Chapter 8: Making the Sales Call

Question 1

Advantages

Answer 1

Reasons why a feature would be important to someone.

Question 2

Balanced Presentation

Answer 2

Occurs when the salesperson shows all sides of the situation—that is, is totally honest.

Question 3

Benefit

Answer 3

How a particular feature will help a particular buyer.

Question 4

Benefit Opening

Answer 4

Approach in which the salesperson focuses on the prospect’s needs by stating a benefit of the product or service.

Question 5

Closed Questions

Answer 5

Questions that can be answered with a word or short phrase.

Question 6

Compliment Opening

Answer 6

Approach in which the salesperson begins the sales call by complimenting the buyer in some fashion.

Question 7

Credibility

Answer 7

The characteristic of being perceived by the buyer as believable and reliable.

Question 8

Credibility Statement

Answer 8

A description of the seller and his or her company, offered to buyers to show that the seller can meet their needs.

Question 9

Customer Benefit Proposition

Answer 9

Statement showing how a product addresses the buyer’s specific needs.

Question 10

FAB

Answer 10

When salespeople describe the features, advantages (why that feature is important), and benefits of their product or service.

Question 11

Feature

Answer 11

(1) Quality or characteristic of the product or service. (2) Putting a product on sale with a special display and featuring the product in advertising.

Question 12

Feature Dumping

Answer 12

Talking about lots of features of little interest to the customer and wasting the buyer’s time.

Question 13

FEBA

Answer 13

A method of describing a product or service where salespeople mention the feature, provide evidence that the feature actually does exist, explain the benefit (why that feature is important to the buyer), and then ask whether the buyer agrees with the value of the feature and benefit.

Question 14

Four A’s

Answer 14

The selling process, consisting of acknowledge, acquire, advise, and assure.

Question 15

Halo Effect

Answer 15

How one does in one thing changes a person’s perceptions about other things one does.

Question 16

Implication Questions

Answer 16

Questions that logically follow one or more problem questions (in SPIN); designed to help the prospect recognize the true ramifications of the problem.

Question 17

Impression Management

Answer 17

Activities in which salespeople engage to affect and manage the buyer’s impression of them.

Question 18

Introduction Opening

Answer 18

Approach method in which salespeople simply state their names and the names of their companies.

Question 19

Major Sale

Answer 19

Sale that involves a long selling cycle, a large customer commitment, an ongoing relationship, and large risks for the buyer if a bad decision is made.

Question 20

Need Payoff Questions

Answer 20

Questions that ask about the usefulness of solving the problem.

Question 21

Office Scanning

Answer 21

Activity in which the salesperson looks around the prospect’s environment for relevant topics to talk about.

Question 22

Open Questions

Answer 22

Questions for which there are no simple yes–no answers.

Question 23

Opening

Answer 23

A method designed to get the prospect’s attention and interest quickly and make a smooth transition into the next part of the presentation. Examples include introduction, product, question, referral, and so on.

Question 24

Problem Questions

Answer 24

Questions about specific difficulties, problems, or dissatisfactions that the prospect has.

Question 25

Product Opening

Answer 25

Approach in which the salesperson actually demonstrates the product features and benefits as soon as he or she walks up to the prospect.

Question 26

Question Opening

Answer 26

Beginning the conversation with a question or stating an interesting fact in the form of a question.

Question 27

Rapport

Answer 27

Close, harmonious relationship founded on mutual trust.

Question 28

Referral Opening

Answer 28

Approach in which the name of a satisfied customer or friend of the prospect is used at the beginning of a sales call

Question 29

Selective Perception

Answer 29

The act of hearing what we want to hear, not necessarily what the other person is saying.

Question 30

Situation Questions

Answer 30

General data-gathering questions about background and current facts that are very broad in nature.

Question 31

Small Talk

Answer 31

Talk about current news, hobbies, and the like that usually breaks the ice for the actual presentation.

Question 32

SPIN

Answer 32

Logical sequence of questions in which a prospect’s needs are identified. The sequence is situation questions, problem questions, implication questions, and need payoff questions.

Question 33

Trial Close

Answer 33

Questions the salesperson asks to take the pulse of the situation throughout a presentation.