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Exam 16: Personal Selling and Customer Service

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Question 41

Multiple Choice

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Which of the following types of salespeople is essential for selling installations to producers?

A) Order takers
B) Missionary salespeople
C) Customer service reps
D) Order getters
E) Technical specialists

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Question 42

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Order getters

A) may make a sale by helping a customer solve a business problem.
B) are more likely to be used with homogeneous shopping products than heterogeneous shopping products.
C) are used in business markets but not in consumer markets.
D) generally rely on a routine "canned" sales presentation.
E) All of these alternatives are correct.

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Question 43

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Some salespeople are expected to act as "marketing managers" in their own geographic territories and decide:

Tamika White is a sales associate for a prestigious jewelry store.When she started with the store,she relied almost completely on serving customers who just happened to walk into the store and who knew exactly what they wanted-all she had to do was ring up the sale.With experience,she began to gather information about her customers and use them as a source of referrals.She now maintains a large database of her current customers,regularly communicates with them to keep track of their needs,and actively solicits referrals to new customers.When she gets a new referral,Tamika sends the prospective client an invitation to visit the store so that she can work with him/her personally.As a result,her sales are almost all from current customers and referrals,with almost no sales from casual "walk-in" customers.Tamika started out as a(n) ________,but has now become a(n) ________.

The most suitable sales presentation for prospective customers whose needs are very different is the "consultative selling approach."

Some firms are adopting new software and hardware technologies to get a competitive advantage in personal selling.

Even though some sales tasks can be handled effectively and economically using technology,a sales rep is still needed to build relationships.

A weakness of the canned approach is that it treats all potential customers differently.

Using sales reps who are paid a straight commission is similar to using manufacturers' reps.

Order getters are concerned with finding new opportunities for the company.

Tyler Young sells a diverse line of conveyor systems to small manufacturers.He has found that he is most successful when he uses the sales call to help the customer solve some problem using one of his products.Tyler probably relies on

Jeffrey O'Donnell works for a producer of dairy products and knows all about these products.He is responsible for only two very large chain customers.Other sales reps,like Jeffrey,call on other large chains for this producer.They regularly call on the central offices of these big retail chains and encourage them to buy the company's full line.Jeffrey is

Byron Coffey is a sales rep for a producer of fiberglass roofing shingles.He tries to persuade building materials wholesalers to switch from competing producers.Byron is

Good salespeople ________.

For many firms,the largest single operating expense is ________.

Use this information for question that refer to the "Salespeople" case. Wilson Alvaro graduated with a marketing degree almost a year ago.Like many of his friends,he took a job in sales and really enjoys it.A description of Wilson's job and those of some of his friends are noted below. Wilson Alvaro loves biking and has his dream job.He works for a wholesale company that sells mountain bikes for a manufacturer.He works with a small group of people who call on the buying offices for two large retail chains,Wal-Mart and Toys R Us.The group includes a finance person and a production person,and they all work together to meet the specific needs of these two big accounts; for example,sometimes they recommend a model of bike that will be available from only that retailer's stores.However,Wilson's main job focuses on building relationships and solving customer problems.Only occasionally is he expected to try to persuade the retailers to buy more bikes. Amy Bowden sells life insurance.She calls on new parents and persuades them to buy insurance products.It is difficult for a manager to control Amy's work,but she has incentive to work hard because her job security and income depend on getting sales.She is a confident self-starter,so she likes it that way. Ben Peterson works for a fashionable men's clothing store.He enjoys spending time with customers who come in,learning about their fashion needs,and helping them pick clothes that really work for them.While the store manager can easily observe and direct Ben's activities,the manager wants Ben to have the incentive to increase customer purchases and satisfaction. Emily Winters handles inside sales for a major industrial distributor.She deals with a regular set of established customers,most of whom know what they want.Emily talks to them on the phone and answers questions about products,delivery time,and pricing.She sometimes works with outside sales reps who visit customers and help introduce new products.Emily is the first person her customers call when there's a problem with a purchase,so she spends a lot of time dealing with customer problems.As an inside salesperson,Emily's work is easily supervised by a sales manager - and she has little influence on how much her customers buy. Melissa Tran works for a company that sells paper products (like napkins,paper towels,and paper plates) primarily through small independent grocers.Most of the grocers are regular customers,but sometimes she makes cold calls to new grocery stores.Melissa's job is to develop goodwill and try to increase sales.For example,she often sets up special promotional displays in stores.Her compensation plan gives her income security,but she also can receive a bonus for sales growth in her territory. Charlie Riggs is a telemarketer for an Internet service provider.He calls people on a list provided by his firm and tries to sign them up for Internet service.Charlie relies heavily on a presentation he learned during his training.Charlie is very good at what he does and loves that the more success he has the more he earns. Melissa Tran's company wants to have enough salespeople to serve 1,000 accounts.An effective salesperson can call on each account 12 times a year and should average about two hours per sales call.Each salesperson works 40 hours a week and takes off two weeks for vacation each year.Salespeople spend half their time on travel and administration.How many salespeople does Melissa's company need?

Using multiple interviews and background checks to select "born salespeople" works so well that it almost guarantees success.

A __________ is a written statement of what a salesperson is expected to do.

A Wendy's fast-food restaurant needs ______________ to serve its customers.

With the ________ approach,the sales rep begins by making some general benefit statements to get the customer's attention and interest.