Assignment:
Question 1. The CEO of SwiftLink spends one week each month going to sales appointments with various salespeople in the company. In addition to assisting the salespeople with presentations, a likely reason the CEO goes on sales calls is to gather information on customer needs and preferences.
1. Deduct mileage on his vehicle as a way to offset taxes.
2. Undercut the salespeople in underperforming divisions of SwiftLink.
3. Ensure that the salespeople do not give volume discount pricing.
4. Trade information to customers in exchange for information on competitors.
Question 2. Eric Villa obtained a license to sell real estate and then accepted a sales position with a local Century 21 agency. To prepare for this new position, he purchased and read a research report entitled "Buying Habits of Today's Home Buyers." Mr. Villa is most likely attempting to develop presentation strategy.
1. Product strategy.
2. Customer strategy.
3. Relationship strategy.
4. Price strategy.
Question 3. Craig is a classic emotive salesperson-friendly, interested in people, excited about the product he sells, and ready to sell to anyone who wants to buy. His sales manager cautions him to consider how he will approach the buyer for a major client, who is known to be blunt, humorless, and focused only on quality assurance reports and pricing. What aspect of Craig's normal approach should he consider altering the most?
1. Craig should consider lowering the prices he offers to this buyer from the beginning in order to make the sale.
2. Craig should consider presenting features instead of benefits, since the buyer will not respond to anything emotional.
3. Craig should consider advanced information-gathering to discover what the buyer's hobbies and interests are to be able to discuss them at the first sales call.
4. Craig should consider pulling back on the relationship-building moves, since the buyer is not interested in personal rapport.
5. Craig should consider waiting longer to ask for the close than he usually does to give the buyer adequate time to think thoroughly through the decision.
Question 4 The ultimate goal of the marketing concept is product diversification.
1. Customer satisfaction.
2. Brand loyalty.
3. Rising profit margins.
4. Efficiency of production.
Question 5. Discuss the advantages of having in-depth knowledge of your product. How does this knowledge improve personal selling?
Question 6. What is your primary communication style? Describe the three details you disagree with the most. Why do you disagree with each one of the three listed? How have you applied, or can you apply, the new insights to improve your communication with others? Be specific and give at least one example.