MKT 337 Final Exam Questions and All
Actual Answers.
Explain why it is essential to focus on the customer when planning sales calls? - Answer
Buyers are well informed and have little time to waste on unproductive conversations with
salespeople. To optimize the time spent on sales calls, salespeople should focus on customer
needs and how the customer defines value. Customers differ in how they define value, and
salespeople must understand each customer's concept of value so that they can establish sales
dialogues that are clear, credible, and interesting.
canned sales presentation - Answer =include scripted sales calls, memorized presentations
and automated presentation
-can be completed and logically structured
-Do not vary from buyer to buyer, should be tested for effectiveness
Written Sales Proposal - Answer =proposal is a complete self contained sales presentation
- written proposal often accompanied by sales calls before and after the proposal is submitted
-thorough customer assessment should take before customized proposal is written
Organized sales dialogues and presentations - Answer =address individual customer and
different selling situations
-allow flexibility to adapt to buyer feedback
-most frequently used format by sales professionals
Detail - Answer
Discuss the nine components in the Sales Dialogue Template that can be used for planning an
organized sales dialogue or presentation. - Answer The Sales Dialogue Template consists of
nine sections: (1) prospect information; (2) customer value proposition; (3) sales call objective;
(4) situation and needs analysis—linking buying motives, benefits, support information, and
other reinforcement methods; (5) competitive situation; (6) beginning the sales dialogue; (7)
anticipate questions and objections; (8) earn prospect commitment; and (9) building value
through follow-up action
Explain how to write a customer value proposition statement. - Answer A customer value
statement should be simple so that it provides a clear direction for upcoming sales dialogues.
Salespeople should not attempt to include all of their benefits in a value proposition statement
—rather, they should choose the key benefit(s) that are likely to be most important to the
specific customer. The value proposition should be as specific as possible on listing tangible
outcomes such as revenue improvement, cost containment or reduction gain in market share,
process speed and efficiency, or the enhancement of a customer's strategic priority. Value
, proposition statements should promise only what can be consistently delivered. Strictly
speaking, a customer value proposition in the planning stage is not a guarantee; it is a belief
based on the salesperson's knowledge and best judgment. As the sales process moves along,
appropriate guarantees can be made.
Link buying motives to benefits of the seller's offering, support claims made for benefits, and
reinforce verbal claims made. - Answer Organized sales dialogues and presentations should
focus on the most important motives for a given buyer. Benefits must be linked to both rational
and emotional motives, and supporting information must be given for each claim made of a
benefit. In some cases, the claim needs support beyond the spoken word (e.g., through audio-
visual content, printed collateral material, third-party research studies, or testimonials from
satisfied customers).
Engage the customer by setting appointments. - Answer Salespeople customarily set an
appointment, at least for their initial sales calls on new prospects. Appointments may be
arranged by telephone, e-mail, or a combination of phone and mail and should include a
request for a specific time and date as well as the amount of time being requested for the sales
call. Salespeople have a better chance of securing an appointment if they are prepared to give
the customer a good reason for spending time with them.
sales dialogue - Answer Business conversations between buyers and sellers that occur as
salespeople attempt to initiate, develop, and enhance customer relationships. Sales dialogue
should be customer-focused and have a clear purpose.
Explain how salespeople can generate feedback from buyers. - Answer Salespeople can
generate feedback from buyers by paying attention to nonverbal cues from the buyer and using
check-backs or response-checks to get the buyer to respond to what the salesperson has said
throughout the sales dialogue.
Discuss how salespeople use confirmed benefits to create customer value. - Answer
Salespeople can use the ADAPT or SPIN questioning process to interact with the buyer and
determine what the buyer considers to be value. The salesperson then focuses on these
confirmed benefits during the remainder of a sales dialogue.
Describe how verbal support can be used to communicate value in an interesting and
understandable manner. - Answer Salespeople need to communicate value in an interesting
and understandable manner. This can be accomplished by varying the pitch and speed of
speech, using examples and anecdotes, and including comparisons and analogies.
Discuss how sales aids can engage and involve buyers - Answer Sales aids are various tools
salespeople can use to engage and involve buyers, as well as generate interest and attention,
and be more persuasive. Visual materials, electronic materials, and product demonstrations are
the major categories of sales aids. It is important for salespeople to select the appropriate sales
aids, but also to use them effectively. The SPES Sequence of stating the selling point and
Actual Answers.
Explain why it is essential to focus on the customer when planning sales calls? - Answer
Buyers are well informed and have little time to waste on unproductive conversations with
salespeople. To optimize the time spent on sales calls, salespeople should focus on customer
needs and how the customer defines value. Customers differ in how they define value, and
salespeople must understand each customer's concept of value so that they can establish sales
dialogues that are clear, credible, and interesting.
canned sales presentation - Answer =include scripted sales calls, memorized presentations
and automated presentation
-can be completed and logically structured
-Do not vary from buyer to buyer, should be tested for effectiveness
Written Sales Proposal - Answer =proposal is a complete self contained sales presentation
- written proposal often accompanied by sales calls before and after the proposal is submitted
-thorough customer assessment should take before customized proposal is written
Organized sales dialogues and presentations - Answer =address individual customer and
different selling situations
-allow flexibility to adapt to buyer feedback
-most frequently used format by sales professionals
Detail - Answer
Discuss the nine components in the Sales Dialogue Template that can be used for planning an
organized sales dialogue or presentation. - Answer The Sales Dialogue Template consists of
nine sections: (1) prospect information; (2) customer value proposition; (3) sales call objective;
(4) situation and needs analysis—linking buying motives, benefits, support information, and
other reinforcement methods; (5) competitive situation; (6) beginning the sales dialogue; (7)
anticipate questions and objections; (8) earn prospect commitment; and (9) building value
through follow-up action
Explain how to write a customer value proposition statement. - Answer A customer value
statement should be simple so that it provides a clear direction for upcoming sales dialogues.
Salespeople should not attempt to include all of their benefits in a value proposition statement
—rather, they should choose the key benefit(s) that are likely to be most important to the
specific customer. The value proposition should be as specific as possible on listing tangible
outcomes such as revenue improvement, cost containment or reduction gain in market share,
process speed and efficiency, or the enhancement of a customer's strategic priority. Value
, proposition statements should promise only what can be consistently delivered. Strictly
speaking, a customer value proposition in the planning stage is not a guarantee; it is a belief
based on the salesperson's knowledge and best judgment. As the sales process moves along,
appropriate guarantees can be made.
Link buying motives to benefits of the seller's offering, support claims made for benefits, and
reinforce verbal claims made. - Answer Organized sales dialogues and presentations should
focus on the most important motives for a given buyer. Benefits must be linked to both rational
and emotional motives, and supporting information must be given for each claim made of a
benefit. In some cases, the claim needs support beyond the spoken word (e.g., through audio-
visual content, printed collateral material, third-party research studies, or testimonials from
satisfied customers).
Engage the customer by setting appointments. - Answer Salespeople customarily set an
appointment, at least for their initial sales calls on new prospects. Appointments may be
arranged by telephone, e-mail, or a combination of phone and mail and should include a
request for a specific time and date as well as the amount of time being requested for the sales
call. Salespeople have a better chance of securing an appointment if they are prepared to give
the customer a good reason for spending time with them.
sales dialogue - Answer Business conversations between buyers and sellers that occur as
salespeople attempt to initiate, develop, and enhance customer relationships. Sales dialogue
should be customer-focused and have a clear purpose.
Explain how salespeople can generate feedback from buyers. - Answer Salespeople can
generate feedback from buyers by paying attention to nonverbal cues from the buyer and using
check-backs or response-checks to get the buyer to respond to what the salesperson has said
throughout the sales dialogue.
Discuss how salespeople use confirmed benefits to create customer value. - Answer
Salespeople can use the ADAPT or SPIN questioning process to interact with the buyer and
determine what the buyer considers to be value. The salesperson then focuses on these
confirmed benefits during the remainder of a sales dialogue.
Describe how verbal support can be used to communicate value in an interesting and
understandable manner. - Answer Salespeople need to communicate value in an interesting
and understandable manner. This can be accomplished by varying the pitch and speed of
speech, using examples and anecdotes, and including comparisons and analogies.
Discuss how sales aids can engage and involve buyers - Answer Sales aids are various tools
salespeople can use to engage and involve buyers, as well as generate interest and attention,
and be more persuasive. Visual materials, electronic materials, and product demonstrations are
the major categories of sales aids. It is important for salespeople to select the appropriate sales
aids, but also to use them effectively. The SPES Sequence of stating the selling point and
