Deck 13: Service and Follow-Up for Customer Retention

Question 1

A salesperson should avoid making personal relationships with clients.

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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

Question 5

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

Question 6

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

Question 7

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

Question 8

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

Question 9

Caring for people is the beginning of sales wisdom.

Question 10

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

Question 11

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 12

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

Question 13

A business friendship differs significantly from a personal friendship.

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

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

Question 19

The Golden Rule of Selling supports the belief that service and follow-up after the sale show that the salesperson really cares about customers.

Question 20

According to the text,wisdom and knowledge are synonyms.

Question 21

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 22

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

Question 23

According to the text,one of "The Seven Deadly Sins of Business Selling" is a lack of pushiness.

Question 24

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

Question 25

According to the text,wasting time during the sales call by involving in small talks is a deadly sin of business selling.

Question 26

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

Question 27

To be viewed as professionals and respected by customers,salespeople join organizations such as,The Lions Club,the Chamber of Commerce and other local service organizations.

Question 28

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

Question 29

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

Question 30

A salesperson should entertain both prospects and current customers regularly to ensure customer satisfaction.

Question 31

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

Question 32

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 33

A professional salesperson should abstain from blaming the competition in front of the customer.

Question 34

Satisfied customers can help salespeople in making new sales.

Question 35

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

Question 36

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

Question 37

To develop a reputation as a professional,you must be willing to ignore your conscience and get the sale no matter what it takes.

Question 38

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

Question 39

A good salesperson should abstain from remaining active in community affairs due to conflicts of interest.

Question 40

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

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

A(n)______ is a short,wise,easy to learn saying that calls a salesperson to think and act.

A)proverb
B)fact
C)statistic
D)simile
E)expression

Question 43

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 44

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

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

Question 45

Which of the following statements about wisdom and knowledge is true?

A)Wisdom means having all the facts needed to make sales.
B)Knowledge is only acquired through experiential learning.
C)Knowledge refers to the possession of facts.
D)Knowledge refers to the usage of facts.
E)Wisdom and knowledge are the same.

Question 46

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 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 his product.

Question 48

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 49

Sales wisdom comes from:

A)the realization that the purpose of selling is to help and honor people.
B)an understanding of the importance of long-term account penetration.
C)the belief that customers are always right even when they are not.
D)the development of business networks and friendships.
E)a pursuit of selling to increase commission rates.

Question 50

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 51

The second level of relationship in a business friendship is:

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

Question 52

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 53

What is the most basic level of customer relationship marketing?

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

Question 54

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 55

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 to 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 56

The first level of relationship in a business friendship is:

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

Question 57

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 58

Which of the following statements about afriendship 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 59

_____ 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 60

Which of the following is NOT an example of a proverb of sales wisdom?

A)Customer choice between suppliers has never been greater.
B)It is always easier to sell to a satisfied customer than an unsatisfied one.
C)The cost of acquiring a new customer is lower than keeping a present customer.
D)Like a ripple in water,satisfied customers will tell others about their positive experiences.
E)You do business with the one you trust and you trust the one you know.

Question 61

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 62

Peter is a salesman 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 63

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 64

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 65

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 66

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 67

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.

Question 68

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 69

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 selling.
C)relationship selling.
D)strategic marketing.
E)benefit marketing.

Question 70

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 71

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 72

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 73

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

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

Question 74

_____ 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 75

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 76

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 77

_____ 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 78

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
D)Involvement selling
E)Transaction selling

Question 79

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 80

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