Exam 1 Cards 26-53 Flashcards

1
Q

Define and provide examples of producers, OEM purchasers, end users, resellers, government agencies, institutions, and consumers

A

Producers - buy components to manufacture their own products to sell
Products included in manufacturing
Products and services to support the manufacturing operation
OEM purchasers - original equipment manufacturers: buy goods to use in making their products Goods to use in making their products to sell (but these goods they buy have already been processed or made by another company)
End Users - when producers buy goods and services to support their own production. Ex. Capital equipment
Resellers - buy finished products or services with the intention to resell them to businesses & consumers. They must consider: profit margin, turnover, & effort to maximize their ROI. EX. Walmart
Government agency - : federal, local, and state; the lowest bidder wins the contract. Goods and services valued at more than $1 trillion annually (6% of GDP - 2012 US GDP 15.6 trillion); the largest customer in the world
Institutions: public and private institutions; usually they have intense and well-defined purchasing procedures. Examples: churches, hospitals, colleges
Consumers: products and services for use by themselves or by their families. Example: us!

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2
Q

Why is selling to an organization more complex than selling to a consumer?

A
Evaluations and negotiations
Complexity is increasing (global business, management involvement, buyer needs)
Time to close
Number of people required to sign off
Availability of buyers
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3
Q

What are the eight steps in the organizational buying process?

A

Step 1 – recognition of need
Step 2 – Definition of the product type needed
Step 3 Development of detailed specifications
Step 4 – search for quality suppliers
Step 5 – acquisition and analysis of proposals
Step 6 – evaluation of proposals and selection of a supplier
Step 7 – Placing and receiving the order
Step 8 – Evaluation of product performance

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4
Q

What is creeping commitment, and how can it aid the salesperson in the sales process?

A

Creeping commitment - Customer becomes increasingly committed to a course of action while going through the steps in the buying process, Each level serves as a foundation to the next level and has the opportunity to eliminate potential salespeople to buy from. As decisions are made at each step, the range of alternatives narrows; the customer becomes more and more committed to a specific course of action & to a specific vendor. Critical that salespeople be involved in the initial steps

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5
Q

Define new task buying, straight rebuys, and modified rebuys

A

New task buying – Purchasing for the first time, usually with equipment. Must go through the 8 steps
Straight Rebuys – A customer buys the same product from the original source. Called Filling. Based on long relationship
Modified rebuys – Customer has purchased product in the past but is looking for new info. May tweak order

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6
Q

What role do the following play in the sales process – initiator, influencers, gatekeepers, users, and deciders?

A

Initiator – Starts process, can come from each of the other sources
Influencers – directly/indirectly provide influence during the buying process
Gatekeepers – control the flow of information; may limit alternatives being considered
Users – Often don’t make the purchasing decision, might have some influence
Decider – Makes the final choice

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7
Q

What is a ‘lost for good’ customer and why can this be a goal for a salesperson?

A

Minimizing the chances of a poor decision by converting buying decisions into straight rebuys à Decision becomes routine

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8
Q

What is the communication process that we discussed in class? What is encoding and decoding?

A

Encoding - translating thoughts into words

Decoding - interpreting a received message to interpret the meaning

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9
Q

What are three problems that can arise in a communication process?

A

the original message is unclear or poorly structured
an emotional filter distorts the message (anger, bias, lack of attention)
the message is not heard or wrongly interpreted

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10
Q

What are three things that ensure that communication is successful?

A

the sender states the message plainly and clearly
the message is properly decoded or interpreted
the receiver pays attention and is not distracted

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11
Q

When is it appropriate to use industry terms/jargon?

A

When you are communicating with people from that industry

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12
Q

Define the following related to vocal characteristics – loudness, inflection, articulation

A

Loudness - Strongly audible, high in volume
Inflection - Change pitch or tone of voice
Articulation - the process of articulating speech, utter clear distinct syllables

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13
Q

What are some examples of positive outcomes after calling on prospective customers?

A

purchasing something (depends on the situation), get a phone meeting, get an in-person meeting, ask for certain details – but make sure that you get some sort of follow-up meeting/appointment/call

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14
Q

What is the difference between hearing, passive listening, and active listening?

A

Hearing – Tuning in and out, mainly paying attention to yourself, often pretending to listen
Passive – Not making an effort to understand, not listening to the deeper meaning, more concerned with content than feeling, speaker may think they are listening
Active – Tried to put them in speakers place, sees things from speakers prospective, reading speakers body language carefully

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15
Q

What is the 80/20 rule regarding listening?

A

Listen 80% talk 20%

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16
Q

What are three examples of positive non-verbal communication signals?

A

Uncrossed arms and legs, leaning forward smiling or otherwise pleasant expressions, nodding contemplative posture, eye contact, animated excited reaction

17
Q

What are three examples of negative non-verbal communication signals?

A

Crossed arms or legs, leaning back or turned away, furrowed brow, pursed lips, frowning, shaking head, fidgeting, no eye contact, little change in expression

18
Q

When it comes to appearance, what are three of the five principles that we discussed in class?

A

Principle 1: Consider the Geography (temperature, norms)
Principle 2: Consider Your Customers (their appearances & their expectations)
Principle 3: Consider Your Corporate Culture (norms for your industry)
Principle 4: Consider Your Aspirations (dress one level above your position)
Principle 5: Consider Your Own Personal Style (as you develop yourself, define you)

19
Q

Regarding the table in chapter 4 of the D2L slides (slide 15), answer the following: which communication methods have fast response times? Slow response times? Which communication methods allow salespeople to read or hear the buyer’s verbal or non/verbal communications? Which method allows for the highest quantity of information that the buyer and/or seller can send?

A
Fast – Face to face, telephone
Slow – voice main, fax, email
Read non-verbal – face to face
Hear verbal – face to face, telephone
Highest – face to face
20
Q

What is an example of a commitment to action that you can leave on a voicemail? An email?

A

Voicemail -
State customer’s name (and pause)
2. Introduce yourself; show purpose, tell brief reason for calling or connection
3. Check time—is this a good time? Do you have a few minutes to spare?
4. State purpose and build credibility
5. Commitment to action —- the ask, and the initiative for follow through
6. Show appreciation and restate next contact point; or, keep the options open for future deals
Email
Make your point soon, and be concise
Use for brief topics (making an appointment) not for big decisions
Do not give bad news via email

21
Q

What are the main characteristics of a memorized presentation? An outlined presentation? A customized presentation?

A

Memorized
Presents same selling points to all the customers
Provides complete and accurate information
Limited effectiveness
No opportunity for the salesperson to tailor the presentation

Outlined
Prearranged presentation that includes:
Standard introduction
Standard answers to common objections
Standard method for getting the customer to place an order
Effective because it is well organized

Customized
Based on a detailed analysis of the customer’s needs
Use the communication principles to:
Discover the customer’s needs and problems
Propose the most effective solution
Adapts to customer needs

22
Q

What is the best presentation method for new sales reps?

A

Outlined

23
Q

. Define adaptive selling. What type of knowledge is required for adaptive selling?

A

Changing sale behavior according the selling situation Illustrated by customized presentation Emphasizes the importance of satisfying customer needs
Adapt for: knowledge, presentation style, feelings/behavior, age/belief/culture differences, situational factors

24
Q

What is the difference between performance feedback and diagnostic feedback?

A

Performance - Provides information about whether the salesperson achieved his or her goal
Diagnostic - Provides information about what the salesperson is doing right and wrong instead of just whether he or she made a sale

25
Q

We discussed two dimensions of social style. List and define them.

A

Assertiveness - Degree to which people have opinions about issues and publicly make their positions clear to others
Responsiveness - Based on how emotional people tend to get in social situations

26
Q

What are the four categories of social styles we discussed in class? What are key characteristics of each? How would you sell to each social style?

A

Analytical – suspicious of power and personal relationships, make decisions slowly in a deliberate and disciplined manner, like facts principles and logic, strongly motivated to make the right decision.
Driver – desire to get ahead in their companies and careers, swift and efficient decision makers, base their decisions on facts, take risk, CEO personality
Amiable – give importance to close relationships and cooperation, make decisions slowly, build a consensus among people involved in the decision, avoid risk, change their opinions reluctantly
Expressive – Focus on future, direct their time and effort toward achieving their vision, act quickly, take risks, base decision on personal opinions and opinions of others

27
Q

What are two things that someone who is highly assertive can adjust to reduce their assertiveness in a sales encounter?

A

Ask for customers opinion, acknowledge merits of customer view point, listen without interruption, let customer direct flow

28
Q

What are two things that someone who is highly responsive can adjust to reduce their responsiveness in a sales encounter?

A

Become business like, talk less, restrain enthusiasm, make decision based on facts, stop and think