Deck 15: Servicing the Sale and Building the Partnership

Question 1

In the field of selling,upselling means selling larger quantities.

Answer 1

False

Question 2

The effort to sell better-quality products is known as Cross-selling.

Answer 2

False

Question 3

Customers act as a double-edged sword; happy customers give positive referrals but when they are unhappy about the service,they tell twice the number of people about it.

Answer 3

True

Question 4

Most buyers will view suggestion selling,regardless of how it is handled,as an imposition.

Question 5

From a customer's point-of-view a close is seen as a conclusion of the relationship with the seller.

Question 6

Sales people should give customers every opportunity to disclose their feelings.

Question 7

The personal visit follow-up strategy is usually the most costly,but it may produce the best results.

Question 8

Proposing that customers buy a larger quantity as a hedge against rising prices could be considered as suggestion selling.

Question 9

In partnership selling the salesperson should become a customer's advocate.

Question 10

A car dealer offering an upgrade on the stereo system is doing suggestion selling.

Question 11

Upselling is an attempt to get customers to increase the size of their order.

Question 12

Satisfied customers can be considered an "auxiliary" sales force of the company.

Question 13

Suggestion selling should be viewed as a form of customer service.

Question 14

Cross-selling has become very important in the information age.

Question 15

In suggestion selling,one should not demonstrate the suggested item as it will take away attention from the main product.

Question 16

Surveys show that poor service and lack of follow-up after the sale are the primary reasons customers stop buying from a salesperson.

Question 17

Salespeople should not waste their time communicating with receptionists and clerks.

Question 18

Research indicates that one-third of customer attrition is due to poor service.

Question 19

Cross selling is when a company buys products from the same company it sells to.

Question 20

Servicing the sale involves: follow-through,follow up calls,and expansion selling.

Question 21

The main cause of customer attrition is:

A)poor service.
B)price dissatisfaction.
C)rigid company policies.
D)new competitors.
E)product dissatisfaction.

Question 22

Another name for full-line selling is:

A)upselling.
B)suggestion selling.
C)cross-selling.
D)partnering.
E)value-added selling.

Question 23

What percentage of customers is lost due to price consideration?

A)5-8
B)2-5
C)20-30
D)50-70
E)10-15

Question 24

When a sales person does not follow-through and follow-up on a sale what is lost?

A)market share
B)loyalty
C)credibility
D)sale
E)ethics

Question 25

What percentage of customers is lost due to product dissatisfaction?

A)50-70
B)5-8
C)8-10
D)12-15
E)20-30

Question 26

________ can be defined as those activities that enhance or facilitate the purchase and use of the product.

A)Suggestion selling
B)Call reports
C)Enhancement selling
D)Benefit packages
E)Customer service

Question 27

When a customer calls to vent off his frustration after the sale,a salesperson should remind the customer that his perception may be different than the reality.

Question 28

Palmer Woods,CEO of Modern Muzic Records,was asked how his company competed for sales.He responded:

A)"Telling them how bad competitors' products are."
B)"Increasing the sales force."
C)"Undercutting the competition."
D)"Producing the product as inexpensively as possible."
E)"Trying to exceed the customer's expectations of good service."

Question 29

Thomas works in the area of customer service.His duties include:

A)to enhance the role of the product.
B)to prevent customers from buying competitors' products.
C)to encourage customers to spend more money.
D)closing sales.
E)to work one on one with clients.

Question 30

Survey and probing questions are necessary for successful cross-selling.

Question 31

Customer service is a ________ effort.

A)individual
B)sales person's
C)team
D)company
E)sellers

Question 32

Suggestion selling should occur:

A)after the price is negotiated.
B)before a major sale is made.
C)before satisfying the customer's primary needs.
D)after a major sale is made.
E)after satisfying the customer's primary needs.

Question 33

"Would you like me to show you what else we carry in our store" is an effective way to ask a suggestion selling question.

Question 34

After selling a car,Tony offers a long list of options including special trim,upscale stereo systems,anti-lock brakes,etc.He is:

A)suggesting new items.
B)suggesting a larger quantity.
C)suggesting related items.
D)cross-selling.
E)suggesting better quality products.

Question 35

A strategically developed long-term relationship that solves the customer's problem is called:

A)partnering.
B)marketing concept.
C)marketing orientation.
D)customer-orientation.
E)life-time value relationship.

Question 36

A business should not be too concerned about losing customers through attrition as long as they continue to gain a steady supply of new customers.

Question 37

Maggie noticed that her customer's expectations of her have ________ after a sale has been completed.

A)disappeared
B)decreased a lot
C)increased
D)remained the same
E)decreased a little

Question 38

The primary reason(s)people stop buying from a particular representative is:

A)lower competitor prices.
B)poor sales person values.
C)product quality.
D)unethical behavior.
E)poor service.

Question 39

________ is the process of suggesting merchandise or services that are related to the main item sold to the customer.

A)Suggestion selling
B)Suggestion order
C)Suggestion implications
D)Suggestion transacting
E)Suggestion directives

Question 40

Value reinforcement means positive bragging and getting credit for the value you created for the customer.

Question 41

The purpose of the follow-up communication between customer and salesperson is to express thanks for the order and to:

A)request referrals of other prospects.
B)ensure that the product has been installed correctly.
C)determine if the customer is satisfied with the purchase.
D)complete the call card form.
E)introduce related products and services.

Question 42

A bank customer who has a home equity loan might be contacted and asked to consider purchase of a mutual fund is an example of ________.

A)suggestion selling
B)full-line selling
C)upselling
D)partnering
E)cross-selling

Question 43

When customers do complain by telephone or in person,the sales representative should:

A)encourage them to express their feelings.
B)change the topic.
C)ignore them.
D)express his/her own opinion.
E)give them free products.

Question 44

The major advantage of a telephone call over written correspondence is that:

A)less time is involved.
B)it offers spontaneity.
C)two-way communication is involved.
D)everyone has a telephone.
E)the buyer is a "captive audience."

Question 45

Customer complaints should be viewed by the marketer as:

A)a minor inconvenience on the way to the close.
B)a short-term problem that should not be viewed as a major concern.
C)a source of important information and an opportunity to prove the firm's commitment to service.
D)a long-term problem that will require attention in the future.
E)a problem that may negatively impact the salesperson's earnings.

Question 46

Which of the following is a major guideline that should be considered when using suggestion selling?

A)Show the suggested item only if the customer seems interested.
B)Don't waste time suggesting low-profit items.
C)Don't hesitate to make suggestions before closing the sale.
D)Only suggest the items which have the greatest profit margin.
E)Don't make suggestions until you have first satisfied the customer's primary need.

Question 47

Jill has called on Marcia's Cosmetics for several years.She has always been friendly to Marcia but treated the other staff with indifference.When Marcia retired,Jill lost the account for what key reason(s)?

A)It was time for a new sales representative.
B)Jill's communication style was different from the new buyer's.
C)No one was educated about her products.
D)Jill failed to develop good personal relationships with key people.
E)No one knew her.

Question 48

Which of the following is not an appropriate activity for a salesperson while their customer is complaining:

A)trying to determine if the complaint is real or imagined.
B)listening carefully and attentively.
C)encouraging the customer to freely express feelings.
D)accepting responsibility for the problem.
E)politely sharing with the customer their point of view concerning the problems cause.

Question 49

Selling a product that is not directly related to the product you have sold to a customer is called:

A)unethical selling.
B)cross-selling.
C)referral selling.
D)customer service.
E)suggestion-selling.

Question 50

Customer complaints can be valuable because:

A)they sharpen the sales representative's skills.
B)they provide a source of important information.
C)they reduce buyer's remorse.
D)they encourage companies to pay more attention to their marketing strategy.
E)they prevent negative word-of-mouth advertising.

Question 51

When negotiating customer complaints,the salesperson should:

A)point out the fallacy in the customer's argument.
B)avoid telling the customer his/her point of view about the cause of the problem.
C)give customers every opportunity to disclose their feelings.
D)determine if the complaint is real or imagined.
E)tell the customers not to tell other people about their frustrations.

Question 52

Full-line selling,cross-selling and upselling are part of ________.

A)expansion selling
B)value selling
C)transaction selling
D)partnering
E)customer service

Question 53

The main reason customers welcome cross-selling is because:

A)they want special favors from the sales person.
B)they want to buy integrated systems.
C)they want the convenience by buying several items from the same source.
D)they want price discounts.
E)they want to show customer loyalty.

Question 54

In recent years,we have discovered that unhappy customers:

A)usually complain with a written note or letter.
B)often do not complain.
C)usually consider legal action.
D)usually accept their situation.
E)usually initiate a verbal complaint.

Question 55

According to Theodore Levitt,author of The Marketing Imagination,people buy:

A)products that offer a "no hassle" guarantee.
B)the expectations of benefits you promised.
C)the specific product you offer.
D)a product that makes them look good.
E)the promise of a long-term relationship.

Question 56

The follow-up method that may produce the best result is a:

A)telephone call.
B)personal visit.
C)letter or card.
D)fax.
E)call report.

Question 57

All of the following are appropriate suggestion selling methods except:

A)suggest a larger quantity.
B)suggest new items.
C)suggest related items.
D)suggest products that can provide additional satisfaction.
E)suggest low-cost options.

Question 58

A form that serves as a communications link with persons who can assist with customer service is called a:

A)call report.
B)customer service card.
C)follow-up card.
D)product service report.
E)product service card.

Question 59

The age of information has ushered in a series of initiatives that affect the daily work of salespeople.One of these developments is that salespeople are spending more time monitoring:

A)customer expectations.
B)customer service.
C)customer satisfaction.
D)suggestion selling.
E)call reports.

Question 60

The most costly follow-up method is a:

A)personal visit.
B)call report.
C)fax.
D)telephone call.
E)letter or card.

Question 61

Another name for suggestion selling is:

A)cross-selling.
B)expansion selling.
C)full-line selling.
D)up-selling.
E)value-added selling.

Question 62

The difference between cross-selling and suggestion-selling is:

A)cross-selling is hard to do because it involves the customers to purchase the product,suggestion-selling is easy to do because the customer is not committing to the purchase.
B)cross-selling is done by order getters,suggestion-selling is done by order-takers.
C)cross-selling involves selling products directly associated with the product sold,suggestion-selling is selling unrelated items.
D)cross-selling is suggesting competitive products,suggestion-selling is offering your own products to the customer.
E)cross-selling is to grow volume,suggestion-selling is to enhance customer satisfaction.

Question 63

For increased customer loyalty,a salesperson should:

A)keep his promises and over-deliver on customer expectations.
B)under promise and meet customer expectations.
C)over promise and over-deliver on customer expectations.
D)keep his promises and meet customer expectations.
E)over promise and under-deliver customer expectations.

Question 64

Customer expectations __________ after the sale is closed.

A)decrease
B)change
C)remain the same
D)shift
E)increase

Question 65

When a customer complains,it is important to:

A)encourage them to vent their feelings to you,the salesperson.
B)refer them to whoever was the cause of the problem in the company.
C)ask customers instead to focus on the benefits of making that purchase.
D)request them not to talk to friends about their complaints.
E)remind them that they are perceiving the situation incorrectly.

Question 66

The most effective method of customer follow-up is through:

A)e-mail.
B)telephone call.
C)personal visit.
D)call reports.
E)personal letter.

Question 67

The concept of "customer-for-life" is very important because of:

A)savvier and well informed customers.
B)increased competition.
C)high cost of customer attrition.
D)stricter customer protection laws.
E)increased cost of warranty.

Question 68

The ___________provides a quick and efficient way to follow up a sale.

Question 69

In the partnership era,companies can maximize customer service through:

A)increased communication; providing necessary and timely information to customers.
B)increased empathy with customers.
C)increased diligence by being more responsive and reliable.
D)increased sportsmanship; showing willingness to tolerate setbacks.
E)all of the above

Question 70

The best medium to deal with customer's problems is through:

A)telephone calls.
B)e-mail.
C)writing a letter.
D)in-person communication.
E)all of the above

Question 71

___________ involves selling products that are not directly related to products that you have sold to an established customer.

Question 72

In survey after survey,poor service and lack of ___________after the sale are given as primary reasons people stop buying a product or service.

Question 73

Salespeople should plan for suggestion selling during the ___________step.

Question 74

Janice Jones is a realtor.After selling a home,Janice likes to recommend the home buyers decorating and home insurance services.Janet is engaging in:

A)full-line selling.
B)expansion-selling.
C)up-selling.
D)value-selling.
E)cross-selling.

Question 75

Research shows that customers who have good customer service experience tell an average of __________ people about it.

A)10
B)6
C)4
D)2
E)8

Question 76

During a personal visit follow-up,a salesperson should:

A)reinforce the buyer-seller relationship that was established during the sales process.
B)eliminate buyer's remorse.
C)do value reinforcement.
D)express appreciation for the purchase.
E)all of the above

Question 77

Trying to sell a tie after a suit has been sold,is an example of:

A)relationship selling.
B)suggestion selling.
C)follow up selling.
D)cross selling.
E)value added selling.

Question 78

___________encompasses all activities that enhance or facilitate the sale and use of ones product or service.

Question 79

Suggesting buyers up-grade to leather upholstery in place of standard fabric upholstery,for its ease of maintenance,is an example of:

A)full-line selling.
B)cross-selling.
C)suggestion-selling.
D)value-selling.
E)upselling.

Question 80

In this millennium,long-run competitive advantage will be derived from:

A)superior customer service.
B)lowering prices.
C)targeted advertising.
D)cheaper labour costs.
E)on-line selling.