Deck 14: Service and Follow-Up for Customer Retention

Question 1

The third level of relationships,intimate friends,applies to personal relationships but not business relationships.

Answer 1

False
Explanation: There are three levels of relationships with both business and personal friends: acquaintances, friends, and intimate friends.

Question 2

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

Answer 2

True
Explanation: In sales, one gains wisdom through a constant process of growing. First, we must trust and honor people. Then, we must learn from our errors and recover.

Question 3

Acquaintances experience low levels of wisdom and trust.

Answer 3

True
Explanation: Trust and wisdom both increase with time in any relationship. Acquaintances have the lowest levels of trust and wisdom and intimate friends the greatest.

Question 4

According to the text,wisdom and knowledge are synonyms.

Question 5

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

Question 6

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

Question 7

Closing ends the relationship between a salesperson and a customer.

Question 8

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 9

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

Question 10

According to the text,one of the easiest things a salesperson can do is to care about customers.

Question 11

The steps involved in developing a friendship are self-appraisal,acknowledgement,attending,and talking.

Question 12

Caring for people is the beginning of sales wisdom.

Question 13

A business friendship differs significantly from a personal friendship.

Question 14

After a sale has been made,there is no need for the salesperson to maintain relations with the customer.

Question 15

Partnering refers to working continually to improve the customer's operations,sales,and profits.

Question 16

According to the text,the most important ingredient in building a lasting friendship is perseverance.

Question 17

Follow-up refers to maintaining contact with a customer in order to evaluate the effectiveness of the product and the satisfaction of the customer.

Question 18

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 19

Relationship marketing involves using promotions and service to create customer loyalty.

Question 20

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 21

According to the text,many people do not make it in sales because they are unable to:

A) identify a customer's needs very quickly.
B) place someone's interests before their own.
C) predict the long-term sales outcome.
D) ensure future sales from a customer.
E) obtain loyal customers.

Question 22

Sales wisdom comes from:

A) the realization that the purpose of sales is to help people.
B) an understanding of the importance of account penetration.
C) the belief that the customer is always right.
D) the development of business networks.
E) increased contact with one's customers.

Question 23

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

Question 24

According to the text,nothing destroys a relationship with a customer faster than not following through on promises.

Question 25

If a salesperson sells to customers and does not contact them again,it is known as relationship selling.

Question 26

An organization using relationship marketing to facilitate quick,one-time sales.

Question 27

The most important activity for ensuring repeat sales is:

A) understanding the prospect's product line.
B) prospecting on a regular basis.
C) getting multiple referrals.
D) expanding the sales territory.
E) providing follow-up and service.

Question 28

Satisfied customers help salespeople make new sales.

Question 29

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

Question 30

To be viewed as professionals and respected by customers,salespeople should join worthwhile organizations such as the Lions Club or the Chamber of Commerce.

Question 31

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

Question 32

Which term refers to maintaining contact with a customer in order to evaluate the effectiveness of the product and the satisfaction of the customer?

A) Internalization
B) Resale
C) Follow-up
D) Sales penetration
E) Transaction selling

Question 33

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

Question 34

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

Question 35

If merchandise that has been sold in the past is unusable,the salesperson should not return the merchandise at it would result in loss.

Question 36

An effective salesperson converts follow-up and service situations into sales.

Question 37

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

Question 38

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 39

If a salesperson learns that a customer has been lost to a competitor,it is best to visit the customer and assert that a serious mistake has been made.

Question 40

The ability to work and contact people throughout the account,discussing your products,is known as account penetration.

Question 41

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 42

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 43

The third level of relationship in a business friendship is:

A) intimate friends.
B) strategic alliances.
C) joint ventures.
D) reciprocal alliances.
E) companionship.

Question 44

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 45

What is the most basic level of customer relationship marketing?

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

Question 46

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 47

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 48

Attending to a customer involves:

A) repeating what he/she says.
B) invalidating what he/she says.
C) changing the client's mind on an issue.
D) engaging in high pressure selling.
E) paying attention to him/her.

Question 49

Bo Hardigan is a salesperson at Caesar's Boating Extravaganza.He uses his free time in the store to telephone people who have purchased 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) transformational
E) transaction

Question 50

When a seller works continually to improve customers' operations,sales,and profits it is known as ____.

A) benefit selling
B) alliance selling
C) partnering
D) relationship selling
E) transaction selling

Question 51

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 52

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 53

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 of his product.

Question 54

Which of the following terms best describes the relationship between a salesperson and a client that revolves around business-related issues?

A) Marketing relationship
B) Transactional relationship
C) Business friendship
D) Reciprocal relationship
E) Partnering opportunity

Question 55

The first level of relationship in a business friendship is that of:

A) intimate friends.
B) friends.
C) companions.
D) acquaintances.
E) adversaries.

Question 56

_____ refers to the activities and programs provided by the seller to make the relationship satisfying for the customer.

A) Customer service
B) Skimming
C) Transaction selling
D) Customized marketing
E) Direct marketing

Question 57

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 activities.
C) assume the selling process has an end.
D) internalize the buyer's organizational culture.
E) engage in relationship transformation selling.

Question 58

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

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

Question 59

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 60

If a salesperson sells to customers and does not contact them again,the salesperson is involved in:

A) transaction selling.
B) transformational selling.
C) relationship selling.
D) partnering.
E) solution selling.

Question 61

_____ refers to a salesperson's ability to work and contact people throughout an account,to discuss a product.

A) Order taking
B) Sales power
C) Account accessibility
D) Customer satisfaction
E) Account penetration

Question 62

Successful account penetration:

A) requires a salesperson to develop a third-level business friendship with members of the buying center.
B) makes gatekeepers and influencers nonessential members of the buying center.
C) leads to greater chance of maximizing sales within the account.
D) can only occur with new-task buying.
E) relies on team selling.

Question 63

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 64

As a salesperson,part of your job in handling a customer complaint is to do all of the following EXCEPT:

A) obtaining relevant information from the customer.
B) expressing sincere regret for the customer's problem.
C) handling the complaint quickly and efficiently.
D) following up to make sure the customer is satisfied.
E) pointing out the poor service offered by competitors.

Question 65

When is a customer most likely to make a complaint?

A) The product has been backordered.
B) The product has more features than expected.
C) The customer received a larger discount than expected.
D) The product quality is better than expected.
E) The product arrived on the date specified in the contract.

Question 66

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 67

A photocopier salesperson is trying to determine how often he should call on a new account in order to provide proper service.He most likely has to consider all of the following EXCEPT:

A) present and potential sales.
B) servicing needs of purchased products.
C) number of product lines sold to the account.
D) number of orders expected annually from the account.
E) the necessity and cost of overnight travel to visit the account.

Question 68

In general,the greater your account penetration,____.

A) the greater your chances of maximizing sales within the account.
B) the greater your ability to control the customer and future sales.
C) the greater your ability to overcome customer objections.
D) the lower the possibility of relationship selling.
E) the lower the possibility of a repeat purchase.

Question 69

After losing a client to a competitor,a salesperson should most likely strive to:

A) call the customer every day to schedule a sales presentation.
B) criticize competitors during a meeting with the customer.
C) request an arbitrator to negotiate a new contract.
D) determine the reason for losing the account.
E) categorize the client as an orphan account.

Question 70

Which of the following is NOT a reason why a customer might be dissatisfied with a product?

A) Product was not delivered by the specified date.
B) Product delivered was different from the one ordered.
C) The product performed an additional, unadvertised function.
D) Customer believed the product could perform a function that it cannot.
E) Discounts offered by the salesperson were not given by the manufacturer.

Question 71

The most productive number of sales calls to make to a customer has been reached when:

A) demand equals supply.
B) additional calls do not result in additional sales.
C) marginal cost equals marginal revenue.
D) the salesperson works five full days per week.
E) the total cost of sales calls equals the value of business from that customer.

Question 72

Monica,an electrical parts salesperson,lost one of her big accounts to a competitor.It would be appropriate for Monica to respond in all of the following ways EXCEPT by:

A) visiting the customer quickly and finding out why the change was made.
B) expressing appreciation to the customer for past business transactions.
C) pointing out the flaws and high prices of competing products.
D) treating the former customer as a prospect by making calls.
E) communicating an interest in meeting future needs.

Question 73

You have completed the sales call and are no longer with the client.What should be your immediate next step?

A) Meet with your sales lead club
B) Identify the competition
C) Evaluate the sales call
D) Contact new referrals
E) Plan a follow-up call

Question 74

Ben is a salesperson for a company that manufactures gardening equipment.Why does Ben most likely insist on mailing his retail customers,birthday,holiday,and special occasion cards containing seed packs?

A) To encode his message of service
B) To show his appreciation of his customers
C) To create word-of-mouth advertising
D) To express non-verbal communication
E) To meet customers' supply needs

Question 75

When determining how frequently to call a customer,a salesperson should primarily base the decision on the relationship between sales volume and sales calls,which is known as the:

A) prospecting component.
B) sales investment factor.
C) account penetration.
D) response function.
E) opportunity cost.

Question 76

To show how much he appreciates the business of a regular customer,Claude,a software salesperson,should do all of the following EXCEPT:

A) send information about problems with competing products.
B) call the customer when he solves a problem for the customer.
C) send greeting cards for birthdays and other special occasions.
D) write congratulatory notes to customers who receive awards.
E) e-mail information to customers about relevant product modifications.

Question 77

Charles Landon sells software to large manufacturing firms.He strives to convert prospects into customers.After customers have purchased from Charles,what is the LEAST likely action he should take if he wants to ensure future sales?

A) Keeping service promises
B) Increasing account penetration
C) Contacting the account regularly
D) Asking about the prices offered by competitors
E) Providing the customer with problem-solving ideas

Question 78

According to the text,nothing destroys a relationship with a customer faster than:

A) not selecting the appropriate method of sales presentation.
B) not accurately identifying a customer's needs.
C) not achieving sufficient account penetration.
D) not offering the lowest prices.
E) not following through on promises.

Question 79

Rick Lee delivers milk,eggs,cottage cheese and orange juice to 200 regular customers weekly.Imagine that after he made a predawn delivery,a dog spilled the milk and broke the eggs.When the customer calls to complain,Lee should:

A) blame the dog.
B) ignore the complaint.
C) replace the food quickly.
D) call local animal control.
E) refer the customer to another dairy firm.

Question 80

It is said that "The customer is always right." But according to the text the customer is wrong when:

A) demanding fast delivery of a product.
B) requesting a refund for damaged goods.
C) lodging an unfounded complaint.
D) asking for a manufacturer's discount.
E) requesting terms that harm the seller.