Question 1

How should a salesperson differentiate between features and benefits when using a sales dialogue template?

Accepted Answer

A salesperson should focus on discussing those features that produce benefits that address the buying motives of the customer. This means that the salesperson should focus on the benefits that the customer will derive from the product, instead of just listing all the features. The benefits should be linked to the customer's needs and buying motives.

Question 2

Which statement best summarizes why it is important for a salesperson to plan how to begin the sales dialogue?

Accepted Answer

Planning how to begin the sales dialogue helps the salesperson demonstrate competence and professionalism, which makes a good first impression on the buyer. This sets the tone for the rest of the sales interaction and increases the chances of a successful sale.

Question 3

According to the sales dialogue template presented in the textbook, which of the following best summarizes what a salesperson should do to begin the sales dialogue?

Accepted Answer

The sales dialogue template presented in the textbook suggests that a salesperson should begin the sales dialogue by greeting the prospect in a friendly manner, expressing appreciation for the opportunity to meet, and engaging in polite conversation to build rapport. This helps to establish a positive relationship with the prospect and creates a comfortable atmosphere for the sales dialogue to take place. Option B is not appropriate as it may come across as being too pushy or aggressive, whereas option C assumes that an agenda has been agreed upon beforehand, which may not always be the case. Option D is not recommended as it may put pressure on the prospect to start the conversation and may not be effective in building a rapport.

Question 4

Sarah's customers are usually interested in features that help their companies appear more high-tech. With respect to the purchase decision process, which type of buying motives are these prospects primarily driven by?

Accepted Answer

These prospects are primarily driven by emotional buying motives, as they are interested in features that can help their companies appear more high-tech. This suggests that they are motivated by a desire to project a certain image or status, rather than purely practical considerations such as cost or functionality.

Question 5

What does the sales dialogue template presented in the textbook suggest regarding earning prospect commitment?

Accepted Answer

The sales dialogue template presented in the textbook suggests that most buyers expect a salesperson to ask for commitment and appreciate the effort if it is made at the appropriate time in the sales dialogue. The template emphasizes the importance of earning prospect commitment throughout the sales dialogue by addressing prospects' needs and concerns and making sure that the proposed solution meets their expectations. However, it also suggests that a salesperson should not push for commitment too soon or too aggressively, but rather wait for the appropriate time to ask for it. Additionally, the ABC method, which is part of the template, emphasizes the importance of "always be closing," but in a way that is subtle and respectful of the prospect's decision-making process.

Question 6

What is the term for qualities or characteristics of a product or service that are designed to provide value to a buyer?

Accepted Answer

Features are the qualities or characteristics of a product or service designed to provide value to a buyer.

Question 7

What is the term for the added value or favourable outcome derived from features of the product or service the seller offers?

Accepted Answer

Benefits refer to the added value or favourable outcome that a customer can derive from using a product or service. The customer value proposition refers to the overall package of benefits that a seller offers to its customers. Advantages and buying motives may be related to benefits, but they are not specifically terms that describe the added value or positive outcomes that a customer can expect from a product or service.

Question 8

What is a need-activated drive to search for and acquire a solution to resolve a need or problem?

Accepted Answer

A buying motive is a need-activated drive that compels a consumer to search for and acquire a solution to resolve a need or problem. A customer value proposition is a statement that describes the benefits a customer will receive from a product or service. A sales call objective is a goal set by a salesperson for a specific sales call. Purchase criteria are the standards that a buyer uses to evaluate options before making a purchase decision.

Question 9

LinkedIn is not considered a valuable tool for researching company information.

Accepted Answer

LinkedIn is a valuable tool for researching company information. It allows users to access company pages, job postings, employee profiles, and other relevant details about businesses. Additionally, LinkedIn offers insights and analytics on company updates and engagement metrics.

Question 10

Sites such as Hoover's and Google offer salespeople efficient ways for preparing for sales calls.

Accepted Answer

Hoover's and Google both provide valuable information on companies and their key personnel, allowing salespeople to better prepare for sales calls.

Question 11

Sales calls and sales dialogue mean essentially the same thing.

Accepted Answer

Sales calls refer to the interactions or attempts by a salesperson to contact potential customers, typically involving a direct approach to discuss a product or service. Sales dialogue, on the other hand, involves a deeper, two-way conversation between a salesperson and a potential customer, focusing on understanding the customer's needs and how the product or service can meet those needs. It's more about building a relationship and providing tailored solutions rather than just presenting a product or service.

Question 12

Sales technology is assisting precall planning far beyond checking out the prospects Web site.

Accepted Answer

Sales technology has evolved to provide sales reps with valuable information about their prospects, such as their social media activity, recent press mentions, and job changes. This helps sales reps plan their approach and tailor their messaging to the prospect's specific needs and interests.

Question 13

According to the textbook, what did a recent survey of secretaries, administrative assistants, and other gatekeepers conclude regarding the issue of salespeople making appointments with buyers?

Accepted Answer

The answer of According to the textbook, what did a...

Question 14

Philip has been trained to tell the receptionist of the company he was soliciting that his company can provide fast delivery and possibly save customers money, even though he knew this was not possible in all cases. This type of action is considered?

Accepted Answer

This action is considered as misleading the gatekeeper because Philip is not being honest about his company's capabilities and is providing false information to the receptionist to gain access to the decision-makers.

Question 15

Raj is a salesperson for CDE Inc. and has just started a sales call with a prospect. The prospect wants to discuss something other than what Raj had on his agenda. What should Raj do?

Accepted Answer

Being flexible and willing to alter one's agenda based on the needs and interests of the prospect is an important part of effective sales communication. This shows that the salesperson is focused on the prospect's needs and is willing to adapt to meet them. By doing so, the salesperson can strengthen their relationship with the prospect and increase the chances of closing a sale in the future. Therefore, option A of being flexible and altering the agenda is the best choice.

Question 16

What are buying priorities that focus on security, status, and the need to be liked?

Accepted Answer

Security, status, and the need to be liked are emotional factors that drive consumer behavior and are not based on rational or economic considerations. Therefore, emotional buying motives is the most appropriate option. Logistic purchase criteria are related to factors such as quality, price, delivery, and service, whereas the focus here is on non-logistical factors.

Question 17

What is the term for buying priorities that focus on the economics of the situation, including cost, profitability, quality, services offered, and the total value of the seller's offering as perceived by the buyer?

Accepted Answer

Rational buying motives are based on logical criteria such as cost, quality, and overall value, which align with the description given.

Question 18

Natalie's customers are usually interested in features that help their companies save money. With respect to the purchase decision process, which type of buying motives are these prospects primarily driven by?

Accepted Answer

Rational buying motives are based on objective criteria, such as reducing costs or increasing efficiency. Since Natalie's customers are interested in features that save money, it is likely that they are driven by rational buying motives. Physical motives are related to sensory features, emotional motives are based on feelings, and logistical motives are related to convenience and practicality.

Question 19

Chris wants to improve the chances of getting appointments with prospects. According to the textbook, what will help Chris when making appointments?

Accepted Answer

Providing the prospect with a reason to grant the meeting and suggesting a specific date and time increases the chances of getting an appointment. This shows the prospect that the meeting is important and gives them a specific time to schedule it. The other options (B, C, and D) may not be as effective in convincing the prospect to meet.

Question 20

The fifth section of a sales dialogue template focuses on the competitive situation. Why is this section very important to a salesperson?

Accepted Answer

Understanding the competitive situation is crucial for a salesperson as it helps them understand their own value proposition and how it compares to that of their competitors. This knowledge can inform how they present their offering and help them differentiate themselves in the market. It also helps them address any objections or concerns the buyer may have about choosing their product over a competitor's.

Quiz 6: Planning Sales Dialogues and Presentations