Topic 1: Overview of Selling

Question 1

personal selling

Answer 1

relies on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships

Question 2

Trust-Based Relationship Selling

Answer 2

• requires that salespeople:
  
  • earn trust
  • meet customer needs
  • create, communicate, and deliver value

Question 3

Customer Value

Answer 3

• the customer’s perception of what they get for what they have to give up

Question 4

Sales Dialogue

Answer 4

• business conversation between buyers and sellers that occur as salespeople attempt to initiate, develop and enhance customer relationships

Question 5

Purpose of Sales Dialogue:

Answer 5

• clarifying the prospects situation and needs
• determine the prospects strategic priorities
• communicate ability to create and deliver customer vale
• negotiate and earn commitment

Question 6

Trust-Based Relationship Selling:

Answer 6

• primary focus: customer and the customer’s customers
• communication two-way and collaborative
• seller needs more knowledge (industry insights, etc)

Question 7

Contributions of Personal Selling, salespeople:

Answer 7

• generate revenue
• provide market research and customer feedback
• information resources

Question 8

Stimulus Response Selling

Answer 8

the key idea is that various stimuli can elicit predictable responses from customers

Question 9

Continued Affirmation Selling

Answer 9

an example of stimulus response selling in which a series of questions or statements furnished by the salesperson is designed to condition the prospective buyer to answering “yes” time after time, until it is hoped, he will be inclined to say “yes” to the entire sales proposition

Question 10

Mental States Selling

Answer 10

assumes the buying process for most buyers is essentially identical and that buyers can be led through certain steps

Question 11

Need Satisfaction Selling

Answer 11

• based on the notion that the customer is buying to satisfy a particular need or set of needs
• sales person more dependent upon questioning and listening to uncover the buyers needs

Question 12

Problem Solving Selling

Answer 12

• extension of need satisfaction, going further to develop alternative solutions

Question 13

Consultative Selling

Answer 13

• the process of helping customers reach their strategic goals by using the products, services, and expertise of the selling organization

Question 14

Adaptive Selling

Answer 14

the ability of a salesperson to alter his sales messages and behaviours during a presentation as they encounter different sales situations