Podcast
Questions and Answers
Which stage of the buying process involves the consumer recognizing a problem or need?
Which stage of the buying process involves the consumer recognizing a problem or need?
The purchasing decision stage only involves evaluating product features.
The purchasing decision stage only involves evaluating product features.
False
What type of buying decision is characterized by predetermined needs and specifications?
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.
The stage where consumers reflect on their purchase is called ________ behavior.
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Match the stages of the buying process with their descriptions:
Match the stages of the buying process with their descriptions:
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Which factor might influence a consumer’s purchase decision?
Which factor might influence a consumer’s purchase decision?
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Close buyer-seller relationships are unimportant in the buying process.
Close buyer-seller relationships are unimportant in the buying process.
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What are the two strategy choices for a salesperson dealing with straight rebuys?
What are the two strategy choices for a salesperson dealing with straight rebuys?
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What does product knowledge refer to?
What does product knowledge refer to?
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Service superiority indicates a company's service quality is lower than that of its competitors.
Service superiority indicates a company's service quality is lower than that of its competitors.
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What is the main focus of market and customer knowledge?
What is the main focus of market and customer knowledge?
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__________ solutions are accepted as the minimum requirements for professional conduct in sales and marketing.
__________ solutions are accepted as the minimum requirements for professional conduct in sales and marketing.
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Which of the following is a responsibility outlined in the code of ethics for marketers?
Which of the following is a responsibility outlined in the code of ethics for marketers?
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Technological knowledge is not important for marketing professionals.
Technological knowledge is not important for marketing professionals.
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Match the following terms with their correct definitions:
Match the following terms with their correct definitions:
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What are two common deceptive practices in sales?
What are two common deceptive practices in sales?
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What is the essence of trust according to the content?
What is the essence of trust according to the content?
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Dependability in sales refers to the expertise of the salesperson.
Dependability in sales refers to the expertise of the salesperson.
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Who founded Motivation Excellence Inc. (MEI)?
Who founded Motivation Excellence Inc. (MEI)?
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The process of building trust in sales is critical for _____ success.
The process of building trust in sales is critical for _____ success.
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What is a Modified Rebuy?
What is a Modified Rebuy?
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A New Task occurs when the buyer is purchasing a product or service for the first time.
A New Task occurs when the buyer is purchasing a product or service for the first time.
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Which of the following is NOT a variable that helps salespeople earn trust?
Which of the following is NOT a variable that helps salespeople earn trust?
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Match the following variables to their definitions:
Match the following variables to their definitions:
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What role does the salesperson play in assisting a buyer during a New Task decision?
What role does the salesperson play in assisting a buyer during a New Task decision?
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The ______ refers to the degree to which a person holds opinions and attempts to control situations.
The ______ refers to the degree to which a person holds opinions and attempts to control situations.
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What is the primary focus of customer orientation?
What is the primary focus of customer orientation?
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Match the communication styles with their characteristics:
Match the communication styles with their characteristics:
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Most recent college graduates in industrial sales typically have the necessary expertise to be immediately successful.
Most recent college graduates in industrial sales typically have the necessary expertise to be immediately successful.
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Which of the following is NOT a characteristic of highly assertive individuals?
Which of the following is NOT a characteristic of highly assertive individuals?
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Experienced salespeople do not need to pay attention to customer communication styles.
Experienced salespeople do not need to pay attention to customer communication styles.
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Name one way that salespeople can adapt their interaction behaviors.
Name one way that salespeople can adapt their interaction behaviors.
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Which of the following traits is associated with low-assertive individuals?
Which of the following traits is associated with low-assertive individuals?
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Drivers are characterized as being emotionally expressive and relationship-oriented.
Drivers are characterized as being emotionally expressive and relationship-oriented.
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What are the two dimensions of communication styles discussed?
What are the two dimensions of communication styles discussed?
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Low-responsive individuals tend to be __________ in dealing with others.
Low-responsive individuals tend to be __________ in dealing with others.
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Match the communication styles with their characteristics:
Match the communication styles with their characteristics:
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Which individual is likely to readily express their feelings and seek close relationships?
Which individual is likely to readily express their feelings and seek close relationships?
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Salespeople should only focus on their own communication style without considering the customer's.
Salespeople should only focus on their own communication style without considering the customer's.
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What is a characteristic of Expressives in communication?
What is a characteristic of Expressives in communication?
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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.
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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
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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.
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Assertiveness vs. Responsiveness: Two axes that define personality.
- Assertiveness ranges from high (competitive) to low (supportive).
- Responsiveness from high (emotional) to low (task-oriented).
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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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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.
