Embed Size (px)
Citation preview
ch06Student: ___________________________________________________________________________
1. In the opening profile Kevin Johnson concludes "Be consistent and thorough with prospecting, regardless of the method you use, and use careful, timely follow-up". True False
2. Some salespeople make the mistake of considering anyone a prospect without first finding out whether he
or she really provides the opportunity to make a sale. True False
3. If a salesperson determines an individual is a good candidate for making a purchase, the individual is
called a lead. True False
4. While high-pressure sales tactics are usually not appropriate because the salesperson is attempting to sell
a product the buyer doesn't need, they are acceptable when selling products used by all organizations, such as fire insurance or office supplies since clearly any organization is a qualified prospect. True False
5. When Rebecca, a travel agent, evaluates Rick's ability to pay (as part of determining if he is a qualified
prospect); she should not only be concerned about how much money he actually has at this time, but also his creditworthiness. True False
6. A seventeen-year-old high school student in the United States is not a prospect for a salesperson selling
alcoholic beverages because the student is not eligible to buy. True False
7. The difference between an exclusive sales territory and a house account is an exclusive sales territory is
managed by corporate executives while a house account includes only certain prospects in an area. True False
8. Regardless of what product a salesperson sells, prospecting techniques are basically the same.
True False 9. The strategy that existing customers are usually prospects for additional sales is called the endless-chain
method. True False
10. The sales strategy of getting at least one additional lead from each person interviewed is called selling
deeper. True False
11. It is possible for a person to be a center of influence and never actually buy from the salesperson.
True False 12. NAICS replaced SIC.
True False 13. Databases can be used by salespeople to tailor sales presentations.
True False 14. Data mining by salespeople means digging deep into their client lists to determine who are the most
valuable customers. True False
15. A Webinar is a form of cold calling. True False
16. A bounce-back is a person who, for a fee, will provide leads to a salesperson.
True False 17. Firms are increasingly relying on telemarketing to perform many functions salespeople used to
perform. True False
18. It is difficult to combine sales letters with telemarketing.
True False 19. Like the salesperson's approach, the opening paragraph of a sales letter must grab the prospect's
attention. True False
20. If Carla keeps her eyes and ears open as she goes through her day as a salesperson, she is quite likely to
discover lead-producing information. True False
21. In the opening profile Kevin Johnson recommends LinkedIn for prospecting for all of the following
EXCEPT: A. It allows him to stay connected with his networkB. It is useful for career planningC. It is socially oriented than FacebookD. It has a good number of job listingsE. It allows him to look at roles he would like to be in someday
22. One part of Kalesha's job as a field representative for a plumbing supply manufacturer is to locate
businesses that might buy her firm's products. This activity is called: A. ProspectingB. LeadingC. ScopingD. PrecallingE. Probing
23. The process of locating potential customers for a good or service is called:
A. adaptingB. investigatingC. prospectingD. anticipatingE. inquiring
24. A typical salesperson will experience a _____ percent loss of his current customers in a single year.
A. less than 5B. 5 to 10C. 10 to 15D. 15 to 20E. 20 to 25
25. Why must salespeople continuously prospect?
A. Clients may switch to competing suppliers.B. Buyers may be transferred to other jobs within their firms.C. Client firms may be taken over by other firms.D. Some current customers may go bankrupt.E. All of the above are good reasons for prospecting.
26. For which of the following salespeople would prospecting be most important? A. Pharmaceutical sales rep selling heart medicationsB. Real estate salesperson specializing in residential propertyC. Snack food route salespersonD. Electric transformer salesperson who is assigned to work full-time serving Florida Power and LightE. Post cereal salesperson whose territory is metro-Denver
27. Robina has just been given the name of a person who wrote her company inquiring about the firm's
radiology equipment. At this point, this person is best classified as a: A. qualified prospectB. clientC. leadD. prospectE. customer
28. The process of determining if a lead is indeed a prospect is:
A. automatic when using artificial intelligence softwareB. almost impossibleC. precalling a customerD. qualifying a leadE. described by none of the above
29. The text suggests five questions that will help a salesperson determine if a particular lead is a qualified
prospect. Which of the following is NOT one of those questions? A. "Does the lead have the ability to pay?"B. "Is the lead eligible to buy?"C. "Does the lead have the authority to buy?"D. "Does the lead agree to buy the product?"E. "Can the lead be approached favorably?"
30. To qualify as a prospect, a lead must have all of the following characteristics EXCEPT:
A. charismaB. authority to buyC. ability to payD. eligibility to buyE. needs
31. You sell machine tools and have called on "Duck" Williams the production manager at the Copper
Hill Tool and Die Manufacturing Company. You know you've called on the wrong person when Duck says: A. "Our Dalcon 4000 machine is on its last legs."B. "Our sales for this year are expected to increase by 25 percent."C.
"Maria Mintz, the director of the purchasing department, makes all the decisions about major equipment purchases."
D. "My department's equipment budget is larger than last year's."E. Any of the above
32. NevaFlat Tire Company has hired Waddell and Hartley to acquire the equipment needed to automate
NevaFlat's Rockmart Tire Production Factory. Waddell and Hartley will be responsible for purchasing all the goods and services necessary for the plant, making sure they are compatible, and turning over to NevaFlat a facility that is ready to operate. Waddell and Hartley would be called a(n): A. systems integratorB. decentralized agencyC. functional supplierD. industrial facilitatorE. industrial distributor
33. A large cosmetics company wants to create a Web site to sell their cosmetics. They want their people trained to maintain the Web site and work with search engines. They also want an extranet created as well as internal networking facilities for conferencing established. Basically, the organization has been a laggard and wants to leap into the technological world. Because the tasks the company wants will require several different experts, it has outsourced the purchase of these services to Maxwell Consultants who will find and hire the people the cosmetics company needs. Maxwell will stay on the job until the company is satisfied. Maxwell Company will act as a(n): A. in-house talent agencyB. network sellerC. decentralized purchasing corporationD. systems integratorE. functional supplier
34. "Can the lead be approached favorably?" refers to whether:
A. the salesperson is able to make a good first impression on most prospects he or she approachesB. the prospect is the person who actually makes the buying decisionsC. the salesperson has anything to offer the prospectD. the salesperson is able to make a good first impression on this particular prospectE. the prospect is accessible to the salesperson
35. You are the Nebraska territory salesperson for a firm selling kitchen appliances to mobile home
manufacturers. At your tenth high school reunion an old friend whom you haven't seen since college says, "What a coincidence, I'm the director of purchasing for Bilt-Tite Mobile Homes in Franklin, Georgia. Why don't you contact me next week and let's see if we can do business?" Unfortunately, your old high school friend isn't a prospect for you because: A. she does not need what you are sellingB. companies frown on salespeople selling to friendsC. she is not in your authorized territoryD. you will not be able to approach her favorablyE. she does not have the authority to buy appliances
36. A casket salesperson who is only allowed to sell to funeral directors in a three-state area, even though
retail florists in the area can and do sell caskets is working in a(n): A. selectively distributed sales areaB. exclusive sales territoryC. tying arrangementD. non-reciprocal selling arrangementE. major-accounts-only sales territory
37. When a large chain of stores such as Home Depot or Kmart buys items centrally from its home office,
selling companies often designate these customers as _____ accounts, which means their needs are handled out of the seller's corporate offices, and local salespeople need not attempt to solicit business from any branches in their territories. A. houseB. bounce-backC. functionalD. high serviceE. generational
38. Which of the following statements about prospecting is true?
A. Cold calling requires a lot of preparation.B. Not all leads will be prospects.C. It is unethical to use friends or relatives as a source for leads.D. Personal observation is not a way to find qualified leads.E. To be effective, a center of influence must also be one of your best customers.
39. Which of the following statements about prospecting is FALSE? A. Current and previously satisfied customers are the most effective source for leads.B. Regardless of what a salesperson's product is, prospecting techniques are basically the same.C. Current customers can refer a salesperson to prospects in competitive firms within the same industry.D. Current customers may be prospects for other products the salesperson sells.E. Leads in the same industry in which the salesperson has already made sales are especially useful.
40. Judy is the local sales representative for an insurance company. The economy is stagnant and few new
residents are moving into her territory. She decides to assess the potential for additional sales to her existing customers. Judy is considering a ___________ strategy. A. endless-chainB. spotters and diggersC. selling deeperD. in depth developmentE. centrally influenced
41. As Sondra concluded her sales interview with Burt she said, "I'm pleased you see the value of this new
software for managing your inventory. Can you suggest some other small business owners who might like to see it?" Sondra is using the _____ method of prospecting. A. center-of-influenceB. endless-chainC. lists and directoriesD. spottersE. canvassing
42. As Sharon concluded her sales interview with Burt he said, "I was so happy with your products, I spoke
with other manufacturers in the area and they would like you to contact them." For Sharon, Burt is a: A. center-of-influenceB. ball and chain publicistC. promoterD. spotterE. canvasser
43. Tom is invited to spend the weekend at Hilton Head, courtesy of his stock broker. His broker asks Tom to
bring along a few of his professional friends. The stock broker is organizing a: A. center-of-influenceB. referral eventC. list and directory seminarD. spotter showE. canvassing event
44. Laura knows the sales presentation she just made did not go well. The prospect is a leader in the local
Chamber of Commerce and she is concerned her poor presentation might lead to: A. lead qualificationsB. bird doggingC. spamD. negative referralsE. influential centrality
45. You represent a manufacturer of hearing aids. Lacresia, an audiologist to whom you have sold your company's new Max-Ear 2001, is so pleased with its performance in helping patients that she could not previously fit with hearing aids that she is writing you a letter of introduction to take to an old classmate of hers who has his own audiology clinic in nearby Cedartown. This is an example of the _____ method of prospecting. A. endless-chainB. spotterC. central adviceD. buying communityE. bounce-back
46. Adam told Bonnie that Jacqueline might be interested in the home security system she was selling. To
Bonnie, Jacqueline becomes a(n): A. introductory prospectB. suspectC. qualified prospectD. referred leadE. listed lead
47. A center of influence is:
A. another name for a prospect's "hot button"B. the geographic starting point of a cold canvass prospecting effortC. a well-known and influential individual who is willing to supply lead information to the salespersonD. the person in an industrial company who has final approval on the salesperson's productE. another name for the selling firm's telemarketing center
48. Roger sells farm equipment. About twice a month he visits Frank Copeland's farm. Copeland hasn't
bought a new piece of equipment in twenty years, but he always seems to know who's in the market for Roger's farm equipment. Copeland likes to gossip and shares his information with Roger freely. Frank Copeland would be a good example of a: A. bounce-backB. spiffC. center of influenceD. free canvasserE. spotter
49. Sales people sometimes find small, informal groups of people in similar positions with different
companies, who meet and communicate regularly. For a sales person, these groups represent a potential: A. buying communityB. budgeting panelC. borrowing bureauD. bounce-back barricadeE. better business bureau
50. Ruth used her personal connections with the people at Hampton Industries, a manufacturer of decorative
paper items, to become the first salesperson to call on a new company that was using recycled paper to make posters. Ruth used her _____ abilities. A. customized salesB. personalized salesC. canvassingD. networkingE. telemarketing
51. Which of the following statements about the use of the Internet as an effective lead generator is true? A. One advantage of Web-based promotions is the ability to attract numerous international leads.B. One disadvantage associated with Internet lead generation is the high costs.C. The Internet is not nearly as effective a way of generating leads as it was predicted to be.D. Search engines are a particularly inefficient way to generate leads on the Internet.E. Because of problems with security, few companies use the Internet as a source of leads.
52. Which of the following describes a way that companies use the Internet to generate leads?
A. by developing an extranetB. by using carefully placed banner advertising to link their Web sites with other similar sitesC. by being listed on search enginesD. by using e-mail messagesE. by doing all of the above
53. When Grant visited his supplier's Web site, he entered a code provided to him and went to a customized
site listing his recent purchases, sale items, and complementary products he might need. Grant was visiting a(n): A. spam filterB. extranetC. blogD. sponsorE. cyberhustler
54. A postcard pack is:
A. a group of companies that sell only by mailB.
a group of salespeople who attempt to sell to all prospects in a given area in a short time period (usually about a week)
C.
a method of packaging items together in a very small shipping container, thereby allowing a cost saving in shipping costs
D.
a series of several mailings that a salesperson can send to a prospect over a period of weeks to persuade the prospect to make an appointment to see the salesperson
E.
a package of postcards from a number of different firms sent as a group that allow recipients to fill in their names and addresses to request more information about the products advertised
55. Steve Raven filled out an inquiry card at the mall saying he was interested in building a sunroom on to his
house. Recently, he received a mailing as a follow-up. In the mailing was another inquiry card, which he filled out and mailed in. The second inquiry card is called a(n) _____ card. A. generatingB. eligibilityC. bounce-backD. full-dealE. sure-thing
56. Often the primary function of salespeople at trade shows is to:
A. cold callB. study customers' responses to product features and benefitsC. make sales repetitionD. close the saleE. qualify leads for future follow-up
57. A salesperson at a trade show that is practicing adaptive selling might ask:
A. "Are you enjoying the show?"B. "How's the weather outside?"C. "Can I help you with something today?"D. "Would you like to have this free calendar?"E. "Do you ever wish there was a way to increase its profits by 10 percent without increasing expenses?"
58. How do trade shows differ from merchandise markets? A. Trade shows, unlike markets do not have permanent show space.B. Markets, unlike trade shows do not appeal to retailers.C. Markets, unlike trade shows do not have permanent show space.D.
Firms that use resellers only avail themselves of the opportunity to sell at markets, rather than trade shows.
E. Trade shows, unlike markets, do not appeal to high-tech companies. 59. The primary purpose of Webinars is to:
A. generate leads and provide information to prospective customersB. close sales with electronically-oriented customersC. enhance cold callingD. expand databases for effective data miningE. reduce search engine costs and sell deeper
60. Which of the following is an example of a secondary source of sales leads?
A. Encyclopedia of AssociationsB. Cold callC. Center-of-influenceD. Buying communityE. All of the above
61. The NAICS system is:
A. a source of primary dataB. a source of seminar schedules creating potential leadsC. a trade show industry indexD. an industry classification systemE. none of the above
62. Brenda is considering purchasing a list of potential customers from a list dealer. Which of the following
is NOT a concern that Brenda should evaluate regarding the list she is considering? A. The list could be out of date.B. The list probably contains inaccurate information.C. The list may contain new names she has not heard of before.D. The list may contain people who are overwhelmed with sales solicitations.E. There may be other lists that are better suited for her needs.
63. Data mining by salespeople means:
A. digging deep into their client lists and determining who are the most valuable customersB. assessing the cost of lists of prospectsC. using statistical methods to learn more from existing dataD. collecting primary data to be assessed by corporate computer systemsE. digging for gold in the company's data mines
64. Which of the following statements about the cold calling method of prospecting is true?
A. It is a relatively new technique.B. It requires a large amount of information about the prospect in advance of the initial contact.C. Most purchasing agents welcome this method of prospecting.D. It can waste a lot of the salesperson's time.E. All of the above statements about the cold calling method are true.
65. Rashid has been driven to an affluent neighborhood in Toledo. He is given a vacuum cleaner and all of
the items he will need to make a sales presentation. He is instructed to start knocking on doors to see if he can find someone who is interested in buying a vacuum. Rashid is engaged in: A. cold callingB. the endless-chain method of prospectingC. personalized telemarketingD. bounce-back prospectingE. lead qualification
66. With ______________ prospect source, the salesperson is likely to know the LEAST about the person called on before they meet. A. salespeople of related noncompeting productsB. endless-chainC. center-of-influenceD. cold callingE. inquiries
67. Legal Eagle Software has developed a program that will save attorneys a lot of time in their research for
precedents in product injury liability cases. The marketing director believes the software is so significant, that some attorneys will change their specialties when they discover its availability. Therefore, all six of the salespeople in this region have been brought to Franklin County, where this Thursday and Friday they will attempt to call on every lawyer within a one mile radius of the county court house. This type of cold canvassing is called: A. an offensive incursionB. fire-wallingC. a blitzD. a saturation campaignE. four-walling
68. The purpose of a blitz is to:
A. build partnerships between the selling firm and the buying firmB. increase the company's sales budgetC. generate leads for the local salespersonD. blanket a particular geographic area with sales lettersE. improve the salesperson's ability to make custom sales presentations
69. Pete is a salesperson at the local Honda dealership. He frequently offers buyers $50 if they refer someone
else to him who buys a new car. Pete is attempting to get these people to act as his: A. reconnaissance staffB. spottersC. bounce-backsD. spiffsE. steppers
70. Horizon Gifts provides promotional gift baskets for business-to-business marketers to give during the
holidays. Cal is a long-time user of the service provided by Horizon Gifts, and he often suggests possible clients to the service's sales rep. Every time the lead Cal has provided actually makes a purchase, Cal receives a free gift, which might be anything from a can of macadamia nuts to a wool muffler. Cal acts as a _____ for Horizon Gifts. A. reconnaissance manB. spotterC. bounce-backD. spiffE. shill
71. Which of the following statements about telemarketing is true?
A. Telemarketing is often used with spotters.B.
Personnel who work in an inbound telemarketing center spend most of their time calling people who might be leads and trying to qualify them as prospects.
C. Telemarketing is actually a form of the endless-chain method of prospecting.D.
Firms are increasingly relying on telemarketing to perform many functions that salespeople used to perform.
E.
Outbound telemarketing involves a telephone number interested prospects can call to obtain additional information.
72. Quentin has a good paying part-time job while he is going to college. He and about ten other students work three hours per day at the firm's calling center calling people on various lists their employer provides to determine if those individuals are interested in buying vinyl siding for their homes and whether they qualify for a visit by one of the firm's field representatives. Quentin is engaged in: A. inbound telemarketingB. bounce-back telemarketingC. outbound telemarketingD. seminar marketingE. convention marketing
73. In ____, telephones are used to generate leads and then qualify leads.
A. inbound telemarketingB. bounce-back telemarketingC. outbound telemarketingD. seminar marketingE. convention marketing
74. When a buyer at Monrovia Nursery Company sees an ad for a new type of Christmas tree stand in a trade
magazine and responds by calling a toll-free number in the ad, _____ is taking place. A. inbound telemarketingB. bounce-back telemarketingC. outbound telemarketingD. seminar marketingE. convention marketing
75. When a respiratory therapist saw an article about Zyran, an over-the-counter smoking cessation drug
that does not contain nicotine, he called the toll-free number provided by the manufacturer to learn more about the drug and to ask that a salesperson call on him. This is an example of: A. inbound telemarketingB. bounce-back telemarketingC. outbound telemarketingD. seminar marketingE. convention marketing
76. Which of the following statements about telephone prospecting is true?
A. Telemarketing is not limited to consumer sales.B. During telephone encounters, prospects are usually more polite than during face-to-face meetings.C. Inbound telemarketing is never used to generate and qualify leads.D. True prospects never find telephone sales calls intrusive.E. Prospecting by telephone is limited to consumer sales.
77. Which of the following is NOT a limitation commonly experienced with telephone prospecting?
A. Customers may find telephone calls annoying.B. Unexpected prospecting calls may interrupt important work in which the prospect is engaged.C. Telephones limit communications to verbal messages.D. It is easier for the person contacted to end the conversation.E. It is more expensive per person reached than cold canvassing.
78. The first paragraph of a sales letter should:
A. explain why the reader should take the desired actionB. grab the reader's attentionC. ask the reader to take a specific actionD. point out a deadline for actionE. do all of the above
79. After a sales letter gains the prospect's attention, the next thing it must do is: A. explain why the reader should take the desired actionB. create curiosity about the product being soldC. ask the reader to take a specific actionD. point out a deadline for actionE. tell the reader when to expect the follow-up visit or phone call from the sales rep
80. In the action close for a sales letter, the writer should:
A. offer more information ("If you'd like to receive . . .")B. suggest a reason to delay actionC. make the action sound easyD.
use the last sentence to make one final direct request that the recipient send in the money requested now
E. use jargon familiar to the letter receiver 81. In the action close for a sales letter, the writer should:
A. wait until the last sentence to demand moneyB. tell the reader what to do by using such phrases as "Act now"C. use expressions like "Why not buy now?" to give the reader the feeling of having a choiceD. remind the reader the offer being made in the sales letter will never be canceledE.
assume the reader is intelligent enough to know what needs to be done and avoid repeating information provided in the body of the letter
82. Which of the following statements about the use of a postscript (PS) at the end of a sales letter is true?
A. Postscripts right after the greeting are most effective.B.
Postscripts should be used to ask about the prospect's family or some other element of his or her personal life.
C. Postscripts should be used to emphasize an important selling point.D. Postscripts should not be used if the letter contains an action close.E. Postscripts are ineffective.
83. In the vignette "Lead Scoring Helped One Company Achieve Greater Success" the new predictive
analytics system scored prospects into four categories including all of the choices below EXCEPT: A. loserB. sub-primeC. primeD. standardE. reject
84. A lead management system is:
A. a telemarketing device used for cold canvassingB. a type of bounce-back card that proves buyer sincerityC. used to analyze the relative value of each leadD. used to create an endless-chain for referralsE. a system for prequalifying cold calls
85. Which of the following statements about lead qualification and management is/are true?
A. Firms often engage in prequalification of leads for their field sales forces.B. A lead management system can be used to grade leads and establish a priority call list.C.
The judicious use of technology makes lead qualification and management more efficient and effective.
D. Telemarketers are used by some companies to prequalify leads.E. All of the above statements about lead qualification and management are true.
86. All of the following are reasons why a salesperson may suffer from call reluctance EXCEPT: A. a compulsive need to argueB. the need to meet a prospecting quotaC. worry about worst-case scenariosD. too much concern about a successful appearanceE. fear of losing friends
87. A salesperson may suffer from call reluctance because he or she:
A. feels intimidated by the corporate title assigned to the prospectB. is overly concerned with being successfulC. spends too much time preparing for the sales callD. feels guilty for having selected a career in salesE. experiences any or all of the above
88. Which of the following is not one of the four dimensions of sales call anxiety?
A. A desire to perform safety-seeking behaviors.B. Imagined negative evaluations from customers.C. A negative self-evaluation by the salesperson.D. Recognition of the economic value of most prospecting activities.E. Physiological symptoms of anxiety shown by the salesperson.
89. What is the difference between a lead and a prospect?
90. What determines a good prospect?
91. Where can salespeople find sales leads?
92. Discuss the following statement: "A satisfied customer is a salesperson's most profitable resource."
93. James is a new salesperson. He is attending his first Chamber of Commerce "After-Hours Get-Together" tonight. He knows that he will meet a lot of people who can help him become a successful salesperson, but he needs information on how to make the most of this networking opportunity. What advice can you give him?
94. Discuss three ways companies are using the Internet to solicit leads.
95. How is software being used to conduct prospecting on the Internet?
96. How can advertising assist sales prospecting?
97. A company that has developed biometrics identification systems (using fingerprint and eye retina
measurements) for PCs wants to hold a Webinar for entertainment lawyers, who are likely to have sensitive information stored on their computers. The subject of the Webinar will be ways to protect office computers from hackers. What advice can you give the company as it sets up the Webinar?
98. One source for leads is purchasing lists containing individuals' mailing addresses and phone numbers. You can even buy a list as specific as Catholic postal employees between the ages of 25 and 40. Even though lists are easy to obtain and use, many salespeople avoid using them. Why?
99. How can data mining assist sales prospecting?
100.Telephones are an excellent tool for prospecting, but salespeople may be disappointed at the results due to
certain limitations inherent in telephone communication. Discuss these limitations.
101.How can you write an effective closing paragraph for your sales letter?
102.In "I've Got to Have Your Hats…Now!" why did the sales rep, Jason Neis, approach Christy's ski and
snowboard shop as a prospect?
103.What is the first step a salesperson takes when he or she is prospecting?
104.Why are many companies finding it necessary to delegate their purchasing tasks to outside vendors called systems integrators?
105.What is the difference between an exclusive sales territory and a house account?
106.Veridcom, Inc. is a leader in the creation of fingerprint identification software and hardware for
laptops. It sells the technology to businesses that want to protect any intellectual property they have stored on their computers. After overseeing the installation of the system on 1230 laptops for a large pharmaceutical company, the salesperson asked the company's vice president of information if he knew of another company that could use the Veridcom technology? The VP suggested Max Jordan, a business acquaintance of his who used laptops to communicate with a large, scattered work force. What method of prospecting did the Veridcom salesperson use, and what term would be used to describe Jordan?
107.Gaetana has identified a "bell cow," someone who others follow. In sales prospecting what is this person
called?
108.Other than camaraderie and public service, why would a computer salesperson belong to a Rotary Club,
participate in the local Chamber of Commerce, and volunteer at the local library?
109.What is the fastest growing method for generating leads?
110.Peter Harrison raises and sells zebra finches, a kind of bird that is described as an ideal "first bird." One
way Harrison finds retail outlets for his birds is to use the Internet to locate retail pet stores that carry birds and bird supplies. What tool is Harrison most likely using in this type of prospecting?
111.Many salespeople include a card for prospects to return if they are interested in the firm's products or
services. What are these cards called?
112.What is NAICS?
113.FMI is a large trade show for those in the supermarket industry. An ad for Blue Bunny ice cream in a
trade journal urged participants at the upcoming FMI trade show to visit Booth #3270 and see the full line of Blue Bunny products. Why is Blue Bunny participating in the trade show and running ads of this type?
114.What is data mining?
115.What is the term for the process when salespeople use criteria to determine which leads to pursue?
116.What part of their jobs do most salespeople dislike performing the most?
117.Cooper refills all the vending machines every other Friday at the building that houses a large
manufacturer of refrigeration systems. Last week he was restocking the candy machine in the office workroom when he overheard two of the company's executives talking about finding someone to put in a security system. Cooper told his brother who sells security systems about the potential job. When the brother closed the sale, he gave Cooper $200. What term is used to describe Cooper's actions?
118.As discussed in "Lead Scoring Helped One Company Achieve Greater Success"what is the benefit of lead
scoring?
ch06 Key 1. (p. 149) TRUE 2. (p. 150) TRUE 3. (p. 150) FALSE 4. (p. 151) FALSE 5. (p. 151) TRUE 6. (p. 153) TRUE 7. (p. 153) FALSE 8. (p. 154) FALSE 9. (p. 157) FALSE 10. (p. 157) FALSE 11. (p. 159) TRUE 12. (p. 164) TRUE 13. (p. 164) TRUE 14. (p. 164) FALSE 15. (p. 164) FALSE 16. (p. 165) FALSE 17. (p. 166) TRUE 18. (p. 166) FALSE 19. (p. 166) TRUE 20. (p. 169) TRUE 21. (p. 149) C 22. (p. 150) A 23. (p. 150) C 24. (p. 150) D 25. (p. 151) E 26. (p. 151) B 27. (p. 151) C 28. (p. 151) D 29. (p. 151) D 30. (p. 151) A 31. (p. 152) C 32. (p. 153) A 33. (p. 153) D 34. (p. 153) E 35. (p. 153) C 36. (p. 153) B
37. (p. 154) A 38. (p. 155) B 39. (p. 155) B 40. (p. 156) C 41. (p. 157) B 42. (p. 156) C 43. (p. 156) B 44. (p. 157) D 45. (p. 157) A 46. (p. 157) D 47. (p. 159) C 48. (p. 159) C 49. (p. 159) A 50. (p. 157) D 51. (p. 160-161) A 52. (p. 160-161) E 53. (p. 162) B 54. (p. 162) E 55. (p. 162) C 56. (p. 163) E 57. (p. 163) E 58. (p. 163) A 59. (p. 164) A 60. (p. 164) A 61. (p. 164) D 62. (p. 64-165) C 63. (p. 164) C 64. (p. 165) D 65. (p. 165) A 66. (p. 165) D 67. (p. 165) C 68. (p. 165) C 69. (p. 165) B 70. (p. 165) B 71. (p. 166) D 72. (p. 165) C 73. (p. 165) C 74. (p. 166) A
75. (p. 166) A 76. (p. 166) A 77. (p. 166) E 78. (p. 167) B 79. (p. 167) A 80. (p. 167) C 81. (p. 167) B 82. (p. 168) C 83. (p. 170) A 84. (p. 170) C 85. (p. 170) E 86. (p. 171) B 87. (p. 171) E 88. (p. 171) D 89. (p. 150) A lead is a person or organization that could become a prospect. By qualifying a lead, salespeople determine whether the person or organization may be interested in their product or service. 90. (p. 151) Does the prospect want or need your products or services, have the ability to pay, have the authority to buy, can be approached, and is the prospect eligible to buy? 91. (p. 155) Exhibit 6.2 on page 155 lists numerous common sources of leads including satisfied customers, endless chain, center of influence, networking, the Internet, ads, direct mails, catalogs and publicity, shows, seminars, lists and directories, data mining, cold calling, spotters, sales letters, and other sources. 92. (p. 157) Satisfied customers are a salesperson's most effective source of leads. Furthermore, satisfied customers are usually prospects themselves for additional sales. Salespeople should never over look the opportunity to sell deeper to current customers. 93. (p. 157) First, he must move outside of his own "comfort zone;" act like the host instead of a guest. Second, he should spend most of his initial conversation with an individual talking about that person's business not his own company. He should also take this opportunity to learn about the person's non-business interests. Third, follow up with his new contact on a regular basis with cards, notes, articles of interest, etc. Whenever he gets a lead from his contact, send a thank-you note. Whenever possible, send the contact lead information as well. 94. (p. 160-161) (1) Firms are making sure their sites are listed on the major and important search engines. While search engine placement can be difficult, it is an effective way of generating leads. The better students will explain that, because search engines change their criteria, companies need to monitor an update their listings regularly. (2) Firms can use banner ads at the top, bottom, or sides of a Web Page, encouraging viewers to visit a different site. (3) Firms are also developing extranets, Internet sites that are customized for specific targets and used by some large companies to generate leads. 95. (p. 161) New software searches keywords, provided by the salesperson or organization, on search engines and online databases to find potential prospects. The software then searches the prospect's Web site, gathering key information including names, addresses and financial data, and then forwards the information to salespeople. 96. (p. 162) Direct mail, postcard packs, inquiry or bounce-back cards, names collected at trade shows or seminars, all provide opportunities to identify prospects. 97. (p. 164) Some key things to keep in mind when planning such a Webinar include the following: Invite those that are considered to be good prospects (qualified leads) and who may not be willing to see a salesperson on a one-to-one basis. The speaker should be considered an authority on the topic. Try to go as high quality as possible because the seminar is supposed to be image building. A company representative should take an active role before, during, and after the seminar. 98. (p. 164) First, the lists may not be current. They may contain some inaccurate information, regardless of the guarantee of accuracy. People who are on lists may be targeted by many, many firms and thus be less open to hearing from salespeople. 99. (p. 164) Data mining is using statistical methods or artificial intelligence to learn more from existing databases. Many organizations have millions of pieces of information about existing or potential clients. Data mining can be used to compare profiles of existing customers versus information about potential customers, identifying prospects. 100. (p. 166) Customers may find telephone calls an annoying inconvenience. Telephone communications limit communications to verbal messages. Attracting and maintaining the customer's attention and interest is harder over the telephone. Outbound telemarketers sometimes call firms without knowing anything about them; this can lead to embarrassing situations. Saying, "no" is much easier on the phone than it is in person. 101. (p. 167) (1) Tell the reader what to do. (2) Make the action sound easy.(3) Offer a reason for acting promptly. (4) End with a positive picture.
102. (p. 152) Because he had done is homework and knew Christy's sold a lot of hats. 103. (p. 150) locate a lead 104. (p. 153) due to organizational downsizing 105. (p. 153) The difference between an exclusive sales territory and a house account is an exclusive sales territory includes only certain prospects in an area while a house account is managed by corporate executives. 106. (p. 157) endless-chain method; referred lead 107. (p. 159) a center of influence 108. (p. 157) These are excellent ways of networking. 109. (p. 161) through the Internet 110. (p. 161) search engines 111. (p. 162) bounce-back cards 112. (p. 164) North American Industrial Classification System 113. (p. 163) as prospecting tools 114. (p. 164) Data mining is using statistical methods or artificial intelligence to learn more from existing databases. 115. (p. 169) lead qualification system 116. (p. 165) cold calling or canvassing 117. (p. 165) spotter or bird dog 118. (p. 170) It allows salespeople to focus their time on more profitable leads.
ch06 Summary Category # of Question
s
Castleberry - Chapter 06 118
Difficulty: Easy 48
Difficulty: Hard 10
Difficulty: Medium 60
