Chapter 7—Sales Dialogue: Creating and Communicating Value

Chapter 7—Sales Dialogue: Creating and Communicating Value

MULTIPLE CHOICE

1. During the sales dialogue, the salesperson should:

a.	Present all of his or her product's features and benefits.
b.	Present all the benefits his or her product can produce.
c.	Present the benefits that address the buyer's key issues and needs.
d.	Avoid asking the buyer any questions.
e.	All of the above

2. Achieving success in the sales presentation is analogous success in ____, in that both are complex, require preparation, knowledge, and skill.

a.	surgery
b.	football
c.	driving
d.	reading
e.	gambling

3. Steve, a salesperson for XYZ Computer Co. has just finished uncovering and confirming that his prospective customer needs 50 new computers that offer high quality graphics. During his presentation, Steve should:

a.	Secure the buyer's agreement that his computers have the lowest price on the market.
b.	Secure the buyer's agreement that his computers offer high quality graphics.
c.	Try to convince the buyer that having high quality graphics isn't all that important.
d.	Talk about the graphic capabilities of his computers and then offer a quantity discount.
e.	Both a and c

4. Sandy is a salesperson for XYZ Computer Co. As she moves into the presentation portion of the sales process, Sandy should do all of the following except:

a.	Convey to the buyer how her product will meet the buyer's confirmed needs
b.	Explain how the product's features translate into meaningful benefits
c.	Convince the buyer that Sandy's product is the lowest price product on the market
d.	Provide rationale for why the prospect should buy from Sandy as opposed to one of Sandy's competitors
e.	Sandy should do all of the above

5. Which of the following is not one of the keys to effective sales dialogue?

a.	Make sure to cover each of the product’s features.
b.	Encourage buyer feedback.
c.	Plan and practice sales dialogue.
d.	Focus on creating value for the buyer.
e.	None of the above.

6. After presenting a feature-benefit sequence, the salesperson should use a ____ type of question.

a.	Response-Check
b.	Open-ended
c.	Discover
d.	Need-payoff
e.	None of the above

7. LaToya is a salesperson for XYZ Co. and is preparing to make a sales call. She should plan to use a check-back type of question after she has ____.

a.	Gone through a specific feature-benefit sequence
b.	Made an introduction
c.	Responded to an objection
d.	Both A and C are correct
e.	None of the above are correct

8. A series of positive response-checks indicates that the buyer:

a.	Is concerned about the price
b.	Wants to discuss the price
c.	Is nearing a purchase decision
d.	Will purchase the product
e.	Will not purchase the product

9. A physical characteristic or quality of a product is referred to as a ____.

a.	Benefit
b.	Confirmed benefit
c.	Value proposition
d.	Feature
e.	None of the above

10. The benefits the buyer indicates are important are called ______________.

a.	Potential benefits
b.	Confirmed benefits
c.	Value story
d.	Features
e.	None of the above

11. A buyer indicated that a particular benefit is valuable and important. That benefit is referred to as a/an ____________.

a.	Value Feature
b.	Value Benefit
c.	Confirmed Benefit
d.	Value Proposition
e.	None of the above.

12. A major purpose of SPIN and ADAPT is to help the salesperson identify the ____________ for the buyer.

a.	Benefits
b.	Features
c.	Situation
d.	Confirmed benefits
e.	None of the above is correct.

13. The value that comes from a product’s particular feature is referred to as a ____.

a.	Benefit
b.	Confirmed benefit
c.	Value proposition
d.	Feature
e.	None of the above

14. A ____ is identified once the buyer acknowledges the importance of benefit.

a.	Potential benefit
b.	Confirmed benefit
c.	Value proposition
d.	Feature
e.	None of the above

15. Suppose your company is going to buy a new copier because you want one that will improve your productivity by automatically stapling documents. When a salesperson gets your agreement that you are interested in increasing productivity, a ____ has been identified.

a.	Potential benefit
b.	Confirmed benefit
c.	Value-source-component (VSC)
d.	Value story
e.	None of the above.

16. When attempting to link solutions to needs, the salesperson should do all of the following except?

a.	Convey to the buyer how his/her product will meet the identified buyer's needs.
b.	Explain how the product's features will produce the confirmed benefits.
c.	Describe all of the products features and benefits.
d.	Ensure the buyer understands the link between the relevant features and the confirmed benefits.
e.	He/she should do all of the above

17. When working with a buyer concerned with finding a copier possessing superior quality and durability, price is probably ____.

a.	An import consideration
b.	Not a feature the salesperson should address first
c.	A cause for concern by the salesperson
d.	A major buying motive
e.	All of the above

18. The use of voice characteristics, examples and anecdotes, and comparisons and analogies to make sales dialogue interesting and understandable is referred to as ___________

a.	Check-backs
b.	Verbal support
c.	Dialogue
d.	Persuasion
e.	None of the above

19. An example provided in the form of a story describing a specific incident or occurrence is referred to as a(n):

a.	Analogy
b.	Anecdote
c.	Story board
d.	Verbal episode example (VEE)
e.	None of the above

20. A salesperson saying that using his or her sales force automation software is like having a secretary that will work for free, is using a(n):

a.	Analogy
b.	Anecdote
c.	Story board
d.	Verbal episode example (VEE)
e.	None of the above

21. An analogy is a special form of ____.

a.	Anecdote
b.	Comparison
c.	Analysis
d.	Proof provider
e.	None of the above

22. A statement that points out and illustrates the similarities between two points is called a/an _______.

a.	Anecdote
b.	Comparison
c.	Example
d.	Testimonial
e.	None of the above are correct.

23. Which of the following is not a Tip for Preparing Visual Materials?

a.	Try to use tables instead of graphs and charts
b.	Read from the presentation to reinforce the message.
c.	Use bullet points to emphasize key points.
d.	Use different layouts and formats throughout to increase the interest level.
e.	All of the above are good tips.

24. When demonstrating a product, the salesperson should

a.	Make sure the product being demonstrated is typical of what is being recommended.
b.	Demonstrate the top of the line model.
c.	Try to keep the customer from getting too involved in the demonstration.
d.	Be concerned about his/her ability to demonstrate the product effectively.
e.	All of the above are correct.

25. When preparing printed materials and visuals, a salesperson should remember ____.

a.	Printed materials and visuals should be kept simple
b.	To never read the presentation directly from the visual
c.	To make sure each visual presents only one idea
d.	To check for typographical and spelling errors
e.	All of the above

26. When preparing printed materials and visuals, a salesperson should remember ____.

a.	Printed materials and visuals should be relatively complex
b.	To read the presentation directly from the visual
c.	To make sure each visual presents only one idea
d.	To avoid bullet points
e.	Use a lot of color, especially to decorate the visual aid

27. Salespeople consistently having trouble with properly presenting sales aids could probably benefit from ____.

a.	The SPES Sequence
b.	The SELL Sequence
c.	ADAPT
d.	SPIN
e.	None of the above.

28. The SPES Sequence is a powerful tool because it helps the salesperson effectively ____.

a.	Uncover needs
b.	Confirm benefits
c.	Resolve objections
d.	Utilize visual aids
e.	Gain commitment

29. The first "S" in the SPES Sequence stands for ____.

a.	State the need
b.	State the concern
c.	State the selling point and introduce the sales aid
d.	Summarize
e.	None of the above

30. The "E" in the SPES Sequence stands for ____.

a.	Explain the benefits
b.	Explore additional solutions
c.	Explore the buyer's situation
d.	Explain the sales aid
e.	None of the above

31. The second "S" in the SPES Sequence stands for ____.

a.	Seek confirmation of benefits
b.	Solve the buyer's problems
c.	Summarize
d.	Sort the needs in order of priority
e.	None of the above

32. Which of the following is an example of a proof provider?

a.	Testimonials
b.	Case histories
c.	Statistics
d.	only a and b
e.	a, b, and c are examples of proof providers

33. When available, statistics from ____ carry the highest credibility as statistical proof providers.

a.	Authoritative third-party sources
b.	Internal research
c.	The sales force
d.	An advertising agency
e.	None of the above

34. A salesperson attempting to get satisfied customers to go "on the record" about their experiences, is trying to obtain ____.

a.	Statistics
b.	Confirmed benefits
c.	Testimonials
d.	Analogies
e.	None of the above

35. A testimonial written in story form is known as a(n) ____.

a.	Satisfied customer statement
b.	Case history
c.	Word of mouth opportunity
d.	All of the above
e.	None of the above

36. Anthony has arrived five minutes early for his sales call with a buying group from one of his accounts. He is the only one in the room. Before the meeting gets underway, Anthony should remember to ____.

a.	Greet each group member as they arrive
b.	Take some more time to practice his presentation
c.	Leave the room and come back once everyone has arrived
d.	Take a breath mint or chew some breath freshening gum
e.	All of the above

37. When handling questions from a buying group, salespeople should remember ____.

a.	To ensure everyone has heard and understands the question before answering it
b.	To not try and bluff the group by trying to answer a question to which they do not know the answer
c.	To answer questions as directly as possible
d.	Speak primarily to the person identified as the decision maker
e.	A, b, and c are correct

38. Which of the following tips is most accurate with respect to selling to groups?

a.	Make sure to identify and focus on the decision maker.
b.	For dramatic affect make sure to enter the meeting room only after everyone else is in attendance.
c.	Make sure all members of the group feel that their opinions are valuable.
d.	After the group meeting is over, try to get the decision maker before he/she leaves the room.
e.	B and D are correct

39. When selling to groups, salespeople should remember?

a.	To make periodic eye contact with everyone in the meeting.
b.	To limit eye contact to the decision maker(s).
c.	To avoid answering tough question when the group is present.
d.	Not everyone in the group is important.
e.	All of the above are correct

40. When selling to teams, salespeople should engage in ______________ before the major sales dialogue with a group of buyers.

a.	Preselling
b.	Prospecting
c.	Sales presentations
d.	Need discovery
e.	None of the above is correct.

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