Deck 9: Expanding Customer Relations

Question 1

Natalie is a salesperson for an office supply company. Which of the following activities is appropriate for Natalie to engage in if she is interested in converting her customers into highly committed lifetime customers?

A) Handle complaints in a timely manner
B) Add value
C) Process requests for rush deliveries willingly
D) Cut the price as often as possible
E) A, B, and C are correct.

Answer 1

E

Question 2

Ethan is a salesperson for an industrial equipment manufacturer. Once a prospect becomes a new customer, Ethan looks for ways to improve the products and services his company provides the new customer in order to convert him/her into a loyal customer. In other words, Ethan looks for ways to:

A) Sell more
B) Add value
C) Keep up-to-date
D) Stay competitive
E) Both A and C are correct.

Answer 2

B

Question 3

Which of the following is not a relationship-enhancement activity?

A) Remembering the customer after the sale
B) Correcting billing errors
C) Encouraging complaints
D) Expediting orders
E) All of the above are relationship-enhancement activities

Answer 3

C

Question 4

Which of the following is not a relationship-enhancement activity?

A) Remembering the customer after the sale
B) Correcting billing errors
C) Resolving Complaints
D) Expediting orders
E) All of the above are relationship-enhancement activities

Question 5

Which of the following components of effective follow-up reflects a salesperson's ability to develop insight regarding the buyer's changing situation, needs, and expectations?

A) Interact
B) Connect
C) Know
D) Relate
E) Encourage

Question 6

Which of the following is not one of the specific components of effective follow-up?

A) Interact
B) Connect
C) Know
D) Relate
E) Encourage

Question 7

Which of the following components of effective follow-up reflects a salesperson's actions that maximize the number of critical encounters with buyers in order to encourage effective dialogue?

A) Interact
B) Connect
C) Know
D) Relate
E) Encourage

Question 8

Suppose you're a salesperson for an industrial machine manufacturer. How can you demonstrate to your customers your commitment to building mutually satisfying long-term relationships?

A) When they place an order, be sure to show sincere gratitude and then assure the customer that you'll be back when it's time for them to make another purchase.
B) Avoid calling on the customers unless you have something you think they'd be interested in purchasing.
C) Follow-up with your customers on a regular basis and be especially attentive after they've placed an order.
D) Avoid talking with anybody else in the organization other than the buyer.
E) All the above are correct.

Question 9

Which of the following is accurate regarding the impact of technology on customer relationship management?

A) Buyers can place orders without the salesperson's involvement.
B) Buyers may have continuous real-time access to the selling organization.
C) Salespeople are more readily able to analyze customer information.
D) Salespeople have more timely, and perhaps expanded, access to their companies records and interactions (e.g., customer service, order fulfillment, etc.) concerning their customers.
E) All of the above are accurate.

Question 10

Which of the following components of effective follow-up reflects a salesperson's actions that create and maintain contact with influential (related to the purchasing decision) people in the buying organization.

A) Interact
B) Connect
C) Know
D) Relate
E) Encourage

Question 11

Kim is a salesperson who is able to use her knowledge of her customers and their industries to create value-added interactions and generate meaningful relationships between her and her customers. Which of the four sequential components of effective follow-up is Kim utilizing?

A) Interact
B) Connect
C) Understand
D) Relate
E) Encourage

Question 12

CRM is an acronym for:

A) Customer Relationship Maker
B) Consumer Relationship Maker
C) Customer Relations Manager
D) Customer Relations Management
E) Customer Relationship Management

Question 13

Which of the following components of effective follow-up reflects a salesperson's ability to apply relevant understanding and insight to create value-added interactions?

A) Interact
B) Connect
C) Know
D) Relate
E) Encourage

Question 14

Which of the following is not one of the recommended partnership enhancement activities?

A) Train customer personnel
B) Resolve complaints
C) Follow-up daily
D) Correct billing errors
E) Expedite orders

Question 15

Adding value refers to the process of:

A) Increasing the price
B) Increasing revenue
C) Improving a product or service for the customer
D) Doing more with less
E) Obtaining competitive information

Question 16

Grace is a salesperson who strives to build relationships with multiple individuals in her customers' organizations. Which of the four sequential components of effective follow-up is Grace utilizing?

A) Interact
B) Connect
C) Know
D) Relate
E) Encourage

Question 17

Which of the following methods of post-sale follow-up is probably most effective?

A) A personal visit
B) Phone call
C) E-mail
D) Handwritten note
E) Both a and b are correct

Question 18

Why is it important to assess customer satisfaction?

A) Doing so helps build customer trust
B) Doing so provided competitive information
C) It isn't important as long as the company is profitable
D) Assessing satisfaction is a ploy used to begin the next sales cycle
E) Both A and C are correct.

Question 19

Scott is a salesperson who works to maximize the number of critical encounters with his customers in order to encourage effective dialogue. Which of the four sequential components of effective follow-up is Scott utilizing?

A) Interact
B) Connect
C) Understand
D) Relate
E) Encourage

Question 20

Which of the following is not one of the ways salespeople can convert new customers into highly committed lifetime customers?

A) Building goodwill by continually adding value to the product or service through appropriate follow-up.
B) Handling complaints in a timely and thoughtful manner.
C) Processing requests for rush deliveries willingly and assuring the customer that the salesperson will do everything possible to make that request happen.
D) Make sure to discount the price of the product as much as possible without realizing and net loss.
E) All of the above are correct.

Question 21

Which of the following is not one of the steps for handling complaints?

A) Get the whole story
B) Ask the customer to provide a written summary of the problem
C) Ask the customer what he/she would like you to do
D) Gain agreement on a solution
E) Follow through on all promises

Question 22

What should the salesperson do next if the complaining customer proposes a viable way (some action) to resolve the complaint?

A) Allow the customer to vent
B) Follow through with what the customer suggests
C) Offer the customer an alternative resolution
D) Gain the customer's agreement that the action will resolve the complaint
E) All the above

Question 23

Which of the following is the best method a salesperson can utilize for reducing customer complaints?

A) Manage customer expectations (e.g., don't over promise)
B) Follow up daily or even hourly with the order fulfillment department
C) Offer the customer discount at the first sign of trouble to
D) Avoid contacting the customer until several weeks after the product is delivered
E) Both b and c are correct

Question 24

Even though salespeople rarely are responsible for installation, why might it be helpful for salespeople to be present when their products are being installed?

A) This allows the salesperson the opportunity to sell the customer additional products.
B) Installation teams usually do not possess the same relational skills that salespeople do.
C) The salesperson may have to cover up installation or order processing mistakes.
D) The salesperson can immediately answer questions or concerns the buyer may have as a result of installation.
E) Both b and d are correct.

Question 25

Susan always asks her customers to be candid with her, especially when it comes to their satisfaction. Susan:

A) Is encouraging critical encounters.
B) Is avoiding critical encounters.
C) Is hoping the customers won't complain
D) Doesn't really want their feedback.
E) Is hoping her customers will complain.

Question 26

Suppose you are a salesperson for an office supply company. One of your customers left you a message indicating that they were unhappy about the last order they received. While on your way to visit the customer to discuss the problem, you decide to review your procedure for handling complaints. What is the first thing you need to do to resolve customer's complaint?

A) Ask the customer what he/she would like you do.
B) Ask the customer to explain the problem and then listen carefully to get the whole story.
C) Offer the customer a discount on their next order.
D) Inform the customer that you will not charge them for the order.
E) None of the above are correct.

Question 27

Which of the following is not one of the steps for handling complaints?

A) Get the whole story
B) Ask the customer what he/she would like you to do
C) Gain agreement on a solution
D) Follow through on all promises
E) All the above are steps for handling complaints

Question 28

LaTosha is very good at getting customers to purchase her company's products. However, her customers are usually dissatisfied with the performance of the products even though they perform as well if not better than the competition's products. Which of the following is most likely the problem?

A) LaTosha is setting her customers' expectations too high.
B) LaTosha's customers are hard to satisfy.
C) LaTosha isn't doing a good job of prospecting.
D) LaTosha's company makes inferior products.
E) LaTosha is setting her customers' expectations too low.

Question 29

When handling customer complaints it is important to ask of the buyer what he/she would like to have happen in order to resolve the issue. By doing this, the salesperson:

A) Avoids proposing an insufficient solution.
B) Avoids proposing a solution that over-compensates for the problem.
C) Will understand what the buyer wants to correct the problem.
D) Is more likely to gain the customer's agreement to the solution if it is viable.
E) All of the above.

Question 30

LaTosha is very good at getting customers to purchase her company's products. However, her customers are usually dissatisfied with the performance of the products even though they perform as well if not better than the competition's products. Which of the following is most likely the problem?

A) LaTosha is setting her customers' expectations too low.
B) LaTosha's customers are easy to satisfy.
C) LaTosha isn't doing a good job of prospecting.
D) LaTosha's company makes inferior products.
E) None of the above are correct.

Question 31

Tony is a salesperson dealing with a customer complaint. Tony's customer is asking for a resolution Tony knows is nonviable. Tony should:

A) Allow the customer to vent more.
B) Tell the customer no.
C) Thank the customer for the suggestion and then offer an alternative solution.
D) Agree to the resolution even though he knows his company won't be able to follow through on his promise.
E) Tell the customer to think again.

Question 32

Which of the following are post sale follow-up methods available to salespeople for providing useful information to their customers?

A) A personal visit
B) Phone call
C) E-mail
D) Handwritten note
E) All the above

Question 33

Suppose you're a salesperson for a beer and wine distributor. One of your customers has just finished telling you they are unhappy because their last order contained several broken bottles. What should you do after expressing empathy and taking responsibility for the problem?

A) Offer the customer a discount on avoids next order.
B) Reimburse the customer for the broken bottles.
C) Ask the customer what he/she would like you to do.
D) Allow the customer to the vent.
E) Both a and to b

Question 34

What should the salesperson do next if the complaining customer proposes a nonviable way (some action) to resolve the complaint?

A) Allow the customer to vent
B) Follow through with what the customer suggests anyway
C) Thank the customer for the suggestion and then offer the customer an alternative resolution
D) Gain the customer's agreement that the action will resolve the complaint
E) All the above

Question 35

With respect to customer training, salespeople should

A) Leave the training to the training experts.
B) Encourage customers to provide their own training.
C) Always use it as a bargaining tool when trying to get the buyer to make a purchase.
D) Be involved either directly or indirectly in the training process unless otherwise specified by the customer.
E) None of the above are correct.

Question 36

When a post-sale customer complaint arises, the salesperson should:

A) Find out who's responsible for the problem and subsequently inform the buyer.
B) Reassure the customer that their complaints or concerns are minor.
C) Accept responsibility for the problem regardless of who in the selling organization is at fault.
D) Take immediate steps to correct the problem.
E) Both c and d are correct.

Question 37

Once the salesperson and the customer have agreed upon how to resolve the complaint, the salesperson should do what?

A) Make sure the customer has realistic expectations and then implement the solution.
B) Allow the customer to vent.
C) Implement the solution.
D) Get the agreement in writing.
E) Both c and d

Question 38

Suppose you are a salesperson for a corporate jet manufacturer. You know from experience that after placing an order most customers will have questions or concerns. Which of the following post sale follow-up methods are appropriate for you to utilize?

A) A personal visit
B) Phone call
C) E-mail
D) Handwritten note
E) Both a and b are correct

Question 39

Problems that result in the customer severing the relationship with the seller may be avoided by:

A) Always having the lowest price.
B) Always delivering on time.
C) Maintaining open, two-way communication.
D) Involving Upper level management.
E) Avoiding the customer.

Question 40

Suppose you are salesperson for FedEx. Which of the following actions would you take to ensure you are made aware of any concerns your customers may have?

A) Meet with your customers periodically, even after a sale.
B) Encourage your customers to be candid with you.
C) Meet with your customer service department twice a year to check for customer complaints.
D) Make sure you address and resolve all concerns so that customers will feel more confident about airing subsequent concerns.
E) A, B, and D are correct

Question 41

Which of the following is not one of the four benefits of service enthusiasm that allow the sales organization to gain an advantage over its competitors?

A) Service enthusiasm helps the salesperson build a strong reputation
B) Service enthusiasm reduces mistakes thereby improving profitability
C) Service enthusiasm helps customers feel more comfortable complaining
D) Service enthusiasm stimulates interest in the selling organization
E) All the above are correct

Question 42

What is the customer service dimension that refers to a salesperson's ability to maintain a positive attitude regardless of how they are treated by customers?

A) Communication
B) Reliability
C) Resilience
D) Motivation
E) Anticipation

Question 43

Maintaining open, two-way communication with a customer is easier when:

A) The customer believes the salesperson is sincere and responsive
B) The salesperson memorizes the customer's phone number
C) The salesperson engages the buyer in periodic meetings
D) The customer is content and not in need of any contact with the salesperson
E) Both A and C are correct

Question 44

Which of the following statements regarding customer expectations is appropriate for salespeople to remember?

A) Many relationships fail due to unmet expectations
B) The higher the customer's expectations, the better, provided the seller can meet or exceed those expectations
C) Salespeople must be able to manage their customers' expectations
D) Customer dissatisfaction is often the result of unmet expectations
E) All of the above are correct
5

Question 45

Susan is a sales representative for an industrial chemical company. Over the course of the next few months Susan is going to try to have people from the R&D department visit her customers to see how they use the products. Which of the following explains why Susan is going to all of this trouble?

A) She wants the people from the R&D department to handle complaints.
B) She's making an effort to expand collaborative involvement between her company and her key accounts.
C) She is trying to impress her customers.
D) She is trying to build good will with her customers
E) Both a and c

Question 46

Which of the following is not a method a salesperson might use to expand collaborative involvement between the selling organization and the customer's organization?

A) Hosting a week-long series of seminars for the customer's organization
B) Initiating and enhancing relationships between multiple key individuals in both organizations
C) Have key personnel from the selling organization meet with individuals from the buying organization
D) Host social engagements to allow key individuals from both organizations get to know each other
E) All of the above are ways to expand collaborative involvement

Question 47

Salespeople looking for ways to take relationships with their customers to higher levels after the sales should:

A) Seek to expand collaborative involvement.
B) Sell more products to those customers.
C) Encourage and seek open communication
D) Lower their prices.
E) Both a and c are correct.

Question 48

Anthony is a purchasing agent for a hospital. One day the hospital receives a shipment from of its suppliers with several items missing. Anthony calls the supplier and talks to a customer service representative who is very friendly and helpful. Anthony calls the supplier again the next day but talks to a different customer service representative. This customer service representative is not as friendly and not as helpful. Which of the following describes the problem the supplier has with customer service?

A) Customer service people are hard to train.
B) The quality of the service provided is inconsistent across customer service agents.
C) The first customer service agent set an unrealistic expectation.
D) The second customer service agent needs more training.
E) None of the above.

Question 49

Which the following is not one of the customer service dimensions?

A) Communication
B) Reliability
C) Resilience
D) Service motivation
E) All the above are customer service dimensions

Question 50

Which of the following is not a method a salesperson might use to expand collaborative involvement between the selling organization and the customer's organization?

A) Hosting a week-long series of seminars for the customer's organization
B) Initiating and enhancing relationships between multiple key individuals in both organizations
C) Refer the customer to customer service when complaints arise so that the customer will get know the customer service agents
D) Host social engagements to allow key individuals from both organizations get to know each other
E) All of the above are ways to expand collaborative involvement

Question 51

Using exaggeration to get an order is a generally accepted practice in professional selling.

Question 52

What is the most important customer service dimension?

A) Communication
B) Reliability
C) Resilience
D) Motivation
E) Anticipation

Question 53

For many salespeople, the core products that they're selling provide the same features and benefits as those of their competitors. Which of the following statements is true regarding this sort of competitive environment?

A) The best way to build long-term relationships is to offer the lowest price.
B) The best way to build long-term relationships is to offer superior service quality.
C) Competing on price produces customers who are price loyal and, consequently, difficult to keep.
D) This sort of competitive environment is rare.
E) Both b and c are correct.

Question 54

Which of the following is not one of the four benefits of service enthusiasm that allow the sales organization to gain an advantage over its competitors?

A) Service enthusiasm helps the salesperson build a strong reputation
B) Service enthusiasm eliminates customer complaints
C) Service enthusiasm reduces mistakes thereby improving profitability
D) Service enthusiasm helps customers feel more comfortable complaining
E) Service enthusiasm stimulates interest in the selling organization

Question 55

Which of the following is not one of the questions a salesperson must ask when developing a service strategy?

A) What is our business?
B) Who are our customers?
C) What do we do best?
D) What can we do better?
E) All of the above are questions a salesperson must ask when developing a service strategy.

Question 56

Which of the following is not one of the expectations customers have when dealing with customer service personnel?

A) Assurance
B) Empathy
C) Capitulation
D) Resolution of complaints
E) All the above

Question 57

What is the customer service dimension that refers to a salesperson's desire to work with and properly service customers on a daily basis?

A) Communication
B) Reliability
C) Resilience
D) Service motivation
E) Anticipation

Question 58

When resolving complaints, salespeople often make promises to the customer. Which of the following best reflects what the salesperson should do regarding those promises?

A) The salesperson should strive to over-promise and under-deliver
B) The salesperson should strive to under-promise and over-deliver
C) Follow through on all promises except those that cost the selling organization money
D) Follow through and all promises except those costing more than the profit made from the sale
E) Both b and d are correct

Question 59

Mathew has called the customer service department of one of his suppliers to make a complaint. The customer service agent acts indifferent to Mathew's problem but agrees to resolve the issue. The customer service agent should have:

A) Not resolved the issue until they had the whole story.
B) Been more empathetic to Mathew's situation.
C) Asked Mathew more questions.
D) Capitulated to Mathew's demands at the start of the conversation.
E) Done none of the above.

Question 60

Ultimately, who is responsible for differentiating a company's products and positioning those products in the minds of its customers?

A) The company's senior management
B) The company's marketing department
C) The company's product managers
D) That company's salespeople
E) None of the above

Question 61

A salesperson should focus only on one individual in the buying organization, concentrating his/her sales resources there.

Question 62

It's not uncommon for buyers to feel neglected by the salesperson once they've placed an order.

Question 63

Building goodwill is important to converting new customers to committed lifetime customers

Question 64

A salesperson should actively seek and manage information gathered through buyer-seller contact and collaboration to develop insight regarding the buyer's changing situation, needs, and expectations.

Question 65

With respect to relational selling, it is the salesperson's job to follow-up with the customer after a sale has been made in order to ensure customer satisfaction.

Question 66

Handling complaints in any manner as long as they are handled is important to building successful long-term relationships.

Question 67

Unfortunately, many companies do a poor job understanding and satisfying their customers.

Question 68

E-mail is a good way to stay in touch with the customer because it guarantees the customer will get the message.

Question 69

Routine follow-up with customers is important to building successful long-term relationships.

Question 70

Providing customers with high-quality information is an activity that will help salespeople enhance their relationships with those customers.

Question 71

New customers generally feel special because they have received a lot of attention.

Question 72

Traditional selling and relational selling are pretty much the same with respect to post-sale follow-up activities.

Question 73

Computer technology is helpful to salespeople, but only in that it can help them track their customers.

Question 74

Computer technology can help salespeople assess enhance follow-up activities with their customers.

Question 75

One advantage of computer technology is that salespeople can now track their orders in real time and, subsequently, relate the appropriate information to their customers.

Question 76

Long-term customers may feel neglected because the salesperson has many new customers and cannot be as attentive as he or she was previously.

Question 77

Although not to be used alone, a handwritten thank you card to a customer is always a good form of customer follow-up.

Question 78

The salesperson should encourage critical encounters with their customers to encourage effective dialogue.

Question 79

Most companies do a good job of understanding and satisfying their customers.

Question 80

Processing requests for rush deliveries is unimportant to building successful long-term relationships.