Question 1

"As you can see from the product demonstration, using our materials has improved the performance of this machine by over 25 percent, a factor that you said earlier was one of your most important operating objectives for the coming year." What has the salesperson making this statement to a buyer just demonstrated?

Accepted Answer

The salesperson is highlighting a feature of the product that is a selling point to the buyer, as it meets one of their important operating objectives.

Question 2

What is the term for a general form of value that is assumed by the salesperson to be important but is not yet acknowledged as such by the buyer?

Accepted Answer

A potential benefit is a value that the salesperson believes is important but has not yet been acknowledged by the buyer. It is the job of the salesperson to bring this value to the attention of the buyer and demonstrate how it will benefit them.

Question 3

What is the term for the benefits that the buyer indicates are important and represent value?

Accepted Answer

Confirmed benefits are specifically acknowledged by the buyer as important and valuable, distinguishing them from general advantages or potential benefits that may not have been explicitly recognized or expressed by the buyer.

Question 4

In discussing a planned sales dialogue, Ruby told her sales manager, "All of my previous conversations with this customer have focused on the high cost of manufacturing, so I am going to start the discussion by talking about cost savings due to equipment efficiency." What does this statement suggest that Ruby is planning to use?

Accepted Answer

The answer of In discussing a planned sales dialogue, Ruby...

Question 5

What is the foundation of benefit selling?

Accepted Answer

The foundation of benefit selling is confirmed benefits that persuade the buyer by creating added value or solving a problem for them. This approach focuses on the benefits rather than just the features of the product or service.

Question 6

What does FAB selling refer to?

Accepted Answer

FAB selling stands for Features, Advantages, and Benefits, which is a technique used in sales to highlight the key features of a product or service, demonstrate their advantages over competitors, and explain the benefits they bring to the customer.

Question 7

In preparing for a sales interaction, Jacob gathered and made copies of a number of durability and reliability test reports from government agencies for his product line, which he intended to give to the prospective customer. Which key to effective sales dialogue does this demonstrate?

Accepted Answer

Jacob's action of gathering and providing reliability test reports from government agencies for his product line shows that he is supporting the customer value offered by objective claims. This helps the customer to make a more informed decision, adding credibility to his product line.

Question 8

With respect to an all-inclusive cruise vacation, what are 24/7 concierge service, buffet meals, and a diverse selection of entertainment options?

Accepted Answer

These are specific features of an all-inclusive cruise vacation, such as the round-the-clock concierge service, buffet meals, and entertainment options.

Question 9

Madeha works for a large manufacturer of semi-conductor components, which she sells to distributors in the high tech industry. She is infamous within the company for once convincing a prospective customer to strike one of her samples with a hammer in the middle of a sales call. Which key to effective sales dialogue does this demonstrate?

Accepted Answer

The answer of Madeha works for a large manufacturer of...

Question 10

In completing a sales dialogue template for a scheduled call, Ali focused on writing a number of open-end questions that he would use in the first two stages of the ADAPT model. Which key to effective sales dialogue does this demonstrate?

Accepted Answer

Open-end questions encourage interaction and feedback, aligning with the key of being interactive and engaging the customer.

Question 11

In FAB selling, what is the selection of confirmed benefits provided by the proposed solution sometimes called?

Accepted Answer

The value proposition is the selection of confirmed benefits provided by the proposed solution in FAB (Features, Advantages, Benefits) selling, as it outlines how a product or service solves a problem, improves a situation, or delivers specific benefits to the customer.

Question 12

What should a salesperson know about the difference between potential and confirmed benefits?

Accepted Answer

Confirmed benefits are specific, proven advantages that a product or service can offer to the buyer, making them more persuasive and effective in advancing the sale by directly addressing the buyer's needs and creating added value.

Question 13

Jessica is a salesperson for a large office supply company. She spends most of her evenings completing sales dialogue templates and mentally rehearsing what she intends to say in the following day's scheduled sales calls. Which of the following keys to effective sales dialogue does this demonstrate?

Accepted Answer

Jessica's behavior demonstrates the key of planning and practising prior to the sales interaction. She is investing time and effort in preparing for her sales calls, which can lead to more effective and successful interactions with customers.

Question 14

What should a salesperson remember when conducting a needs-gap analysis?

Accepted Answer

Conducting a needs-gap analysis involves identifying a prospect's needs and determining how the salesperson's product or service can satisfy those needs. However, just because a prospect has a need, it does not necessarily mean they will make a purchase. There may be other factors such as budget or timing that prevent the sale from taking place. Therefore, a salesperson should remember that identifying a need is just the first step in the sales process.

Question 15

In discussing a planned sales dialogue, Ivan told his sales manager, "This is a new customer so I am going to start the discussion by discussing the cost savings due to reducing the amount of staff required." What does this statement suggest that Ivan is planning to use?

Accepted Answer

Ivan is planning to use a potential benefit, as he is discussing cost savings that could potentially be achieved by the customer. He is not talking about a confirmed benefit that the customer has already received, a value story or a specific feature of the product/service.

Question 16

In benefit selling, what is the term for the combination of a specific feature and its meaningful benefit statement?

Accepted Answer

A selling point is the combination of a specific feature of a product or service and the benefit that feature provides to the customer, making it a compelling reason for the customer to make a purchase.

Question 17

With respect to an automobile, what are climate control, sunroof, and a GPS navigation system?

Accepted Answer

Climate control, sunroof, and GPS navigation system are features of an automobile. They are specific functionalities or characteristics of the car that enhance its usefulness and appeal to the buyer. Benefits are the positive outcomes that arise from using those features, confirmed benefits are the benefits that have been thoroughly tested and verified, and value propositions are the unique selling points or advantages that the car offers compared to its competitors.

Question 18

What is the term for the 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 that are designed to provide value to a buyer.

Question 19

The introduction to Chapter 7 presents the challenges of today's selling environment in terms of tougher competition, lower profit margins, and decreasing product differentiation. According to the textbook, which of the following best summarizes how some organizations have addressed these challenges successfully?

Accepted Answer

The textbook states that some organizations have addressed the challenges of today's selling environment by training salespeople to truly understand their customers' businesses and add value wherever possible, in an effort to become a true strategic resource instead of just product peddlers. This approach emphasizes the importance of building relationships and providing solutions that benefit the customer, rather than solely focusing on the sale itself.

Question 20

Which of the following does the textbook compare to achieving success in effective sales dialogue, since both are complex and require preparation, knowledge, and skill?

Accepted Answer

The answer of Which of the following does the textbook...

Quiz 7: Sales Dialogue