Deck 7: Sales Dialogue: Creating and Communicating Value

Question 1

The value that comes from a product's particular feature is referred to as a ____.

A) benefit
B) confirmed benefit
C) value proposition
D) feature
E) None of the above

Answer 1

A

Question 2

Steve, a salesperson for XYZ Computer Co. has just finished uncovering and confirming that his prospective customer needs 50 new computers that offer high quality graphics. During his presentation, Steve should:

A) secure the buyer's agreement that his computers have the lowest price on the market.
B) secure the buyer's agreement that his computers offer high quality graphics.
C) try to convince the buyer that having high quality graphics isn't all that important.
D) talk about the graphic capabilities of his computers and then offer a quantity discount.
E) Both a and c

Answer 2

B

Question 3

Which of the following is not one of the keys to effective sales dialogue?

A) Make sure to cover each of the product's features.
B) Encourage buyer feedback.
C) Plan and practice sales dialogue.
D) Focus on creating value for the buyer.
E) None of the above.

Answer 3

A

Question 4

A major purpose of SPIN and ADAPT is to help the salesperson identify the ____________ for the buyer.

A) Benefits
B) Features
C) Situation
D) Confirmed benefits
E) None of the above are correct.

Question 5

Which of the following is not an example of a response-check?

A) How does that sound to you?
B) Does this make sense to you so far?
C) Do you like this color?
D) Does that answer your concern
E) All of the above are response-checks

Question 6

During the sales presentation, the salesperson should:

A) present all of his or her product's features and benefits.
B) present all the benefits his or her product can produce.
C) present the benefits that address the buyer's needs.
D) avoid asking the buyer any more questions.
E) All of the above

Question 7

A physical characteristic or quality of a product is referred to as a ____.

A) benefit
B) confirmed benefit
C) value proposition
D) feature
E) None of the above

Question 8

A series of positive response-check indicates that the buyer:

A) Is concerned about the price
B) Wants to discuss the price
C) Is nearing a purchase decision
D) Will purchase the product
E) Will not purchase the product

Question 9

Suppose your company is going to buy a new copier because you want one that will improve your productivity by automatically stapling documents. When a salesperson gets your agreement that his/her product will increase productivity because it staples automatically, a ____ has been identified.

A) potential benefit
B) confirmed benefit
C) value-source-component (VSC)
D) value story
E) None of the above.

Question 10

A ____ is identified once the buyer acknowledges the importance of benefit.

A) potential benefit
B) confirmed benefit
C) value proposition
D) Feature
E) None of the above

Question 11

The benefits the buyer indicates are important are called ______________.

A) Potential benefits
B) Confirmed benefits
C) Value story
D) Features
E) None of the above

Question 12

A buyer indicated that a particular benefit is valuable and important is called a/an ____________.

A) Feature
B) Potential Benefit
C) Confirmed Benefit
D) Value Proposition
E) None of the above.

Question 13

After presenting a selling point, the salesperson should use a ____ type of question.

A) Response-Check
B) Open-ended
C) Discover
D) Need-payoff
E) None of the above

Question 14

LaToya is a salesperson for XYZ Co. and is preparing to make a sales call. She should plan to use a check-back type of question after she has ____.

A) Gone through a specific feature-benefit sequence
B) Made an introduction
C) Responded to an objection
D) Both A and C are correct
E) None of the above are correct

Question 15

Sandy is a salesperson for XYZ Computer Co. As she moves into the presentation portion of the sales process, Sandy should do all of the following except:

A) convey to the buyer how her product will meet the buyer's confirmed needs
B) explain how the product's features translate into meaningful benefits
C) convince the buyer that Sandy's product is the lowest price product on the market
D) provide rationale for why the prospect should buy from Sandy as opposed to one of Sandy's competitors
E) Sandy should do all of the above

Question 16

Response-checks and check-backs are most commonly used:

A) After presenting a selling point
B) After handling an objection
C) To uncover needs
D) When setting appointments
E) A and B are most common.

Question 17

The value that comes from consuming a product is referred to as a(n) ____.

A) added Value Resource (AVR)
B) confirmed benefit
C) value proposition
D) Feature
E) None of the above

Question 18

When working with a buyer concerned with finding a copier possessing superior quality and durability, price is probably ____.

A) an import consideration
B) not a feature the salesperson should address first
C) a cause for concern by the salesperson
D) a major buying motive
E) All of the above

Question 19

Achieving success in the sales presentation is analogous success in ____, in that both are complex, require preparation, knowledge, and skill.

A) surgery
B) football
C) driving
D) reading
E) gambling

Question 20

When attempting to link solutions to needs, the salesperson should do all of the following except?

A) Convey to the buyer how his/her product will meet the identified buyer's needs.
B) Explain how the product's features will produce the confirmed benefits.
C) Describe all of the products features and benefits.
D) Ensure the buyer understands the link between the relevant features and the confirmed benefits.
E) He/she should do all of the above

Question 21

An analogy is a special form of ____.

A) Anecdote
B) Comparison
C) Analysis
D) Proof provider
E) None of the above

Question 22

The "P" in the SPES Sequence stands for ____.

A) Probe for problems
B) Present the sales aid
C) Probe for confirmed benefits
D) Point out all the features and benefits
E) None of the above

Question 23

A statement that points out and illustrates the similarities between two points is called a/an _______.

A) Anecdote
B) Comparison
C) Example
D) Testimonial
E) None of the above are correct.

Question 24

The SPES Sequence is a power tool because it helps the salesperson effectively ____.

A) Uncover needs
B) Confirm benefits
C) Resolve objections
D) Utilize visual aids
E) Gain commitment

Question 25

When preparing to conduct a product demonstration, a salesperson should remember ____.

A) To assure the appearance of the product is neat and clean
B) To check for problem-free operation
C) To anticipate problems and have back-up or replacement parts on hand
D) None of the above are correct
E) A, b, and c are correct

Question 26

The second "S" in the SPES Sequence stands for ____.

A) Solve the buyer's problems
B) Seek confirmation of benefits
C) Summarize
D) Sort the needs in order of priority
E) None of the above

Question 27

The "E" in the SPES Sequence stands for ____.

A) Explain the benefits
B) Explain the sales aid
C) Explore the buyer's situation
D) Explore additional solutions
E) None of the above

Question 28

A salesperson saying that using his or her sales force automation software is like having a secretary that will work for free, is using a(n):

A) Analogy
B) Anecdote
C) Story board
D) Verbal episode example (VEE)
E) None of the above

Question 29

Salespeople consistently having trouble with properly presenting sales aids could probably benefit from ____.

A) The SPES Sequence
B) The SELL Sequence
C) ADAPT
D) SPIN
E) None of the above.

Question 30

The first "S" in the SPES Sequence stands for ____.

A) State the need
B) State the concern
C) State the selling point and introduce the sales aid
D) Summarize
E) None of the above

Question 31

When available, statistics from ____ carry the highest credibility as statistical proof providers.

A) Authoritative third-party sources
B) Internal research
C) The sales force
D) An advertising agency
E) None of the above

Question 32

Which of the following is not a Tip for Preparing Visual Materials?

A) Try to use tables instead of graphs and charts
B) Read from the presentation to reinforce the message.
C) Use bullet points to emphasize key points.
D) Use different layouts and formats throughout to increase the interest level.
E) All of the above are good tips.

Question 33

When preparing printed materials and visuals, a salesperson should remember ____.

A) Printed materials and visuals should be relatively complex
B) To read the presentation directly from the visual
C) To make sure each visual presents only one idea
D) To avoid bullet points
E) Use a lot of color, especially to decorate the visual aid

Question 34

When demonstrating a product, the salesperson should

A) Make sure the product being demonstrated is typical of what is being recommended.
B) Demonstrate the top of the line model.
C) Try to keep the customer getting too involved in the demonstration.
D) Be concerned about his/her ability to demonstrate the product effectively.
E) All of the above are correct.

Question 35

Which of the following is not a reason for using sales aids?

A) Capture prospective buyer's attention.
B) Increase the buyer's participation and involvement.
C) Add clarity and enhance the prospect's understanding.
D) Generate interest in the recommended solution.
E) All of the above are correct.

Question 36

An example provided in the form of a story describing a specific incident or occurrence is referred to as a(n):

A) Analogy
B) Anecdote
C) Story board
D) Verbal episode example (VEE)
E) None of the above

Question 37

Which of the following is not a reference to a type of question that seeks feedback from a buyer?

A) Check-back
B) Trial close
C) Response-check
D) Cumulative
E) None of the above

Question 38

When preparing printed materials and visuals, a salesperson should remember ____.

A) Printed materials and visuals should be kept simple
B) To never read the presentation directly from the visual
C) To make sure each visual presents only one idea
D) to check for typographical and spelling errors
E) All of the above

Question 39

Which of the following is an example of a proof provider?

A) Testimonials
B) Case histories
C) Statistics
D) only a and b
E) a, b, and c are examples of proof providers

Question 40

Which of the following is not a type/category of sales presentation aids and tools?

A) Proof providers
B) Product demonstrations
C) Electronic materials
D) Visual material
E) All of the above are categories of presentation aids

Question 41

It is important for a salesperson to determine the needs before making a sales presentation.

Question 42

The sales presentation takes place prior to uncovering the buyer's needs.

Question 43

A series of positive response-checks indicates that the buyer is nearing a purchase decision.

Question 44

Anthony has arrived five minutes early for his sales call with a buying group from one of his accounts. He is the only one in the room. Before the meeting gets underway, Anthony should remember to ____.

A) Greet each group member as they arrive
B) Take some more time to practice his presentation
C) Leave the room and come back once everyone has arrived
D) Take a breath mint or chew some breath freshening gum
E) All of the above

Question 45

When selling to teams, salespeople should engage in ______________ before the major sales dialogue with a group of buyers.

A) Preselling
B) Prospecting
C) Sales presentations
D) Need discovery
E) None of the above are correct.

Question 46

A salesperson attempting to get satisfied customers to go "on the record" about their experiences, is trying to obtain ____.

A) Statistics
B) Confirmed benefits
C) Testimonials
D) Analogies
E) None of the above

Question 47

When selling to groups, salespeople need to ____.

A) Utilize appropriate arrival tactics
B) Make appropriate eye contact with each member of the group
C) Welcome each group member's opinion
D) Restate or rephrase questions asked by group members
E) All of the above are correct

Question 48

In some ways, making a sales presentation is analogous to performing surgery.

Question 49

Salespeople should present as many benefits as they can when making a presentation.

Question 50

When handling questions from a buying group, salespeople should remember ____.

A) To ensure everyone has heard and understands the question before answering it
B) To not try and bluff the group by trying to answer a question to which they do not know the answer
C) To answer questions as directly as possible
D) Speak primarily to the person identified as the decision maker
E) a, b, and c are correct

Question 51

A key to the success of effective sales dialogue is to limit the involvement of the buyer.

Question 52

Which of the following tips is most accurate with respect to selling to groups?

A) Make sure to identify and focus on the decision maker.
B) For dramatic affect make sure to enter the meeting room only after everyone else is in attendance.
C) Make sure all members of the group feel that their opinions are valuable.
D) After the group meeting is over, try to get the decision maker before he/she leaves the room.
E) B and D are correct

Question 53

Which of the following is true when it comes to handling questions from a buying group?

A) Salespeople should anticipate difficult questions
B) Salespeople should make eye contact with the person asking the question
C) Salespeople should restate or rephrase the question
D) Salespeople should answer questions succinctly and convincingly
E) All of the above are correct

Question 54

When selling to groups, salespeople should remember?

A) To make periodic eye contact with everyone in the meeting.
B) To limit eye contact to the decision maker(s).
C) To avoid answering tough question when the group is present.
D) Not everyone in the group is important.
E) All of the above are correct

Question 55

"How many employees do you have?" is an example of a response-check.

Question 56

Response-checks and check-backs should be used after handling an objection.

Question 57

Sue is a salesperson attempting to get satisfied customers to go "on the record" about their experiences. Sue is trying obtain ____.

A) Statistics
B) Confirmed benefits
C) Anecdotes
D) Analogies
E) None of the above are correct

Question 58

"Isn't that great?" is an example of a response-check?

Question 59

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

A) Satisfied customer statement
B) Case history
C) Word of mouth opportunity
D) All of the above
E) None of the above

Question 60

One of the keys to effective sales dialogue and presentations is to avoid preparing for a successful outcome (because do so promotes over-confidence).

Question 61

"Do you like this color?" is an example of a response-check.

Question 62

Presentation tools and sales aids can help salespeople generate interest in the recommended solution.

Question 63

"Would you like to place an order today?" is an example of a response-check.

Question 64

Sales aids can increase a buyer's participation and involvement.

Question 65

Potential benefits become confirmed benefits only when the buyer acknowledges their value.

Question 66

A salesperson's voice characteristics will impact his or her sales presentation effectiveness.

Question 67

A comparison is a special form of analogy.

Question 68

A salesperson will use analogies to add interest and clarity to a presentation.

Question 69

A salesperson will use a "check-back" or "response-check" to gauge the buyer's interest level.

Question 70

Voice characteristics are relatively unimportant to verbal communication.

Question 71

Good salespeople rarely need sales presentation aids.

Question 72

Features represent the value a product produces.

Question 73

Visual materials should be kept complex in order to capture the buyer's attention.

Question 74

An example told in the form of a story is usually referred to as an anecdote.

Question 75

A comparison is a statement that points out and illustrates the similarities between two points.

Question 76

When following the SPES sequence, the first step involves presenting the sales aid.

Question 77

While examples may be hypothetical, anecdotes are not.

Question 78

A salesperson's voice characteristics have no impact on his or her sales presentation ability.

Question 79

An anecdote is the same thing as an analogy.

Question 80

An anecdote is a type of comparison.