Exam (elaborations)
Sales Force Management Exam 1 Questions and Answers
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Sales Force Management Exam 1
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Sales Force Management Exam 1Personal Selling - answer Refers to interpersonal communication between a buyer and
seller to initiate, develop, and enhance customer relationships
Is a critical component of most business-to-business marketing activities
Types of Sales Jobs - answer Products vs. services
Industrial vs. consumer
Hunters vs. farmers
Missionary salespeople (detailers & merchandisers)
Key Roles of Salespeople - answer Financial contributors
Change agents
Communication agent
Customer value agent
Capabilities That Define The "World-Class" Salesperson - answerYou must be
personally accountable
You must understand our business
You must be on our side
You must be easily accessibly
You must solve our problems
You must be innovative in responding to our needs
Core Competencies of Successful Salespeople - answerHas written sales plan goals
Follows written goals plan
Has positive attitude
Takes responsibility
Strong self-confidence
Supportive beliefs
Controls emotions
Doesn't need approval
Recovers from rejection
Comfortable talking about money
Supportive buying cycle
Consistent, effective prospecting
Reaches decision maker
Effective listening/questioning
Early bond/rapport
Discovers why prospects buy
Qualifies prospects
,Gains commitment
Strong desire for success
Criteria for Adding Customer Value - answerCustomer and market knowledge
Coordination (manage internal networks)
Efficiency
Strategic alignment (understanding and contributing to customer's strategic goals)
Trustworthiness
Mental States Selling - answerAttention
Interest
Conviction
Desire
Action
This method is essentially a sequential approach to selling in which the salesperson
leads the customer through stages, or mental steps, in the buying process
Need Satisfaction Selling - answerUncover and confirm buyer needs --> present offering
to satisfy buyer needs --> continue selling until purchase decision is made
The logic of this method is that customers will be motivated to buy to satisfy particular
needs
Salespeople using this method help customers become aware of their needs and then
sell them products or services to meet the needs
Problem Solving Selling - answerExamine the current situation --> identify problems -->
determine business impact of problem --> explore the value of solving problem -->
uncover additional needs --> propose viable solutions --> seek purchase decisions
SPIN questioning
This method extends need satisfaction beyond identifying needs to developing solutions
for satisfying these needs
SPIN Questions - answerSolution
Problem
Implication
Need-payoff
SPIN Selling - answerQuestioning technique that gives value to information turning it
into knowledge
This type of questioning is designed to drive the value that Tenneco provides to its
customers
Situation Questioning - answerData gathering and fact finding questions
Do background research to answer these questions in advance so you can spend more
time exploring the buyer's problems
, Problem Questioning - answerExplores difficulties and dissatisfactions in the areas
where the seller's product/service can help
Implication Questioning - answerMore complex and sophisticated because you know
the situation and problem
Develops the customer's problems and explores their effects or consequences
Takes a problem that is perceived to be small and develops it to the point where it
clearly justifies action
Helps the buyer realize that the cost of doing nothing outweighs the cost of the solution
Need-Payoff Questioning - answerDesigned to clarify and increase a buyer's desire for
a solution to a problem
Dig for the value or usefulness of a proposed solution
Customers react more positively if they are treated as experts
Let the customer tell you why they want the solution
Typically decreases the occurrence of objections
Ask these questions after you uncover the major implications of a serious problem
Ask these questions before you describe your solution and set the stage for your
presentation
If the buyer responds negatively to these questions, the salesperson has not identified a
serious need
Sales Organizations Must Successfully Address - answerAn increasingly complex
business environment
A greater reliance on collaboration
Greater accountability for actions and results
Key Decision Areas in a Corporate Strategy - answerCorporate mission
SBU definition
SBU objectives
Key Decision Makers in a Corporate Strategy - answerCorporate management
Key Decision Areas in a Business Strategy - answerStrategy types
Strategy execution
Key Decision Makers in a Business Strategy - answerSBU management
Key Decision Areas in a Marketing Management Strategy - answerTarget market
selection
Marketing mix development
Integrated marketing communications
Key Decision Makers in a Marketing Management Strategy - answerMarketing
management
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