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SELL 2nd Canadian Edition By Raymound – Test Bank

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SELL 2nd Canadian Edition By Raymound – Test Bank

Chapter 8

Addressing Concerns and Earning Commitment

MULTICHOICE 1. The introduction to Chapter 8 focused on FUSION Performance Marketing. What does Jim Micklos believe will help him earn commitment for his multi-million dollar deal? (A) understanding of the customer’s situation (B) understanding how much the customer’s budget is (C) knowing the senior management of the team (D) knowing his product thoroughly Answer : (A)
2. What is the term for a buyer’s objection to a product or service during a sales presentation, or anything that slows down the buying process? (A) selling impediment (B) sales resistance (C) selling point (D) sales friction Answer : (B)
3. What is another term for buyer resistance to the progression of the sale? (A) threat to the sale (B) objection (C) lack of interest (D) buyer-initiated challenge Answer : (B)
4. What was the salesperson’s traditional view of sales resistance? (A) Salespeople were taught to view any resistance as a threat to the sale. (B) The raising of an objection usually indicates faulty execution of the qualifying process.
(C) Lack of buyer interest and price are the main forms of sales resistance faced by salespeople. (D) Salespeople considered objections a natural part of the sales process, and an opportunity to continue selling. Answer : (A)
5. Which statement best summarizes how the salesperson’s view of sales resistance has changed over the years? (A) Salespeople continue to view any resistance as a threat to the sale. (B) The raising of an objection usually indicates faulty execution of the sales dialogue. (C) Salespeople believe resistance has increased due to advanced online activity. (D) Sales resistance is considered a normal and natural part of a sales conversation and indicates interest on the part of the buyer. Answer : (D)
6. In a discussion about sales resistance with his sales manager, Philippe has determined that some of his prospects have been avoiding the sales interview. Which strategy should he use to address this problem? (A) provide the prospect with a good reason to want to see him and request an appointment (B) ask questions using the ADAPT or SPIN models to verify the prospect’s interests (C) schedule regular sales visits with the prospect (D) make a sales presentation that clearly communicates a better solution to the buyer’s problem Answer : (A)
7. In a discussion about sales resistance with her sales manager, Iman has determined that some of her prospects are weak or have not been qualified properly. Which strategy should she use to address this problem? (A) provide the prospect with a good reason to want to see her and request an appointment (B) ask questions using the ADAPT or SPIN models to verify the prospect’s interests (C) schedule regular sales visits with the prospect (D) make a sales presentation that clearly communicates a better solution to the buyer’s
problem Answer : (B)
8. In a discussion about sales resistance with his sales manager, Josh has determined that some of his prospects object as a matter of custom and are reluctant to buy on the first call. Which strategy should he use to address this problem? (A) continually work to add value by providing useful information (B) ask questions using the ADAPT or SPIN models to verify the prospect’s interests (C) schedule regular sales visits with the prospect (D) make a sales presentation that clearly communicates a better solution to the buyer’s problem Answer : (C)
9. In a discussion about sales resistance with his sales manager, Imad has determined that some of his prospects object because they do not want to change the present way of doing business. Which strategy should he use to address this problem? (A) continually work to add value by providing useful information (B) ask questions using the ADAPT or SPIN models to verify the prospect’s interests (C) schedule regular sales visits with the prospect (D) make a sales presentation that clearly communicates a better solution to the buyer’s problem Answer : (D)
10. In a discussion about sales resistance with his sales manager, Kyle has determined that some of his prospects object because they do not recognize a need. Which strategy should he use to address this problem? (A) continually work to add value by providing useful information (B) ask questions using the ADAPT or SPIN models to verify the prospect’s interests (C) show evidence of a need that sparks the prospect’s interest (D) make a sales presentation that clearly communicates a better solution to the buyer’s problem Answer : (C)
11. In a discussion about sales resistance with her sales manager, Morgan has determined that some of her prospects object because they lack information on the new product. Which strategy should she use to address this problem? (A) continually work to add value by providing useful information (B) ask questions using the ADAPT or SPIN models to verify the prospect’s interests (C) show evidence that sparks the prospect’s interest (D) make a sales presentation that clearly communicates a better solution to the buyer’s problem Answer : (A)
12. Which type of sales resistance do salespeople face most often? (A) quality concerns (B) price concerns (C) trust concerns (D) performance concerns Answer : (B)
13. Sylvie is a salesperson for ABC furniture supply and is having trouble getting sales. Her customers consistently bring up need objections and she is rarely able to overcome them. Which strategy should she work on? (A) She needs to improve her prospecting and qualifying skills. (B) She needs to spend more time presenting the different features and benefits of her products. (C) She needs to find a way to lower the price of her products. (D) She needs to improve her level of product knowledge. Answer : (A)
14. Which type of objection is a buyer raising when he or she expresses concern about the product’s ability to function properly? (A) value objection (B) company or source objection
(C) need objection (D) product or service objection Answer : (D)
15. Which type of objection is a buyer raising when he or she expresses concern about the warranty offered by the seller? (A) value objection (B) company or source objection (C) need objection (D) product or service objection Answer : (D)
16. When a buyer expresses resistance because he or she is loyal to another supplier, which type of objection is being raised? (A) value objection (B) company or source objection (C) need objection (D) product or service objection Answer : (B)
17. Which of the following is one of the most difficult types of objections to overcome? (A) value related (B) quality or performance related (C) functional (D) loyalty to a competitor Answer : (D)
18. Which type of objection is a buyer who says, “Your company is too small to meet my needs” raising? (A) price
(B) time (C) source (D) need Answer : (C)
19. Which type of objection is “Give me a couple of weeks to think it over” an example of? (A) time (B) price (C) no need (D) product or service related Answer : (A)
20. Which type of objection is being raised when a buyer says, “We have a better offer from your competitor”? (A) price (B) product (C) source (D) need Answer : (A)
21. What does the acronym LAARC stand for? (A) listen, acknowledge, assess, respond, confirm (B) listen, assess, acknowledge, respond, confirm (C) listen, ask, accommodate, reply, confirm (D) listen, ask, accept, reply, consider Answer : (A)
22. Which acronym represents the process for handling objections? (A) ADAPT
(B) LAARC (C) SPIN (D) CRM Answer : (B)
23. Antonio is salesperson for ABC Computing and is confronting an objection. Using the process recommended in the textbook for negotiating buyer resistance, what is the first thing he should do? (A) listen (B) acknowledge (C) assess (D) respond Answer : (A)
24. Hillary has listened carefully to her customer’s objection regarding the value of her service offering. Using the process recommended in the textbook for negotiating buyer resistance, what should she do next? (A) assess the situation (B) acknowledge that she appreciates and understands the concern (C) address the issue directly (D) anticipate how the prospect will react to being proven incorrect Answer : (B)
25. Mitchell received an objection regarding the expected performance of his product. He acknowledged that he was aware of the concern and agreed that it was an important issue to the buyer. Using the process recommended in the textbook for negotiating buyer resistance, what should he do next? (A) ask assessment questions to better understand the buyer’s situation (B) clarify exactly what reasons the buyer has for believing this information (C) respond to the issue directly by citing objective third-party statistics (D) anticipate how the prospect will react to being proven incorrect
Answer : (A)
26. Kristy has followed the first three steps in the process recommended in the textbook for negotiating buyer resistance and believes that she fully understands the situation and the reasons behind her customer’s objection. What should she do next? (A) respond to the objection using the most appropriate method (B) reconcile the competing interests in the situation and come to a decision (C) restate her position on the issue and then ask for commitment (D) resume asking probing questions to look for an opening Answer : (A)
27. In the process recommended in the textbook for negotiating buyer resistance, what would the salesperson do in the last step? (A) ask probing questions to look for an opening to resume selling (B) reconcile the competing interests in the situation and come to a recommendation (C) restate his or her position on the issue and then ask for commitment (D) ask confirmatory questions to ensure the buyer’s concerns have been adequately addressed Answer : (D)
28. What is the term for a type of response to buyer objections in which the salesperson answers the objection during the presentation before the buyer has a chance to ask it? (A) forestalling (B) questioning or assessing (C) indirect denial (D) translation or boomerang Answer : (A)
29. Jennifer, a salesperson for ABC Industrial Equipment, likes to address certain known sources of buyer resistance before the buyer brings them up. Which method of handling resistance is Jennifer using? (A) forestalling
(B) compensation (C) translation or boomerang (D) coming-to-that Answer : (A)
30. What is the term for a response to buyer objections in which the salesperson tells the customer that he or she is wrong? (A) translation or boomerang (B) forestalling (C) third-party reinforcement (D) direct denial Answer : (D)
31. What is the term for a response to buyer objections in which the salesperson takes a softer, more tactful approach when correcting a prospect or customer’s information? (A) translation or boomerang (B) questioning or assessing (C) indirect denial (D) compensation Answer : (C)
32. Howie has a testimonial from a highly respected customer that counters the rumour that Howie’s company does not have a strong research and development department. With which of the following types of objection-handling methods is Howie most likely to use the testimonial? (A) indirect denial (B) questioning or assessing (C) translation or boomerang (D) compensation Answer : (A)
33. What is the term for a response to buyer objections in which the salesperson converts the objection into a reason that the prospect should buy? (A) translation or boomerang (B) questioning or assessing (C) indirect denial (D) compensation Answer : (A)
34. Jeremy is interested in buying a number of cars for his company. He likes a particular car a salesperson has shown him, but expresses concern about the fact that the car’s engine is not as powerful as others he is considering. Which statement best illustrates how a salesperson could use the translation method to handle Jeremy’s concern? (A) Yes, the engine is less powerful, but the car comes with several other options you said you wanted. (B) Because the engine is less powerful it is more fuel efficient, which means your company will save money. (C) You’re mistaken; the engine has the same amount of power as the others you were considering. (D) The performance of the vehicle in question is superior to all of the others considered, so why do you want an engine that has more power? Answer : (B)
35. What is the term for a response to buyer objections in which the salesperson counterbalances the objection with an offsetting benefit? (A) translation or boomerang (B) questioning or assessing (C) indirect denial (D) compensation Answer : (D)
36. Marc, a salesperson for XYZ Furniture Shop, finds that most of his customers express resistance based on the fact that XYZ’s delivery time is one week longer than most of its competitors. Marc usually handles that resistance by reviewing with the customers all of the
confirmed benefits the product provides. Which method of handling resistance is Marc using? (A) third-party reinforcement (B) indirect denial (C) compensation (D) translation or boomerang Answer : (C)
37. “I can understand why you feel that way regarding the difficulty of using this type of software. We have had a number of customers in the past who felt the same way. However, we have found that by conducting intensive employee training during installation and using the self-help functions built into the program, these concerns were never an issue.” Which approach for handling objections does this statement illustrate? (A) translation or boomerang (B) third-party reinforcement (C) indirect denial (D) compensation Answer : (B)
38. According to the textbook, which of the following phrases is most appropriate to today’s environment of trust-based relationship selling? (A) Always Be Closing. (B) Never take no for an answer. (C) Nobody likes to be sold, but everybody likes to buy. (D) Show me an objection and I will show you an interested buyer. Answer : (C)
39. What is the term for favourable statements a buyer makes during a sales presentation that suggest buyer commitment? (A) indirect commitments (B) commitment signals
(C) positive selling points (D) deal closers Answer : (B)
40. How should a salesperson view a buyer’s statement of “The price is higher than I thought it would be”? (A) as a buying signal indicating a moderate level of interest (B) as a red light statement indicating a buyer objection that needs to be addressed (C) as a yellow light suggesting that caution is warranted regarding this issue (D) as an indication that there has not been enough discussion regarding all of the features of the product Answer : (B)
41. Which description best defines the meaning of a trial commitment? (A) a final review with the customer of all of the product’s features and benefits prior to asking for commitment (B) a prospect’s agreement to try the product for a limited period of time with an option to return if not satisfied (C) questions asked to determine the prospect’s readiness to buy (D) the seller’s agreement to supply the product for a limited period of time on specified terms with an option to renew Answer : (C)
42. What is the term for a selling technique in which the salesperson asks the customer directly to buy? (A) request commitment (B) direct commitment (C) summary commitment (D) trial commitment Answer : (B)
43. Which technique for earning commitment is “Would you like to place an order today?” an example of? (A) direct commitment (B) continuous yes close (C) summary commitment (D) balance sheet commitment Answer : (A)
44. According to the textbook, what is the term for a selling technique in which the salesperson asks the prospect to select from two or more choices during a sales presentation? (A) direct commitment (B) summary commitment (C) assumptive close (D) alternative or legitimate choice Answer : (D)
45. Which of the following techniques for earning commitment is “Which of the three models of the equipment presented do you think best suits your needs?” an example of? (A) direct commitment (B) alternative or legitimate choice (C) summary commitment (D) balance sheet commitment Answer : (B)
46. What is the term for a selling technique in which the salesperson summarizes all of the major benefits the buyer has confirmed during the sales dialogue? (A) assumptive close (B) minor-points close (C) T-account or balance sheet commitment
(D) summary commitment Answer : (D)
47. What is the term for a selling technique in which a salesperson asks the prospect to brainstorm reasons on paper of why and why not to buy? (A) alternative or legitimate choice (B) boomerang method (C) summary commitment (D) T-account or balance sheet commitment Answer : (D)
48. Which technique for earning commitment is “Let’s make a list of the pros and cons associated with purchasing my product” an example of? (A) alternative or legitimate choice (B) boomerang method (C) summary commitment (D) T-account or balance sheet commitment Answer : (D)
49. What is the term for a selling technique in which a salesperson relates how one of his or her customers had a problem similar to the prospect’s and solved it by using the salesperson’s product? (A) referral or testimonial close (B) boomerang method (C) success story commitment (D) T-account or balance sheet commitment Answer : (C)
50. If a salesperson fails to earn the buyer’s commitment initially, what should he or she do next? (A) try a different technique for earning commitment
(B) use the LAARC objection handling process (C) thank the prospect for his or her time and call back later to get another appointment (D) ask a probing question to try to find out why the buyer is resistant Answer : (D)
51. What is the term for a traditional, and since discredited, sales closing technique in which the salesperson puts a time limit on the client in an attempt to hurry the decision to close? (A) standing-room-only close (B) assumptive close (C) fear or emotional close (D) continuous yes close Answer : (A)
52. What is the term for a traditional, and since discredited, sales closing technique in which the salesperson presumes that an agreement has been reached, places the order form in front of the buyer, and hands him or her a pen to sign it? (A) standing-room-only close (B) assumptive close (C) fear or emotional close (D) continuous yes close Answer : (B)
53. What is the term for a traditional, and since discredited, sales closing technique in which the salesperson tells a story of something bad happening if the purchase is not made? (A) standing-room-only close (B) assumptive close (C) fear or emotional close (D) minor-points close Answer : (C)
54. What is the term for a traditional, and since discredited, sales closing technique in which the salesperson seeks agreement on relatively minor issues associated with the full order? (A) standing-room-only close (B) assumptive close (C) minor-points close (D) continuous yes close Answer : (C)
55. What is the term for a traditional, and since discredited, sales closing technique that uses the principle that saying yes gets to be a habit (the salesperson asks a number of questions formulated so that the prospect continues to answer yes)? (A) standing-room-only close (B) assumptive close (C) fear or emotional close (D) continuous yes close Answer : (D)
TRUEFALSE 56. Sales resistance is not a normal part of the sales process and should be avoided at all costs. (A) True (B) False Answer : (B)
57. In contrast to earlier beliefs, sales resistance is regarded today as an indicator of buyer interest and should be considered an opportunity to sell. (A) True (B) False Answer : (A)
58. The difficulty for inexperienced salespeople is that buyers who do not raise objections are either ready to buy or just not interested. (A) True (B) False Answer : (A)
59. Buyers may raise objections because they are resistant to change. (A) True (B) False Answer : (A)
60. A salesperson’s ability to qualify prospects will often have an effect on the types of resistance the salesperson will face. (A) True (B) False Answer : (A)
61. “How do I know you’ll meet our delivery requirements?” is an example of a need objection. (A) True (B) False Answer : (B)
62. “How do I know you’ll meet our delivery requirements?” is an example of a service objection. (A) True (B) False Answer : (A)
63. The “need objection” and “product objection” categories are essentially the same. (A) True
(B) False Answer : (B)
64. A buyer’s resistance based on his or her loyalty to another supplier is generally easy to overcome. (A) True (B) False Answer : (B)
65. “I have never heard of your company” is an example of a service objection. (A) True (B) False Answer : (B)
66. Price objections are the most difficult to overcome. (A) True (B) False Answer : (B)
67. When a customer says “Your prices are too high,” it really means the prospect does not see the value in what is being offered. (A) True (B) False Answer : (A)
68. “Your prices are too high” is probably the most common type of objection heard by salespeople. (A) True (B) False Answer : (A)
69. Time objections are often used by the buyer as stall tactics.
(A) True (B) False Answer : (A)
70. The “L” in LAARC stands for Listen. (A) True (B) False Answer : (A)
71. The LAARC method is a customer-oriented way to keep the sales dialogue positive while overcoming sales resistance. (A) True (B) False Answer : (A)
72. As suggested by the LAARC method, in order to effectively respond to objections, salespeople must be good listeners. (A) True (B) False Answer : (A)
73. The direct denial method is probably the safest objection-handling method for most types of sales resistance. (A) True (B) False Answer : (B)
74. When dealing with buyer objections, it is a good idea to use the forestalling method most of the time. (A) True (B) False Answer : (B)
75. In comparison to the direct denial method, indirect denial is generally a less risky method of handling resistance. (A) True (B) False Answer : (A)
76. Using the direct denial method for handling resistance is risky because it may be perceived as being too aggressive and may anger the buyer. (A) True (B) False Answer : (A)
77. If a customer is wrong about something when expressing resistance, the salesperson should first consider using the indirect denial method before considering the direct denial method. (A) True (B) False Answer : (A)
78. The compensation method for handling objections turns a reason not to buy into a reason to buy. (A) True (B) False Answer : (B)
79. After a buyer expresses an objection, it is inappropriate and often dangerous for the salesperson to ask the buyer probing questions. (A) True (B) False Answer : (B)
80. Using third-party reinforcement will always be effective in overcoming a buyer’s resistance.
(A) True (B) False Answer : (B)
81. Too often in sales we want to rush the process and trade an initial good feeling for a genuine buying signal. (A) True (B) False Answer : (A)
82. One of the critical components to making a sale is to listen. . (A) True (B) False Answer : (A)
83. The mark of a good salesperson is the ability to listen and determine the customer’s needs. (A) True (B) False Answer : (A)
84. The confirmed benefits of the greatest interest to the buyer deserve the greatest emphasis. (A) True (B) False Answer : (A)
85. It is best to ask for the sale as soon as you meet the prospect. (A) True (B) False Answer : (B)
86. Before attempting to gain commitment, the salesperson should summarize all the benefits his or her offer (solution) is capable of providing. (A) True (B) False Answer : (B)
87. “Close early and close often” is a good motto for salespeople involved in relational selling. (A) True (B) False Answer : (B)
88. “Always Be Closing” is a good motto for salespeople involved in relational selling. (A) True (B) False Answer : (B)
89. Today’s buyers are more likely to be less tolerant of traditional closing techniques. (A) True (B) False Answer : (A)
90. Closing the sale and gaining commitment are synonymous. (A) True (B) False Answer : (A)
91. Gaining commitment should be a natural result if the salesperson has done a good job of uncovering needs, presenting appropriate solutions, and handling customer concerns. (A) True (B) False
Answer : (A)
92. “The price is lower than I thought” is an example of a commitment signal. (A) True (B) False Answer : (A)
93. “How quickly can you deliver the product?” is an example of a commitment signal. (A) True (B) False Answer : (A)
94. “How quickly can you deliver the product?” is an example of a trial commitment. (A) True (B) False Answer : (B)
95. The salesperson should initiate trial commitments to test for the prospect’s readiness to buy. (A) True (B) False Answer : (A)
96. Red light statements made by the buyer indicate minor resistance and should be all but ignored by the salesperson. (A) True (B) False Answer : (B)
97. It is common for inexperienced salespeople to lose a sale because they were afraid to ask for the order. (A) True
(B) False Answer : (A)
98. The summary commitment method requires the salesperson to summarize all the benefits his or her product is capable of providing. (A) True (B) False Answer : (A)
99. The alternative or legitimate choice method for gaining commitment makes the assumption that the buyer wants to make a purchase. (A) True (B) False Answer : (A)
100. One method for gaining commitment involves the salesperson reviewing with the buyer all of the confirmed benefits. (A) True (B) False Answer : (A)
101. One method for gaining commitment involves the salesperson working with the buyer to list and compare the reasons that the buyer would and would not want to make a purchase. (A) True (B) False Answer : (A)
102. When a buyer tells the salesperson “no,” the salesperson should ask probing questions to find out why he or she is saying no. (A) True (B) False
Answer : (A)
103. When a buyer tells the salesperson “no,” the salesperson’s job is over, other than thanking the customer for his or her time. (A) True (B) False Answer : (B)
104. The standing-room-only close is an effective relationship-building technique for earning commitment. (A) True (B) False Answer : (B)
105. Traditional techniques for gaining commitment are still viewed as effective by most professional buyers today. (A) True (B) False Answer : (B)

 

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