Deck 4: The Psychology of Selling: Why People Buy

Question 1

A product benefit is the performance characteristic of a product that describes how it can be used or how it will help the buyer.

Answer 1

False
Explanation: A product advantage is the performance characteristic of a product that describes how it can be used or will help the buyer. A product benefit is a favorable result the buyer receives from the product because of a particular advantage that has the ability to satisfy a buyer's need.

Question 2

The acronym L-O-C-A-T-E is useful for remembering how to handle a prospect's objections.

Answer 2

False
Explanation: The LOCATE acronym is used to uncover a buyer's needs. During the trial close, a salesperson addresses a prospect's objections to a purchase.

Question 3

The SELL sequence is a useful tool for remembering to incorporate a trial close during a sales presentation.

Answer 3

True
Explanation: One way to remember to incorporate a trial close into your presentation is the SELL Sequence. Each letter of the word "sell" stands for a sequence of things to do and say to stress benefits important to the customer.

Question 4

Four levels of need awareness have been identified-conscious,preconscious,post-conscious,and unconscious.

Question 5

People with strong economic needs will consider only price in a purchase situation.

Question 6

The "S" in the SELL Sequence reminds the salesperson to show the benefits first.

Question 7

The easiest type of person to sell a product to is a buyer who is at the unconscious need level.

Question 8

A salesperson should stress a product's benefits more than its features and advantages because the product's benefits are what the customer will buy.

Question 9

According to the SELL sequence,the first thing you should do in your sales presentation is to explain the advantages of your product.

Question 10

The main purpose of the trial close is to induce feedback from the buyer.

Question 11

In a limited decision making situation,buyers are already in the habit of buying a specific product or brand.

Question 12

The salesperson should answer the prospect's question of "What's in it for me?" with a product advantage.

Question 13

Security,comfort,self-preservation,and personal pleasure are common psychological needs of buyers.

Question 14

A Golden Rule Salesperson is helpful and honest with customers unless that means losing sales.

Question 15

In the SELL Sequence,the final step involves asking for feedback from the prospect and conducting a trial close.

Question 16

In the stimulus-response model of consumer behavior,information about why consumers do or do not buy is hidden in the black box.

Question 17

Economic needs refer to the buyer's need to purchase the least expensive product available.

Question 18

The initial task of a salesperson when first meeting a potential customer is to differentiate between important buying needs and needs of lesser or no importance.

Question 19

When a salesperson says,"This glue will form a stronger bond than any other glue on the market," the salesperson is providing a product feature.

Question 20

Needs and wants are the motivational forces behind human behavior.

Question 21

Dissonance increases with the importance of the decision and the difficulty of choosing between products.

Question 22

The stimulus-response model of buyer behavior assumes a prospect will respond in some unpredictable manner to a sales presentation.

Question 23

People's _____ result from a lack of something desirable like food or drink.

A) beliefs
B) perceptions
C) wants
D) attitudes
E) needs

Question 24

The black box is most closely associated with:

A) the stimulus-response model.
B) empathetic dispersion.
C) product adoption.
D) the SELL sequence.
E) benefit selling.

Question 25

The process by which prospective buyers "internalize" or consider the information presented by the salesperson is referred to as a black box because:

A) sales actions lead to buyer reactions.
B) salespeople cannot read a buyer's mind.
C) psychological needs outweigh social wants.
D) for every stimulus, there must be a response.
E) salespeople seem untrustworthy to most buyers.

Question 26

Claudia recently purchased a Toyota Camry and is concerned that she may have overpaid for the car.Claudia is experiencing emotional dissonance.

Question 27

Before developing a sales presentation,a salesperson should consider what psychological factors may influence the buyer's decision.

Question 28

The consumer buying decision process begins with buyers recognizing a need and ends with buyers collecting product information.

Question 29

Buying situations play a role in a customer's decision-making process.

Question 30

A sales presentation that focuses primarily on product features is highly persuasive.

Question 31

The levels of need awareness in order from first to last are:

A) conscious, self-conscious, and unconscious.
B) conscious, preconscious, and subconscious.
C) conscious, unconscious, and subconscious.
D) conscious, preconscious, and unconscious.
E) conscious, preconscious, and self-conscious.

Question 32

It is easier to sell to a stranger than to an existing customer,because former customers are high maintenance.

Question 33

Brenda is hungry.She has learned to meet that need by seeking out the CiCi Pizza all-you-can-eat buffet.By preferring this type of eating opportunity,Brenda is satisfying a(n):

A) belief.
B) perception.
C) want.
D) attitude.
E) opportunity

Question 34

The consumer buying decision process ends for the buyer once a product is purchased.

Question 35

At the unconscious need level,people do not know why they buy a product-only that they do buy.

Question 36

According to the LOCATE acronym,it is helpful for a salesperson to ask co-workers or subordinates about a prospect's needs.

Question 37

A salesperson can help buyers be satisfied with a product by continually reinforcing buyers' decisions and reminding buyers how well the product actually fulfills their needs.

Question 38

A beneficial promotional device for a company is having its sales force help prospects and customers to evaluate products on the market.

Question 39

The sale is made once the prospect states an intention to buy the product/service.

Question 40

A high-involvement type of purchase typically requires routine decision making.

Question 41

Which of the following is most likely a want rather than a need?

A) shelter
B) water
C) clothing
D) spaghetti
E) transportation

Question 42

When using the _____,a salesperson relates a product's benefits to the customers' needs using the product's features and advantages to support the claims made.

A) trial close
B) detail approach
C) SELL analysis
D) SWOT method
E) FAB selling technique

Question 43

The _____ checks the pulse or attitude of your prospect toward the sales presentation.

A) FAB demonstration
B) response to the stimulus
C) trial close
D) post-approach
E) black box

Question 44

LeAnn,a salesperson for a Honda dealer,has spent the last 20 minutes with a customer who came to the showroom.LeAnn listened carefully to the customer and asked questions about the customer's needs and interests.LeAnn has determined that the customer most likely needs a Honda Civic.What should LeAnn do next?

A) Show the customer both a Honda Civic and a Honda Accord
B) Discuss the number of Honda Civics on the road
C) Share the history of Honda Civics
D) Discuss the benefits of the Honda Civic
E) Determine monthly costs for buying a Honda Civic

Question 45

The trial close allows the salesperson to determine whether:

A) the prospect likes the features, advantages, or benefits of the product.
B) the salesperson will meet the organization's monthly sales quota.
C) the salesperson should use one-way or two-way communication.
D) the prospect has the purchasing power to buy the product.
E) the prospect is in the conscious state of mind.

Question 46

The acronym L-O-C-A-T-E is used to:

A) remember the sequence of steps in benefit selling.
B) list the steps needed to use stimulus-response selling.
C) remember techniques for uncovering important buying needs.
D) remind the seller to identify product features, advantages, and benefits.
E) remember the six types of trial closes.

Question 47

Technology helps salespeople to:

A) rely on fewer environmental signals.
B) identify customer personality styles.
C) implement frequent trial closes.
D) view customers as decision makers.
E) serve customers faster and better.

Question 48

Which of the following statements about economic needs is true?

A) Economic needs are unimportant to most consumers.
B) Economic needs are rarely considered during times of economic recession.
C) Economic needs refer to the buyer's need to behave in an economically rational manner and buy the lowest priced item available.
D) Economic needs refer to the buyer's need to purchase the most satisfying product for the money.
E) A product priced higher than the competition's is doomed to failure because it satisfies no economic need.

Question 49

In what order are the feature,advantage,and benefit presented in the following statement? "This fishing trawler has a 10 percent greater capacity than boats of a similar size.It will save you at least $100 per fishing trip because it can carry more fish than other boats on the market."

A) Advantage, feature, and benefit
B) Feature, advantage, and benefit
C) Advantage, benefit, and feature
D) Feature, benefit, and advantage
E) Benefit, advantage, and feature

Question 50

When the salesperson discusses a product's _________,the salesperson is answering the question,"What is it?"

A) features
B) benefits
C) advantages
D) primary achievements
E) performance characteristics

Question 51

Which of the following statements describes a product feature?

A) "These table lamps are offered in either a silver or black finish."
B) "Customers will be drawn into your store if you stock these utensils."
C) "Consumers prefer our line of toothbrushes 2:l over competing brands."
D) "This automatic pool cleaner will save you at least three hours a week."
E) "This machine will copy on both sides of the pages instead of only one."

Question 52

During a sales presentation,it can be most effective when asking for an order to:

A) discuss financing challenges.
B) mention the prospect's positive comments.
C) outline the expected delivery schedule.
D) prevent the prospect form asking questions.
E) re-address the prospect's negative comments.

Question 53

The easiest people to sell to are people at the _____ level of need awareness.

A) conscious
B) preconscious
C) unconscious
D) subconscious
E) intermediate

Question 54

Theo is in Target looking for a gift for his girlfriend.Theo is not sure of what he wants except in general terms.At what level of need awareness is Theo in?

A) Conscious
B) Preconscious
C) Semiconscious
D) Unconscious
E) Intermediate

Question 55

The _____ involves the showing of a product feature,explaining the advantage,leading into a benefit,and then letting the customer talk by asking a question about the benefit.

A) multi-selling process
B) AIDA model
C) stimulus-response model
D) SELL sequence
E) perceptual mapping process

Question 56

A product advantage is defined as:

A) any physical characteristic of a product.
B) the performance characteristic of a product.
C) a favorable result the buyer receives from use of the product.
D) the characteristic that no product in the same category can provide.
E) a particular advantage that has the ability to satisfy the buyer's need.

Question 57

Which of the following would be the LEAST effective trial close question?

A) How does that sound to you?
B) Is this important to you?
C) Does that answer your concern?
D) What do you think?
E) Are you ready to order?

Question 58

"Our product is the only one on the market that will remove 99 percent of all bacteria from the air" is an example of a(n):

A) product feature.
B) economic need.
C) product advantage.
D) achievement.
E) product benefit.

Question 59

The underlying component of a successful sales presentation is:

A) differentiating between wants and needs.
B) utilizing statistical information as support.
C) identifying important product advantages.
D) explaining product features clearly.
E) determining the customer's needs.

Question 60

In what order are the feature,advantage,and benefit presented in the following statement? "This television's solid-state design produces a more vivid picture,which will make your television viewing more enjoyable."

A) Feature, benefit, and advantage
B) Advantage, feature, and benefit
C) Feature, advantage, and benefit
D) Advantage, benefit, and feature
E) Benefit, advantage, and feature

Question 61

According to the two Ls in the SELL Sequence,a salesperson should:

A) lead into the benefits, and let the customer talk.
B) limit the length of a sales presentation, and let visual aids do the talking.
C) learn the prospect's personality type, and let the personality type guide the closing.
D) limit the number of benefits discussed, and list features at the end of the presentation.
E) locate the prospect's needs, and leave closing until the end of the sales presentation.

Question 62

It is important to emphasize benefits in a sales presentation to a prospective buyer because benefits:

A) focus on the psychological reasons of a purchase.
B) fulfill the buyer's needs and motives.
C) fulfill the buyer's economic wants.
D) focus on rational reasons of a purchase.
E) focus on emotional reasons for a purchase.

Question 63

Eli is excited because a prospect has just signed a purchasing agreement for the biggest sale Eli has made in his two-year sales career.Eli is obviously happy as he sits across the desk from his newest customer.What should Elli do now?

A) Discuss the buyer's expectations concerning a delivery schedule of the product
B) Stop talking about the product ordered and leave the customer's office
C) Discuss the buyer's expectations for the product
D) Discuss his company's payment expectations
E) Invite the prospect out for a meal

Question 64

The city manager has to buy a replacement traffic signal with the same specifications as the other signals currently in use in the city.The manufacturer from which he purchased the last 12 signals has gone out of business and a new supplier has to be selected from a group of three possible companies.To make this purchase,the city manager will have to use _____ decision making.

A) routine
B) intensive
C) limited
D) extensive
E) selective

Question 65

According to the text,the steps of the buying decision process,in their correct order,are:

A) need arousal, collection of information, alternative selection, purchase decision, and postpurchase evaluation.
B) need arousal, alternative determination, information gathering, purchase decision, and purchase evaluation.
C) need arousal, collection of information, information evaluation, purchase decision, and postpurchase behavior.
D) need arousal, information collection, purchase, purchase evaluation, and repurchase.
E) need arousal, purchase, purchase evaluation, postpurchase behavior, and repurchase.

Question 66

Routine decision making is most likely involved when an individual purchases a _____.

A) Gibson guitar
B) Honda sedan
C) Canon printer
D) People magazine
E) Golden Retriever puppy

Question 67

During the _____ phase of the buying decision process,the buyer rates her preferences among products she is considering.

A) need arousal
B) information collection
C) information evaluation
D) purchase evaluation
E) alternative selection

Question 68

The statement,"With its 25 percent market share,this is the best-selling laser printer on the market today," is an example of a(n):

A) product advantage.
B) segmentation variable.
C) product feature.
D) market property.
E) product benefit.

Question 69

What is most needed when working with a prospect at the unconscious need level?

A) Perceptive observations of the customer's social class
B) Skillful questioning to determine the customer' needs
C) Self-awareness modification to gain customer trust
D) Highly detailed feature descriptions
E) Multiple attempts at a trial closing

Question 70

The statement "The new Maytag washer saves you time,work,and money," is an example of a(n):

A) feature.
B) segmentation variable.
C) advantage.
D) benefit.
E) market trait.

Question 71

During the _____ stage of the buying process,the individual often experiences the need for safety,self-actualization,or ego fulfillment.

A) need arousal
B) collection of information
C) information evaluation
D) purchase evaluation
E) alternative selection

Question 72

Erin has just walked into a local appliance store and told the salesperson,"I'd like to buy a side-by-side,stainless steel Whirlpool refrigerator.It needs to be at least 24 cubic feet and should have an exterior ice and water dispenser.What can you show me?" At what level of need awareness is Erin?

A) Conscious
B) Preconscious
C) Postconscious
D) Unconscious
E) Subconscious

Question 73

All of the following are the appropriate times for a salesperson to use a trial close EXCEPT:

A) after making a strong selling point in the presentation.
B) immediately before moving to close the sale.
C) immediately after closing the sale.
D) after answering an objection.
E) after the presentation.

Question 74

What is the meaning of Elmer Wheeler's statement,"Sell the sizzle,not the steak"?

A) People buy for unknown emotional reasons.
B) Most purchases are made habitually.
C) People buy for economic benefit.
D) Direct marketing is ineffective.
E) Features outweigh advantages.

Question 75

Which of the following purchases would most likely involve extensive decision making?

A) Scheduling an annual dentist appointment
B) Buying a new towel rack for your bath
C) Purchasing a birthday gift for a friend
D) Renewing a magazine subscription
E) Purchasing a condominium

Question 76

The acronym L-O-C-A-T-E reminds us of several useful methods for uncovering a prospective buyer's needs.If prospects drop leading remarks like "I wish I had a television like this one," it pertains to:

A) observing.
B) listening.
C) asking.
D) learning.
E) optimizing.

Question 77

Which of the following is an example of a social factor that could influence consumers' buying behaviors?

A) Situation
B) Past experiences
C) Perception
D) Income
E) Family

Question 78

Christine has just answered a prospect's question about some negative publicity her product received.To find out if her prospect has any more objections with which she should deal,Christine should:

A) hand her catalog to the prospect.
B) use the questions approach.
C) begin her demonstration.
D) implement a trial close.
E) lead into a benefit.

Question 79

If a customer makes routine purchase decisions when buying products from a salesperson,then it is especially important for the salesperson to:

A) offer product financing.
B) use product promotions.
C) attempt a pre-trial close.
D) keep the product in stock.
E) provide competitive data.

Question 80

Which of the following is a false assumption made by many salespeople?

A) Benefits are very important to buyers.
B) Price is the only factor in a buying decision.
C) Psychological factors influence buying decisions.
D) Wants and needs motivate buying decisions.
E) Unimportant benefits should be deemphasized.