A) client takes full control.
B) client outdoes the salesperson.
C) salesperson outdoes the client.
D) salesperson changes the client's mind on issues.
E) roles and expectations of each person are defined.

Question 44

When the salesperson sells to customers and does not contact them again, the process is known as:

A) follow up.
B) transaction selling.
C) transfer selling.
D) relationship selling.
E) technology selling.

Question 45

A seller who seeks to determine if a customer is satisfied and has future needs is most likely engaged in:

A) customer satisfaction.
B) transaction selling.
C) transfer pricing.
D) relationship selling.
E) technology selling.

Question 46

Anita Ramirez, a florist, sends e-mails to customers to make sure that the flowers they ordered were fresh and delivered on time. Anita is most likely engaging in:

A) transaction selling.
B) Partnership/consultative selling.
C) relationship selling.
D) strategic marketing.
E) benefit marketing.

Question 47

Stephen, a senior salesperson of a software firm, is calling on an acquaintance, the CEO of a manufacturing firm. During the sales call, Stephen should most likely avoid:

A) mentioning his family life.
B) summarizing the CEOs comments.
C) making eye contact with the CEO.
D) invalidating the CEO's opinions.
E) exhibiting knowledge of his product.

Question 48

What is the most basic level of customer relationship marketing?

A) Transaction selling
B) Relationship selling
C) Account selling
D) Networking
E) Partnering/consultative selling

Question 49

The third level of relationship in a business friendship is:

A) intimate friendship.
B) strategic alliance.
C) joint venture.
D) reciprocal alliance.
E) companionship.

Question 50

The first level of relationship in a business friendship is:

A) associates.
B) confidantes.
C) companions.
D) acquaintances.
E) adversaries.

Question 51

The second level of relationship in a business friendship is:

A) colleagues.
B) comrades.
C) companions.
D) friends.
E) associates.

Question 52

________ are people whose names you know, whom you see occasionally and of whom you may know little about even if you've known them for a long time.

A) Intimate friends
B) Strategic alliances
C) Friends
D) Acquaintances
E) Companions

Question 53

________ refers to the activities and programs provided by the seller to make the relationship satisfying for the customer.

A) Customer service
B) Customer satisfaction
C) Transaction selling
D) Transfer pricing
E) Marketing mix

Question 54

As friends become intimate friends, all of the following happen EXCEPT:

A) acknowledgement.
B) suppression.
C) self-disclosure.
D) communication.
E) attentiveness.

Question 55

The relationship between a salesperson and a client that revolves around business-related issues is referred to as a:

A) sales team.
B) buying center.
C) business friendship.
D) reciprocal relationship.
E) partnering opportunity.

Question 56

Which type of relationship involves a medium degree of trust and wisdom?

A) Formal contacts
B) Intimate friends
C) Friends
D) Acquaintances
E) Associates

Question 57

Which of the following is LEAST likely an example of customer service?

A) Five-year warranty
B) Next-day delivery
C) Free gift wrapping
D) Wholesale price
E) Covered parking

Question 58

As a relationship grows:

A) trust increases and wisdom decreases.
B) trust decreases and wisdom increases.
C) trust and wisdom increase.
D) trust and wisdom decrease.
E) trust and wisdom remain the same.

Question 59

Which of the following statements about a friendship is most likely true?

A) Business friendship revolves around business related issues.
B) The nature of business friendship is different from personal friendship.
C) A close friendship with a client is considered unethical and unprofessional.
D) Maintaining a casual relationship with the customer is not recommended.
E) Business friendship cannot be built in the same way one builds personal friendship.

Question 60

Hank Farren is a salesperson at Outdoor World. He uses his time when there are no customers in the store to telephone people who have purchased camping, hunting, and fishing equipment from him recently to determine if they are satisfied and have future needs. This is an example of ________ selling.

A) benefit
B) relationship
C) partnership
D) involved
E) transaction

Question 61

________ marketing is based on the idea that important customers require constant attention.

A) Transaction
B) Relationship
C) Quality
D) Transformational
E) Partnership

Question 62

When determining how frequently to call a customer, a salesperson should primarily base the decision on the relationship between sales volume and sales calls, which is known as the:

A) prospecting component.
B) sales investment factor.
C) account penetration.
D) response function.
E) opportunity cost.

Question 63

Which of the following measures is NOT used to determine how well a salesperson has penetrated an account?

A) Number of referrals earned from the account
B) Product distribution within the account
C) Sales growth in the account
D) Advertising activity
E) Allotted shelf space

Question 64

The amount of sales time a salesperson should spend with an account should be determined by:

A) the strength of relationship with the client.
B) the time required to travel to the customer's place.
C) the value of the business from the account.
D) the number of years the account has been a customer.
E) the similarity of the customer's needs with those of other accounts.

Question 65

A salesperson should consider ________ when determining how often to call on an account.

A) present and potential sales to the account
B) the gender and age of the customer
C) number of employees in the organization
D) the account's mission statement
E) the company's revenue figures for the previous year

Question 66

Hughes Browning sells a waste disposal system that is used in hospitals, nursing homes, and places where the transfer of bodily fluids is a concern. Hughes maintains contact with different levels of people in his customer's business and discusses the product with all of them. This behavior of Hughes can be termed as:

A) total account management.
B) total sales management.
C) account penetration.
D) contact management.
E) supply chain management.

Question 67

Charles Landon sells software to large manufacturing firms. He strives to convert prospects into customers. After customers have purchased from Charles, what is the LEAST likely action he should take if he wants to ensure future sales?

A) Keeping service promises
B) Increasing account penetration
C) Contacting the account regularly
D) Asking about the prices offered by competitors
E) Providing the customer with problem-solving ideas

Question 68

The most productive number of sales calls to make on a customer has been reached when:

A) additional calls do not result in additional sales.
B) demand equals supply.
C) the customer has purchased a product.
D) the salesperson is working five full days per week.
E) the total cost of sales calls equals the value of the business from that customer.

Question 69

When a seller works continually to improve a customer's operations, sales, and profits, that seller is practicing which level of relationship marketing?

A) Benefit selling
B) Alliance selling
C) Partnering/consultative selling
D) Involvement selling
E) Transaction selling

Question 70

________ refers to a salesperson's ability to contact people throughout an account to discuss a product.

A) Order taking
B) Sales power
C) Order getting
D) Missionary work
E) Account penetration

Question 71

All of the following represent the best practices to excellent post-sales service EXCEPT:

A) Understand the policies of the buying firm.
B) Coordinate the needed resources (within the salesperson's firm) to enable excellent execution.
C) Continually learn about the customer's business.
D) Avoid any communication related to changes to product, pricing, delivery, etc.
E) Follow-up with the buyer.

Question 72

A photocopier salesperson is trying to determine how often he should call on a new account in order to provide proper service. He most likely has to consider all of the following EXCEPT:

A) present and potential sales.
B) servicing needs of purchased products.
C) number of product lines sold to the account.
D) number of orders expected annually from the account.
E) the necessity and cost of overnight travel to visit the account.

Question 73

Which step in relationship selling is critical in confirming that a customer is satisfied?

A) Follow-up
B) Prospecting
C) Presentation
D) Objection handling
E) Close

Question 74

Customer satisfaction refers to:

A) the total shopping experience.
B) a feeling towards the purchase.
C) an expectation about the product.
D) activities intended to retain buyers.
E) marketing experiences prior to purchase.

Question 75

Peter is a sales engineer of Turner Associates, a machine tool manufacturer. During his routine visit to a customer's house, Peter finds out that the customer has a fresh requirement for two lathe machines. According to the text, Peter should move back to the ________ stage in relationship selling for the new machines.

A) approach
B) presentation
C) trial close
D) close
E) preapproach

Question 76

Customer relationship marketing is the key to:

A) long-term strategic planning.
B) organizational development.
C) upholding warranties.
D) retaining customers.
E) delivering products.

Question 77

What is exhibited by a salesperson who handles customer complaints promptly?

A) Organizational skills
B) Schedule flexibility
C) Business friendship
D) Care for the customer
E) Desire for account penetration

Question 78

Perceived purchase satisfaction is:

A) the salesperson's product perception.
B) a positive feeling towards the product.
C) based on actual product performance and customer service.
D) the difference between product expectation and actual experience.
E) the expected satisfaction level of a product at a particular design stage.

Question 79

What are the elements of the circular relationship in managing a sales call?

A) Preapproach, presentation, and close.
B) Approach, presentation, and close.
C) Planning, implementation, and documentation.
D) Planning, implementation, and evaluation.
E) Presentation, close, and follow up.

Question 80

Successful account penetration:

A) requires a salesperson to develop a third level business friendship with all members of the buying center.
B) makes gatekeepers and influencers nonessential members of the buying center.
C) can only occur with new-task buying.
D) is derived from the salesperson's ability to work and contact people throughout an account.
E) relies on team selling.