Building goodwill is important to converting new customers to committed lifetime customers.

Chapter 9—Expanding Customer Relations

MULTIPLE CHOICE

1. Which of the following is not one of the ways salespeople can convert new customers into highly committed lifetime customers?

a.

Building goodwill by continually adding value to the product or service through appropriate follow-up.

b.

Handling complaints in a timely and thoughtful manner.

c.

Processing requests for rush deliveries willingly and assuring the customer that the salesperson will do everything possible to make that request happen.

d.

Make sure to discount the price of the product as much as possible without realizing and net loss.

e.

All of the above are correct.

ANS: D PTS: 1 DIF: Hard REF: p. 198

OBJ: 1

2. Adding value refers to the process of:

a.

Increasing the price

b.

Increasing revenue

c.

Improving a product or service for the customer

d.

Doing more with less

e.

Obtaining competitive information

ANS: C PTS: 1 DIF: Easy REF: p. 198

OBJ: 1

3. Natalie is a salesperson for an office supply company. Which of the following activities is appropriate for Natalie to engage in if she is interested in converting her customers into highly committed lifetime customers?

a.

Handle complaints in a timely manner

b.

Add value

c.

Process requests for rush deliveries willingly

d.

Cut the price as often as possible

e.

A, B, and C are correct.

ANS: E PTS: 1 DIF: Easy REF: p. 198

OBJ: 1

4. Ethan is a salesperson for an industrial equipment manufacturer. Once a prospect becomes a new customer, Ethan looks for ways to improve the products and services his company provides the new customer in order to convert him/her into a loyal customer. In other words, Ethan looks for ways to:

a.

Sell more

b.

Add value

c.

Keep up-to-date

d.

Stay competitive

e.

Both A and C are correct.

ANS: B PTS: 1 DIF: Easy REF: p. 198

OBJ: 1

5. Why is it important to assess customer satisfaction?

a.

Doing so helps build customer trust

b.

Doing so provided competitive information

c.

It isn’t important as long as the company is profitable

d.

Assessing satisfaction is a ploy used to begin the next sales cycle

e.

Both A and C are correct.

ANS: A PTS: 1 DIF: Easy REF: p. 199

OBJ: 1

6. Which of the following is not one of the specific components of effective follow-up?

a.

Interact

b.

Connect

c.

Know

d.

Relate

e.

Encourage

ANS: E PTS: 1 DIF: Easy REF: p. 201

OBJ: 2

7. Which of the following components of effective follow-up reflects a salesperson's actions that maximize the number of critical encounters with buyers in order to encourage effective dialogue?

a.

Interact

b.

Connect

c.

Know

d.

Relate

e.

Encourage

ANS: A PTS: 1 DIF: Easy REF: p. 201

OBJ: 2

8. Which of the following components of effective follow-up reflects a salesperson's actions that create and maintain contact with influential (related to the purchasing decision) people in the buying organization.

a.

Interact

b.

Connect

c.

Know

d.

Relate

e.

Encourage

ANS: B PTS: 1 DIF: Easy REF: p. 201

OBJ: 2

9. Which of the following components of effective follow-up reflects a salesperson's ability to develop insight regarding the buyer’s changing situation, needs, and expectations?

a.

Interact

b.

Connect

c.

Know

d.

Relate

e.

Encourage

ANS: C PTS: 1 DIF: Easy REF: p. 201

OBJ: 2

10. Which of the following components of effective follow-up reflects a salesperson's ability to apply relevant understanding and insight to create value-added interactions?

a.

Interact

b.

Connect

c.

Know

d.

Relate

e.

Encourage

ANS: D PTS: 1 DIF: Easy REF: p. 201

OBJ: 2

11. Kim is a salesperson who is able to use her knowledge of her customers and their industries to create value-added interactions and generate meaningful relationships between her and her customers. Which of the four sequential components of effective follow-up is Kim utilizing?

a.

Interact

b.

Connect

c.

Understand

d.

Relate

e.

Encourage

ANS: D PTS: 1 DIF: Medium REF: p. 201

OBJ: 2

12. Scott is a salesperson who works to maximize the number of critical encounters with his customers in order to encourage effective dialogue. Which of the four sequential components of effective follow-up is Scott utilizing?

a.

Interact

b.

Connect

c.

Understand

d.

Relate

e.

Encourage

ANS: A PTS: 1 DIF: Medium REF: p. 201

OBJ: 2

13. Grace is a salesperson who strives to build relationships with multiple individuals in her customers’ organizations. Which of the four sequential components of effective follow-up is Grace utilizing?

a.

Interact

b.

Connect

c.

Know

d.

Relate

e.

Encourage

ANS: B PTS: 1 DIF: Medium REF: p. 201

OBJ: 2

14. Which of the following is accurate regarding the impact of technology on customer relationship management?

a.

Buyers can place orders without the salesperson's involvement.

b.

Buyers may have continuous real-time access to the selling organization.

c.

Salespeople are more readily able to analyze customer information.

d.

Salespeople have more timely, and perhaps expanded, access to their companies records and interactions (e.g., customer service, order fulfillment, etc.) concerning their customers.

e.

All of the above are accurate.

ANS: E PTS: 1 DIF: Hard REF: p. 201-202

OBJ: 2

15. CRM is an acronym for:

a.

Customer Relationship Maker

b.

Consumer Relationship Maker

c.

Customer Relations Manager

d.

Customer Relations Management

e.

Customer Relationship Management

ANS: E PTS: 1 DIF: Medium REF: p. 202

OBJ: 2

16. Which of the following is not one of the recommended partnership enhancement activities?

a.

Train customer personnel

b.

Resolve complaints

c.

Follow-up daily

d.

Correct billing errors

e.

Expedite orders

ANS: C PTS: 1 DIF: Medium REF: p. 203

OBJ: 3

17. Suppose you're a salesperson for an industrial machine manufacturer. How can you demonstrate to your customers your commitment to building mutually satisfying long-term relationships?

a.

When they place an order, be sure to show sincere gratitude and then assure the customer that you'll be back when it's time for them to make another purchase.

b.

Avoid calling on the customers unless you have something you think they'd be interested in purchasing.

c.

Follow-up with your customers on a regular basis and be especially attentive after they've placed an order.

d.

Avoid talking with anybody else in the organization other than the buyer.

e.

All the above are correct.

ANS: C PTS: 1 DIF: Hard REF: p. 203

OBJ: 3

18. Which of the following is not a relationship-enhancement activity?

a.

Remembering the customer after the sale

b.

Correcting billing errors

c.

Encouraging complaints

d.

Expediting orders

e.

All of the above are relationship-enhancement activities

ANS: C PTS: 1 DIF: Medium REF: p. 203

OBJ: 3

19. Which of the following is not a relationship-enhancement activity?

a.

Remembering the customer after the sale

b.

Correcting billing errors

c.

Resolving Complaints

d.

Expediting orders

e.

All of the above are relationship-enhancement activities

ANS: E PTS: 1 DIF: Easy REF: p. 203

OBJ: 3

20. Which of the following methods of post-sale follow-up is probably most effective?

a.

A personal visit

b.

Phone call

c.

E-mail

d.

Handwritten note

e.

Both a and b are correct

ANS: E PTS: 1 DIF: Medium REF: p. 204

OBJ: 3

21. Which of the following are post sale follow-up methods available to salespeople for providing useful information to their customers?

a.

A personal visit

b.

Phone call

c.

E-mail

d.

Handwritten note

e.

All the above

ANS: E PTS: 1 DIF: Easy REF: p. 204

OBJ: 3

22. Suppose you are a salesperson for a corporate jet manufacturer. You know from experience that after placing an order most customers will have questions or concerns. Which of the following post sale follow-up methods are appropriate for you to utilize?

a.

A personal visit

b.

Phone call

c.

E-mail

d.

Handwritten note

e.

Both a and b are correct

ANS: E PTS: 1 DIF: Hard REF: p. 204

OBJ: 3

23. Even though salespeople rarely are responsible for installation, why might it be helpful for salespeople to be present when their products are being installed?

a.

This allows the salesperson the opportunity to sell the customer additional products.

b.

Installation teams usually do not possess the same relational skills that salespeople do.

c.

The salesperson may have to cover up installation or order processing mistakes.

d.

The salesperson can immediately answer questions or concerns the buyer may have as a result of installation.

e.

Both b and d are correct.

ANS: E PTS: 1 DIF: Medium REF: p. 206

OBJ: 3

24. With respect to customer training, salespeople should

a.

Leave the training to the training experts.

b.

Encourage customers to provide their own training.

c.

Always use it as a bargaining tool when trying to get the buyer to make a purchase.

d.

Be involved either directly or indirectly in the training process unless otherwise specified by the customer.

e.

None of the above are correct.

ANS: D PTS: 1 DIF: Medium REF: p. 206-207

OBJ: 3

25. When a post-sale customer complaint arises, the salesperson should:

a.

Find out who's responsible for the problem and subsequently inform the buyer.

b.

Reassure the customer that their complaints or concerns are minor.

c.

Accept responsibility for the problem regardless of who in the selling organization is at fault.

d.

Take immediate steps to correct the problem.

e.

Both c and d are correct.

ANS: E PTS: 1 DIF: Medium REF: p. 208

OBJ: 3

26. Suppose you are salesperson for FedEx. Which of the following actions would you take to ensure you are made aware of any concerns your customers may have?

a.

Meet with your customers periodically, even after a sale.

b.

Encourage your customers to be candid with you.

c.

Meet with your customer service department twice a year to check for customer complaints.

d.

Make sure you address and resolve all concerns so that customers will feel more confident about airing subsequent concerns.

e.

A, B, and D are correct

ANS: E PTS: 1 DIF: Medium REF: p. 208

OBJ: 3

27. Which of the following is the best method a salesperson can utilize for reducing customer complaints?

a.

Manage customer expectations (e.g., don't over promise)

b.

Follow up daily or even hourly with the order fulfillment department

c.

Offer the customer discount at the first sign of trouble to

d.

Avoid contacting the customer until several weeks after the product is delivered

e.

Both b and c are correct

ANS: A PTS: 1 DIF: Medium REF: p. 208

OBJ: 3

28. LaTosha is very good at getting customers to purchase her company’s products. However, her customers are usually dissatisfied with the performance of the products even though they perform as well if not better than the competition’s products. Which of the following is most likely the problem?

a.

LaTosha is setting her customers’ expectations too high.

b.

LaTosha’s customers are hard to satisfy.

c.

LaTosha isn’t doing a good job of prospecting.

d.

LaTosha’s company makes inferior products.

e.

LaTosha is setting her customers’ expectations too low.

ANS: A PTS: 1 DIF: Medium REF: p. 208

OBJ: 3

29. LaTosha is very good at getting customers to purchase her company’s products. However, her customers are usually dissatisfied with the performance of the products even though they perform as well if not better than the competition’s products. Which of the following is most likely the problem?

a.

LaTosha is setting her customers’ expectations too low.

b.

LaTosha’s customers are easy to satisfy.

c.

LaTosha isn’t doing a good job of prospecting.

d.

LaTosha’s company makes inferior products.

e.

None of the above are correct.

ANS: E PTS: 1 DIF: Medium REF: p. 208

OBJ: 3

30. Susan always asks her customers to be candid with her, especially when it comes to their satisfaction. Susan:

a.

Is encouraging critical encounters.

b.

Is avoiding critical encounters.

c.

Is hoping the customers won’t complain

d.

Doesn’t really want their feedback.

e.

Is hoping her customers will complain.

ANS: A PTS: 1 DIF: Medium REF: p. 208

OBJ: 3

31. Which of the following is not one of the steps for handling complaints?

a.

Get the whole story

b.

Ask the customer to provide a written summary of the problem

c.

Ask the customer what he/she would like you to do

d.

Gain agreement on a solution

e.

Follow through on all promises

ANS: B PTS: 1 DIF: Easy REF: p. 209-211

OBJ: 3

32. Which of the following is not one of the steps for handling complaints?

a.

Get the whole story

b.

Ask the customer what he/she would like you to do

c.

Gain agreement on a solution

d.

Follow through on all promises

e.

All the above are steps for handling complaints

ANS: E PTS: 1 DIF: Easy REF: p. 209-211

OBJ: 3

33. Problems that result in the customer severing the relationship with the seller may be avoided by:

a.

Always having the lowest price.

b.

Always delivering on time.

c.

Maintaining open, two-way communication.

d.

Involving Upper level management.

e.

Avoiding the customer.

ANS: C PTS: 1 DIF: Medium REF: p. 209-210

OBJ: 4

34. Suppose you are a salesperson for an office supply company. One of your customers left you a message indicating that they were unhappy about the last order they received. While on your way to visit the customer to discuss the problem, you decide to review your procedure for handling complaints. What is the first thing you need to do to resolve customer’s complaint?

a.

Ask the customer what he/she would like you do.

b.

Ask the customer to explain the problem and then listen carefully to get the whole story.

c.

Offer the customer a discount on their next order.

d.

Inform the customer that you will not charge them for the order.

e.

None of the above are correct.

ANS: B PTS: 1 DIF: Easy REF: p. 210

OBJ: 3

35. Suppose you're a salesperson for a beer and wine distributor. One of your customers has just finished telling you they are unhappy because their last order contained several broken bottles. What should you do after expressing empathy and taking responsibility for the problem?

a.

Offer the customer a discount on avoids next order.

b.

Reimburse the customer for the broken bottles.

c.

Ask the customer what he/she would like you to do.

d.

Allow the customer to the vent.

e.

Both a and to b

ANS: C PTS: 1 DIF: Hard REF: p. 210

OBJ: 3

36. When handling customer complaints it is important to ask of the buyer what he/she would like to have happen in order to resolve the issue. By doing this, the salesperson:

a.

Avoids proposing an insufficient solution.

b.

Avoids proposing a solution that over-compensates for the problem.

c.

Will understand what the buyer wants to correct the problem.

d.

Is more likely to gain the customer's agreement to the solution if it is viable.

e.

All of the above.

ANS: E PTS: 1 DIF: Medium REF: p. 210

OBJ: 3

37. What should the salesperson do next if the complaining customer proposes a viable way (some action) to resolve the complaint?

a.

Allow the customer to vent

b.

Follow through with what the customer suggests

c.

Offer the customer an alternative resolution

d.

Gain the customer's agreement that the action will resolve the complaint

e.

All the above

ANS: D PTS: 1 DIF: Medium REF: p. 210

OBJ: 3

38. What should the salesperson do next if the complaining customer proposes a nonviable way (some action) to resolve the complaint?

a.

Allow the customer to vent

b.

Follow through with what the customer suggests anyway

c.

Thank the customer for the suggestion and then offer the customer an alternative resolution

d.

Gain the customer's agreement that the action will resolve the complaint

e.

All the above

ANS: C PTS: 1 DIF: Hard REF: p. 210-211

OBJ: 3

39. Tony is a salesperson dealing with a customer complaint. Tony’s customer is asking for a resolution Tony knows is nonviable. Tony should:

a.

Allow the customer to vent more.

b.

Tell the customer no.

c.

Thank the customer for the suggestion and then offer an alternative solution.

d.

Agree to the resolution even though he knows his company won’t be able to follow through on his promise.

e.

Tell the customer to think again.

ANS: C PTS: 1 DIF: Medium REF: p. 210-211

OBJ: 3

40. Once the salesperson and the customer have agreed upon how to resolve the complaint, the salesperson should do what?

a.

Make sure the customer has realistic expectations and then implement the solution.

b.

Allow the customer to vent.

c.

Implement the solution.

d.

Get the agreement in writing.

e.

Both c and d

ANS: A PTS: 1 DIF: Hard REF: p. 211

OBJ: 3

41. When resolving complaints, salespeople often make promises to the customer. Which of the following best reflects what the salesperson should do regarding those promises?

a.

The salesperson should strive to over-promise and under-deliver

b.

The salesperson should strive to under-promise and over-deliver

c.

Follow through on all promises except those that cost the selling organization money

d.

Follow through and all promises except those costing more than the profit made from the sale

e.

Both b and d are correct

ANS: B PTS: 1 DIF: Medium REF: p. 211

OBJ: 3

42. Maintaining open, two-way communication with a customer is easier when:

a.

The customer believes the salesperson is sincere and responsive

b.

The salesperson memorizes the customer’s phone number

c.

The salesperson engages the buyer in periodic meetings

d.

The customer is content and not in need of any contact with the salesperson

e.

Both A and C are correct

ANS: D PTS: 1 DIF: Medium REF: p. 212

OBJ: 4

43. Which of the following is not a method a salesperson might use to expand collaborative involvement between the selling organization and the customer’s organization?

a.

Hosting a week-long series of seminars for the customer’s organization

b.

Initiating and enhancing relationships between multiple key individuals in both organizations

c.

Refer the customer to customer service when complaints arise so that the customer will get know the customer service agents

d.

Host social engagements to allow key individuals from both organizations get to know each other

e.

All of the above are ways to expand collaborative involvement

ANS: C PTS: 1 DIF: Medium REF: p. 212

OBJ: 5

44. Which of the following is not a method a salesperson might use to expand collaborative involvement between the selling organization and the customer’s organization?

a.

Hosting a week-long series of seminars for the customer’s organization

b.

Initiating and enhancing relationships between multiple key individuals in both organizations

c.

Have key personnel from the selling organization meet with individuals from the buying organization

d.

Host social engagements to allow key individuals from both organizations get to know each other

e.

All of the above are ways to expand collaborative involvement

ANS: E PTS: 1 DIF: Medium REF: p. 212

OBJ: 5

45. Susan is a sales representative for an industrial chemical company. Over the course of the next few months Susan is going to try to have people from the R&D department visit her customers to see how they use the products. Which of the following explains why Susan is going to all of this trouble?

a.

She wants the people from the R&D department to handle complaints.

b.

She's making an effort to expand collaborative involvement between her company and her key accounts.

c.

She is trying to impress her customers.

d.

She is trying to build good will with her customers

e.

Both a and c

ANS: B PTS: 1 DIF: Medium REF: p. 212

OBJ: 5

46. Which of the following statements regarding customer expectations is appropriate for salespeople to remember?

a.

Many relationships fail due to unmet expectations

b.

The higher the customer's expectations, the better, provided the seller can meet or exceed those expectations

c.

Salespeople must be able to manage their customers' expectations

d.

Customer dissatisfaction is often the result of unmet expectations

e.

All of the above are correct

5

ANS: E PTS: 1 DIF: Hard REF: p. 212

OBJ: 3

47. For many salespeople, the core products that they're selling provide the same features and benefits as those of their competitors. Which of the following statements is true regarding this sort of competitive environment?

a.

The best way to build long-term relationships is to offer the lowest price.

b.

The best way to build long-term relationships is to offer superior service quality.

c.

Competing on price produces customers who are price loyal and, consequently, difficult to keep.

d.

This sort of competitive environment is rare.

e.

Both b and c are correct.

ANS: E PTS: 1 DIF: Hard REF: p. 213

OBJ: 6

48. Which of the following is not one of the four benefits of service enthusiasm that allow the sales organization to gain an advantage over its competitors?

a.

Service enthusiasm helps the salesperson build a strong reputation

b.

Service enthusiasm eliminates customer complaints

c.

Service enthusiasm reduces mistakes thereby improving profitability

d.

Service enthusiasm helps customers feel more comfortable complaining

e.

Service enthusiasm stimulates interest in the selling organization

ANS: B PTS: 1 DIF: Hard REF: p. 214

OBJ: 6

49. Which of the following is not one of the four benefits of service enthusiasm that allow the sales organization to gain an advantage over its competitors?

a.

Service enthusiasm helps the salesperson build a strong reputation

b.

Service enthusiasm reduces mistakes thereby improving profitability

c.

Service enthusiasm helps customers feel more comfortable complaining

d.

Service enthusiasm stimulates interest in the selling organization

e.

All the above are correct

ANS: E PTS: 1 DIF: Hard REF: p. 214

OBJ: 6

50. Anthony is a purchasing agent for a hospital. One day the hospital receives a shipment from of its suppliers with several items missing. Anthony calls the supplier and talks to a customer service representative who is very friendly and helpful. Anthony calls the supplier again the next day but talks to a different customer service representative. This customer service representative is not as friendly and not as helpful. Which of the following describes the problem the supplier has with customer service?

a.

Customer service people are hard to train.

b.

The quality of the service provided is inconsistent across customer service agents.

c.

The first customer service agent set an unrealistic expectation.

d.

The second customer service agent needs more training.

e.

None of the above.

ANS: B PTS: 1 DIF: Medium REF: p. 214

OBJ: 6

51. Which of the following is not one of the expectations customers have when dealing with customer service personnel?

a.

Assurance

b.

Empathy

c.

Capitulation

d.

Resolution of complaints

e.

All the above

ANS: C PTS: 1 DIF: Medium REF: p. 215

OBJ: 6

52. Mathew has called the customer service department of one of his suppliers to make a complaint. The customer service agent acts indifferent to Mathew’s problem but agrees to resolve the issue. The customer service agent should have:

a.

Not resolved the issue until they had the whole story.

b.

Been more empathetic to Mathew’s situation.

c.

Asked Mathew more questions.

d.

Capitulated to Mathew’s demands at the start of the conversation.

e.

Done none of the above.

ANS: B PTS: 1 DIF: Easy REF: p. 215

OBJ: 6

53. Which of the following is not one of the questions a salesperson must ask when developing a service strategy?

a.

What is our business?

b.

Who are our customers?

c.

What do we do best?

d.

What can we do better?

e.

All of the above are questions a salesperson must ask when developing a service strategy.

ANS: E PTS: 1 DIF: Easy REF: p. 215

OBJ: 6

54. Ultimately, who is responsible for differentiating a company's products and positioning those products in the minds of its customers?

a.

The company's senior management

b.

The company's marketing department

c.

The company's product managers

d.

That company's salespeople

e.

None of the above

ANS: D PTS: 1 DIF: Hard REF: p. 215

OBJ: 6

55. What is the most important customer service dimension?

a.

Communication

b.

Reliability

c.

Resilience

d.

Motivation

e.

Anticipation

ANS: A PTS: 1 DIF: Medium REF: p. 216

OBJ: 6

56. Which the following is not one of the customer service dimensions?

a.

Communication

b.

Reliability

c.

Resilience

d.

Service motivation

e.

All the above are customer service dimensions

ANS: B PTS: 1 DIF: Easy REF: p. 216

OBJ: 6

57. What is the customer service dimension that refers to a salesperson's ability to maintain a positive attitude regardless of how they are treated by customers?

a.

Communication

b.

Reliability

c.

Resilience

d.

Motivation

e.

Anticipation

ANS: C PTS: 1 DIF: Easy REF: p. 216

OBJ: 6

58. What is the customer service dimension that refers to a salesperson's desire to work with and properly service customers on a daily basis?

a.

Communication

b.

Reliability

c.

Resilience

d.

Service motivation

e.

Anticipation

ANS: D PTS: 1 DIF: Easy REF: p. 216

OBJ: 6

59. Salespeople looking for ways to take relationships with their customers to higher levels after the sales should:

a.

Seek to expand collaborative involvement.

b.

Sell more products to those customers.

c.

Encourage and seek open communication

d.

Lower their prices.

e.

Both a and c are correct.

ANS: E PTS: 1 DIF: Hard REF: p. 212

OBJ: 5

TRUE/FALSE

1. Using exaggeration to get an order is a generally accepted practice in professional selling.

ANS: F PTS: 1 DIF: Medium REF: p. 198

OBJ: 3

2. Routine follow-up with customers is important to building successful long-term relationships.

ANS: T PTS: 1 DIF: Easy REF: p. 198

OBJ: 1

3. Building goodwill is important to converting new customers to committed lifetime customers

ANS: T PTS: 1 DIF: Easy REF: p. 198

OBJ: 1

4. Handling complaints in any manner as long as they are handled is important to building successful long-term relationships.

ANS: F PTS: 1 DIF: Medium REF: p. 198

OBJ: 1

5. Processing requests for rush deliveries is unimportant to building successful long-term relationships.

ANS: F PTS: 1 DIF: Easy REF: p. 198

OBJ: 1

6. Unfortunately, many companies do a poor job understanding and satisfying their customers.

ANS: T PTS: 1 DIF: Medium REF: p. 200

OBJ: 1

7. New customers generally feel special because they have received a lot of attention.

ANS: T PTS: 1 DIF: Easy REF: p. 200

OBJ: 1

8. Most companies do a good job of understanding and satisfying their customers.

ANS: F PTS: 1 DIF: Easy REF: p. 200

OBJ: 1

9. Long-term customers may feel neglected because the salesperson has many new customers and cannot be as attentive as he or she was previously.

ANS: T PTS: 1 DIF: Easy REF: p. 200

OBJ: 1

10. Computer technology can help salespeople assess enhance follow-up activities with their customers.

ANS: T PTS: 1 DIF: Easy REF: p. 200

OBJ: 2

11. A salesperson should actively seek and manage information gathered through buyer-seller contact and collaboration to develop insight regarding the buyer's changing situation, needs, and expectations.

ANS: T PTS: 1 DIF: Medium REF: p. 201-202

OBJ: 2

12. Computer technology is helpful to salespeople, but only in that it can help them track their customers.

ANS: F PTS: 1 DIF: Easy REF: p. 201-202

OBJ: 2

13. The salesperson should encourage critical encounters with their customers to encourage effective dialogue.

ANS: T PTS: 1 DIF: Medium REF: p. 201

OBJ: 3

14. A salesperson should focus only on one individual in the buying organization, concentrating his/her sales resources there.

ANS: F PTS: 1 DIF: Medium REF: p. 201

OBJ: 5

15. Providing customers with high-quality information is an activity that will help salespeople enhance their relationships with those customers.

ANS: T PTS: 1 DIF: Easy REF: p. 203

OBJ: 3

16. It’s not uncommon for buyers to feel neglected by the salesperson once they've placed an order.

ANS: T PTS: 1 DIF: Medium REF: p. 204

OBJ: 3

17. Traditional selling and relational selling are pretty much the same with respect to post-sale follow-up activities.

ANS: F PTS: 1 DIF: Easy REF: p. 204

OBJ: 3

18. With respect to relational selling, it is the salesperson's job to follow-up with the customer after a sale has been made in order to ensure customer satisfaction.

ANS: T PTS: 1 DIF: Medium REF: p. 204

OBJ: 3

19. Although not to be used alone, a handwritten thank you card to a customer is always a good form of customer follow-up.

ANS: T PTS: 1 DIF: Easy REF: p. 206

OBJ: 3

20. E-mail is a good way to stay in touch with the customer because it guarantees the customer will get the message.

ANS: F PTS: 1 DIF: Hard REF: p. 206

OBJ: 3

21. One advantage of computer technology is that salespeople can now track their orders in real time and, subsequently, relate the appropriate information to their customers.

ANS: T PTS: 1 DIF: Medium REF: p. 206

OBJ: 3

22. Unless the delivery delay is going to be very long, it is unwise to alert the buyer to minor delivery delays.

ANS: F PTS: 1 DIF: Hard REF: p. 206

OBJ: 3

23. For the relational salesperson, it's safe to say that the real work does not begin until after the order is signed.

ANS: T PTS: 1 DIF: Medium REF: p. 206

OBJ: 3

24. If customer training is necessary, the salesperson should probably always be present or at least readily available to the customer.

ANS: T PTS: 1 DIF: Hard REF: p. 206-207

OBJ: 3

25. A salesperson should take responsibility for problems anyone in the selling organization has caused the buyer.

ANS: T PTS: 1 DIF: Medium REF: p. 208

OBJ: 3 | 5

26. In order to avoid damage to the buyer-seller relationship, the salesperson should blame other members of the selling organization for any problems which lead to a customer complaint.

ANS: F PTS: 1 DIF: Medium REF: p. 208

OBJ: 3 | 5

27. A customer's problems not being taken seriously by the selling organization is a typical customer complaint.

ANS: T PTS: 1 DIF: Easy REF: p. 208

OBJ: 3 | 5

28. Some customers will not complain because they feel that their salespeople should be able to read their signals of dissatisfaction.

ANS: T PTS: 1 DIF: Hard REF: p. 208

OBJ: 3 | 5

29. The first step in the complaint handling process is to ask the customer what he or she would like you to do.

ANS: F PTS: 1 DIF: Medium REF: p. 209

OBJ: 3

30. One of the first things the salesperson should do when dealing with a complaint is let the customer vent.

ANS: T PTS: 1 DIF: Easy REF: p. 210

OBJ: 3

31. A salesperson should determine ahead of time what a customer is going to complain about so that the customer does not have to go through the process of explaining it.

ANS: F PTS: 1 DIF: Hard REF: p. 210

OBJ: 3

32. Salespeople should avoid letting their complaining customers vent because it only makes matters worse.

ANS: F PTS: 1 DIF: Medium REF: p. 210

OBJ: 3

33. Whenever possible, the salesperson should avoid letting the customer determine the best option for resolving the complaint.

ANS: F PTS: 1 DIF: Easy REF: p. 210

OBJ: 3

34. Before implementing a solution, the salesperson should seek the buyer's agreement that the solution will resolve the complaint.

ANS: T PTS: 1 DIF: Medium REF: p. 210

OBJ: 3

35. When resolving complaints, salespeople should focus on what they can do rather than what they can't do for the customer.

ANS: T PTS: 1 DIF: Easy REF: p. 210

OBJ: 3

36. Salespeople should make sure that their customers have accurate expectations about how the complaint will be resolved.

ANS: T PTS: 1 DIF: Easy REF: p. 211

OBJ: 3

37. Once the sale has been made and the product delivered, the buyer does not want to hear from the salesperson until it is time to order again.

ANS: F PTS: 1 DIF: Easy REF: p. 211-212

OBJ: 3

38. An open communication line is critical if salespeople are to build a long-term relationship with their customers.

ANS: T PTS: 1 DIF: Medium REF: p. 212

OBJ: 4

39. Salespeople should always encourage their customers to express their complaints.

ANS: T PTS: 1 DIF: Medium REF: p. 212

OBJ: 4 | 5

40. Salespeople involved in relational selling should strive to expand the collaborative involvement between the buyer's and the salesperson's organization.

ANS: T PTS: 1 DIF: Easy REF: p. 212

OBJ: 5

41. Seminars, training sessions, and social engagements are good ways for a salesperson to expand the collaborative involvement between his/her organization and customers.

ANS: T PTS: 1 DIF: Medium REF: p. 212

OBJ: 5

42. Holding social engagements with customers is an unethical way to expand collaborative involvement.

ANS: F PTS: 1 DIF: Medium REF: p. 212

OBJ: 5

43. Salespeople should be careful not to encourage relationships between engineers from the selling organization and individuals in the customer’s organization because engineers don’t understand how to sell.

ANS: F PTS: 1 DIF: Easy REF: p. 212

OBJ: 5

44. "Moments of truth" are important, but do not have any long-term impact on the relationship between the buyer and the seller.

ANS: F PTS: 1 DIF: Hard REF: p. 214

OBJ: 5 | 6

45. Superior service quality is becoming an increasingly popular strategy for differentiation among many organizations.

ANS: T PTS: 1 DIF: Easy REF: p. 213-214

OBJ: 6

46. Each time a customer interacts with a member of the selling organization it is referred to as a moment of truth.

ANS: T PTS: 1 DIF: Medium REF: p. 214

OBJ: 6

47. A salesperson should refrain from showing anger toward a customer unless the customer displays anger first.

ANS: F PTS: 1 DIF: Medium REF: p. 216

OBJ: 6

48. Resilience and shrewdness are important characteristics for salespeople to have when dealing with customer complaints.

ANS: F PTS: 1 DIF: Hard REF: p. 216

OBJ: 6

49. Resilience and shrewdness are important characteristics for salespeople to have when dealing with customer complaints.

ANS: F PTS: 1 DIF: Hard REF: p. 216

OBJ: 6

50. Service motivation is an important customer service dimension.

ANS: T PTS: 1 DIF: Hard REF: p. 216

OBJ: 6

COMPLETION

1. One of the relationship detractors discussed in the text is for the salesperson to focus on the _____-_____ as opposed to the long-term.

ANS: Short Term

PTS: 1 DIF: Easy REF: p. 198 OBJ: 1

2. One of the relationship detractors discussed in the text is for the salesperson to _____-promise and under-deliver.

ANS: Over

PTS: 1 DIF: Medium REF: p. 198 OBJ: 1

3. One of the relationship enhancers discussed in the text is for the salesperson to ________ ________ for problems.

ANS: Take Responsibility

PTS: 1 DIF: Hard REF: p. 198 OBJ: 1

4. One of the relationship enhancers discussed in the text is for the salesperson to contact customers on a _____________ basis.

ANS: Periodic

PTS: 1 DIF: Medium REF: p. 198 OBJ: 1

5. ______________refers to the process of converting new customers into lifetime customers by continually adding value to the product.

ANS: Building Goodwill

PTS: 1 DIF: Hard REF: p. 198 OBJ: 1

6. ____________refers to the process of improving a product or service for the customer.

ANS: Adding Value

PTS: 1 DIF: Hard REF: p. 198 OBJ: 1

7. The four sequential components of effective follow-up include _____________, _____________, _____________, and Relate.

ANS: Interact, Connect, Know, and Relate

PTS: 1 DIF: Medium REF: p. 201 OBJ: 2

8. The four sequential components of effective follow-up include Interact, _____________, Know, and Relate.

ANS: Connect

PTS: 1 DIF: Medium REF: p. 201 OBJ: 2

9. The four sequential components of effective follow-up include __________, Connect, Know, and Relate.

ANS: Interact

PTS: 1 DIF: Medium REF: p. 201 OBJ: 2

10. The salesperson attempting to maximize the number of critical encounters with buyers in order to encourage effective dialogue is pursuing _______________, one of the four sequential components of effective follow-up?

ANS: Interact (Interaction)

PTS: 1 DIF: Medium REF: p. 201 OBJ: 2

11. ____________refers to the salesperson’s ability to maintain contact with multiple individuals in the buying organization influencing purchase.

ANS: Connect

PTS: 1 DIF: Hard REF: p. 201 OBJ: 2

12. The fourth component of effective follow-up is ________________. This refers to the salesperson applying relevant understanding and insight to create value-added interactions.

ANS: Relate

PTS: 1 DIF: Medium REF: p. 201 OBJ: 2

13. CRM is an acronym for _______________ _______________ _______________.

ANS: Customer Relationship Management

PTS: 1 DIF: Medium REF: p. 202 OBJ: 2

14. An organizations dedicated and proprietary computer network offering password-controlled access to people within and outside the organization is referred to as a/an _______________.

ANS: Intranet

PTS: 1 DIF: Medium REF: p. 202 OBJ: 2

15. ______________refers to proprietary computer networks created by an organization for use by the organization’s customers or suppliers and linked to the organization’s internal systems, information databases, and intranet.

ANS: Extranet

PTS: 1 DIF: Hard REF: p. 202 OBJ: 2

16. One of the ways to ensure customer satisfaction is to provide ______________information.

ANS: Useful

PTS: 1 DIF: Medium REF: p. 205 OBJ: 3

17. By providing useful ____________, the salesperson is demonstrating a commitment to the buyer.

ANS: Information

PTS: 1 DIF: Hard REF: p. 205 OBJ: 3

18. One of the ways to ensure customer satisfaction is to ______________orders and monitor installation.

ANS: Expedite

PTS: 1 DIF: Hard REF: p. 206 OBJ: 3

19. One of the ways to ensure customer satisfaction is to ___________the customer after the sale.

ANS: Remember

PTS: 1 DIF: Hard REF: p. 201 OBJ: 3

20. Meetings in which the salesperson encourages the buyer to discuss tough issues, especially in areas where the salespersons organization is trying less than satisfactory performance are called _______________.

ANS: Critical Encounters

PTS: 1 DIF: Hard REF: p. 208 OBJ: 3

21. When handling complaints, the salesperson should listen carefully and get the ______________story.

ANS: Whole

PTS: 1 DIF: Easy REF: p. 210 OBJ: 3

22. The final step of the complaint handling process is to follow through on _________________.

ANS: All Promises

PTS: 1 DIF: Hard REF: p. 211 OBJ: 3

23. Salespeople must maintain open, _________________communication with customers after the initial sale in order to build a relationship.

ANS: two-way

PTS: 1 DIF: Medium REF: p. 211-212 OBJ: 5

24. __________________ is a way to build on buyer-salesperson relationships in which the buyer’s organization and salesperson’s organization join together to improve an offering.

ANS: Collaborative Involvement

PTS: 1 DIF: Hard REF: p. 212 OBJ: 5

25. In markets where it’s hard to differentiate the core products, more and more companies are turning to _________________as a strategy to acquire and maintain customers.

ANS: Service Quality

PTS: 1 DIF: Hard REF: p. 213 OBJ: 6

26. _____________ refers to the extent to which the salesperson and the selling organization meet or exceed customer service expectations.

ANS: Service Quality

PTS: 1 DIF: Hard REF: p. 213 OBJ: 6

27. One of the customer expectations of salespeople is that they will expeditiously resolve _____________, mistakes, or defects.

ANS: Complaints

PTS: 1 DIF: Medium REF: p. 215 OBJ: 6

28. _____________________ is a plan in which the salesperson identifies his or her business and customers and what the customers want and what is important to them.

ANS: Service Strategy

PTS: 1 DIF: Hard REF: p. 215 OBJ: 6

29. ___________refers to the ability of the salesperson to get knocked down several times a day by a customer’s verbal assault and get right back up with a smile and ask for more.

ANS: Resilience

PTS: 1 DIF: Hard REF: p. 216 OBJ: 6

30. One of the important questions a salesperson must ask when developing a server strategy is “how do customers rate as in terms of their _______________?”

ANS: Expectations

PTS: 1 DIF: Hard REF: p. 215 OBJ: 3

31. ____________is the desire of a salesperson to service customers each day.

ANS: Service Motivation

PTS: 1 DIF: Hard REF: p. 216 OBJ: 6