Question 1

List the advantages personal selling offers over other forms of promotion.

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Question 2

Use the chart to indicate the relative amount of time spent in each of the key steps of the selling process for both traditional selling and relationship/consultative selling.The first step has been completed for you.

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Question 3

Describe the actions of a company that is referred to as having a customer-centric focus.

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Question 4

What is a touch point? Give two examples of touch points.

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Question 5

List the seven steps in the personal selling process.

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Question 6

Advanced Bionics
Advanced Bionics is a global leader in the development of implantable, high-tech neurostimulation devices used to treat deafness and chronic pain. Just two-and-a- half years after introducing its new stimulators, the firm is doing $200 million in domestic sales. How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach. First, Advanced Bionics hired the right talent for its sales force. Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices. This can be very expensive since experienced reps generally expect as much as $200,000 in annual income. So when Advanced Bionics brought its medical device to market, it hired people with no experience selling medical devices and turned them into sales reps. Hiring inexperienced salespeople created some problems, however, and the company experienced high turnover rates during its first two years in operation. Second, Advanced Bionics provided salespeople with a rigorous training program. Third, Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve. In short, the company has been able to succeed by selecting good people, training them well, and managing them carefully.
-Refer to Advanced Bionics.One of the keys to Advanced Bionics' success has been finding and hiring the right talent for sales positions.Finding and hiring new salespeople is known as _____.

Accepted Answer

Finding and hiring new salespeople is commonly referred to as sales force recruiting. Sales force recruiting should be based on an accurate,detailed description of the sales task as defined by the sales manager.

Question 7

You are the sales manager for Cone Machinery,a manufacturer of custom-made sawmill machinery.You are responsible for designing the training program for its new salespeople.List four major areas in which you would like your salespeople to receive instruction.

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Question 8

Advanced Bionics
Advanced Bionics is a global leader in the development of implantable, high-tech neurostimulation devices used to treat deafness and chronic pain. Just two-and-a- half years after introducing its new stimulators, the firm is doing $200 million in domestic sales. How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach. First, Advanced Bionics hired the right talent for its sales force. Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices. This can be very expensive since experienced reps generally expect as much as $200,000 in annual income. So when Advanced Bionics brought its medical device to market, it hired people with no experience selling medical devices and turned them into sales reps. Hiring inexperienced salespeople created some problems, however, and the company experienced high turnover rates during its first two years in operation. Second, Advanced Bionics provided salespeople with a rigorous training program. Third, Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve. In short, the company has been able to succeed by selecting good people, training them well, and managing them carefully.
-Refer to Advanced Bionics.Medical Education Training Associates (META)handles the training of new Advanced Bionics sales reps.One of META's advanced courses focuses on building networks among the company's various stakeholders.Networking is often discussed as an approach for developing:

Accepted Answer

Networking is using friends,business contacts,coworkers,acquaintances,and fellow members in professional and civic organizations to identify potential clients.

Question 9

What is automated e-mail follow-up marketing? How does it work?

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Question 10

Advanced Bionics
Advanced Bionics is a global leader in the development of implantable, high-tech neurostimulation devices used to treat deafness and chronic pain. Just two-and-a- half years after introducing its new stimulators, the firm is doing $200 million in domestic sales. How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach. First, Advanced Bionics hired the right talent for its sales force. Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices. This can be very expensive since experienced reps generally expect as much as $200,000 in annual income. So when Advanced Bionics brought its medical device to market, it hired people with no experience selling medical devices and turned them into sales reps. Hiring inexperienced salespeople created some problems, however, and the company experienced high turnover rates during its first two years in operation. Second, Advanced Bionics provided salespeople with a rigorous training program. Third, Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve. In short, the company has been able to succeed by selecting good people, training them well, and managing them carefully.
-Refer to Advanced Bionics.District sales managers at Advanced Bionics often spend three days per week in the field coaching and monitoring sales reps.This time in the field with sales reps is an important final task in the management process known as:

Accepted Answer

The final task in the management process described in the paragraph is monitoring and evaluating sales reps, which falls under the category of evaluating performance. Option A (compensation), B (networking), C (quota determination), and D (qualifying sales leads) are not mentioned in the paragraph as final tasks in the management process. The final task of sales managers is evaluating the effectiveness and performance of the sales force.

Question 11

Compare and contrast relationship selling and traditional personal selling.

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Question 12

Tremaine Hughes is a salesperson for Allied Pets,a company that sells veterinarian supplies.He is working on a needs assessment for East Athens Veterinary Clinic.What information will he need to find out about East Athens?

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Question 13

Discuss the customer and product conditions that suggest personal selling is more important than advertising and sales promotion.Give some examples of products for which personal selling would likely be the best tactic.

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Question 14

Explain the importance of interactions in a customer relationship management (CRM)system.Most colleges and universities have some form of CRM system.Describe an interaction that occurs at your institution.

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Question 15

The first step in the personal selling process is generating leads.Define lead generation and explain why referral is a superior method for generating leads.

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Question 16

What is knowledge management? What type of companies use knowledge management?

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Question 17

Advanced Bionics
Advanced Bionics is a global leader in the development of implantable, high-tech neurostimulation devices used to treat deafness and chronic pain. Just two-and-a- half years after introducing its new stimulators, the firm is doing $200 million in domestic sales. How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach. First, Advanced Bionics hired the right talent for its sales force. Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices. This can be very expensive since experienced reps generally expect as much as $200,000 in annual income. So when Advanced Bionics brought its medical device to market, it hired people with no experience selling medical devices and turned them into sales reps. Hiring inexperienced salespeople created some problems, however, and the company experienced high turnover rates during its first two years in operation. Second, Advanced Bionics provided salespeople with a rigorous training program. Third, Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve. In short, the company has been able to succeed by selecting good people, training them well, and managing them carefully.
-Refer to Advanced Bionics.Personal selling is important for Advanced Bionics because:

Accepted Answer

Personal selling is important for Advanced Bionics because its products are high value and complex, requiring a salesperson to explain the benefits and features to potential buyers. This also requires building trust and relationships, which is best done through personal selling. The other options (A, B, C, and D) are not relevant to why personal selling is important for Advanced Bionics. Customers usually need more information and demonstrations to answer their questions about high-value products.See Exhibit 17.1.

Question 18

Shelby is a salesperson for Kohler,a company that sells plumbing fixtures.He has a prospect who is showing interest in learning more about his company's products,so now he must qualify this sales lead.What will Shelby do?

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Quiz 33: Personal Selling and Sales Management