Deck 6: Creating Product Solutions

Question 1

A product benefit is whatever provides the customer with personal advantage or gain.

Answer 1

True

Question 2

Solution selling begins with understanding the customer's problem.

Answer 2

True

Question 3

Most customers will not be upset if you direct critical comments toward the competition.

Answer 3

False

Question 4

Charles Revlon,founder of the Revlon Company,once said,"In the factory,we make cosmetics.In the store we sell hope." This implies that customers buy benefits not features.

Question 5

A good sales person doesn't just sell products she sells solutions.

Question 6

In a transactional sale,the customer generally knows his needs and the type of product that will meet those needs.

Question 7

In the field of personal selling,customers represent an important source of product information.

Question 8

"Quantifying the solution" means conducting a cost-benefit analysis to determine actual cost of purchase and savings the buyer can anticipate from the investment.

Question 9

Written proposals are specific plans of action based on facts,figures,and prices.

Question 10

Organization culture is a collection of beliefs,behaviours,and work patterns held in common by people employed by a specific firm.

Question 11

A product feature is anything a customer can hear,touch,feel,or see.

Question 12

Sales people with excellent product knowledge are better able to build consumer trust.

Question 13

Product literature and advertising are primarily designed to appeal to consumer emotions and,therefore,have little product information of value to a salesperson.

Question 14

To establish your product superiority,it is a good idea to compare your product to the competition.

Question 15

It is better to stick to the facts and avoid emotional comments when asked about the competition.

Question 16

Selecting a product for the customer is often referred to as product configuration.

Question 17

The term product always refers to tangible goods.

Question 18

Feature to benefit translation is not possible for services.

Question 19

The ISO designation was developed by the Industrial Standards Organization and certifies the processes a company uses to develop a product or service.

Question 20

Everyone coming to work in jeans on Fridays,instead of the normal business attire,is an example of the organizational culture.

Question 21

Quantifying the solution is especially important in business-to-business selling where the purchase risks are higher.

Question 22

Which of the following is not an example of performance data?

A)the EnerGuide verification label
B)a label on a storm window that indicates the product's "R" value
C)a window sticker on an automobile which lists the estimated fuel consumption
D)a mutual fund with returns of about 28% on average over the last five years
E)a list of product service centers available to customers

Question 23

Values often change but strategies are permanent.

Question 24

Quantifying the solution becomes more crucial in the business-to-final customer market because final consumers are not professional buyers.

Question 25

Which behavior is appropriate when discussing the competition?

A)answering questions about the competition even if you are unsure so that you are perceived as helpful and knowledgeable
B)saying "I don't know" if you are not sure about a specific question about the competition
C)asking customers what their opinions are about the competition
D)expressing your feelings about the competition
E)voluntarily initiating a discussion about the competition

Question 26

In terms of amount and type of product information given to a customer,a salesperson should:

A)give information on every feature of the product.
B)give s little information as possible about the product.
C)give information on his and competitors' products.
D)give information on specific features the customer needs and wants.
E)give information on what the customer asks.

Question 27

________ is/are a collection of beliefs,behaviours,and work patterns held in common by people employed by a specific firm.

A)Organizational culture
B)Organizational values
C)A value statement
D)A mission statement
E)Company philosophy

Question 28

It is important to do a feature to feature comparison between our product and competitor's product during the sales presentation.

Question 29

Which of the following is a buyer benefit that could be used when selling automobile tires?

A)steel belted
B)60 000-kilometer rating
C)made in Canada
D)improved gas mileage
E)service in all ten provinces

Question 30

A manufacturer tests,modifies,and retests an original idea several times before it is offered to the consumer.This manufacturing state is called:

A)reluctant marketing.
B)performance data.
C)product development.
D)product application.
E)manufacturing process.

Question 31

Which of the following statements regarding buyer benefits is true?

A)A feature is whatever provides the consumer with personal advantage or gain.
B)Prospects usually display about equal interest in features and benefits.
C)People do not buy benefits,they buy features.
D)If a buyer has a need,a feature can be designed to meet that need.
E)A benefit provides the consumer with personal advantage or gain.

Question 32

Jillian Cho sells a line of copy machines that feature a "quick change" toner cartridge.The empty cartridge can be replaced quickly,without any mess,in a matter of seconds.Which of the following statements represents the most effective presentation of this feature?

A)"After years of research and development,our engineers developed the quick change toner cartridge."
B)"Our copy machines are better than the ones made by competition."
C)"If you purchase one of our copy machines,you will enjoy the benefits of a quick change toner cartridge."
D)"We have recently developed the only office copy machine that features a quick change toner cartridge."
E)"All of our copy machines are equipped with the quick change toner cartridge which means you no longer waste time replacing an empty toner cartridge."

Question 33

Successful sales presentations translate product features into:

A)functional attributes.
B)closed sales.
C)selling appeals.
D)product applications.
E)buyer benefits.

Question 34

When developing a product strategy,the salesperson must:

A)adopt the functional attribute model.
B)use feature-benefit analysis.
C)review information on consumer motivation.
D)adopt the double-win philosophy.
E)adopt marketing concepts.

Question 35

When customers ask,"What is the estimated annual energy consumption for this model refrigerator?" they are requesting product information from the category of:

A)manufacturing process
B)product application
C)product design
D)commodity exchange specifications
E)performance data and specifications

Question 36

Developing a product strategy is very important in the following buying situation:

A)personal buying
B)service buying
C)strategic alliance buying
D)impulse buying
E)transactional buying

Question 37

Raymond Trent is a sales representative employed by Computer Resources,a computer supplier that develops customer solutions that combine computer hardware,software,installation,and training.When he brings together many parts of the company's product mix in order to develop a custom-fitted solution,this product selection process is referred to as:

A)quantifying product features.
B)quantifying product benefits.
C)developing a product configuration.
D)mass customization.
E)establishing a product priority.

Question 38

Product features are objective where as product benefits are subjective.

Question 39

Which of the following statements about product knowledge is true?

A)Knowledge of one's product or service is not important in all areas of professional selling.
B)Research conducted by Whirlpool Corp.indicates that product knowledge received the least attention by firms in the study.
C)Complexity and variety of products available and the increasing number of new products complicate the buying process.
D)Respondents to a Learning International study felt that training should stress company history over any other area.
E)Rutger's Group believes that all employee's should be able to pass a test on product knowledge before interfacing with the customer.

Question 40

Throughout the sales presentation,it is usually best to:

A)discuss the weakness of competing products.
B)refuse to discuss competing products.
C)avoid shifting the focus of attention away from your product to competing products.
D)discuss competing products even if you are not familiar with these items.
E)discuss the competing products first,to better position your product's strengths.

Question 41

With so many products for customers to choose from,Lino feels that:

A)selling the extended warranty is useful in customer satisfaction.
B)price is the most important factor in the decision process.
C)being customer oriented wins the sale.
D)thorough product knowledge adds value.
E)practicing communication-style flexing determines the sale.

Question 42

When Ramona discusses solutions with her customers,she often must bring together many different elements of a product solution.The solution she proposes to her customers would be called:

A)overly complicated.
B)obvious.
C)very expensive.
D)product configuration.
E)the performance expectation.

Question 43

Marco puts together complex sales proposals for his clients.As a justification process,he will often provide a numeric analysis.This helps:

A)Marco differentiate between customers.
B)Marco estimate his sales volume.
C)to quantify the solution.
D)to sell at above market prices.
E)the customer imagine how the product will look.

Question 44

Susie feels trapped by the organizational culture at Gerry Corp.This organization culture is:

A)unreasonably team oriented.
B)a collection of beliefs,behaviours,and work patterns.
C)a collection of beliefs,values,and ethics.
D)too free spirited for her liking.
E)highly restrictive.

Question 45

Hugh considers a product strategy one of his foundation beliefs as a professional salesperson.In addition to selling benefits,he should:

A)adopt the marketing concept.
B)practice communication-style flexing.
C)understand the buyer's personality.
D)sell the solution.
E)configure value-added solutions.

Question 46

Anita was promoted to manager of Milton Corp.'s product development team.The activities of the department are:

A)testing,customer research,and brochure development.
B)customer research,testing,and modifying.
C)quantifying the product solution.
D)testing,modifying,and retesting.
E)testing,modifying,and changing.

Question 47

Simon understands that the increased need for product configuration is often caused by:

A)his desire to increase the size of the sale.
B)the customer's perception that bigger is better.
C)the complex needs of his customers.
D)his desire to challenge himself to sell as much as he can.
E)the company's preference for complex selling situations.

Question 48

One of the key things that separates good salespeople from average salespeople is:

A)they are more honest about their product's limits.
B)they can mention all product features.
C)they do not underestimate competition.
D)they convert features to benefits and show customers the personal advantage or gain in using their product.
E)they talk about competitor's products to prove their product's superiority.

Question 49

One of the main objectives of a written proposal is to:

A)quantify the solution to customers.
B)explain the superiority of your product over competitor's product.
C)present the product configuration in a written format for customers' benefit.
D)impress customers with your product knowledge.
E)disclose your marketing strategy to customers.

Question 50

According to the survey reported in Sales & Marketing Management,the number one characteristics of salespeople who are able to build trust is:

A)customer orientation.
B)communication-style flexing.
C)quantifying the solution.
D)product knowledge.
E)total quality management.

Question 51

Marty is an enthusiastic salesperson with a lot of product knowledge.He has a tendency to provide customers with more product information than they want or need.This is an example of:

A)information overload.
B)value-added selling.
C)over-selling.
D)being a product expert.
E)data dump.

Question 52

Which of the following statements about sources of product knowledge is false?

A)Plant tours would be of little value to more senior,experienced salespeople.
B)Many companies believe that salespeople should visit the manufacturing plant and see the production process.
C)Most companies prepare literature that provides detailed descriptions of their product.
D)Sales training meetings provide knowledge about both products and product users.
E)Sales people should be encouraged to use and observe the product.

Question 53

When Rachel connects a statement of features with a statement of benefits,we can say she is:

A)using good communication skills.
B)using a bridge statement.
C)using slick sales techniques.
D)using rapport building techniques.
E)using a brochure style of selling.

Question 54

"Data dump" refers to:

A)telling customers all about the product intricacies.
B)meeting customers' information needs.
C)often upselling customers to more expensive products.
D)discussing fine points of important detail.
E)overloading customers with product data they neither need nor want.

Question 55

Mystic Corp has gone through a process over the years of testing,modifying,and retesting its products.Mystic is actively engaging in:

A)the marketing concept.
B)product investment.
C)growth management.
D)customer direction.
E)product development.

Question 56

Natasha is very good at "quantifying the solution." To do this,she may:

A)do costing.
B)quote several options at different prices.
C)provide a cost-benefit analysis.
D)discuss her product features.
E)help the customer imagine how the product will look.

Question 57

Identifying product features and then converting these features to buyer benefits is an integral part of which style of selling?

A)Functional attribute selling
B)Product-style selling
C)Marketing-style selling
D)Consultative-style selling
E)Analysis-style selling

Question 58

Ariel believes it is important to employ a product strategy.In addition to being a product expert she should:

A)adopt a double win philosophy.
B)practice communication-style flexing.
C)sell the benefits of her products.
D)know the personalities of her clients.
E)know about the industry.

Question 59

Jackson works in the area that measures his company's products and services against established standards.We can assume he works:

A)in the production department.
B)at an amazing company.
C)in the accounting department.
D)in the marketing department.
E)in the quality control department.

Question 60

The office equipment industry is highly competitive.Belinda maintains good competitive information.By having knowledge of competitors' strengths and weaknesses,she:

A)is able to undercut their price with this information.
B)understands her position and adjusts her strategy accordingly.
C)is able to inform her customers about those competitive products.
D)understands her position and explains it to the customer.
E)understands their position and adjusts her strategy accordingly.

Question 61

In very complex product sales,the real "value" in the sales comes from:

A)the after-sales service.
B)the reduction in financial risk of the purchase.
C)the least price that can be negotiated for the product.
D)the product itself.
E)the knowledge and expertise of the sales person.

Question 62

The _____________ magazine is a publication that tests products extensively and reports the findings in nontechnical language for the benefit of consumers.

Question 63

The best strategy to add value to the sale is by:

A)explaining how the product is superior to competitors' products.
B)converting the features into benefits for the customer.
C)discussing the extra features the product has over and above those needed by the customer.
D)reducing the price of the product or discounting the product.
E)they are all good ways to increase value.

Question 64

Creating a custom-fitted solution for a customer with complex buying needs is referred to as:

A)consultative selling.
B)solution selling.
C)product configuration.
D)value-added selling.
E)system selling.

Question 65

The most challenging sale for a salesperson is a:

A)solution sale
B)value-added sale
C)transactional sale
D)consultative sale
E)strategic alliance sale

Question 66

The key role a salesperson plays in the information age is to:

A)provide new information to the customer at the information gathering stage.
B)create awareness for the product.
C)analyze the available information at the evaluation stage.
D)correct miss-information found on the internet.
E)remove cognitive dissonance experienced by the customer.

Question 67

When it is suggested that the salesperson should become a product expert,it means he should gather knowledge about:

A)the competitor's products.
B)the industry the company operates in.
C)his company and its culture.
D)the products of his company.
E)all of the above

Question 68

The best time to discuss competition during a sales presentation is:

A)during the closing stage.
B)during the need discovery stage.
C)it is best not to mention competition during the sale.
D)during the negotiations stage.
E)during the demonstration stage.

Question 69

Quantifying the solution involves:

A)explaining how the sales proposal adds value.
B)calculating the return on investment (ROI).
C)showing the financial reasons for making the purchase.
D)doing a cost-benefit analysis for the customer.
E)all of the above

Question 70

In the sales presentation,your knowledge of the product's features and your company's strengths must be presented in terms of the resulting ___________ to the buyer.

Question 71

Words such as "which means that" or "because" which are used in sales presentations are called:

A)bridge statements.
B)linking words.
C)hooks.
D)explanatory words.
E)connections.

Question 72

The reason many companies are getting a ISO certification is to:

A)increase their credibility with customers.
B)reduce reliance on salespeople to sell the product.
C)comply with the law.
D)emulate their competitors.
E)be able to charge higher prices.

Question 73

The customer who asks "What is the maintenance schedule for the 810 model?" is requesting a type of product knowledge known as _____________.

Question 74

The difference between selling a product versus solution selling is:

A)solution selling is easier than product selling.
B)product selling takes longer time to accomplish.
C)product selling is more diagnostic in nature.
D)solution selling is for organizational customers.
E)solution selling requires greater effort in defining and diagnosing the customer's problem.

Question 75

The best way to present a product to a customer is:

A)to explain all the features of the product.
B)to explain how the product's price is justified.
C)to translate the features into benefits for the customer.
D)to explain how the product features are superior to the competitor's.
E)to explain only the features that are relevant to the customer.

Question 76

A _____________ is a transitional phrase that connects a statement of features with a statement of benefits.

Question 77

______________ refers to quality certification from the International Organization for Standardization.

Question 78

The role of the salesperson in the information economy is to:

A)know his product features.
B)thoroughly know about the latest product technology.
C)convince the customer that their product is superior to competition's.
D)simplify the information available so that the customer can make the best possible buying decision.
E)know his competitor's product features.

Question 79

A salesperson who has high level of product knowledge has:

A)expert power.
B)reward power.
C)referent power.
D)position power.
E)legitimate power.

Question 80

The underlying criteria for determining which features to discuss in a sales presentation is:

A)features that are patent protected.
B)features that provide you with a competitive advantage.
C)features that address the customer's needs.
D)features which explain the cost of the product.
E)features that are technologically advanced.