40 terms

Personal selling (chp 9)

STUDY
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For many salespeople, the core products that they're selling provide the same features and benefits as those of their competitors. Which of the following statements is true regarding this sort of competitive environment?
- The best way to build long-term relationships is to offer superior service quality.
- Competing on price produces customers who are price loyal and, consequently, difficult to keep.
- Both b and c are correct. (ANSWER)
Suppose you're a salesperson for an industrial machine manufacturer. How can you demonstrate to your customers your commitment to building mutually satisfying long-term relationships?
Follow-up with your customers on a regular basis and be especially attentive after they've placed an order.
LaTosha is very good at getting customers to purchase her company's products. However, her customers are usually dissatisfied with the performance of the products even though they perform as well if not better than the competition's products. Which of the following is most likely the problem:
LaTosha is setting her customers' expectations too high.
What is the customer service dimension that refers to a salesperson's desire to work with and properly service customers on a daily basis?
Service motivation
Suppose you're a salesperson for a beer and wine distributor. One of your customers has just finished telling you they are unhappy because their last order contained several broken bottles. What should you do after expressing empathy and taking responsibility for the problem?
Ask the customer what he/she would like you to do.
What is the most important customer service dimension?
Communication
Which the following is not one of the customer service dimensions, as noted in the textbook?
- Communication
- Reliability (answer)
- Resilience
- Service motivation
- All the above are customer service dimensions
Which of the following is not one of the expectations customers have when dealing with customer service personnel?
Capitulation
Which of the following is not one of the questions a salesperson must ask when developing a service strategy?
All of the above are questions a salesperson must ask when developing a service strategy.
Suppose you are a salesperson for an office supply company. One of your customers left you a message indicating that they were unhappy about the last order they received. While on your way to visit the customer to discuss the problem, you decide to review your procedure for handling complaints. What is the first thing you need to do to resolve customer's complaint?
Ask the customer to explain the problem and then listen carefully to get the whole story.
Which of the following methods of post sale follow-up is probably most effective?
A personal visit
Even though salespeople rarely are responsible for installation, why might it be helpful for salespeople to be present when their products are being installed?
- Installation teams usually do not possess the same relational skills that salespeople do.
- The salesperson can immediately answer questions or concerns the buyer may have as a result of installation.
- Both b and d are correct. (answer)
Which of the following statements regarding customer expectations is appropriate for salespeople to remember?
- Many relationships fail due to unmet expectations
- The higher the customer's expectations, the better, provided the seller can meet or exceed those expectations
- Salespeople must be able to manage their customers' expectations
- Customer dissatisfaction is often the result of unmet expectations
- All of the above are correct (answer)
Which of the following is not one of the ways salespeople can convert new customers into highly committed lifetime customers.
Make sure to discount the price of the product as much as possible without realizing and net loss.
What is the customer service dimension that refers to a salesperson's ability to maintain a positive attitude regardless of how they are treated by customers?
Resilience
Which of the following is not one of the four benefits of service enthusiasm that allow the sales organization to gain an advantage over its competitors?
Service enthusiasm eliminates customer complaints
Which of the following is accurate regarding the impact of technology on customer relationship management?
- Buyers can place orders without the salesperson's involvement.
- Buyers may have continuous real-time access to the selling organization.
- Salespeople are more readily able to analyze customer information.
- Salespeople have more timely, and perhaps expanded, access to their companies records and interactions (e.g., customer service, order fulfillment, etc,) concerning their customers.
- All of the above are accurate. (answer)
When handling customer complaints it is important to ask of the buyer what he/she would like to have happen in order to resolve the issue. By doing this, the salesperson:
- Avoids proposing an insufficient solution.
- Avoids proposing a solution that over-compensates for the problem.
- Will understand what the buyer wants to correct the problem.
- Is more likely to gain the customer's agreement to the solution if it is viable.
- All of the above. (answer)
What should the salesperson do next if the complaining customer proposes a viable way (some action) to resolve the complaint?
Gain the customer's agreement that the action will resolve the complaint
Which of the following is not one of the four benefits of service enthusiasm that allow the sales organization to gain an advantage over its competitors?
- Service enthusiasm helps the salesperson build a strong reputation
- Service enthusiasm reduces mistakes thereby improving profitability
- Service enthusiasm helps customers feel more comfortable complaining
- Service enthusiasm stimulates interest in the selling organization
- All the above are correct (answer)
Mathew has called the customer service department of one of his suppliers to make a complaint. The customer service agent acts indifferent to Mathew's problem but agrees to resolve the issue. The customer service agent should have:
Been more empathetic to Mathew's situation
Salespeople looking for ways to take relationships with their customers to higher levels after the sales should:
- Seek to expand collaborative involvement.
- Encourage and seek open communication
- Both a and c are correct. (answer)
Suppose you are a salesperson for a corporate jet manufacturer. You know from experience that after placing an order most customers will have questions or concerns. Which of the following post sale follow-up methods are appropriate for you to utilize?
- A personal visit
- Phone call
- Both a and b are correct (answer)
Tony is a salesperson dealing with a customer complaint. Tony's customer is asking for a resolution Tony knows is nonviable. Tony should:
Thank the customer for the suggestion and then offer an alternative solution.
Which of the following is not one of the steps for handling complaints?
- Get the whole story
- Ask the customer what he/she would like you to do
- Gain agreement on a solution
- Follow through on all promises
- All the above are steps for handling complaints (answer)
The first step in the complaint handling process is to ask the customer what he or she would like you to do.
False
Although not to be used alone, a handwritten thank you card to a customer is always a good form of customer follow-up.
True
With respect to relational selling, it is the salesperson's job to follow-up with the customer after a sale has been made in order to ensure customer satisfaction.
True
Long-term customers may feel neglected because the salesperson has many new customers and cannot be as attentive as he or she was previously.
True
New customers generally feel special because they have received a lot of attention.
True
Each time a customer interacts with a member of the selling organization it is referred to as a moment of truth.
True
Using exaggeration to get an order is a generally accepted practice in professional selling.
False
One advantage of computer technology is that salespeople can now track their orders in real time and, subsequently, relate the appropriate information to their customers.
True
Salespeople involved in relational selling should strive to expand the collaborative involvement between the buyer's and the salesperson's organization.
True
An open communication line is critical if salespeople are to build a long-term relationship with their customers.
True
Some customers will not complain because they feel that their salespeople should be able to read their signals of dissatisfaction.
True
For the relational salesperson, it's safe to say that the real work does not begin until after the order is signed.
True
A customer's problems not being taken seriously by the selling organization is a typical customer complaint.
True
The salesperson should encourage critical encounters with their customers to encourage effective dialogue.
True
E-mail is a good way to stay in touch with the customer because it guarantees the customer will get the message.
False
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