Deck 12: Creating Value With the Consultative Presentation

Question 1

Mario Cortez is preparing a sales presentation for a buying team made up of health care personnel.It is most important that he:

A) recognize that printed documents provide the only credible form of proof for the audience
B) understand that communication via the spoken word alone is very difficult
C) conduct the demonstration at a neutral location
D) develop a highly structured demonstration to save time
E) save all the questions for the end of the presentation

Answer 1

B

Question 2

As the quality of audiovisual presentations improves,the salesperson's importance will diminish.

Answer 2

False

Question 3

Some of the most effective sales presentations combine telling,showing,and involvement of the prospect.

Answer 3

True

Question 4

When prospects participate in a sales presentation,they most likely:

A) bond with the salesperson
B) ask more summative questions
C) understand the product better
D) use more nonverbal communication
E) talk more often than the salesperson

Question 5

An effective sales presentation involves showing the prospect how the product fills specific needs.

Question 6

Most prospects are willing and eager to participate in a presentation held off premises.

Question 7

Overstructured sales presentations may cause a customer to feel like a number.

Question 8

In some cases,it is not practical to demonstrate the product itself.

Question 9

Letters from satisfied customers are ineffective sales tools.

Question 10

Rehearsal of a sales presentation is not important if the presentation is well planned.

Question 11

Which of the following is an accurate statement regarding the sales presentation?

A) It is best to communicate all you know about the product.
B) The location of the sales presentation is an irrelevant factor.
C) Each product feature is of equal importance to every customer.
D) Appealing to the prospect's senses makes the sales presentation more powerful.
E) A sales presentation that does not use technology is not likely to be successful.

Question 12

Since graphs are usually quite descriptive,no interpretation is necessary for the prospect to understand the material.

Question 13

There are several different types of presentations,and the salesperson should choose the one most likely to influence the prospect.

Question 14

It is almost impossible for clients to understand some products without a well-planned presentation.

Question 15

The components of a typical presentation worksheet are the features to be demonstrated,proof device to be used,what you will say,and:

A) when to ask for the close
B) when you will involve the prospect
C) when you will show and tell
D) what the customer is likely to say
E) what you or the customer will do

Question 16

When a prospect simply cannot imagine how a product can be used,a salesperson's best strategy is to:

A) use a product demonstration
B) convert features to benefits
C) cover one idea at a time
D) appeal to more than one sense
E) use more technical terms

Question 17

A working model can be a satisfactory substitute for demonstrating the product itself.

Question 18

The salesperson should personally inspect all equipment and products before a sales presentation to ensure everything is working properly.

Question 19

Sight is considered the most powerful attention-attracting sense; therefore,it is the most important motivating force in every selling situation.

Question 20

A need-satisfaction question can help move the sale forward.

Question 21

Technical reports,company-prepared sales literature,and writer testimonials from customers are most likely provided in ________ presentations.

A) value
B) sensory
C) reminder
D) persuasive
E) informative

Question 22

The primary goal of a ________ presentation strategy is to influence the prospect's beliefs,attitudes,or behavior and to encourage buyer action.

A) value
B) sensory
C) reminder
D) persuasive
E) informative

Question 23

Which of the following is a characteristic of technical communication?

A) influence-driven
B) benefit emphasis
C) emotional
D) subjective
E) objective

Question 24

Which of the following statements concerning laptop computers is true?

A) Laptop computers cannot access crucial systems remotely.
B) Laptops require salespeople to use strict scripts instead of customized demos.
C) Most salespeople use laptops during sales presentations.
D) Smartphones have replaced the use of laptops in sales presentations.
E) Presentation tools such as PowerPoint presentations rarely run well on laptops.

Question 25

PowerPoint enables salespeople to provide customers with:

A) product brochures
B) interactive demonstrations
C) numerous product samples
D) professional-looking presentations
E) valid and reliable research summaries

Question 26

If a salesperson was attempting to develop a feeling of ownership in a prospect shopping for a diamond ring,the salesperson should most likely:

A) explain the concept of the four C's in terms of diamonds
B) explain the store's installment payment plan for jewelry
C) lay the ring on black velvet to enhance its brilliance
D) inform the customer of the gem's clarity
E) encourage the customer to try on the ring

Question 27

Which type of sales presentation would most likely occur after a sale to ensure that current customers are aware of a firm's services and additional product offerings?

A) persuasive
B) reminder
C) informative
D) interactive
E) canned

Question 28

Statements,reports,testimonials,customer data,and photographs are all examples of:

A) proof devices
B) presentation software
C) PowerPoint slides
D) product literature
E) presentation strategies

Question 29

Which of the following statements regarding audiovisual presentations is true?

A) Focus your presentation on the features that have the greatest "wow factor."
B) At the conclusion of the presentation, persuade the prospect to buy.
C) Show the entire presentation and then answer questions.
D) Be sure the prospect knows the purpose of the presentation.
E) Avoid previewing the material which ruins the surprise factor.

Question 30

Jeremiah knows that it is possible to prepare a sales demonstration that is so structured and mechanical that the prospect feels like a number.Marketing people refer to this as what effect of the selling-buying process?

A) depersonalization
B) personalization
C) focalization
D) massification
E) concentration

Question 31

Paolo Rodrigues is a sales rep employed by Montano Travel Services.He is preparing to demonstrate a very complex computerized reservation system at a meeting with a corporate client.Which of the following guidelines would be most helpful as Paolo conducts the demonstration?

A) Use showmanship to build product interest.
B) Use a portfolio to organize the key sales goals.
C) Offer one idea at a time with an appropriate amount of detail.
D) Be sure the sales demonstration gives the prospect a temporary feeling of ownership.
E) Use the customer's own computer and equipment to demonstrate the product's features.

Question 32

Web-based demonstrations can be an effective way to present when it is:

A) imperative that a customer see a full product demonstration
B) important to meet face-to-face
C) important to impress the buyer with technology
D) necessary to provide factual data and research
E) impossible or expensive to present in person

Question 33

The best selling tool is most often:

A) the product
B) a photograph or illustration
C) testimonials of satisfied customers
D) videocassette recordings
E) a referral

Question 34

Which term refers to a communication process by which you motivate someone else to voluntarily do something you'd like them to do?

A) persuasion
B) rhetoric
C) articulation
D) negotiation
E) enunciation

Question 35

Test results are most effective as a demonstration tool when they:

A) are part of a bound paper presentation
B) come from a respected independent agency
C) have been presented to the prospect in a spreadsheet or chart
D) demonstrate that the product is superior to the competition
E) have been sponsored by the vendor

Question 36

An effective sales demonstration is the result of both:

A) showmanship and visual stimulation
B) timeliness and talent
C) confidence and congeniality
D) planning and practice
E) personality and skills

Question 37

Which type of sales presentation is built around a standard set of steps and tends to ignore the unique needs of each customer?

A) persuasive
B) reminder
C) informative
D) consultative
E) canned

Question 38

When using graphs and charts,the salesperson should most likely:

A) assume the customer will understand them
B) move past them quickly
C) interpret them for the customer
D) assume the customer will read them after the presentation
E) bring only one or two hard copies, even when presenting for a group

Question 39

Which of the following is true of doing business in Italy?

A) Businesspeople tend to be quite informal in terms of introductions and dress.
B) Entertaining clients at your home is considered better than doing so in a restaurant.
C) Gifts are considered bribes and will insult the recipients.
D) Most Italian businesspeople are in a hurry, so quick decision making is important.
E) Professional titles are used quite often in business dealings.

Question 40

Which method of quantifying a solution involves calculating savings as a percentage of the original investment?

A) SWOT analysis
B) cost-benefit analysis
C) value-savings calculation
D) return on investment
E) customer lifetime benefit

Question 41

Angie Meecham works at the CosMetRx counter at a high-end department store. Her job is to give prospects a facial and makeover using CosMetRx products and then sell them the products she used. Angie always says that she's "in the business of making women feel good about how they look."
Which need-satisfaction strategy does Angie most likely use?

A) reminder
B) canned
C) persuasion
D) adaptive
E) informative

Question 42

Kaygo Tires, Inc. designs and manufactures tires for the trucking industry. Their products include tires for semi-cabs as well as trailers of various sizes and weight limits. Tyler, a sales representative for Kaygo, is meeting with a trucking company that delivers primarily lumber and other supplies to home improvement and construction retailers.
As part of the preparation for the presentation,Tyler should most likely:

A) research the trucking company's operations and needs
B) memorize the standardized presentation script
C) install web conferencing software on the buyer's computer
D) come up with a persuasive argument for the buyer
E) include as many audio visual aids as possible in the presentation

Question 43

What are the guidelines for preparing and conducting a group sales presentation?

Question 44

One danger of relying too heavily on a technical presentation is:

A) bringing along heavy equipment
B) missing the opportunity to create a relationship with the customer
C) impressing the customer with your technical savvy
D) failing to convey product knowledge
E) using unnecessarily expensive devices

Question 45

Which of the following is a guideline for presenting in front of a group?

A) Identify and present primarily to the main decision-maker.
B) Identify the titles and roles of the people who will attend.
C) Arrive exactly in time for the presentation.
D) Be sure your presentation is characterized by technical depth and detail.
E) Be ready to "wing it" on questions the audience might ask.

Question 46

Kaygo Tires, Inc. designs and manufactures tires for the trucking industry. Their products include tires for semi-cabs as well as trailers of various sizes and weight limits. Tyler, a sales representative for Kaygo, is meeting with a trucking company that delivers primarily lumber and other supplies to home improvement and construction retailers.
Tyler is bringing technical reports,company brochures,and written testimonials from customers to the sales meeting.Which need-satisfaction strategy is Tyler most likely going to use?

A) reminder
B) persuasion
C) informative
D) adaptive
E) canned

Question 47

Words or phrases that suggest pictorial relationships between objects or ideas are known as ________.

Question 48

Kaygo Tires, Inc. designs and manufactures tires for the trucking industry. Their products include tires for semi-cabs as well as trailers of various sizes and weight limits. Tyler, a sales representative for Kaygo, is meeting with a trucking company that delivers primarily lumber and other supplies to home improvement and construction retailers.
Of the following,which would be the most effective proof device to demonstrate the benefits of Kaygo tires?

A) a detailed PowerPoint presentation
B) a test-drive in which the buyer can feel the difference in tires
C) a testimonial from another buyer about the excellent post-sale service
D) a research report showing decreased fuel costs from using the tires
E) a series of questions designed to discover what the buyer needs

Question 49

A(n)________ is a portable case or loose-leaf binder containing a wide variety of sales-supporting materials.

Question 50

During a sales presentation,successful salespeople are most likely prepared to:

A) stick to a standard script
B) meet a wide range of buyer responses
C) conduct a one-way presentation to the buyer
D) limit the number of questions asked by prospects
E) identify the same problems for each different prospect

Question 51

The ability to visualize an object,concept,or action not actually present is referred to as:

A) audio-visual aids
B) concentration
C) visualization
D) imaging
E) mental imagery

Question 52

Kaygo Tires, Inc. designs and manufactures tires for the trucking industry. Their products include tires for semi-cabs as well as trailers of various sizes and weight limits. Tyler, a sales representative for Kaygo, is meeting with a trucking company that delivers primarily lumber and other supplies to home improvement and construction retailers.
Tyler realizes that the trucking company can purchase tires from other tire companies.With this in mind,Tyler should most likely:

A) promote Kaygo as the industry leader even if this is untrue
B) ignore the features and benefits of the lowest-priced competitor
C) point out quality problems with the firm's current tire provider
D) highlight the drop in prices of Kaygo tires in the last five years
E) focus on favorable differences between Kaygo tires and the next-best alternative

Question 53

Kaygo Tires, Inc. designs and manufactures tires for the trucking industry. Their products include tires for semi-cabs as well as trailers of various sizes and weight limits. Tyler, a sales representative for Kaygo, is meeting with a trucking company that delivers primarily lumber and other supplies to home improvement and construction retailers.
By creating a spreadsheet that will allow the buyer to enter current fuel costs and see recalculations of fuel costs that would occur from using Kaygo tires,the sales representative is creating:

A) an airtight argument against other tire vendors
B) a way to involve the buyer in the presentation
C) a program that should be created by the IT department
D) an experience so elementary that it will patronize the buyer
E) an ROI statement the buyer can take as a guarantee of savings

Question 54

________ are the connectors between your messages and the internal emotions of the prospect.

Question 55

A survey conducted by Selling Power magazine found that 87 percent of salespeople use ________ to deliver their sales presentations.

Question 56

Angie Meecham works at the CosMetRx counter at a high-end department store. Her job is to give prospects a facial and makeover using CosMetRx products and then sell them the products she used. Angie always says that she's "in the business of making women feel good about how they look."
The proof device Angie is most likely to use is:

A) FDA safety ratings for the ingredients used in the products
B) the makeover itself
C) testimonials by the other CosMetRx sales representatives at the counter
D) survey results of satisfied CosMetRx users
E) a tour of the manufacturing facilities

Question 57

A successful sales presentation is:

A) the result of careful script-writing
B) conducted the same way each time
C) a model of good two-way communication
D) more about the salesperson than the customer
E) one that ends in a close

Question 58

Angie Meecham works at the CosMetRx counter at a high-end department store. Her job is to give prospects a facial and makeover using CosMetRx products and then sell them the products she used. Angie always says that she's "in the business of making women feel good about how they look."
Since the majority of Angie's prospects are strangers who walk up to her counter out of the blue,what is the most important preparation Angie should do for the presentation?

A) Learn her products and how to give excellent facials and makeovers.
B) Practice the standardized presentation script.
C) Proofread her PowerPoint presentation to guarantee good grammar and spelling.
D) Quickly search for the prospect on the Internet to glean basic information.
E) Assume the prospect has never used makeup before.

Question 59

List the guidelines that should be followed when planning a presentation that adds value.

Question 60

________ enhance credibility and can take the form of a statement,a report,or a photograph.

Question 61

Angie Meecham works at the CosMetRx counter at a high-end department store. Her job is to give prospects a facial and makeover using CosMetRx products and then sell them the products she used. Angie always says that she's "in the business of making women feel good about how they look."
Which of the following should Angie most likely focus on during her presentation?

A) the sleek packaging of CosMetRx products
B) the history of the CosMetRx company
C) the brightening facial effects of the product on the prospect
D) the discounts the prospect can receive if she purchases now
E) the toxin-free ingredients of CosMetRx products

Question 62

Angie Meecham works at the CosMetRx counter at a high-end department store. Her job is to give prospects a facial and makeover using CosMetRx products and then sell them the products she used. Angie always says that she's "in the business of making women feel good about how they look."
Of the following,a prospect will be most likely to buy products from Angie if:

A) Angie emphasizes that she needs to earn her commission
B) Angie gives the prospect a gift bag with a minimum purchase
C) the prospect has seen a famous model advertising the brand
D) the prospect can trust safety research about product ingredients
E) the products make the prospect feel good about her appearance

Question 63

ScranTone is a paper mill and supplier serving the Upper Midwest. Since the commercial paper market is saturated, the only room for growth is to expand existing accounts or to win over competitors' accounts. Kevin Salazar is a sales representative who has gotten another meeting with the head of purchasing for the copy centers at a large university system. The purchasing agent has been buying from ScranTone's main competitor for three years. Kevin met with the purchasing again two months ago but was unable to make a sale.
The first step Kevin Salazar should take in preparing for the presentation is to:

A) revisit the discount schedule for educational purchasers
B) review his notes from the previous presentation he made to the buyer
C) renew his personal commitment to pursuing the sale
D) research the competition on the Internet
E) revise the standard PowerPoint presentation

Question 64

ScranTone is a paper mill and supplier serving the Upper Midwest. Since the commercial paper market is saturated, the only room for growth is to expand existing accounts or to win over competitors' accounts. Kevin Salazar is a sales representative who has gotten another meeting with the head of purchasing for the copy centers at a large university system. The purchasing agent has been buying from ScranTone's main competitor for three years. Kevin met with the purchasing again two months ago but was unable to make a sale.
Which need-satisfaction strategy does Kevin most likely use?

A) canned
B) persuasion
C) informative
D) reminder
E) adaptive

Question 65

ScranTone is a paper mill and supplier serving the Upper Midwest. Since the commercial paper market is saturated, the only room for growth is to expand existing accounts or to win over competitors' accounts. Kevin Salazar is a sales representative who has gotten another meeting with the head of purchasing for the copy centers at a large university system. The purchasing agent has been buying from ScranTone's main competitor for three years. Kevin met with the purchasing again two months ago but was unable to make a sale.
What is one possible pitfall Kevin Salazar should be aware of when giving the presentation?

A) He needs to promote the benefits of ScranTone without saying anything negative about the current supplier.
B) The buyer must have disliked Kevin not to have purchased from him in the past.
C) He needs to talk down to the buyer to make sure the buyer understands.
D) A successful presentation could end up with an order bigger than ScranTone can handle.
E) This account could make or break his quota for the month.

Question 66

ScranTone is a paper mill and supplier serving the Upper Midwest. Since the commercial paper market is saturated, the only room for growth is to expand existing accounts or to win over competitors' accounts. Kevin Salazar is a sales representative who has gotten another meeting with the head of purchasing for the copy centers at a large university system. The purchasing agent has been buying from ScranTone's main competitor for three years. Kevin met with the purchasing again two months ago but was unable to make a sale.
If the head of purchasing does not respond to Kevin Salazar's sales presentation by placing an order,Kevin should most likely:

A) remove the buyer from the CRM system
B) send the purchasing agent a letter outlining the weaknesses of the competition
C) make contact with the purchasing agent again in six months
D) call the purchasing agent to ask for the order in two weeks
E) send the purchasing agent a bound paper presentation for further review

Question 67

ScranTone is a paper mill and supplier serving the Upper Midwest. Since the commercial paper market is saturated, the only room for growth is to expand existing accounts or to win over competitors' accounts. Kevin Salazar is a sales representative who has gotten another meeting with the head of purchasing for the copy centers at a large university system. The purchasing agent has been buying from ScranTone's main competitor for three years. Kevin met with the purchasing again two months ago but was unable to make a sale.
Why would Kevin Salazar most likely meet with purchasing agent again after being denied a sale?

A) Kevin's sales manager requires that he use a canned presentation.
B) Kevin needs to meet a quota of sales presentations for the month.
C) The competition offers an inferior product to Kevin's company.
D) The previous presentation focused too much on customer needs.
E) Kevin wants to show a strong commitment to getting the buyer's business.