Sales Management Ch 15 – Flashcards

1) Quick & Reilly, a financial services company, was able to increase sales by 35 percent by implementing which of the following programs? A) cross-selling B) customer service C) full-line selling D) extranet E) upselling

2) A customer complaint should most likely be viewed as a(n): A) lost sale in the future due to customer frustration and anger B) opportunity to prove the firm's commitment to service C) problem that will require attention in the future D) issue associated with a single department E) misperception on the part of the customer

3) When dealing with customer complaints, the salesperson should most likely: A) determine if the complaint is real or imagined B) point out the fallacy in the customer's argument C) decide what action must be taken to remedy the problem D) prevent customers from sharing their feelings and frustrations E) blame the problem on other departments in the company, such as shipping

4) The purpose of the follow-up communication between customer and salesperson is to express thanks for the order and to: A) introduce related products B) complete the call card form C) request referrals for other prospects D) determine if the customer is satisfied E) ask for full payment from the customer

5) The major advantage of a telephone call over written correspondence is that: A) it is cheaper B) less time is involved C) it offers spontaneity D) the buyer is a "captive audience" E) two-way communication is involved

6) Bradley Wholesale Foods purchased a new computer system for the personnel department. All of the equipment was delivered on time, installed properly, and the employees at Bradley were given effective systems training. The new equipment and the post-sale service surpassed the customer's expectations. The staff at Bradley Wholesale Foods has most likely experienced a: A) moment of magic B) moment of truth C) moment of misery D) remorseful moment E) cross-selling moment

7) A group of people who recommend customer-driven organizations to others could be called: A) disgruntled customers B) auxiliary salespeople C) a secondary salesforce D) missionary salespeople E) evangelist salespeople

8) Which of the following is a current development in customer service? A) Salespeople are spending less time monitoring customer satisfaction. B) Incentives are used by salespeople to personalize customer relationships. C) The personal follow-up visit has proven to be the only effective follow-up method. D) Extranets enhance customer service by placing regular, automated calls to customers. E) Salespeople criticize competitors for the purpose of creating magical moments with

9) How can customer complaints provide the firm with great value? A) Customer service representatives require on-the-job training. B) Resolving complaints involves engaging in two-way communication. C) Sorting profitable and non-profitable customers becomes easier. D) Complaints provide information that is difficult to obtain by other means. E) Complaints offer an opportunity to prove the company is legally and ethically right.

10) The moment of ________ refers to a situation when customer expectations are not met. A) dismay B) magic C) truth D) reality E) misery

11) According to Ted Levitt, author of The Marketing Imagination, people buy the: A) expectations of the benefits you promised B) specific product you offered C) promise of a long-term relationship D) products that offer a "no hassle" guarantee E) image of the product

12) Expansion selling encompasses which of the following? A) partial-line selling B) reselling C) suggestion selling D) undercutting the competition E) cross-purpose selling

13) Which of the following is recommended when using suggestion selling? A) Don't waste time suggesting low-profit items. B) Don't hesitate to make suggestions before closing the sale. C) Don't make suggestions until you have first satisfied the customer's primary need. D) Show the suggested item only if the customer seems interested and profit margins are high. E) Suggestion selling should be used to generate half again as much revenue as the primary product does.

14) A form that serves as a communications link with persons who can assist with customer service is called a: A) service card B) follow-up card C) product service card D) call report E) product service report

15) Which of the following would LEAST likely help a salesperson earn a repeat sale? A) providing professional looking business cards B) ensuring timely delivery of a product C) acting as the customer's advocate D) ensuring the accuracy of invoices E) offering technical expertise

16) According to Ted Levitt, author of The Marketing Imagination, once the customer buys your product, expectations: A) increase B) stay the same C) decrease D) are fulfilled E) become less important

17) Of the customers that leave companies each year, approximately ________ % leave because of bad customer service. A) 10 B) 20 C) 40 D) 60 E) 80

18) Diligence, an essential service behavior, combines responsiveness and: A) knowledge B) technical skill C) reliability D) persuasiveness E) precision

19) According to sales trainer Tony Alessandra, there are three possible service outcomes. Which one should salespeople strive for? A) the moment of happiness B) the moment of truth C) the moment of misery D) the moment of magic E) the moment of expectation

20) Salespeople should most likely do which of the following when a product is delivered to a customer? A) Call the shipping agent to monitor delivery. B) Mail an instruction manual to the customer. C) Offer training in the use of the product. D) Change the price charged to the customer. E) Unpack the product by hand.

21) Value reinforcement means: A) getting credit for the value you create for the customer B) showing the customer the specific benefits of the product C) using bridge statements to clarify product information D) using the assumptive method to close a sale E) reiterating the features included with the purchase price

22) A best practice by which salespeople can use technology to strengthen relationships with customers is by: A) allowing customers to cancel orders without having to talk to a person B) sending email confirmations of appointments or agreements C) sending form letters with business cards through the mail D) placing automated prerecorded phone calls to customers on a programmed schedule E) faxing large numbers of sales letters to potential leads

23) The most likely reason for salespeople to make follow-up telephone calls to customers is that: A) follow-up calls are more efficient than e-mails B) sales managers cannot make all the calls themselves C) the customer may place repeat orders during a phone call D) customer service representatives cannot be trusted to make the calls E) the customers are certain to have complaints and issues that need to be addressed

24) Full-line selling is also known as: A) approach selling B) upselling C) cross-selling D) suggestion selling E) expansion selling

25) Cross-selling is most effective in those situations in which the: A) purchase is product-based B) sales type is transactional C) products are similarly designed D) relationship with the customer is new E) salesperson and customer have an established relationship

26) The effort to sell better-quality products is called: A) upselling B) cross-selling C) full-line selling D) logrolling E) leveraging

27) Which service behavior is LEAST important in B2B selling? A) returning customer phone calls promptly B) communicating information concisely C) showing a willingness to be helpful D) speeding up the closing process E) demonstrating professionalism

28) The best action to take to resolve a customer complaint is to: A) schedule a meeting with the customer B) pacify the customer by listening C) exceed customer expectations D) provide the customer with training E) encourage the customer to join a loyalty program

29) An unhappy customer is most likely to complain to: A) the salesperson B) the sales manager C) government agencies D) potential customers E) competing firms

30) When a customer service problem requires an apology, a salesperson should most likely: A) delegate the task to a customer service representative B) write and send a thoughtful, hand-written letter C) send a prompt e-mail to the customer D) send a text message to the customer E) call the customer personally

Alana Pierce is the director of Membership Programs for the Tammerline Zoo. She develops the programs and sells them to zoo visitors. The programs are tiered and include discounts and special perks for members. 1) Which of the following is a simple tool that would most likely ensure that Tammerline Zoo provides excellent customer service? A) blog B) extranet C) call report D) customer survey E) expansion selling

2) Which of the following actions by Alana would most likely provide a moment of magic for new members of the zoo? A) sending an electronic receipt for payment B) providing a plastic membership card C) giving away zoo t-shirts to new members D) printing a schedule of zoo hours and events E) seeking donations for the zoo's outreach program

3) Alana has seen research showing that members who are contacted "meaningfully" at least once a month are more likely to renew their memberships. What form of contact would zoo members be most likely to find meaningful each month? A) an automated phone call thanking them for their zoo membership B) an email invitation to an upcoming special event for zoo members C) a refrigerator magnet with a picture of a zoo animal on it D) a phone call from another zoo member requesting donations E) a postcard with reminders of the zoo's hours of operation

4) A member contacts Alana to complain about parking. Every time she brings her children to the zoo, the members-only parking lot is full, and she is forced to park farther away in the general admission parking lot. When Alana receives such calls, she should most likely: A) refer the problem to the maintenance department B) identify whether the complaint is real or perceived C) allow customers to express their feelings D) avoid explaining the cause of the problem E) offer to cancel the membership

5) In addition to free events for members only, Alana works with the zookeepers to create paid members-only events, such as marine mammal feeding sessions. This most likely creates which of the following? A) greater loyalty of members to the zookeepers B) a revenue stream for the zookeepers C) a way to make members feel that they are doing something dangerous D) bad feelings in members who have already paid the membership fee E) increased member prestige plus the chance to upsell to members

Gail Sayers is a sales representative with Countrywide Transport, a company that provides chartered flights—airplanes, pilots, staff, and services—to client groups. She has just closed a large sale of several flights each week for four months to a service organization of Orthodox Jewish college students. The students are sent on work service projects all across the United States. The first flights will begin one week after the closing date. 6) Which of the following would most likely help Gail prevent post-sale problems? A) sending e-mails to other university groups referred to her by the client B) scheduling regular account reviews to assess the client's satisfaction C) asking the client to call her assistant with any questions D) submitting bills quickly to insure quick payment E) re-defining her service and product strategy

7) After the first flight, Gail would most likely build a long-term relationship with the new client by: A) e-mailing a new flight schedule B) sending an online customer service survey C) calling the client to ensure satisfaction with the flight D) requesting referrals from the client to engage in upselling E) checking with the billing department to make sure the client was invoiced

8) Every week, Gail puts together a summary of all the information about all the flights coming up in the next month and emails it to the client. This most likely allows her to: A) cover her tracks so she can provide a record of customer service B) save on the transmission time it would take to fax the information C) leave the details to the client to arrange D) keep the client informed in real time as arrangements are made E) keep the client informed without overwhelming them with multiple emails

9) Gail is always striving for the "moment of magic" with her clients. This means: A) fulfilling the basic spirit of the sales contract B) giving them what they paid for C) giving them what they paid for with excellent execution D) not only giving them what they paid for but creating a satisfying experience with attentive customer service E) not only giving them what they paid for but adding in free services and products

10) Gail ensures that all the meals served on the flights for the Orthodox Jewish client group are Kosher certified. This is most likely an example of which of the following? A) an inducement to strengthen the customer relationship B) an upsell that encourages larger contracts C) reliability in providing updated communication D) flexible credit options for client payments E) sportsmanship in fulfilling the terms of the sale

John Bieland, the equipment buyer for Great Lakes Manufacturing, purchased two large riveting machines from Hoseke Corporation's sales representative, Lindell Ross. Because of a clerical error, the machines shipped a day later than scheduled, which put the delivery truck in the middle of a blizzard that shut down roads for several days. By the time the machines were delivered by Hoseke Corporation, they were a full week late. John Bieland sends an email to Lindell, cc'ing the CEOs of Great Lakes Manufacturing and Hoseke Corporation, expressing his dissatisfaction. 11) How should Lindell respond to John's email? A) He should send a reply immediately, explaining that the delay was unavoidable because of the weather. B) He should email the CEO of Hoseke Corporation to explain the situation and the weather delay. C) He should ask the head of the shipping department to reply to John and accept responsibility for the delay. D) He should offer to replace the machines free of charge. E) He should call John immediately to apologize for the late delivery.

12) Is there a way Lindell could have managed this situation better? A) No. Sometimes things happen that are out of the sales representative's control. B) No. If he had contacted John proactively that would have been an admission of guilt. C) Yes. He could have apologized immediately for the late delivery and kept John apprised of the situation. D) Yes. He could have offered to refund John's money and take the machines back. E) Yes. He could have waited a few days to contact John about the delay.

13) How should Lindell best help John to understand that the late delivery was not his fault? A) Lindell should email John copies of news stories about the blizzard. B) Lindell should ask the head of shipping to call John and take responsibility for the late delivery. C) Lindell shouldn't worry about making John understand and should just refund his money. D) Lindell shouldn't worry about making John understand and should just apologize and let John express his feelings. E) Lindell shouldn't worry about making John understand and should try to sell John another machine.

14) What should Lindell offer to John to rectify the situation? A) Lindell should send John two new machines. B) Lindell should consult with John to find out what would help him regain trust in Lindell and in Hoseke Corporation. C) Lindell should refund John's money. D) Lindell should discount any further purchases by half. E) Lindell should demote the head of the shipping department.

15) After this crisis is resolved, what should Lindell do? A) Make a plan with Hoseke Corporation's customer service department to make extra service calls to John to ensure that he feels taken care of. B) Ask John to buy another machine. C) Talk to his CEO about the faults of the shipping department. D) Rework his call schedule so he calls on fewer prospects and closes fewer sales until spring. E) Ask John for a recommendation to other manufacturers he knows.