Advertising Flashcards Chapter 13

Questions and Answers

Maintaining eye contact is an important way to show interest and establish a rapport with a customer.

True

As a salesperson making an approach, it is easier to engage a customer when you are in a retail sales situation than when you are in an organizational sales situation.

False

For some products, it is essential that the customer buy the proper size. When size is an important factor, it is acceptable for a salesperson to ask directly for a customer's weight.

False

Determining a retail customer's needs is done immediately after the approach.

True Signup and view all the answers

Feature-benefit selling refers to the basic physical attributes of a product.

True Signup and view all the answers

How might a customer feel if you asked several questions in a row?

Cross Examined Signup and view all the answers

During which step of the sale should you learn what the retail customer is looking for in a good or service?

Determining Needs Signup and view all the answers

What method of initial approach is Lee using when saying 'Good morning, Mr. Rivers. How may I help you this morning?'

Greeting Approach Signup and view all the answers

How should a salesperson approach a customer who is in a hurry?

Quickly Signup and view all the answers

In an organizational sales situation, when are the customers' needs usually determined?

When Prospecting Signup and view all the answers

As part of training some salespeople (blank) more experienced salespeople before actually selling.

Shadow Signup and view all the answers

Questions that require more than a yes or no answer are called (blank) questions.

Open-ended Signup and view all the answers

When a retail salesperson approaches a customer and asks 'Are you looking for a children's jacket?' the salesperson is using the (blank) approach method.

Merchandise Signup and view all the answers

Based on the dependability of her last Volkswagen, Selena decided to buy a new one. So she had a (blank) motive for her purchase.

Rational Signup and view all the answers

There are three methods to use for the approach: (blank), greeting, and merchandise.

Service Signup and view all the answers

To educate the customer, a good salesperson should have (blank) knowledge.

Product Signup and view all the answers

For an organizational sale approach, it is best to (blank) early.

Arrive Signup and view all the answers

A product's (blank) is the most basic product benefit.

Intended use Signup and view all the answers

(Blank) is an important interpersonal skill demonstrated by giving customers undivided attention when selling.

Listening Signup and view all the answers

What is the definition of 'Approach' in sales?

Face to face meeting with a customer Signup and view all the answers

What is a rational motive?

Logical reason for making a purchase Signup and view all the answers

What does feature-benefit selling entail?

Matching product with customers' needs and wants Signup and view all the answers

What is a selling point?

A product feature that benefits the customer Signup and view all the answers

What does observing refer to in the context of selling?

Way to determine need Signup and view all the answers

What is the purpose of an open-ended question in sales?

Encouraging customers to talk Signup and view all the answers

What does cold canvassing mean?

Locating potential customers without checking leads Signup and view all the answers

What is engaging the customer?

Initial approach involving business etiquette Signup and view all the answers

What does nonverbal communication involve?

Face expressions, hand motions, and eye movement Signup and view all the answers

What is a service approach in sales?

Inquiring about a customer's needing assistance Signup and view all the answers

Study Notes

Customer Interaction Techniques

Eye contact is crucial for demonstrating interest and building rapport with customers.
Engaging customers is generally more effective in retail than in organizational contexts.

Customer Needs Assessment

Identifying retail customer needs occurs directly after the initial approach.
For effective communication, a rapid approach is needed when dealing with hurried customers.
In organizational sales, customer needs are identified during the prospecting phase.

Sales Approach Methods

The greeting approach establishes connections, as seen when Lee addresses a regular customer.
Other approaches include service and merchandise methods, with each tailored to different customer interactions.

Types of Questions and Communication

Open-ended questions encourage conversation and require more than simple yes or no responses.
Observing customer behavior is a useful strategy to determine needs.

Sales Training and Skill Development

New salespeople often shadow experienced colleagues as part of their training process.
Comprehensive product knowledge is essential for educating customers and facilitating informed purchasing decisions.

Motivations Behind Purchases

Rational motives drive buying decisions based on logical considerations, such as previous product reliability.

Importance of Listening and Nonverbal Cues

Listening is a key skill for effective selling, enabling salespeople to give customers full attention.
Nonverbal communication, including facial expressions and gestures, significantly impacts customer interactions.

Additional Sales Concepts

The selling point refers to product features that provide clear customer benefits.
Cold canvassing involves reaching out to potential customers without prior lead verification.

Summary Terms

The approach in sales is defined as the face-to-face meeting with customers to initiate interactions.
Engaging the customer is integral to ensuring business etiquette is upheld throughout the sales process.

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Description

Test your knowledge on advertising concepts with these flashcards from Chapter 13. Each card presents a statement related to sales techniques and customer engagement for you to evaluate as true or false. Perfect for students looking to reinforce their understanding of effective sales strategies.