Deck 1: Introduction to Relationship Selling

Question 1

Tara sells customized software.She often spends considerable time and effort listening to customers and learning about their problems.Tara is involved in _________ selling.

A)Transactional
B)Reflective
C)Consultative
D)Enterprise

Answer 1

C

Question 2

__________ plays a major role in using information to manage customer relationships.

A)Persuasion.
B)Technology
C)Communication
D)Persuasive communication

Answer 2

B

Question 3

The practice of giving your customers many reasons not to switch to competitors is known as:

A)Building customer loyalty.
B)Selling based on price.
C)Making the most profit.
D)Earning the highest commission.

Answer 3

A

Question 4

The net bundle of benefits customers derive from the product you are selling is called the:

A)CRM scope.
B)Competitive offering.
C)Value proposition.
D)Customer delight

Question 5

Loren tells his customer that his product will definitely outperform competitors' offerings.What Loren is doing may be __________ but considered _______ by customers.

A)Ethical; legal
B)Unethical; ethical
C)Legal; unethical
D)Illegal; legal

Question 6

Stereotypical used car sales people communicate using the _____ message.

A)Persuasive relationship
B)Hard sell
C)Soft sell
D)Hand-holding

Question 7

Kathy is involved in transactional selling.Compared to value-added selling she will spend more time ____________ and less time _____________.

A)Closing the sale; developing an understanding of the buyer's needs.
B)Presenting her solution; closing the sale.
C)Developing an understanding of the buyer's needs; closing the sale.
D)Developing an understanding of the buyer's needs; presenting her solution.

Question 8

Glen and forty other students are trying to sell tickets to the university's basketball game.Glen is involved in _________ selling.

A)Transactional
B)Relationship
C)Consultative
D)Enterprise

Question 9

The idea that customers provide long-term rewards to a sales organization is called the:

A)Due diligence profitability model.
B)Lifetime value of a customer.
C)Customer orientation ratio.
D)Return on corporate sales effort.

Question 10

While transactional selling works to reduce __________,relationship selling works to add ______.

A)Value; price
B)Costs; value
C)Ethics; price
D)Value; costs

Question 11

In selling,ethical dilemmas typically occur between sales people and:

A)Customers.
B)Sales managers.
C)Criminal courts.
D)Customers and sales managers.

Question 12

Which of the following is an example of an external customer mindset?

A)I must understand the needs of my company.
B)It is critical to provide value to my company.
C)I am primarily interested in satisfying my company.
D)I must understand who buys my company's products and services.

Question 13

Another name for problem solving selling is ____________ selling.

A)Transactional
B)Expectancy
C)Follow-up
D)Solution

Question 14

Which of the following is one of the customer selling mistakes to avoid?

A)Being empowered to handle situations right away.
B)Knowing too much about the customer's business.
C)Bringing problems,not solutions.
D)Not visiting a customer unless you have something of value to share.

Question 15

The moral principles and standards that guide sales peoples' behavior is their:

A)Understanding of the law.
B)Value proposition position.
C)Ethics.
D)Autonomy.

Question 16

In relationship selling,the hard sell message is replaced by a communication approach of:

A)Role playing dialogue.
B)Lifetime customer contact.
C)Mutual problem solving.
D)CRM technical analysis.

Question 17

Brenda is the manager for the local burger-whopper fast food outlet.She wants to increase employee internal customer mindset.Which of the following would she stress?

A)Customers who receive my work are my employees.
B)Meeting the needs of employees who receive my work is their problem.
C)It is important to receive feedback from employees who receive my work.
D)It is not my job to focus on the requirements of those who receive my work.

Question 18

Natalie represents medical office management systems.She frequently consults with clients,redesigning systems and using the technical expertise of her firm to address the strategic needs of her customers.Natalie is involved in _________ selling.

A)Transactional
B)Reflective
C)Consultative
D)Enterprise

Question 19

Securing,building,and maintaining long-term relationships with profitable customers are the goals goal of:

A)Expectancy theory
B)Relationship selling
C)Expertise
D)Service

Question 20

Customers who need to be in control,want to define what they need,and seek the best price encourage sales people to engage in _____________ selling.

A)Transactional
B)Relationship
C)Consultative
D)Enterprise

Question 21

The "selling environment" includes both the __________ and the _________ environment.

A)Regulated; unregulated.
B)Marketing; demarketing.
C)Internal; external.
D)Training; development

Question 22

Which of the following is true?

A)There is a strong correlation between long-term business success and short-term customer relationships.
B)In the retention stage of the customer life cycle,increasing the value of each existing customer is the objective.
C)In the growth stage of the customer life cycle,a company retains its customers by delivering on its value proposition.
D)Customer selection and acquisition is just the beginning of the customer life cycle.

Question 23

Henry has just been promoted to sales manager.Which of the following is NOT one of the issues he will likely have to address?

A)Sales force compensation.
B)Sales force training.
C)Sales force strategic vision.
D)Sales force evaluation.

Question 24

Overpromising to get an initial sale may work once in ___________ selling.

A)Transactional
B)Expectancy
C)Follow-up
D)Solution

Question 25

Because Tyler has developed trust and rapport with his customers,it takes some of the pressure off:

A)Prospecting.
B)Qualifying.
C)The "close."
D)Compensation.

Question 26

Because she has considerable autonomy,Marla will have to decide:

A)How to organize her job.
B)Her sales territory route.
C)How to prioritize customers.
D)All of the choices are correct.

Question 27

One reason companies train new sales personnel is to:

A)Avoid on-the-job training costs.
B)Avoid losing good customers due to the mistakes of unskilled sales people.
C)Stimulate interest among competing firms.
D)Minimize CRM costs.

Question 28

One of the characteristics that make sales jobs attractive is:

A)Pressure.
B)Customer delight.
C)Autonomy.
D)All of the choices are correct.

Question 29

In relationship selling sales force compensation and incentives are often more difficult to create and administer because relationship selling:

A)Is more complex than transactional selling.
B)Is often done with teams.
C)Is more ethical than transactional selling.
D)Requires less effort.

Question 30

When a sales manager changes the incentive system used for rewarding employees,it will likely cause them to change their:

A)Cadence.
B)Effort.
C)Customer delight.
D)Cultural values.

Question 31

As the vice president for sales,Carrie is assessing her company's internal sales environment.She will probably include ____________ in her assessment.

A)Human resources.
B)Financial resources.
C)Production capabilities.
D)All of the choices are correct.

Question 32

The strategy of "under promise and over deliver" can result in:

A)Objection contraction.
B)Customer delight.
C)Persuasive autonomy.
D)Expectancy turnover.

Question 33

At least one major company rewards their sales staff based on the percentage of sales of the company's new products.This compensation strategy will influence salesperson:

A)Drug awareness.
B)Customer-orientation.
C)Effort.
D)Handling of objections.

Question 34

__________ theory holds that sales people will allocate their effort depending on the probability of that effort improving their performance and rewards.

A)Determinism.
B)Pre-destination.
C)External evaluation.
D)Expectancy.

Question 35

Diana works hard to maintain relationships with her customers.She knows ___________ is critical in this area of relationship selling.

A)Follow-up
B)Prospecting
C)Closing
D)Internal qualifying

Question 36

Sales training focuses on __________,while sales development focuses on ____________.

A)Careers; skills.
B)Incentives; rewards.
C)Skills; careers.
D)Autonomy; ethics.

Question 37

Wade is recruiting new sales personnel for relationship selling positions.He will look for people with:

A)Fast talking skills.
B)Ability to adapt to different situations.
C)Ability to interact with people only at the highest levels of a customer's organization.
D)Delegation skills.

Question 38

Fiona has just been hired by IBT Company.One of the first things she will read in order to assess the corporate culture is the company's:

A)Budget.
B)Client review board report.
C)Expected pro forma profitability analysis.
D)Mission statement.

Question 39

Hylana has been selling textbooks for years.She knows instructors will often have objections concerning:

A)Price.
B)Delivery.
C)Timing.
D)All of the choices are correct.

Question 40

Because salespeople are very results-oriented,sales managers spend considerable effort developing appropriate____________________ systems.

A)Compensation and incentive
B)Correspondence and value
C)Expectancy and cultural
D)Mindset and objections handling

Question 41

"CRM" stands for Customer Reminder Management.

Question 42

"Consultative" and "enterprise" are relationship-oriented approaches to selling.

Question 43

A sales manager who focuses all his or her energy on customers and the sales force may not notice changes in the company's:

A)Internal environment.
B)External environment.
C)Customer satisfaction index.
D)All of the choices are correct.

Question 44

Changes in communication systems allowing 24-hour per day ordering for customers around the world would be assessed as part of a firm's __________ environment.

A)Natural
B)Social and cultural
C)Economic
D)Technological

Question 45

Valerie often spends considerable time developing an understanding of her buyer's needs before she presents her solution.Valerie is engaged in value-added selling.

Question 46

During one of the recent housing booms,materials became quite scarce holding back completion of multi-million dollar projects.Building material supply companies had to manage:

A)External environmental marketing.
B)Lifetime value representation.
C)Demarketing.
D)Consumer expectancy management.

Question 47

Ethics,in sales,is simply complying with the appropriate laws.

Question 48

Changes in the total potential demand for a product are assessed as part of a firm's____________ environment.

A)Natural
B)Social and cultural
C)Economic
D)Technological

Question 49

Companies try to influence their ___________ through political lobbying and public relations campaigns.

A)External environments
B)Internal environments
C)Autonomous
D)Relationships

Question 50

The focus of much selling today is on securing,building,and maintaining short-term relationships with unprofitable customers.

Question 51

Changes in the ethnic composition of a target market would be assessed as part of a firm's ____________ environment.

A)Natural
B)Social and cultural
C)Economic
D)Technological

Question 52

Value can be described as a "give-get" ratio.

Question 53

One reason firms monitor world weather conditions is to assess how changes in weather affect the firm's _____________ environment.

A)Natural
B)Social and cultural
C)Legal and political
D)Technological

Question 54

The net bundle of benefits the customer derives from a product being sold represents the "value" to the customer.

Question 55

The European Union is leading efforts to force companies to ____________ products they sell.

A)Differentiate
B)Handle ethical objections to
C)Improve international follow-up for
D)Reuse or recycle

Question 56

Most relationship selling is accomplished today by a combination of face-to-face communication and ___________communication.

A)Electronic
B)Mail
C)Non-
D)All of the choices are correct.

Question 57

A salesperson should stop by a customer's office to socialize,even if it takes some of the customer's time.

Question 58

Changes in how government views business mergers would be assessed as part of a firm's ______________ environment.

A)Natural
B)Social and cultural
C)Legal and political
D)Technological

Question 59

"Employees who receive my work are my customers," is an example of Internal Customer Mindset.

Question 60

Another name for problem-solving selling is solution selling.

Question 61

Highly effective salespeople practice certain strategies for success.List four of the seven in the text.

Question 62

Customers don't appreciate the "salesperson as a _________" explanation when something goes wrong.

Question 63

In what selling interactions do ethical dilemmas arise?

Question 64

The text states "in modern organizations,relationship selling and sales management is quite an integrated process." What does sales integration entail?

Question 65

How can effective follow-up support relationship selling?

Question 66

You are considering a career in sales and know it involves considerable self-management.What self-management issues and questions will you likely have to address?

Question 67

Almost every sales person knows they will face customer objections.What types of objections should a sales person anticipate?

Question 68

________________ ________________ is defined as a salesperson's belief that understanding and satisfying customers,whether internal or external to the organization,is central to doing his or her job well.

Question 69

In relationship selling,what is the "give-get" ratio?

Question 70

Part of successful selling involves understanding and support from the firm's internal environment.What are the components of a firm's internal environment?

Question 71

While using and managing a firm's internal environment can totally consume a manager's time and effort,changes in the firm's external environment can create opportunities and/or roadblocks.What are the five components of a firm's external environment they need to monitor?

Question 72

How can a sales manager instill a customer orientation within his or her firm?

Question 73

Compare the time investment at each stage of a sale in transactional versus value-added selling.

Question 74

What is involved in becoming a customer-centric organization?

Question 75

Why is value a central theme in relationship selling?