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Professional Salesmanship Chapters 2 and 3
40 Questions
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Professional Salesmanship Chapters 2 and 3

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Questions and Answers

Which stage of the buying process involves the consumer recognizing a problem or need?

  • Evaluation of Alternatives
  • Post-Purchase Behavior
  • Information Search
  • Problem/Need Recognition (correct)

    • The purchasing decision stage only involves evaluating product features.

    False

    What type of buying decision is characterized by predetermined needs and specifications?

    Straight Rebuys

    The stage where consumers reflect on their purchase is called ________ behavior.

    <p>Post-Purchase</p> Signup and view all the answers

    Match the stages of the buying process with their descriptions:

    <p>Problem/Need Recognition = Consumer identifies a problem Information Search = Consumer seeks information Evaluation of Alternatives = Consumer compares different options Purchase Decision = Consumer decides what to buy</p> Signup and view all the answers

    Which factor might influence a consumer’s purchase decision?

    <p>Promotions</p> Signup and view all the answers

    Close buyer-seller relationships are unimportant in the buying process.

    <p>False</p> Signup and view all the answers

    What are the two strategy choices for a salesperson dealing with straight rebuys?

    <p>Maintain contact with the buyer and respond if there's a change in buying situation.</p> Signup and view all the answers

    What does product knowledge refer to?

    <p>Familiarity with a company’s products</p> Signup and view all the answers

    Service superiority indicates a company's service quality is lower than that of its competitors.

    <p>False</p> Signup and view all the answers

    What is the main focus of market and customer knowledge?

    <p>Understanding the market environment in which a business operates.</p> Signup and view all the answers

    __________ solutions are accepted as the minimum requirements for professional conduct in sales and marketing.

    <p>Ethical</p> Signup and view all the answers

    Which of the following is a responsibility outlined in the code of ethics for marketers?

    <p>Rights and duties of parties in the marketing exchange</p> Signup and view all the answers

    Technological knowledge is not important for marketing professionals.

    <p>False</p> Signup and view all the answers

    Match the following terms with their correct definitions:

    <p>Company knowledge = In-depth understanding of a specific organization Service knowledge = Expertise regarding the services offered Competitor knowledge = Understanding competitors’ strengths and weaknesses Ethics = Standards of right and wrong conduct</p> Signup and view all the answers

    What are two common deceptive practices in sales?

    <p>Giving answers they do not know and exaggerating product benefits.</p> Signup and view all the answers

    What is the essence of trust according to the content?

    <p>The industrial buyer's reliance on the salesperson's honesty and reliability.</p> Signup and view all the answers

    Dependability in sales refers to the expertise of the salesperson.

    <p>False</p> Signup and view all the answers

    Who founded Motivation Excellence Inc. (MEI)?

    <p>Greg Lewis</p> Signup and view all the answers

    The process of building trust in sales is critical for _____ success.

    <p>relationship</p> Signup and view all the answers

    What is a Modified Rebuy?

    <p>The buyer has past experience but seeks additional information.</p> Signup and view all the answers

    A New Task occurs when the buyer is purchasing a product or service for the first time.

    <p>True</p> Signup and view all the answers

    Which of the following is NOT a variable that helps salespeople earn trust?

    <p>Aggressiveness</p> Signup and view all the answers

    Match the following variables to their definitions:

    <p>Expertise = Comprehensive understanding of a specific sector. Dependability = Predictability of actions. Candor = Honesty of the spoken word. Customer Orientation = Emphasis on customer interests.</p> Signup and view all the answers

    What role does the salesperson play in assisting a buyer during a New Task decision?

    <p>The salesperson provides expertise, assists in evaluating solutions, and ensures follow-up for satisfaction.</p> Signup and view all the answers

    The ______ refers to the degree to which a person holds opinions and attempts to control situations.

    <p>assertiveness</p> Signup and view all the answers

    What is the primary focus of customer orientation?

    <p>Placing as much emphasis on the customer's interests as one's own.</p> Signup and view all the answers

    Match the communication styles with their characteristics:

    <p>Slow-Paced = Cooperative Fast-Paced = Competitive Nondirective = Avoids Taking Risks Directive = Takes Charge</p> Signup and view all the answers

    Most recent college graduates in industrial sales typically have the necessary expertise to be immediately successful.

    <p>False</p> Signup and view all the answers

    Which of the following is NOT a characteristic of highly assertive individuals?

    <p>Easygoing</p> Signup and view all the answers

    Experienced salespeople do not need to pay attention to customer communication styles.

    <p>False</p> Signup and view all the answers

    Name one way that salespeople can adapt their interaction behaviors.

    <p>By effectively sensing and interpreting customers' communication styles.</p> Signup and view all the answers

    Which of the following traits is associated with low-assertive individuals?

    <p>Slow and deliberate in communication</p> Signup and view all the answers

    Drivers are characterized as being emotionally expressive and relationship-oriented.

    <p>False</p> Signup and view all the answers

    What are the two dimensions of communication styles discussed?

    <p>Assertiveness and responsiveness</p> Signup and view all the answers

    Low-responsive individuals tend to be __________ in dealing with others.

    <p>impersonal</p> Signup and view all the answers

    Match the communication styles with their characteristics:

    <p>Analyticals = Low assertiveness and low responsiveness Amiables = Friendly and relationship-focused Expressives = Animated and highly communicative Drivers = Cool and competitive</p> Signup and view all the answers

    Which individual is likely to readily express their feelings and seek close relationships?

    <p>Amiable</p> Signup and view all the answers

    Salespeople should only focus on their own communication style without considering the customer's.

    <p>False</p> Signup and view all the answers

    What is a characteristic of Expressives in communication?

    <p>They are animated and dislike being alone.</p> Signup and view all the answers

    Study Notes

    Building Trust in Sales

    • Motivation Excellence Inc. (MEI): Established in 1985 by Greg Lewis, focuses on incentive systems with a commitment to integrity, mutual respect, and client partnership.
    • Jim Micklos: Senior account executive dedicated to developing client respect using Mutual Confidentiality Agreements and Program Design Questions.
    • Definition of Trust: Industrial buyers trust salespeople to be honest and reliable, essential in dependency situations.

    Importance of Trust

    • Increased competition leads buyers to face numerous product and supplier choices.
    • Relationship selling consists of stages: initiation, development, and enhancement of relationships.

    Earning Trust

    • Key variables: expertise, dependability, candor, customer orientation, and likability.
    • Knowledge Bases:
      • Industry, company, product, service, service superiority, promotion & price, market & customer, competitor, and technological knowledge.

    Sales Ethics

    • Ethics guide right and wrong behavior in sales, reflected in industry codes.
    • Sales representatives often face negative perceptions linked to deception and unethical practices.
    • Ethical principles include honesty, fairness, and maintaining positive organizational relationships.

    The Buying Process

    • Stages:
      • Problem/Need Recognition: Identifies consumer's needs.
      • Information Search: Seeks information through various channels.
      • Evaluation of Alternatives: Compares products/services based on attributes.
      • Purchase Decision: Influenced by availability and preferences.
      • Purchase: Final transaction completion.
      • Post-Purchase Behavior: Reflects on satisfaction leading to loyalty or dissatisfaction.

    Types of Purchasing Decisions

    • Straight Rebuys: Long-term agreements with predetermined specifications presenting challenges for sales approaches.
    • Modified Rebuys: Previous purchase experience with a desire for more information about alternatives.
    • New Task: First-time purchases requiring in-depth support and relationship building for competitive advantage.

    Understanding Communication Styles

    • Importance of verbal and nonverbal cues for interpreting buyer communication.
    • Assertiveness vs. Responsiveness: Two axes that define personality.
      • Assertiveness ranges from high (competitive) to low (supportive).
      • Responsiveness from high (emotional) to low (task-oriented).
    • Communication Types:
      • Analyticals: Low assertiveness and responsiveness.
      • Amiables: Value personal relationships; cooperative and easygoing.
      • Expressives: Highly communicative; seek close relationships.
      • Drivers: Competitive and results-oriented; may appear detached.

    Mastering Communication Style Flexing

    • Salespeople must adapt their styles to match customers to enhance communication and relationship-building.

    Multiple Buying Influences

    • Often, routine decisions like straight rebuys are made by single individuals, while complex decisions involve multiple team members with differing roles.

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    Related Documents

    CHAPTER2-3_SUMMARY.docx.pdf

    Description

    This quiz covers the key concepts from Chapters 2 and 3 of Professional Salesmanship, focusing on building and developing trust in sales. It highlights the principles of Motivation Excellence Inc. and its commitment to integrity and performance improvement. Test your understanding of these essential sales concepts.

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