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Exam 14: Personal Selling and Customer Service

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Question 1

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Salespeople may represent their company to customers and, in turn, represent their customers within the company.

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Question 2

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Which of the following is NOT one of the basic sales tasks?

A) Order-taking
B) Supporting
C) Sales-promoting
D) Order-getting
E) None of these, i.e. all are basic sales tasks

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Question 3

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Homogeneous shopping products need order getters more than heterogeneous shopping products.

Telemarketing can help a firm extend its personal selling efforts to new target markets without investing a lot of time and money.

Moen, a maker of plumbing fixtures, employs a major accounts sales force and gives special attention and support to the firm's largest accounts such as Home Depot and Lowe's.

A sales representative for Xerox always begins her sales presentation by conducting an interview with the potential customer. She asks several multiple-choice questions that are designed to pinpoint the needs of the customer for various features of a new copying machine. At the end of the interview, the salesperson takes a moment to summarize the results in a profile of the customer and his/her needs. She then matches the needs to a specific model in the Xerox line of copiers, and shows how the Xerox model compares to other competing models. This sales representative is engaged in:

When deciding how many salespeople are needed, the first step is to determine how many sales reps are used by competing companies.

Customer service reps help:

A _____ is the salesperson's request for an order.

A salesperson works for a producer, calls on intermediaries and their customers, tries to develop goodwill while stimulating demand, but doesn't take any orders for the producer's products. This salesperson is a(n) :

Jim Meadowmont works for Sony. He doesn't take orders from customers, but he is extremely knowledgeable about the entire Sony product line and about how its specifications compare to the competition's products. He helps a regular Sony salesperson by providing details about how Sony's products work, and knows the customer applications for which the products are best suited. Jim is a(n) :

Which of the following statements about salesperson compensation is FALSE?

Selecting "good, well-qualified" salespeople can be aided by:

Elise Noble works as a telephone salesperson for the Catalog Division of JC Penney. Her primary job is to call customers with Penney charge accounts to inform them about sale items and ask if they would like to order the sale items. Which of the following kinds of sales presentations would be best for Elise to use?

Toll-free telephone lines are not very practical for getting direct feedback from final consumers.

Personal selling techniques include all of the following EXCEPT:

Each sales manager and salesperson needs to think about the AIDA sequence in deciding what sales approach to use and in evaluating a possible presentation.

When setting salespeople's compensation level,

Sales jobs are a major part of the U.S. economy. About what percentage of employed workers in the U.S. are in some type of sales job?

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. Which salesperson has a job that requires NO training in sales?