Deck 7: Sales Dialog: Creating and Communicating Value

Question 1

Hailey, a salesperson at Copcat, receives an order of 25 office copiers from Harter Tech Financial Services. During a sales dialogue, Hailey identifies that the company is interested in copiers that include automatic document feeder. In this scenario, Hailey identifies a _____ of Harter Tech Financial Services.

A) potential benefit
B) confirmed  benefit
C) fringe benefit
D) hidden  benefit
E) response  benefit

Answer 1

B

Question 2

Encouraging buyer feedback and focusing on creating value for the buyer are both key requirements for an effective _____.

A) verbal support
B) territory analysis
C) proof provider
D) sales dialogue
E) account classification

Answer 2

D

Question 3

A characteristic or quality of a product is referred to as a(n) _____.

A) anecdote
B) testimonial
C) benefit
D) feature
E) sales aid

Answer 3

D

Question 4

Which of the following does a salesperson need to do in order to produce understandable sales dialogue?

A) A salesperson should allow another salesperson to take over the presentation halfway through.
B) A salesperson should avoid the use of statistics.
C) A salesperson should ask for a purchase commitment after every five minutes.
D) A salesperson should minimize the use of sales aids.
E) A salesperson should use verbal support elements during the sales dialogue.

Question 5

Steve, a salesperson at Cann Computer Corp., confirms that his prospective customer needs 50 new computers that offer high-quality graphics. During his sales presentation, Steve should:

A) try to convince the buyer that his company's computers offer average graphics but are considerably cheap.
B) try to convince the buyer that his company's computers offer high-quality graphics.
C) try to convince the buyer that he or she should focus on a computer's processor speed rather than its graphics.
D) talk about the importance of high-quality graphics in computers.
E) talk about how the prospective buyer can still be able to work without high-quality graphics.

Question 6

Which of the following is true of check-backs?

A) They limit buyer interaction.
B) They maintain a one-way form of communication in a sales dialogue.
C) They evaluate the level of a buyer's understanding.
D) They facilitate the process of identifying buyer needs prior to the sales process.
E) They facilitate the process of identifying product benefits and values.

Question 7

A major purpose of the use of the _____ process is to help the salesperson identify the confirmed benefits for the buyer.

A) 5-P Sales questioning
B) matrix questioning
C) SPIN or ADAPT questioning
D) prospect questioning
E) value-added sales questioning

Question 8

Voice characteristics, examples and anecdotes, and comparisons and analogies are elements of _____.

A) sales aids
B) verbal support
C) active listening
D) phonation
E) proof providers

Question 9

An observant salesperson receives a great deal of continual feedback by:

A) using verbal supports such as comparisons and analogies in a sales dialogue.
B) planning and practicing a sales presentation.
C) assessing the buyer's nonverbal cues.
D) presenting a product's benefits and values.
E) attempting to engage buyers.

Question 10

Salespeople can use verbal support elements to:

A) make a sales dialogue interesting.
B) reduce the duration of a sales presentation.
C) identify buyers' confirmed benefits.
D) provide proof to their claims of benefit.
E) evaluate prospective buyers' responses.

Question 11

During a sales presentation, Jeff, a salesperson at ChemHands, presents a sequence of benefits of using ChemHands sanitizers. To assess the prospective buyer's level of interest in the company's sanitizers, Jeff should use _____.

A) anecdotes
B) check-backs
C) examples
D) analogies
E) sales aids

Question 12

Which of the following strategies will most likely generate a buyer's desire to purchase a product?

A) Employing many check-backs during a sales presentation
B) Creating an illusion of product scarcity to the buyer
C) Scheduling as many sales meetings as possible
D) Listing all the benefits of the product
E) Emphasizing confirmed benefits of the buyer

Question 13

Layla, a salesperson at Mandrin Corp., delivers a sales presentation on financial services that her company offers. In order to seek feedback from her prospects, Layla should make use of check-backs after she:

A) finishes a feature-benefit sequence.
B) introduces herself.
C) assesses the prospective buyer's interest.
D) closes the purchase deal with the buyer.
E) finishes the sales presentation.

Question 14

A(n) _____ is a brief description of a specific instance used to illustrate features and benefits of a product.

A) example
B) comparison
C) analogy
D) sales aid
E) presentation

Question 15

Henry, a salesperson at ChillCool, approaches Sam in an effort to sell ChillCool's new air conditioner. Sam indicates that he is interested in an air conditioner that can benefit him by consuming less electricity. In this scenario, the benefit indicated by Sam is called a _____.

A) hidden benefit
B) potential benefit
C) confirmedbenefit
D) closed  benefit
E) fringe benefit

Question 16

Which of the following is most likely to impair a salesperson's potential for making a sale?

A) Continuous eye contact with the buyer
B) Lack of passion in voice
C) Use of examples and analogies in sales dialogue
D) Lack of electronic media in sales aids
E) Lack of ability to assess buyers' nonverbal cues

Question 17

Response checks and check-backs are most commonly used:

A) after the completion of a sales presentation.
B) after the response to an objection.
C) as a way to uncover the efficiency of salespeople.
D) when setting appointments.
E) to uncover objections.

Question 18

Which of the following is true of feedback from a prospective buyer?

A) It helps salespeople create a successful canned sales presentation.
B) It helps the buyer develop a positive perception of salespeople.
C) It helps the buyer identify a product's benefits and value.
D) It helps salespeople assess whether he or she has successfully responded to the buyer's concerns.
E) It helps salespeople schedule preselling venues according to the buyer's interest.

Question 19

Which of the following is true of varying voice characteristics in a speech?

A) Providing less critical information at a fast pace fails to hold the attention of listeners.
B) Varying the pitch often distracts listeners and forces their attention on the speaker rather than the message.
C) Altering volume from loud to soft can grab and hold the buyer's interest.
D) Increasing the rate of speed causes listeners to misunderstand a message.
E) Maintaining a uniform pitch and speed ensures attention from listeners.

Question 20

_____ are questions salespeople use throughout a sales dialogue to generate feedback from the buyer.

A) Check-backs
B) Anecdotes
C) Comparisons
D) Analogies
E) Sales aids

Question 21

Which of the following tips for preparing visual materials should salespeople implement?

A) Leave less white space in the visuals.
B) Make sure each visual presents many ideas.
C) Clearly label each visual with titles.
D) Put in as much information as possible.
E) Use a variety of layouts in the visuals.

Question 22

A(n) _____ explains one thing in terms of another.

A) anecdote
B) example
C) sales aid
D) analogy
E) case history

Question 23

_____ include sales aids in the form of printed materials, photographs and illustrations, and charts and graphs.

A) Electronic materials
B) Visual materials
C) Product demonstrations
D) Testimonials
E) Proof providers

Question 24

In the context of sales aids, printed materials such as brochures and catalogs are examples of _____.

A) electronic materials
B) visual materials
C) product demonstrations
D) aural materials
E) multimedia presentations

Question 25

April, a sales manager at Temp-O Coolers, is presenting her company's new automatic air conditioner to a group of buyers. She says, "If the temperature of a room is too cold or too warm, the air conditioner, upon switching on, will automatically adjust its settings and bring the temperature back to the desired state." In this scenario, April has used a(n) _____ to support her presentation.

A) testimonial
B) analogy
C) anecdote
D) example
E) comparison

Question 26

Which of the following guidelines should be incorporated while preparing visual materials for sales presentations?

A) Never leave any white space.
B) Never use the same format throughout the presentation.
C) Never use less than 14 lines per visual.
D) Never read the presentation directly from the visual.
E) Never use colors for functional purposes.

Question 27

An analogy is a special form of _____.

A) anecdote
B) comparison
C) analysis
D) proof provider
E) example

Question 28

When preparing printed materials and visuals, a salesperson should:

A) put in as much information as possible.
B) avoid supportive evidence to minimize material space.
C) make sure each visual presents many ideas.
D) check for typographical and spelling errors.
E) use a variety of layouts in the visuals.

Question 29

While promoting his company's sales force automation software, James, a salesperson at Bossworks, claims that using the software is like having a secretary that will work for free. In this scenario, James uses a(n) _____ to explain the software.

A) analogy
B) anecdote
C) testimonial
D) example
E) proof provider

Question 30

Which of the following is true of photographs as sales aids?

A) They are customized according to the needs of individual prospects.
B) They do not provide a realistic portrayal of a product or service.
C) They are easy to produce and inexpensive.
D) They do not provide information about size, shape, and construction of an object.
E) They are used to receive buyer feedback on a product.

Question 31

Which of the following is an example of sales aids?

A) Testimonials
B) Statistics
C) Case histories
D) Product demonstrations
E) Check-backs

Question 32

In the context of verbal support elements, which of the following is true of an analogy?

A) It fails to increase a buyer's interest in a product.
B) It explains one thing in terms of another.
C) It is hypothetical in nature.
D) It is presented in the form of a story describing a specific incident.
E) It is used to divert attention from a topic of interest.

Question 33

An anecdote is a type of _____.

A) comparison
B) example
C) analogy
D) metaphor
E) simile

Question 34

Tony, a sales manager at OmniEye, presents his company's new range of advanced surveillance cameras to a group of prospective buyers. Tony claims that the company's new version of cameras have a zoom capacity 10 times greater than its previous version. In the context of verbal support elements, Tony uses a(n) _____ to enhance his presentation.

A) comparison
B) anecdote
C) example
D) testimonial
E) case history

Question 35

Jake, a marketing executive at Relax Homes, issues a Relax Homes brochure to Tom, a prospective buyer. The brochure provided by Jake must necessarily include:

A) Relax Homes' financial reports.
B) Jake's contact details.
C) Relax Homes' customer testimonials.
D) Jake's income details.
E) Jake's educational qualifications.

Question 36

Sales aids in the form of slides, videos, or multimedia presentations are referred to as _____.

A) product demonstrations
B) visual materials
C) electronic materials
D) scale models
E) graphical representations

Question 37

Which of the following helps engage and involve buyers throughout a sales interaction?

A) A detailed and lengthy sales presentation
B) Incorporation of statistics as proof to claims of benefits
C) A graphical representation of a product's sales
D) Incorporation of sales aids like printed and electronic materials
E) A continuous follow-up about the purchase decision

Question 38

Which of the following is true of sales aids?

A) They are equally effective for all products, selling situations, and buyers.
B) They are most effective when developed for specific prospects and selling situations.
C) They are used to identify buyers' needs and solutions.
D) They are used to accelerate a sales presentation.
E) They are aimed at a group of buyers rather than individual buyers.

Question 39

In the context of verbal support elements, which of the following is true of examples in a sales dialogue?

A) It increases the buyer's level of interest in a product but fails to increase the buyer's understanding of the product.
B) It illustrates the similarities between two points.
C) It is either real or hypothetical in nature.
D) It explains one product in terms of another.
E) It is used to divert attention from a topic of interest.

Question 40

In the context of verbal support elements, which of the following is true of comparison?

A) It fails to increase a buyer's interest in a product.
B) It points out and illustrates the similarities between two points.
C) It is hypothetical in nature.
D) It is presented in the form of a story describing a specific incident.
E) It is used to divert attention from a topic of interest.

Question 41

Which of the following is true of statistics as proof providers?

A) They carry the lowest credibility when delivered from third-party sources.
B) They are used in the form of statements from satisfied users.
C) They are most effective when presented in a printed form rather than when stated orally.
D) They are presented in the form of anecdotes.
E) They help prospective customers in establishing relationships with existing customers.

Question 42

Which of the following is true of testimonials?

A) They are complaints from prospective buyers of a company's products or services.
B) They help salespeople in determining the needs of their prospective buyers.
C) They are provided in the form of a story to make them interesting and understandable for prospective buyers.
D) They are similar to statistics but in the form of statements from satisfied users.
E) They help prospective customers in establishing relationship with existing customers.

Question 43

A testimonial written in story form is known as a(n) _____.

A) customer statement
B) case history
C) analogy
D) example
E) comparison

Question 44

Which of the following is an example of a proof provider in an anecdotal form?

A) Sales aids
B) Case histories
C) Videos
D) Illustrations
E) Visual materials

Question 45

In the context of the effectiveness of presentation tools and sales aids, which of the following is the first step in the SPES Sequence?

A) Summarize the contributions of the sales aid.
B) State selling point and introduce the sales aid.
C) Share the sales aid with other salespersons.
D) State the positives and negatives of the sales aid.
E) Sort the types of sales aid available to salespeople.

Question 46

When dealing with prospective buyers, Marcus, a salesperson, consistently has trouble using presentation tools and sales aids effectively. Marcus could probably benefit from using the _____ Sequence.

A) SPES
B) IPSS
C) SIPS
D) IPES
E) SSES

Question 47

A prospective buyer requests Harry, a salesperson at Lenic Technology, to demonstrate his company's new 3D printer. Prior to the product demonstration, Harry should:

A) make sure the product being demonstrated is typical of what is being recommended.
B) list all the features of the product verbally without using the actual product.
C) try to keep the customer from getting too involved in the demonstration of the product.
D) request the buyer to refrain from touching the product.
E) ensure that the setup and knockdown are slow.

Question 48

_____ are proof providers in the form of statements from satisfied users of the selling organization's products and services.

A) Statistics
B) Confirmed benefits
C) Testimonials
D) Analogies
E) Anecdotes

Question 49

Harper, a salesperson, uses PowerPoint slides and video presentations when selling computers to a group of prospective buyers. He finds that this engages the buyers with the presentation and is more effective in making the buyers understand the product as well as its features and benefits. In this scenario, which of the following sales aids does Harper use?

A) Response checks
B) Voice characteristics
C) Electronic materials
D) Product demonstrations
E) Proof providers

Question 50

_____ are facts that lend believability to claims of value and benefit.

A) Statistics
B) Testimonials
C) Examples
D) Analogies
E) Anecdotes

Question 51

_____ are used to back up claims of benefits and value produced and provided to a buyer.

A) Product demonstrations
B) Visual materials
C) Analogies
D) Proof providers
E) Anecdotes

Question 52

Which of the following types of sales aids provides a prospective buyer with an opportunity for hands-on experience on a product?

A) Printed materials
B) Photographs and illustrations
C) Multimedia presentations
D) Product demonstrations
E) Charts and graphs

Question 53

Which of the following is true of case histories?

A) They are useful in breaking the monotony of a long presentation.
B) They are complaints from prospective buyers of a company's products or services.
C) They help salespeople determine the needs of their prospective buyers.
D) They help prospective customers establish relationship with existing customers.
E) They are most effective when presented orally.

Question 54

Which of the following helps build trust and confidence among prospective buyers?

A) Multimedia presentations
B) Product demonstrations
C) Printed materials
D) Photographs
E) Testimonials

Question 55

Which of the following is true of product demonstration as a sales aid?

A) It should be conducted using the actual product rather than a model of the product.
B) It should not be customized according to buyer specifications.
C) It should not be conducted through any form of electronic multimedia.
D) It should be ensured that the setup and removal of the product do not detract from sales presentation.
E) It should be conducted in the presence of a large group of buyers and not before individual buyers.

Question 56

Which of the following is true of electronic materials as a sales aid?

A) Its demand in sales process has declined in recent years.
B) It is expensive and difficult to produce.
C) It does not involve product demonstrations and competitive comparisons.
D) It can be customized for specific buyers.
E) It does not provide a realistic portrayal of a product or service.

Question 57

Sue, a salesperson at Protps Inc., delivers a sales presentation about the company's line of printing equipment. She provides prospective buyers with reports from state licensing bureaus and other authoritative sources supporting the performance of the product. In this scenario, which of the following proof providers is Sue using?

A) Testimonials
B) Comparisons
C) Statistics
D) Anecdotes
E) Case histories

Question 58

In the context of the effectiveness of presentation tools and sales aids, which of the following is the last step in the SPES Sequence?

A) Summarize the contributions of the sales aid.
B) State the selling point of the sales aid.
C) Share the sales aid with other salespersons.
D) State the positives and negatives of the sales aid.
E) Sort the types of sales aid available to salespeople.

Question 59

Which of the following guidelines should a salesperson follow during a product demonstration?

A) A salesperson should ensure that the product appears used and worn out.
B) A salesperson should check for problem-free operation.
C) A salesperson should never use the product prior to the demonstration.
D) A salesperson should request the buyer to refrain from touching the product.
E) A salesperson should make sure the setup and knockdown are slow.

Question 60

Which of the following is an example of proof providers?

A) Printed materials
B) Case histories
C) Multimedia presentation
D) Photographs and images
E) Charts and graphs

Question 61

During sales presentations, reading or overreliance on densely worded slides should be avoided by salespeople because:

A) a speaker's voice may not be audible to an entire group of audience.
B) it fails to maintain contact with the audience.
C) it shifts the attention of the audience toward the salesperson.
D) it fails to adhere to the rules of sales presentation.
E) densely worded slides are not aesthetically pleasing.

Question 62

Salespeople must be _____ when handling disagreements between members of a buying group.

A) dominant
B) submissive
C) diplomatic
D) aggressive
E) interrogative

Question 63

For an effective group sales presentation, a salesperson should:

A) refrain from interacting with the buyers until the end of the presentation.
B) greet the group as a whole instead of individually.
C) arrive early and greet individuals personally as they arrive.
D) connect with the buyers at a group level from the very beginning.
E) arrive at the location after the buying group has arrived.

Question 64

During a sales presentation, the most effective eye contact strategy for a salesperson is to:

A) maintain a constant stare with a group of individuals.
B) look at each individual for a few seconds.
C) look over the heads of the group of buyers.
D) look at the floor in front of the salesperson.
E) scan rapidly from side to side.

Question 65

When handling a question in a group dialogue, which of the following ensures that everyone understands the question?

A) Repeating or restating the question asked by an individual
B) Maintaining proper eye contact with members of the group
C) Suggesting that a member of the group answer the question
D) Providing the answer at the end of the group dialogue
E) Answering the question using a visual aid

Question 66

Identify a true statement about the different types of proof providers.

A) Proof providers in the form of case histories should not be less than five minutes.
B) Statistics from internal sources are more credible than third-party sources.
C) Testimonials should be provided from organizations or individuals that are recognized by prospects.
D) Case histories fail to break the monotony of a sales presentation.
E) Statistics are customized according to buyer preferences.

Question 67

To handle questions that arise during a group dialogue effectively, a salesperson should:

A) request the group members to ask questions at the end of the sales dialogue.
B) listen carefully and maintain eye contact with the person asking the question.
C) attempt to provide an answer that does not encourage further questions from the group.
D) glance at his or her sales materials when a person is asking a question.
E) provide an answer that is short and does not extend the duration of the sales dialogue.

Question 68

When delivering a presentation, standing to the left of the visual aid:

A) diverts the attention of the audience to the speaker.
B) makes it easier to direct attention to the visual aid.
C) makes it easier for the audience to view the presentation.
D) facilitates easier understanding of the sales message.
E) makes it easier to observe the audience's nonverbal cues.

Question 69

When delivering group presentations, which of the following communication tips should a salesperson keep in mind?

A) The salesperson should make sure that all disagreements between group members are resolved outside the meeting.
B) The salesperson should avoid reading through slides and other visual aids used in the presentation.
C) The salesperson should always play a passive role in discussions between members of the buying group.
D) The salesperson should pace about the room during the sales dialogue.
E) The salesperson should stand to the right of the visual aids.

Question 70

Craig, a salesperson, encounters a situation where two individuals from the buying group disagree on a particular benefit of the product he is presenting. Which of the following tactics should Craig employ in this situation?

A) He should be diplomatic and attempt to resolve the disagreement during the presentation.
B) He should help resolve the issue at the end of the presentation.
C) He should disregard the issue and continue with his presentation.
D) He should always play an active role in any disagreement that arises.
E) He should acknowledge the fact that each individual is entitled to their opinions and agree with the individuals.

Question 71

When selling to groups, salespeople should:

A) make periodic eye contact with everyone in the buying group.
B) limit eye contact to the decision makers.
C) defer answering tough questions to some other time.
D) learn to overlook the opinions of unimportant group members.
E) take only the opinions of the decision makers into account.

Question 72

During a group sales dialogue, salespeople should:

A) ensure that the group's decision maker has heard a question raised by one of the members.
B) limit eye contact with the decision makers.
C) ask a question to each member at the end of the sales dialogue.
D) speak primarily to the person identified as the decision maker.
E) use introductory remarks that recognize the individual interests of those present.

Question 73

Case histories can weaken the credibility of a sales dialogue when they are:

A) unrelated to a salesperson's claims of benefit.
B) used to break the monotony of a long presentation.
C) used to clarify the issues raised by prospective buyers.
D) short and last less than a minute.
E) used to itemize a salesperson's claims of value.

Question 74

Which of the following is an advantage of preselling?

A) Buyers can get a preview of sales presentation.
B) Salespeople can determine individual and group interests.
C) Salespeople can provide buyers with testimonies as proofs for claims of benefits.
D) Buyers can nominate themselves to become the decision maker of their group.
E) Salespeople can manipulate statistics according to buyer preferences.

Question 75

The process of presenting one's product or service to individual buyers before a major sales dialogue with a group of buyers is known as _____.

A) direct selling
B) individual selling
C) preselling
D) sales presentation
E) advertising

Question 76

Which of the following gives an appearance of nervousness by salespersons?

A) Establishing periodic eye contact with individuals
B) Arriving at a location before the buying group
C) Scanning rapidly from side to side
D) Engaging in preselling
E) Identifying the decision maker in the group

Question 77

When selling to a buying group, a salesperson should arrive at the location before the group arrives because:

A) he or she can speak with the decision makers individually before the presentation begins.
B) he or she can greet the group as a whole when the members enter the room.
C) he or she can establish a shared space where everyone is in charge of the meeting.
D) he or she can set up and check equipment and become familiar with the surroundings.
E) he or she can take a note of the seating preferences of the buyers.

Question 78

Which of the following signals territorial command by a salesperson?

A) Maintaining constant eye contact with an individual buyer
B) Arriving at a location before a buyer group arrives
C) Delaying a sales presentation
D) Communicating according to buyer's language preferences
E) Incorporating the use of sales aids in presentations

Question 79

When presenting to a group of buyers, which of the following tactics should be avoided by salespeople?

A) Establishing periodic eye contact with individuals
B) Arriving at a location before the buying group
C) Using an overhead approach
D) Engaging in preselling
E) Identifying the decision maker in the group

Question 80

Which of the following is true of eye contact when selling to a buying group?

A) When answering questions, the salesperson should rapidly scan the room from side to side.
B) When asked a question, the salesperson should immediately look at notes and sales aids.
C) The salesperson should maintain maximum eye contact with the established decision makers throughout the presentation.
D) The salesperson should make eye contact with each individual for a few seconds over the course of the presentation.
E) The salesperson should look just over the heads of the group while speaking.