1.9 The sales director of a medium-sized company selling chemicals to the lumber industry has
analyzed sales and found serious problems with the closing rate of sales representatives relative
to the number of prospects. The sales director commissioned a research company to analyze the
numbers in the CRM system and conduct interviews with prospects who became customers as
well as with prospects who did not buy from the company. He also hired a sales training consultant
to analyze the sales representatives and the training they receive.
The training consultant feels that the sales representatives need to understand the entire market to
put their customers' needs and buying motives in context. To understand the entire industry, the
training consultant recommends that the sales representatives learn more about:
A) customers' business plans
B) competitor companies' products and pricing
C) management's five-year plan
D) the history of the lumber industry
E) the close rates of other sales reps in the company
1.10 The sales director discovers that salespeople have been discussing competitors in an effort to
introduce doubt about competing products to prospects. Why has this backfired?
(Use scenario in 1.9)
A) Discussing competitors makes the prospects wonder why the salespeople are so interested, and
the prospects do research on the competitors.
B) Prospects assume that the salespeople must be representing the competing companies, so they
send their orders in to the incorrect companies.
C) The insecurity that leads the salespeople to discuss their competitors with prospects also prevents
the salespeople from asking for the sale.
D) Prospects cannot understand the distinctions of the competing features of the products until they
have used both products.
E) Salespeople are inadvertently discussing the benefits of competing products instead of the ways in
which they fall short of their own products.
1.11 Terrance Simpson is a sales representative for Swim-Tex, a swimming pool service and supply
company. Swim-Tex sells the chemicals needed for pool maintenance as well as pool
accessories like slides, ladders, and diving boards. Swim-Tex sells to both consumers and
businesses.
Terrance has noticed that many of his customers become very frustrated with him when he
attempts to use needs assessment, problem solving, or relationship building techniques. These
customers typically know what product will meet their needs. What should Terrance most likely do
when faced with this type of customer?
A) Highlight product benefits more than product features.
B) Ask the customer questions to identify unspoken wants.
C) Focus on the purchase stage of the buying process.
D) Spend more time building rapport with the customer.
E) Rework the presentation script to focus more on emotion.
1.12 How would Terrance most likely benefit from aligning the sales process with the customer's
buying process? (Use scenario in 1.11)
A) lower advertising and marketing costs
B) greater efficiency with fewer salespeople
C) lower travel expenses due to fewer customer visits
D) greater success in making sales due to understanding how buyers buy
E) fewer returns from customers who felt pressured into making transactional purchases
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