Deck 3: The Psychology of Selling: Why People Buy

Question 1

One way to remember to incorporate a trial close into your presentation is the FAB Sequence.

Answer 1

False

Question 2

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

Answer 2

True

Question 3

The salesperson asks the prospect to buy during the trial close.

Answer 3

False

Question 4

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

Question 5

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

Question 6

A feature is the performance characteristic of a product that describes how it will help the buyer.

Question 7

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

Question 8

A person's needs are wants that are learned by a person,while wants result from a lack of something desirable.

Question 9

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

Question 10

Benefits that would satisfy buyers' unimportant needs should be deemphasized in the sales presentation.

Question 11

The trial close should be used after the salesperson finishes listing all of the selling points in the sales presentation.

Question 12

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

Question 13

Economic needs refer to the buyer's need to behave in an economically rational manner and buy the lowest priced item available.

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

The size,color,and price of a product are all examples of product benefits.

Question 19

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

Question 20

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

Question 21

You can help the buyer be satisfied with the product through continually reinforcing buyers' decisions by reminding them how well the product actually fulfills their needs.

Question 22

A prospect internalizes the information presented by a salesperson and then makes a buying decision.Because we cannot see into the buyer's mind,this internalization process is referred to as a(n):

A)black hole.
B)suppressed representation.
C)mirage.
D)black box.
E)echo chamber.

Question 23

The _____ model of buyer behavior assumes a prospect will respond to the sales presentation in some predictable manner.

A)perceptual
B)stimulus-response
C)buying process
D)FAB
E)needs hierarchy

Question 24

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

Question 25

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

Question 26

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

Question 27

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

Question 28

Martin recently purchased a Nissan Maxima and is concerned that he may have overpaid for the car.Martin is experiencing emotional dissonance.

Question 29

The buying decision involves five basic steps beginning with need arousal.

Question 30

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 31

During a trial close,an effective salesperson asks a prospect to purchase a product.

Question 32

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

Question 33

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

Question 34

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

Question 35

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

Question 36

For most people,purchasing a house or a car demands extensive decision making.

Question 37

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

Question 38

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

Question 39

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 40

According to the consumer buying decision process,need arousal is immediately followed by information evaluation.

Question 41

Jed Gillon is shopping in Target for a gift for his girlfriend.Gillon wants to buy something useful for his girlfriend because she just bought a new home.At what level of need awareness is Gillon?

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

Question 42

Benefit selling is often referred to as:

A)stimulus-response selling.
B)FAB selling.
C)perception-based selling.
D)need/want identification.
E)cognitive learning.

Question 43

A product advantage is defined as:

A)a way in which the product will help the buyer.
B)a performance characteristic of a product.
C)the satisfaction a buyer feels about a purchase.
D)a favorable result the buyer receives from use of the product.
E)any physical characteristic of a product.

Question 44

A product benefit is defined as a:

A)favorable result the buyer receives from use of the product.
B)performance characteristic of a product.
C)physical characteristic of a product.
D)way the product will work when used.
E)way in which the product will help the buyer.

Question 45

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

A)features
B)service records
C)advantages
D)achievements
E)benefits

Question 46

Which of the following is an example of a product feature?

A)"This bureau comes in cherry,walnut,and mahogany finishes."
B)"If you stock our line of bakery products,more customers will be drawn into your store."
C)"Consumers prefer our line of toothbrushes 2 to l over competing brands."
D)"This automatic lawn sprinkling system will save you three hours a week."
E)"This car model will save you $25 a week for gas."

Question 47

"With this tennis racquet,you'll hit harder and with less effort than other brands," is an example of a(n):

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

Question 48

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

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

Question 49

The statement "This chicken is quick-frozen at 30 degrees below zero," is an example of a(n):

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

Question 50

The statement "Instant rice cooks in half the time of regular rice," is an example of a:

A)product feature.
B)segmentation basis.
C)product benefit.
D)market achievement.
E)product advantage.

Question 51

The statement,"The black,rectangular Intech ThinkPad has a red tracking ball and a multicolored Intech logo set at 35 degrees in the lower right corner," is an example of a(n):

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

Question 52

Rachel has just walked into her local Serta mattress outlet and told the salesperson,"I'd like to buy a pillow-top mattress with individually wrapped coils and a five-year warranty.What can you show me?" At what level of need awareness is Rachel?

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

Question 53

Different individuals have different reasons for wanting to buy,so when developing a sales presentation,the salesperson must:

A)be sure to have his/her product available to the prospect when the relevant need occurs.
B)be sure to have his/her product available to the prospect when the relevant want occurs.
C)rely on the prospect to see that the good or service will satisfy his/her relevant need/want.
D)make sure his/her sales presentation appeals to all possible needs/wants.
E)determine a prospect's needs and then match the product's benefits to that particular prospect's needs and wants.

Question 54

A product feature is defined as:

A)a performance characteristic of a product.
B)a characteristic of the product that is not special enough to be called a benefit.
C)a favorable result the buyer receives from use of the product.
D)a way in which the product will help the buyer.
E)any physical characteristic of a product.

Question 55

"The Musica player gives you up to 50 hours of audio playback,which is 10 hours more than any other player available in the current market." This statement describes a product:

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

Question 56

The Wi-series mobile phone with touch display has an ambient light sensor that automatically adjusts brightness to suit the ambient light in your surroundings.This is a battery-saving efficiency of the Wi-series touch phone.Which of the following does this describe?

A)Product benefit
B)Product advantage
C)Segmentation variable
D)Product feature
E)Market need

Question 57

At the _____ level of need awareness,the consumer may not be sure why he/she wants to buy a product,but will go ahead with the purchase anyway.

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

Question 58

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

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

Question 59

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

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

Question 60

Which of the following statements about economic needs is true?

A)Economic needs refer to the buyer's need to purchase the most satisfying product for the money.
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 are unimportant to most consumers.
E)A product priced higher than the competition's is doomed to failure because it satisfies no economic need.

Question 61

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 that 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 62

The "E" in the SELL Sequence reminds the salesperson to:

A)enlist the help of visual aids.
B)explain the product's advantage.
C)exploit your opportunity to sell.
D)encounter a prospect anywhere you can.
E)elevate your company's brand image.

Question 63

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 64

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 65

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)after the presentation.
C)after answering an objection.
D)immediately after closing the sale.
E)immediately before moving to close the sale.

Question 66

The statement "You won't have to stop at the gas station as frequently with our full-size truck," is an example of a(n):

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

Question 67

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

Question 68

The SELL Sequence should be used:

A)only at the end of the sales presentation.
B)prior to each trial close.
C)in the preapproach only.
D)to modify buying needs.
E)throughout the sales presentation.

Question 69

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 70

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

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

Question 71

The _____ is a reminder to emphasize the features,advantages and benefits of a product during a sales presentation.

A)L-O-C-A-T-E method
B)SWOT analysis
C)sales presentation
D)SELL Sequence
E)trial close

Question 72

Salespeople use the SELL Sequence to:

A)adapt a sales presentation to the prospect's personality type.
B)remember what to emphasize during sales presentations.
C)handle consumer objections gracefully and quickly.
D)respond to distractions during sales presentations.
E)measure the success rate of sales personnel.

Question 73

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,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 74

Which of the following is NOT an example of a psychological need for buying a product?

A)Fear
B)Comfort or luxury
C)Desire for gain
D)Need to save money
E)Self-preservation

Question 75

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 76

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

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

Question 77

The trial close allows the salesperson to determine whether the:

A)prospect likes the features and benefits of the product.
B)salesperson will meet his/her sales quota.
C)salesperson should use one-way communication.
D)salesperson should use a memorized sales presentation.
E)salesperson should answer any objections.

Question 78

The acronym L-O-C-A-T-E reminds us of several useful methods for uncovering a prospective buyer's needs.A skillful salesperson may talk,listen,probe,make careful observations,and empathize-all in an effort to uncover the prospect's needs.This pertains to:

A)observing.
B)empathizing
C)converting.
D)coordinating
E)combining.

Question 79

Which of the following statements about the trial close is incorrect?

A)The trial close asks for the prospect's opinion,not a decision to buy.
B)A trial close should be used after making a strong selling point in the sales presentation.
C)The trial close allows the salesperson to determine if the prospect has any objections.
D)The trial close is a powerful technique to induce two-way communication.
E)A trial close should be used during customer follow-up meetings after a sale.

Question 80

"The Ultra Black Label series is a premium mobile phone made out of real stainless steel and complemented by multi-angle vision technology.This advanced technology allows you to view the screen contents from different angles.With the Ultra phone,you'll always be able to view the display and will never be out of touch." In what order are the features,benefits,and advantages presented in the statement?

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