Deck 9: Expanding Customer Relationships

Question 1

Ethan is a salesperson for an industrial equipment manufacturer. Once a prospect becomes a new customer, Ethan looks for ways to improve the services provided by his company and engages in regular follow-up activities to convert the new customer into a loyal customer. In the context of relationship enhancers, Ethan is engaged in _____.

A) practicing the hard sell
B) adding value
C) getting referrals from the customer
D) practicing traditional selling
E) gaining more buyers

Answer 1

B

Question 2

Relationships are formed between a buyer and a salesperson when:

A) various employees from the selling organization interact with the buyer.
B) the salesperson gets a referral from the buyer.
C) the salesperson gets other employees to handle the buyer's complaints.
D) the salesperson gains a purchase commitment from the buyer.
E) multiple buyer-seller interactions occur in which the seller wins the trust of the buyer.

Answer 2

E

Question 3

Natalie is a salesperson for a company that manufactures office supplies. Which of the following activities should Natalie engage in if she wants to convert her customers into highly committed lifetime customers?

A) She should focus on short-term goals.
B) She should use cold canvassing for customer prospecting.
C) She should process requests for rush deliveries willingly.
D) She should make use of traditional selling methods.
E) She should pass customer complaints to other people in her organization.

Answer 3

C

Question 4

Grace is a salesperson for a software development company. She makes it a point to maintain contact with at least three people in each of her customers' companies who can influence purchase decisions. Which of the following sequential components of effective salesperson follow-up is Grace focusing on in the given scenario?

A) Interact
B) Connect
C) Request
D) Relate
E) Encourage

Question 5

In the context of relationship marketing, which of the following statements is true of customer relationships?

A) It is more important for an organization to acquire new customers than keep its existing customer base happy.
B) It is generally less expensive to acquire a new customer than to sustain a current one.
C) Investment in customer experience does not result in increased referral rates.
D) Post-sale service behaviors have minimal impact on the quality of a buyer-seller relationship.
E) It takes only a slight decline in attention from a salesperson to lead a buyer to consider alternative suppliers.

Question 6

In the context of relationship marketing, identify a true statement about customer relationships.

A) It is more important for an organization to acquire new customers than keep its existing customer base happy.
B) It is generally more expensive to acquire a new customer than to sustain a current one.
C) Investment in customer experience does not result in increased referral rates.
D) Post-sale service behaviors have minimal impact on the quality of a buyer-seller relationship.
E) Traditional selling methods are known to increase customer satisfaction.

Question 7

In the four sequential components of effective salesperson follow-up, which of the following components immediately precedes the component "relate"?

A) Interact
B) Agree
C) Know
D) Connect
E) Ingratiate

Question 8

In maintaining and enhancing customer relationships, salespeople are involved in:

A) gaining commitment and not sales follow-up.
B) installing a product if it is technical in nature.
C) applying the practices of traditional selling.
D) performing routine post-sale follow-up activities.
E) focusing on gaining new customers.

Question 9

Salespeople who regularly, clearly, and concisely communicate product information to customers enhance _____.

A) market segmentation
B) customer satisfaction
C) the sales forecast rate
D) the customer acquisition cost
E) customer accountability

Question 10

The four sequential components of effective salesperson follow-up include interact, _____, know, and relate.

A) request
B) agree
C) connect
D) plead
E) ingratiate

Question 11

In the four sequential components of effective salesperson follow-up, which of the following components immediately follows the component "connect"?

A) Request
B) Interact
C) Know
D) Plead
E) Relate

Question 12

According to research involving business customers, the number-one characteristic found to define a world-class salesperson is someone who:

A) manages to close the most number of sales in a given time period.
B) practices traditional selling.
C) personally manages the customer's satisfaction by being accountable for the customer's desired results.
D) uses cold canvassing for customer prospecting.
E) handles complaints in a timely and thoughtful manner by delegating work to other salespeople.

Question 13

In the context of the relational sales process, keeping customers satisfied is important as it:

A) leads to customer trust.
B) provides competitor information.
C) eliminates the need to improve product offerings.
D) eliminates the need to develop a strategic prospecting plan.
E) increases a salesperson's competitiveness.

Question 14

In the four sequential components of effective salesperson follow-up, which of the following components immediately precedes the component "connect"?

A) Request
B) Interact
C) Know
D) Plead
E) Relate

Question 15

Which of the following actions by a salesperson is likely to result in the alienation of a new customer?

A) Focusing on short-term orders
B) Calling the customer regularly
C) Using centers of influence for customer prospecting
D) Practicing inbound marketing
E) Collaborating with noncompeting salespeople

Question 16

In the context of sales, the lifeline of an organization today is _____.

A) niche marketing
B) repeat business
C) social selling
D) cold canvassing
E) sales forecasting

Question 17

Scott is a salesperson for an automobile manufacturing company. He usually tries to increase the number of critical encounters with his customers to facilitate effective communication. Which of the following sequential components of effective salesperson follow-up is Scott focusing on in the given scenario?

A) Interact
B) Connect
C) Understand
D) Relate
E) Encourage

Question 18

In the context of buyer-seller relationships, overpromising and underdelivering to a customer is an example of _____.

A) a relationship enhancer
B) risk reversal
C) service resilience
D) a service motivator
E) a relationship detractor

Question 19

The specific component of effective salesperson follow-up designed to _____ with customers refers to a salesperson's ability to apply relevant understanding and insight to create value-added interactions.

A) interact
B) connect
C) agree
D) relate
E) plead

Question 20

Which of the following statements is true of salespeople who engage in traditional selling?

A) They think that their job is over when they close a sale.
B) They move on to new prospects only once the current order is delivered to the customer.
C) They rely on integrative, win-win, and collaborative negotiation.
D) They focus on maintaining long-term relationships with customers.
E) They engage in a high level of problem-solving activity.

Question 21

In the context of the relational sales process, which of the following is considered a partnership-enhancement activity?

A) Focusing on short-term orders
B) Using cold canvassing for customer prospecting
C) Monitoring installation
D) Practicing traditional selling
E) Avoiding critical encounters with customers

Question 22

A(n) _____ is a system that dynamically links buyers and sellers into a rich communication network to establish and reinforce long-term, profitable relationships.

A) biometric authentication system
B) social network system
C) operations management system
D) customer relationship management system
E) mass communication system

Question 23

In the context of training customer personnel, which of the following is true of a salesperson's role?

A) The salesperson must use the training sessions to persuade customers to provide referrals.
B) The salesperson must cover up mistakes made by the training team.
C) The salesperson must serve as a facilitator to ensure that all of the parties are properly introduced.
D) The salesperson must use the training session to persuade the customers to buy more products.
E) The salesperson is solely responsible for customer training even when the product is technical.

Question 24

Susan, a salesperson for a clothing company, always encourages her customers to be candid with her and requests them to be honest about the services they do not find satisfactory. In this scenario, Susan is:

A) encouraging critical encounters.
B) applying the practices of traditional selling.
C) practicing the hard sell.
D) using cold canvassing.
E) trying to get a referral.

Question 25

When handling complaints from a customer, a salesperson must:

A) emphatically inform the customer what he or she cannot do.
B) agree with the customer even if his or her expectations are unrealistic.
C) avoid critical encounters.
D) listen carefully and get the whole story.
E) apply the practices of the traditional sales process.

Question 26

In the context of training customer personnel, a salesperson should:

A) leave the coordination of the training to the training experts.
B) not use customer training to gain a competitive advantage.
C) offer to provide training at an additional cost.
D) not offer training unless it is mentioned in the service contract.
E) schedule the training sessions as conveniently as possible for the customer.

Question 27

Leena is a salesperson for a catering company. When she works with a customer, she uses her understanding of the customer's needs and expectations to make meetings with the customer meaningful. Such value-added interactions help her build a good relationship with the customer. Which of the four sequential components of effective salesperson follow-up is Leena focusing on in the given scenario?

A) Relate
B) Interact
C) Connect
D) Ingratiate
E) Network

Question 28

An organization's dedicated and proprietary computer network offering password-controlled access to people within and outside the organization is referred to as _____.

A) a teletype network
B) a personal area network
C) an intranet
D) a social network
E) the Internet

Question 29

_____ refers to a proprietary computer network created by an organization for use by the organization's customers or suppliers and linked to the organization's internal systems, informational databases, and intranet.

A) An extranet
B) A personal area network
C) A teletype network
D) A social network
E) The Internet

Question 30

Which of the following is the reason a salesperson has a key role in training customer personnel?

A) The price terms of service agreements always include customer training, and it is the salesperson's responsibility to fulfil all service agreements.
B) The salesperson is more qualified than technical experts.
C) The salesperson knows the customer best.
D) The training sessions can be used as an opportunity to persuade the buyer to provide referrals and buy more products.
E) The salesperson is solely responsible for customer training even when the product is technical.

Question 31

Which of the following is consistently cited by customers as one of the primary reasons they stopped buying from a company?

A) Poor location of the store
B) Poor service
C) High prices
D) Poor product quality
E) Lack of choices

Question 32

Magnelo Inc., a mattress manufacturing company, uses a system that is integrated with its intranet and extranet to form a rich communication network by dynamically linking its employees and its buyers. The system is also synced with social media such as Facebook, LinkedIn, and Twitter to help the employees keep up-to-date with buyers' needs and concerns. In this scenario, Magnelo has most likely implemented a(n) _____.

A) biometric authentication system
B) executive support system
C) operations management system
D) customer relationship management system
E) network operating system

Question 33

Unlike the relational sales process, the traditional sales process focuses on:

A) getting an order.
B) enhancing customer relationships.
C) developing a service strategy.
D) correcting billing errors.
E) maximizing the number of critical encounters.

Question 34

In the context of expediting orders and monitoring installation, salespeople must:

A) track orders and inform customers when there are delays.
B) not set estimates on order delivery dates.
C) not interfere with the installation team and the installation process.
D) apply the practices of the traditional sales process.
E) wait until the delivery date to announce any delays.

Question 35

In the context of partnership-enhancement activity, a salesperson should:

A) focus on short-term orders.
B) apply the practices of traditional selling.
C) train customer personnel even when contract does not call for it.
D) use cold canvassing for customer prospecting.
E) avoid critical encounters with customers.

Question 36

_____ are meetings in which a salesperson encourages a buyer to discuss tough issues, especially in areas where the salesperson's organization is providing less-than-satisfactory performance.

A) Benchmarking exercises
B) Critical encounters
C) Pipeline meetings
D) Innovative meetings
E) Initial sales encounters

Question 37

Jake is a salesperson for a private jet manufacturer. From experience, Jake knows that most customers will have questions or concerns after placing an order. Which of the following post-sale follow-up methods is the best way for Jake to convey that he really cares about his customers?

A) A personal visit
B) A letter
C) An e-mail
D) A handwritten note
E) Social media

Question 38

Salespeople employ a variety of technology-based salesforce automation tools in order to:

A) help higher authorities manage the storage of different types of information.
B) better track the increasingly complex combination of buyer-seller interactions.
C) eliminate critical encounters with buyers.
D) discourage other companies from competing.
E) adopt traditional selling practices.

Question 39

If a salesperson notices a billing error in an order, he or she should:

A) wait until the customer notices it.
B) correct billing problems without being prompted by the customer.
C) let the finance team take a call on it.
D) leave it to the senior management to decide whether or not to rectify it.
E) inquire about the severity of the error and act accordingly.

Question 40

Even though a salesperson is rarely responsible for installation, which of the following is a reason for him or her to be present when the products sold to a customer are being installed?

A) To sell additional products to the customer
B) To act as a buffer between the installation team and the customer
C) To cover up delivery and installation mistakes
D) To get a referral from the customer before the sale is closed
E) To ask the customer for a testimonial for future sales dialogues

Question 41

Which of the following statements is true of service enthusiasm?

A) It helps build reputation.
B) It is a core component of the traditional sales process.
C) It helps minimize critical encounters with customers.
D) It does not help generate profits.
E) It does not require a service-minded corporate culture.

Question 42

Laila is very good at persuading customers to purchase her company's products by telling them that the products are the best in the world. Her promises are usually exaggerated. Though the company is known to consistently manufacture products of good quality, her customers usually feel let down with the performance of the products. In the given scenario, which of the following is most likely the reason why Laila's customers feel let down?

A) Laila sets unrealistic expectations.
B) Laila's customers are used to products of better quality.
C) Laila's company does not provide good after-sales support.
D) Laila has critical encounters with her customers.
E) Laila's customers do not know how to use the products correctly.

Question 43

In the context of service enthusiasm, reputations:

A) are key to the traditional sales process.
B) help minimize critical encounters with customers.
C) can be destroyed by a single negative event.
D) do not take long to establish.
E) do not help salespeople distinguish themselves from the competition.

Question 44

In the context of service enthusiasm, which of the following statements is true of reputation?

A) It helps an organization attract and keep new customers.
B) It does not provide a competitive edge.
C) It is a core component of the traditional sales process.
D) It helps minimize critical encounters with customers.
E) It does not require a service-minded corporate culture.

Question 45

In markets where it is difficult to differentiate the core products, more and more companies are turning to _____ as a strategy to acquire and maintain customers.

A) mass marketing
B) traditional selling
C) field sales
D) service quality
E) cold canvassing

Question 46

Glenn is a salesperson for a wine distributor. One of his customers stated that she is unhappy because her last order was not delivered on time and contained several broken bottles. After listening carefully to get the whole story and taking responsibility for the problem, Glenn should:

A) offer the customer a discount on her next order.
B) ask the customer to call the after-sales support.
C) ask the customer how she would like the issue to be resolved.
D) avoid any further critical encounters with the customer.
E) tell the customer to write a review on the company's social media page.

Question 47

Customers often know the strengths and weaknesses of the product they use and can provide some insight into how improvements can be made. This insight can be used to:

A) expand the supply chain of the buying organization.
B) increase service resilience.
C) implement the practices of traditional selling.
D) expand the collaborative involvement between the buying and selling organizations.
E) minimize critical encounters between the buying and selling organizations.

Question 48

Which of the following is likely to help an organization expand collaborative involvement?

A) Hosting training sessions with customers
B) Minimizing critical encounters with customers
C) Developing service resilience
D) Applying the practices of traditional selling
E) Using cold canvassing for customer prospecting

Question 49

A salesperson is likely to enhance customer value if he or she:

A) applies the practices of traditional selling.
B) uses cold canvassing for customer prospecting.
C) minimizes critical encounters with customers.
D) asks customers to refer them to other buyers.
E) defends customers who are criticized.

Question 50

Service enthusiasm:

A) does not help an organization generate profits.
B) helps put customers' convenience first.
C) helps minimize critical encounters with customers.
D) is a core component of the traditional sales process.
E) does not require a service-minded corporate culture.

Question 51

Identify a true statement about service enthusiasm.

A) It helps an organization make the profit that it needs to stay in business.
B) It is a core component of the traditional sales process.
C) It helps minimize critical encounters with customers.
D) It does not help generate profits.
E) It does not require a service-minded corporate culture.

Question 52

In the context of service enthusiasm, reputation:

A) does not require a service-minded corporate culture.
B) does not provide a competitive edge.
C) is a core component of the traditional sales process.
D) helps minimize critical encounters with customers.
E) allows a salesperson to distinguish himself or herself from the competition.

Question 53

For many salespeople, the core products that they sell provide the same features and benefits as those of their competitors. Which of the following statements is true of this kind of competitive environment?

A) The best way to build long-term customer relationships is to offer the lowest price.
B) Salespeople need to exceed customer expectations and not just meet them.
C) The best way to acquire and maintain customers is by using traditional selling methods.
D) The quality of customer service does not distinguish one salesperson from another.
E) Once a customer becomes loyal, salespeople need not focus on service quality.

Question 54

In the context of service enthusiasm, identify a true statement about reputation.

A) It does not require a service-minded corporate culture.
B) It is a core component of the traditional sales process.
C) It helps minimize critical encounters with customers.
D) It takes a long time to establish.
E) It is not enough to distinguish a salesperson from the competition.

Question 55

_____ is likely to enhance customer value.

A) Using cold canvassing for customer prospecting
B) Recommending customers for awards or news stories
C) Asking customers to refer them to other buyers
D) Applying the practices of traditional selling
E) Minimizing critical encounters with customers

Question 56

In the context of providing quality customer service, _____ refer to brief periods of time when a customer comes into contact with a salesperson, the training staff, installers, field engineers, or service personnel and has an opportunity to form an impression.

A) close encounters
B) watershed moments
C) innovation meetings
D) forecast periods
E) moments of truth

Question 57

Identify an action that is likely to help salespeople enhance customer value.

A) Using cold canvassing for customer prospecting
B) Offering advice for improving customers' operations
C) Asking customers to refer them to other buyers
D) Applying the practices of traditional selling
E) Minimizing critical encounters with customers

Question 58

Jane is a salesperson for a company that manufactures laptop computers. One of her customers left her a message indicating that he is unhappy with an order he received. In the context of ensuring customer satisfaction, what is the first thing Jane needs to do to resolve the customer's complaint?

A) Jane should ask the customer what he would like her to do.
B) Jane should ask the customer to explain the problem and listen carefully to get the whole story.
C) Jane should offer the customer a discount on his next order.
D) Jane should inform the customer that she will not charge him for the order.
E) Jane should tell the customer what she can and cannot do and gain agreement on a solution.

Question 59

Which of the following is likely to help salespeople enhance customer value?

A) Using cold canvassing for customer prospecting
B) Keeping in touch with customers to pass along information
C) Asking customers to refer them to other buyers
D) Applying the practices of traditional selling
E) Minimizing critical encounters with customers

Question 60

Mel is a salesperson for a technology services company. He wants to expand collaborative involvement between his company and his buyer's company. Which of the following activities is most likely to help Mel achieve his goal?

A) Practicing the hard sell
B) Getting engineers from his company and the buyer's company to work together
C) Using cold canvassing to get referrals from the buyer
D) Applying the practices of the traditional sales process
E) Minimizing the number of critical encounters with the buyer's company

Question 61

In the context of customer service, which of the following statements is true of service enthusiasm?

A) Service enthusiasm is a core component of the traditional sales process.
B) Everyone who comes in contact with a customer should have same the service enthusiasm to generate its benefits.
C) Salespeople must focus on closing a sale rather than monitoring and coordinating the people who interact with a customer.
D) Sales enthusiasm helps minimize critical encounters with customers.
E) Service enthusiasm does not require a service-minded corporate culture.

Question 62

Customers usually expect salespeople to:

A) use cold canvassing for customer prospecting.
B) deliver service consistently.
C) avoid having critical encounters with them.
D) ask them for referrals.
E) apply the practices of traditional selling when interacting with them.

Question 63

Which of the following statements is true of a service strategy?

A) It allows salespeople to plan their actions for each customer.
B) It cannot be customized.
C) It is one of the components of the effective salesperson follow-up.
D) It the most important dimension of the three customer service dimensions.
E) It must not be done while directing efforts against competitors.

Question 64

In the context of service enthusiasm, a salesperson must:

A) make it easy for his or her customers to discuss problems or complaints.
B) not concern himself or herself with the customer once a sale is made.
C) use cold canvassing for customer prospecting.
D) always advise a customer to talk directly to the after-sales support for any assistance.
E) apply the practices of the traditional sales process

Question 65

Which of the following questions must a salesperson ask when developing a service strategy?

A) How do customers rate us in terms of their expectations?
B) What can we sell to buyers in addition to the products already being bought?
C) Should we reduce the quality of service to reduce prices?
D) How quickly can we move from one buyer to another?
E) How can customers help us in expanding our business?

Question 66

Misha is a salesperson at a pet store. She loves to help customers find products they want for their pets. Even if a customer is rude, Misha responds politely and assists the customer with enthusiasm. Which customer service dimension is best exemplified in this scenario?

A) Conscientiousness
B) Service motivation
C) Brevity
D) Service gap
E) Collaborative involvement

Question 67

Identify a question that a salesperson must ask when developing a service strategy.

A) For what are we best known?
B) What can we sell to buyers in addition to the products already being bought?
C) Can we reduce product quality to decrease prices?
D) How quickly can we move from one buyer to another?
E) How can customers help us in expanding our business?

Question 68

Which of the following do customers expect from salespeople?

A) To use cold canvassing for customer prospecting
B) To avoid having critical encounters with them
C) To be accurate
D) To ask them for referrals
E) To apply the practices of traditional selling when interacting with them

Question 69

A sales organization can ensure consistency and exceed customer expectations by:

A) applying the practices of the traditional sales process.
B) understanding the benefits of service enthusiasm.
C) using cold canvassing for customer prospecting.
D) using strategies to minimize critical encounters with customers.
E) telling customers what they want to hear.

Question 70

Which of the following is the most important dimension of customer service?

A) Communication
B) Candor
C) Service resilience
D) Service motivation
E) Anticipation

Question 71

The salespeople of Micano Inc., a construction company, study their customers to determine what they want and what is important to them. This helps them plan and customize their offering for each customer. The given scenario best exemplifies _____.

A) a service strategy
B) service resilience
C) a strategic alliance
D) cold canvassing
E) hard selling

Question 72

Anthony, a purchasing agent for a hospital, finds several items missing from a shipment that the hospital received from one of its suppliers. He speaks with a customer service representative who is very friendly and helpful. Anthony calls the supplier again the next day but speaks with a different customer service representative who is not as friendly. Which of the following is most likely the problem with the customer service provided by the supplier?

A) Unlike the first customer service representative, the second customer service representative failed to avoid critical encounters with the customer.
B) The quality of service provided is inconsistent across customer service agents.
C) The first customer service representative set unrealistic expectations.
D) The second customer service representative needs more technical training.
E) Unlike the first customer service representative, the second customer service representative failed to apply the practices of traditional selling.

Question 73

Timothy is a salesperson for a furniture manufacturing company. He resolves customer complaints proactively and always makes it a point to clearly understand the requirements of his customers to ensure that they get what they want. In the context of customer service dimensions, Timothy exhibits _____ in the given scenario.

A) brevity
B) service gap
C) service motivation
D) promotion knowledge
E) candor

Question 74

Mathew calls the customer service department of one of his suppliers to make a complaint. During the conversation, Rob, the customer service agent, acts indifferently toward Mathew. However, Rob is able to resolve Mathew's issue. Despite the fact that his complaint was addressed, Mathew is dissatisfied with his interaction with Rob. In the given scenario, which of the following could have improved Mathew's experience?

A) Rob should have applied the practices of the traditional sales approach.
B) Rob should have been more empathetic to Mathew's situation.
C) Rob should have asked Mathew more questions.
D) Rob should have agreed to Mathew's demands at the beginning of the conversation.
E) Rob should have used strategies to avoid critical encounters with Mathew.

Question 75

If a customer loses his or her cool, the salesperson should show _____.

A) candor
B) brevity
C) resilience
D) apathy
E) diligence

Question 76

In the context of customer service dimensions, which of the following is the most appropriate way to inform a long-term customer of a price increase?

A) The information should be updated on the company's website.
B) The salesperson should cold call the customer.
C) The salesperson should e-mail the customer and then follow-up with a phone call.
D) The customer should be informed after he or she makes the next purchase.
E) The customer should be informed only if he or she calls the salesperson.

Question 77

Regan is a salesperson for a furniture manufacturing company. He is very good at dealing with upset customers. Even if customers are rude, he stays calm and does not lose his cool. His calm approach enables him to eventually resolve their complaints. In the context of customer service dimensions, Regan exhibits _____ in the given scenario.

A) brevity
B) candor
C) resilience
D) conscientiousness
E) promptness

Question 78

Which of the following actions can enhance a customer's feelings toward a salesperson and his or her organization?

A) Focusing on short-term orders
B) Applying the practices of traditional selling
C) Using cold canvassing for customer prospecting
D) Periodically inquiring about customer satisfaction
E) Directing the customer to after-sales support

Question 79

Determining how one's customers' needs and perceptions are changing is a part of:

A) developing a strategy to minimize critical encounters.
B) developing a service strategy.
C) increasing service resilience.
D) developing social cognition.
E) transitioning from using relationship selling to using traditional selling.

Question 80

The three dimensions of customer service are:

A) communication, product quality, and diligence.
B) product quality, feedback, and service motivation.
C) communication, resilience, and service motivation.
D) product quality, customer experience, and communication.
E) diligence, communication, and customer experience.