The Psychology of Selling Why People Buy Exam Prep Chapter 3

ABC's of Relationship Selling, 13e (Futrell)

Chapter 3 The Psychology of Selling: Why People Buy

1) A salesperson following the Core Principles of Professional Selling is helpful and honest with customers even if that means losing sales.

2) In the stimulus-response model of consumer behavior, information about why consumers do or do not buy is hidden in the black box.

3) The stimulus-response model of buyer behavior assumes a prospect will respond in some unpredictable manner to a sales presentation.

4) In organizational buying process, formal guidelines are not necessarily followed.

5) Consumer buying process is often impacted by individual's emotions.

6) The buying center comprises all of the people performing different roles in the buying process based on their expertise and responsibilities within their organization.

7) The organizational buying process is impacted by a variety of factors, including social and organizational factors but not individual factors.

8) A person's needs are wants that are learned by a person, while wants result from a lack of something desirable.

9) Economic needs refer to the buyer's need to behave in an economically rational manner and buy the lowest priced item available.

10) People with strong economic needs will consider only price in a purchase situation.

11) Four levels of need awareness have been identified—conscious, preconscious, post-conscious, and unconscious.

12) At the unconscious need level, people do not know why they buy a product—only that they do buy.

13) A feature is the performance characteristic of a product that describes how it will help the buyer.

14) The size, color, and price of a product are all examples of product benefits.

15) When a salesperson says, "This glue will form a stronger bond than any other glue on the market," he is stating a product benefit.

16) The salesperson should answer the prospect's question of "What's in it for me?" with a product advantage.

17) You should stress a product's benefits more than its features and advantages because the product's benefits are what the customer will buy.

18) One way to remember to incorporate a trial close into your presentation is the FAB Sequence.

19) Benefits that would satisfy buyers' unimportant needs should be deemphasized in the sales presentation.

20) The salesperson asks the prospect to buy during the trial close.

21) The trial close should be used after the salesperson finishes listing all of the selling points in the sales presentation.

22) The "S" in the SELL Sequence reminds the salesperson to show the benefits first.

23) According to the SELL sequence, the first thing you should do in your sales presentation is to show the advantages of your product.

24) The easiest type of person to sell a product to is a buyer who is at the unconscious need level.

25) A sales presentation that focuses primarily on product features is highly persuasive.

26) Security, comfort, self-preservation, and personal pleasure are common psychological needs of buyers.

27) During a trial close, an effective salesperson asks a prospect to purchase a product.

28) In the SELL Sequence, the final step involves asking for feedback from the prospect and conducting a trial close.

29) In a limited decision making situation, buyers are already in the habit of buying a specific product or brand.

30) For most people, purchasing a house or a car demands extensive decision making.

31) Social, psychological, and personal factors influence the buying decisions of most consumers.

32) According to the consumer buying decision process, need arousal is immediately followed by information evaluation.

33) Martin recently purchased a Nissan Maxima and is concerned that he may have overpaid for the car. Martin is experiencing emotional dissonance.

34) A high-involvement type of purchase typically requires routine decision making.

35) The buying decision involves five basic steps beginning with need arousal.

36) A beneficial promotional device for a company is having its sales force help prospects and customers to evaluate products on the market.

37) The decision process ends for the buyer once a product is purchased.

38) Dissonance increases with the importance of the decision and the difficulty of choosing between products.

39) You can help the buyer be satisfied with the product through continually reinforcing buyers' decisions by reminding them how well the product actually fulfills their needs.

40) Before developing a sales presentation, a salesperson should consider what psychological factors may influence the buyer's decision.

41) LeAnn, a salesperson for a home building company, has spent the last 20 minutes with a customer who came to the office. LeAnn listened carefully to the customer and asked questions about the customer's needs and interests. LeAnn has determined that the customer most likely is interested in buying a new townhome. What should LeAnn do next?

A) Share the information with the customer on both a single family home and a townhome

B) Discuss the number of newly built townhomes in the area

C) Share the drawbacks of renting a place

D) Discuss the benefits of owning a newly built townhome

E) Determine monthly costs for buying a townhome

42) Which of the following statement regarding organizational buying is most likely to be incorrect?

A) Organizational buyers tend to focus on very rational goals such as reducing expenses or increasing sales

B) The buying process involves many individuals, multiple goals, and potentially conflicting decision criteria

C) Organizational buyers almost always make very quick decisions

D) An organizational buying situation begins when the firm perceives a business problem

E) Establishing the decision criteria is an important step in organizational buying process

43) Which of the following is NOT a step in organizational buying process?

A) Establish the decision criteria

B) Define the problem

C) Identify decision makers

D) Evaluate alternatives

E) Select appropriate solution

44) The process by which prospective buyers "internalize" or consider the information presented by the salesperson is referred to as a black box because:

A) sales actions lead to buyer reactions.

B) salespeople cannot read a buyer's mind.

C) psychological needs outweigh social wants.

D) for every stimulus, there must be a response.

E) salespeople seem untrustworthy to most buyers.

45) A prospect internalizes the information presented by a salesperson and then makes a buying decision. Because we cannot see into the buyer's mind, this internalization process is referred to as a(n):

A) black hole.

B) suppressed representation.

C) mirage.

D) black box.

E) echo chamber.

46) The ________ model of buyer behavior assumes a prospect will respond to the sales presentation in some predictable manner.

A) perceptual

B) stimulus-response

C) buying process

D) FAB

E) needs hierarchy

47) Selena is hungry. She has learned to meet that need by seeking out the CiCi's Pizza all-you-can-eat buffet. By preferring this type of eating opportunity, Selena is satisfying a(n):

A) belief.

B) perception.

C) want.

D) attitude.

E) opportunity.

48) Which of the following is most likely a want rather than a need?

A) shelter

B) water

C) transportation

D) steak

E) clothing

49) Different individuals have different reasons for wanting to buy, so when developing a sales presentation, the salesperson must:

A) be sure to have his/her product available to the prospect when the relevant need occurs.

B) be sure to have his/her product available to the prospect when the relevant want occurs.

C) rely on the prospect to see that the good or service will satisfy his/her relevant need/want.

D) make sure his/her sales presentation appeals to all possible needs/wants.

E) determine a prospect's needs and then match the product's benefits to that particular prospect's needs and wants.

50) Which of the following statements about economic needs is true?

A) Economic needs refer to the buyer's need to purchase the most satisfying product for the money.

B) Economic needs are rarely considered during times of economic recession.

C) Economic needs refer to the buyer's need to behave in an economically rational manner and buy the lowest priced item available.

D) Economic needs are unimportant to most consumers.

E) A product priced higher than the competition's is doomed to failure because it satisfies no economic need.

51) The easiest people to sell to are people at the ________ level of need awareness.

A) conscious

B) preconscious

C) unconscious

D) subconscious

E) postconscious

52) At the ________ level of need awareness, the consumer may not be sure why he/she wants to buy a product, but will go ahead with the purchase anyway.

A) Conscious

B) Preconscious

C) unconscious

D) subconscious

E) postconscious

53) Rachel has just walked into her local Serta mattress outlet and told the salesperson, "I'd like to buy a pillow-top mattress with individually wrapped coils and a five-year warranty. What can you show me?" At what level of need awareness is Rachel? 

A) Conscious

B) Preconscious

C) Postconscious

D) Unconscious

E) Subconscious

54) Jed Gillon is shopping in Target for a gift for his girlfriend. Gillon wants to buy something useful for his girlfriend because she just bought a new home. At what level of need awareness is Gillon?

A) Conscious

B) Preconscious

C) Postconscious

D) Unconscious

E) Intermediate

55) Benefit selling is often referred to as:

A) stimulus-response selling.

B) FAB selling.

C) perception-based selling.

D) need/want identification.

E) cognitive learning.

56) A product feature is defined as:

A) a performance characteristic of a product.

B) a characteristic of the product that is not special enough to be called a benefit.

C) a favorable result the buyer receives from use of the product.

D) a way in which the product will help the buyer.

E) any physical characteristic of a product.

57) A product advantage is defined as:

A) a way in which the product will help the buyer.

B) a performance characteristic of a product.

C) the satisfaction a buyer feels about a purchase.

D) a favorable result the buyer receives from use of the product.

E) any physical characteristic of a product.

58) A product benefit is defined as a:

A) favorable result the buyer receives from use of the product.

B) performance characteristic of a product.

C) physical characteristic of a product.

D) way the product will work when used.

E) way in which the product will help the buyer.

59) When the salesperson discusses a product's ________, he is answering the question, "What is it?"

A) features

B) service records

C) advantages

D) achievements

E) benefits

60) Which of the following is an example of a product feature?

A) "This bureau comes in cherry, walnut, and mahogany finishes."

B) "If you stock our line of bakery products, more customers will be drawn into your store."

C) "Consumers prefer our line of toothbrushes 2 to l over competing brands."

D) "This automatic lawn sprinkling system will save you three hours a week."

E) "This car model will save you $25 a week for gas."

61) The statement "This chicken is quick-frozen at 30 degrees below zero," is an example of a(n):

A) benefit.

B) market need.

C) advantage.

D) segmentation variable.

E) feature.

62) The Wi-series mobile phone with touch display has an ambient light sensor that automatically adjusts brightness to suit the ambient light in your surroundings. This is a battery-saving efficiency of the Wi-series touch phone. Which of the following does this describe?

A) Product benefit

B) Product advantage

C) Segmentation variable

D) Product feature

E) Market need

63) The statement, "With its 25 percent market share, this is the best-selling laser printer on the market today," is an example of a(n):

A) product advantage.

B) segmentation variable.

C) product feature.

D) market property.

E) product benefit.

64) The statement, "The black, rectangular Intech ThinkPad has a red tracking ball and a multicolored Intech logo set at 35 degrees in the lower right corner," is an example of a(n):

A) product benefit.

B) market need.

C) product advantage.

D) segmentation variable.

E) product feature.

65) "With this tennis racquet, you'll hit harder and with less effort than other brands," is an example of a(n):

A) product feature.

B) economic need.

C) market identifier.

D) product advantage.

E) product benefit.

66) The Z-200 series notebook PCs come in five metallic shades and weigh only 4.5 kg. This describes the product's:

A) benefits.

B) components.

C) advantages.

D) variables.

E) features.

67) The statement "Instant rice cooks in half the time of regular rice," is an example of a:

A) product feature.

B) segmentation basis.

C) product benefit.

D) market achievement.

E) product advantage.

68) "The Musica player gives you up to 50 hours of audio playback, which is 10 hours more than any other player available in the current market." This statement describes a product:

A) benefit.

B) market need.

C) advantage.

D) segmentation variable.

E) feature.

69) The statement "The new Maytag washer saves you time, work, and money," is an example of a(n):

A) feature.

B) segmentation variable.

C) advantage.

D) benefit.

E) market trait.

70) The statement "You won't have to stop at the gas station as frequently with our full-size truck," is an example of a(n):

A) product benefit.

B) segmentation variable.

C) product advantage.

D) product feature.

E) market trait.

71) In what order are the feature, advantage, and benefit presented in the following statement? "This fishing trawler has a 10 percent greater capacity than boats of a similar size. It will save you at least $100 per fishing trip because it can carry more fish than other boats on the market."

A) Advantage, feature, and benefit

B) Feature, advantage, and benefit

C) Advantage, benefit, and feature

D) Feature, benefit, and advantage

E) Benefit, advantage, and feature

72) In what order are the feature, advantage, and benefit presented in the following statement? "This television's solid-state design produces a more vivid picture that will make your television viewing more enjoyable."

A) Feature, benefit, and advantage

B) Advantage, feature, and benefit

C) Feature, advantage, and benefit

D) Advantage, benefit, and feature

E) Benefit, advantage, and feature

73) "The Ultra Black Label series is a premium mobile phone made out of real stainless steel and complemented by multi-angle vision technology. This advanced technology allows you to view the screen contents from different angles. With the Ultra phone, you'll always be able to view the display and will never be out of touch." In what order are the features, benefits, and advantages presented in the statement?

A) Feature, benefit, and advantage

B) Advantage, feature, and benefit

C) Feature, advantage, and benefit

D) Advantage, benefit, and feature

E) Benefit, advantage, and feature

74) It is important to emphasize benefits in a sales presentation to a prospective buyer because benefits:

A) focus on the psychological reasons of a purchase.

B) fulfill the buyer's needs and motives.

C) fulfill the buyer's economic wants.

D) focus on rational reasons of a purchase.

E) focus on emotional reasons for a purchase.

75) Which of the following is NOT an example of a psychological need for buying a product?

A) Fear

B) Comfort or luxury

C) Desire for gain

D) Need to save money

E) Self-preservation

76) The ________ checks the attitude of your prospect toward the sales presentation.

A) FAB demonstration

B) response to the stimulus

C) trial close

D) postapproach

E) black box

77) The trial close allows the salesperson to determine whether the:

A) prospect likes the features and benefits of the product.

B) salesperson will meet his/her sales quota.

C) salesperson should use one-way communication.

D) salesperson should use a memorized sales presentation.

E) salesperson should answer any objections.

78) All of the following are the appropriate times for a salesperson to use a trial close EXCEPT:

A) after making a strong selling point in the presentation.

B) after the presentation.

C) after answering an objection.

D) immediately after closing the sale.

E) immediately before moving to close the sale.

79) Christine has just answered a prospect's question about some negative publicity her product received. To find out if her prospect has any more objections with which she should deal, Christine should:

A) use a trial close.

B) hand her catalog to the prospect.

C) begin her demonstration.

D) use the questions approach.

E) lead into a benefit.

80) Which of the following statements about the trial close is incorrect?

A) The trial close asks for the prospect's opinion, not a decision to buy.

B) A trial close should be used after making a strong selling point in the sales presentation.

C) The trial close allows the salesperson to determine if the prospect has any objections.

D) The trial close is a powerful technique to induce two-way communication.

E) A trial close should be used during customer follow-up meetings after a sale.

81) Salespeople use the SELL Sequence to:

A) adapt a sales presentation to the prospect's personality type.

B) remember what to emphasize during sales presentations.

C) handle consumer objections gracefully and quickly.

D) respond to distractions during sales presentations.

E) measure the success rate of sales personnel.

82) The "E" in the SELL Sequence reminds the salesperson to:

A) enlist the help of visual aids.

B) explain the product's advantage.

C) exploit your opportunity to sell.

D) encounter a prospect anywhere you can.

E) elevate your company's brand image.

83) The ________ is a reminder to emphasize the features, advantages and benefits of a product during a sales presentation.

A) Prospecting method

B) SWOT analysis

C) sales presentation

D) SELL Sequence

E) trial close

84) According to the two Ls in the SELL Sequence, a salesperson should:

A) lead into the benefits, and let the customer talk.

B) limit the length of a sales presentation, and let visual aids do the talking.

C) learn the prospect's personality type, and let the personality type guide the closing.

D) limit the number of benefits, and list features at the end of the presentation.

E) locate the prospect's needs, and leave closing until the end of the sales presentation.

85) The SELL Sequence should be used:

A) only at the end of the sales presentation.

B) prior to each trial close.

C) in the preapproach only.

D) to modify buying needs.

E) throughout the sales presentation.

86) What is the primary purpose of the stimulus-response model?

A) Recognizing product benefits

B) Changing sales methodology

C) Analyzing consumer trends

D) Measuring sales success rates

E) Understanding buyer behavior

87) What is a true statement about the stimulus-response model?

A) The black box is the prospect's response.

B) The stimulus is the internalization process.

C) The stimulus is the sales presentation.

D) Features and advantages are stressed.

E) Benefits outweigh characteristics.

88) Which of the following factors about a prospective customer is LEAST relevant to a salesperson?

A) Education

B) Physicality

C) Attitude

D) Motivation

E) Personality

89) Which of the following is a false assumption made by many salespeople?

A) Benefits are very important to buyers.

B) Price is the only factor in a buying decision.

C) Psychological factors influence buying decisions.

D) Wants and needs motivate buying decisions.

E) Unimportant benefits should be deemphasized.

90) Conscious, preconscious, and unconscious are the three levels of:

A) need awareness.

B) product satisfaction.

C) selective exposure

D) moral development.

E) cognitive dissonance.

91) At the preconscious need level, buyers are most likely to:

A) experience post-purchase dissonance.

B) share precise reasons for buying a product.

C) be hesitant about discussing their needs.

D) be fully aware of their product needs.

E) object to sales presentations.

92) What is most needed when working with a prospect at the unconscious need level?

A) Perceptive observations of the customer's social class

B) Skillful questioning to determine the customer' needs

C) Self-awareness modification to gain customer trust

D) Highly detailed feature descriptions

E) Multiple attempts at a trial closing

93) The FAB selling technique is a tool for:

A) customer needs assessment.

B) behavior modification.

C) customer retention.

D) benefit selling.

E) trial closing.

94) According to the text, sales will increase if a sales presentation stresses:

A) benefits important to the prospect.

B) unique product features.

C) physical and performance characteristics.

D) long-term investment opportunities.

E) details of the aggregation process.

95) The main benefit of using the FAB Sequence during a sales presentation is to help the salesperson remember to:

A) engage in two-way communication.

B) gather approval from the prospect.

C) perform trial closes throughout the presentation.

D) determine the underlying needs of the prospect.

E) discuss a product's benefits in a conversational manner.

96) Why is it important to emphasize benefits during a sales presentation?

A) Conducting a needs assessment

B) Meeting the needs of the buyer

C) Uncovering the buyer's concerns

D) Identifying the buyer's decision level

E) Overcoming the buyer's price objections

97) The underlying component of a successful sales presentation is:

A) differentiating between wants and needs.

B) utilizing statistical information as support.

C) identifying important product advantages.

D) explaining product features clearly.

E) determining the customer's needs.

98) During a trial close, a salesperson should learn whether the:

A) competitor's product is better.

B) product is functioning as expected.

C) prospect likes the product's benefits.

D) price of the product is fair.

E) prospect seeks self-preservation.

99) During a sales presentation, it can be most effective when asking for an order to:

A) discuss financing challenges.

B) mention the prospect's positive comments.

C) outline the expected delivery schedule.

D) prevent the prospect from asking questions.

E) re-address the prospect's negative comments.

100) Which of the following would be the LEAST effective trial close question?

A) How does that sound to you?

B) Is this important to you?

C) Does that answer your concern?

D) What do you think?

E) Are you ready to order?

101) Frank, a commercial-grade air conditioning salesperson, is giving a sales presentation to a construction company using the SELL Sequence. Which statement provides the benefits of Frank's product?

A) Our units are made of high-grade stainless steel.

B) Our units are backed by 15-year warranties.

C) Our units have high energy-efficiency ratings.

D) Our units will save you 10% in energy costs.

E) Our units use less energy than others.

102) Technology helps salespeople to:

A) rely on fewer environmental signals.

B) identify customer personality styles.

C) implement frequent trial closes.

D) view customers as decision makers.

E) serve customers faster and better.

103) When a consumer gives little thought or time to the purchase of a product she is in the habit of buying, she is making a(n) ________ buying decision.

A) routine

B) limited

C) extensive

D) high-involvement

E) preconscious

104) A mother of six school-aged children buying two gallons of milk on the way home from work would most likely be making a(n) ________ buying decision.

A) routine

B) limited

C) extensive

D) high-involvement

E) unconscious

105) If a customer of yours is currently making a(n) ________ buying decision, you should reinforce the point that it is a correct buying decision. It is also important for you to have the product in stock.

A) unconscious

B) limited

C) extensive

D) preconscious

E) routine

106) Which of the following purchases is most likely to be a routine decision?

A) The purchase of your first pair of ski boots

B) Buying a bottle of champagne for a celebration

C) Buying a dozen Porterhouse steaks for a cookout with the boss

D) The weekly purchase of a current affair magazine

E) The purchase of a motorcycle helmet for $500

107) The city manager has to buy a replacement traffic signal with the same specifications as the other signals currently in use in the city. The manufacturer from which he purchased the last 12 signals has gone out of business and a new supplier has to be selected from a group of three possible companies. To make this purchase, the city manager will have to use ________ decision making.

A) routine

B) intensive

C) limited

D) extensive

E) selective

108) In extensive decision making:

A) the buying decision is easy to make.

B) the buyer believes there is more at stake relative to other buying decisions.

C) the buyer has already formed attitudes and beliefs toward the product.

D) the buyer has a moderate level of involvement in the buying decision.

E) the buyer usually buys low-involvement products.

109) All of the following hold true of extensive decision making EXCEPT:

A) the buyer believes there is more at stake relative to other buying decisions.

B) the buyer may become confused during the decision-making process.

C) the buyer is highly involved in the buying decision.

D) the buyer is often unfamiliar with the brand or product.

E) the buyer gives little or no thought to the purchase.

110) Which of the following purchases would most likely involve extensive decision making?

A) Scheduling an annual dentist appointment

B) Buying a new towel rack for your bath

C) Purchasing a birthday gift for a friend

D) Renewing a magazine subscription

E) Purchasing a condominium

111) A U.S. manufacturer of generators has just broken ground for a new plant in Australia. This is the company's first international expansion effort, and its owners want to lease another corporate jet temporarily so they can periodically fly to Australia to oversee the building progress and help in the hiring process. The new plant would have required ________ decision making and the leasing of the jet would more than likely have required ________ decision making.

A) routine; limited

B) limited; pioneering

C) routine; extensive

D) extensive; limited

E) restricted; routine

112) During the ________ phase of the buying decision process, the buyer rates her preferences among products she is considering.

A) need arousal

B) information collection

C) information evaluation

D) purchase evaluation

E) alternative selection

113) Which of the following is an example of a personal force that could influence consumers' buying behaviors?

A) Attitudes and beliefs

B) Friends

C) Perception

D) Gender

E) Social class

114) Which of the following is an example of a social force that could influence consumers' buying behaviors?

A) Situation

B) Past experiences

C) Perception

D) Income

E) Family

115) When providing a buyer with information about a product, which of the following questions is LEAST relevant for the salesperson to consider?

A) What product attributes are important in the buying decision?

B) What moral development level is needed for the buying decision?

C) What are the prospect's attitudes toward the product?

D) What level of satisfaction is expected from buying the product?

E) What are the prospect's attitudes about a competitor's products?

116) During a sales presentation, the salesperson must be prepared to correct a negative impression the prospect may have about a product. Thus, a salesperson should most likely do all of the following EXCEPT:

A) alter the importance of the attributes.

B) highlight unnoticed product attributes.

C) alter the prospect's beliefs about the product.

D) change the person's search for an ideal product into a realistic product.

E) emphasize the importance a prospect attaches to a product's high price.

117) Once a customer has selected a product to purchase, which of the following would LEAST likely change the customer's purchasing intentions?

A) Attitudes of others

B) Perceived risk of buying the product

C) Uncontrollable factors such as inadequate financing

D) Salesperson's actions after the decision has been reached

E) Unnoticed, beneficial attributes of the product being purchased

118) Ladell is excited because a prospect has just signed a purchasing agreement for the biggest sale Ladell has made in his two-year sales career. Ladell is obviously happy as he sits across the desk from his newest customer. What should Ladell do now?

A) Discuss the buyer's expectations concerning a delivery schedule of the product.

B) Stop talking about the product ordered and leave his customer's office.

C) Invite the prospect out for a meal.

D) Discuss his company's payment expectations.

E) Discuss the buyer's expectations for the product.

119) The owner of a catering company recently bought a new heavy-duty electric mixer. She had high expectations for the new mixer and paid "top dollar" to get the accessories on her mixer that she considered important. After owning the machine for two weeks, the caterer feels she has received even more benefits from the purchase of this mixer than she expected. Because of this result, the product can be said to have caused:

A) prepurchase behavior.

B) purchase satisfaction.

C) dissatisfaction.

D) dissonance.

E) prepurchase evaluation.

120) ________ is defined as the tension the mother feels over whether she made the right decision when she purchased the least expensive bicycle helmet and protective pads for her young son who is just learning how to ride a bike.

A) Post purchase evaluation

B) Dissatisfaction

C) Purchase dissonance

D) Satisfaction

E) Purchase evaluation

121) After the dentist spent almost $600 to purchase the Apollo Whitening System to use with patients who want their teeth bleached, he learned that a more efficient system with fewer potential side effects was available for $400. From this information you know the dentist most likely experienced:

A) misinformation.

B) information overload.

C) purchase satisfaction.

D) a communication barrier.

E) purchase dissonance.

122) Two ways a salesperson can ________ is to show the buyer how to properly use the product and to make realistic claims about the product.

A) reduce satisfaction

B) lower the buyer's level of dissonance

C) increase dissatisfaction

D) reduce routine decision making

E) modify selective retention

123) Since salespeople help their prospects make the choice to buy or not buy a product, it is important for salespeople to understand:

A) the various factors that can influence a buyer's decision.

B) how to encourage customers to experience purchase dissonance.

C) the material taught in advanced psychology classes.

D) all that is involved in the psychological processes a buyer goes through in making a purchase decision.

E) the buyer's general buying needs.

124) Describe the three stages in the stimulus-response model of buyer behavior.

125) Differentiate between consumer buying and organizational buying and give an example of each.

126) Differentiate between a need and a want and give an example of each.

127) Briefly describe the FAB selling technique. Show how a salesperson could use the FAB technique to sell a can of regular cola.

128) Why is it important to emphasize benefits to a prospective buyer?

129) When during the sales presentation should the salesperson use a trial close?

130) One way to remember to incorporate a trial close into the sales presentation is the SELL Sequence. What does each letter in the word sell stand for?

131) Relate the three classes of buying decisions to the involvement of the customer in making the purchase decision. Provide an example for each type of purchase decision.

132) Even after a customer has selected a product, four basic factors can alter these purchase intentions. What are these four factors?

133) List the three levels of need awareness.

134) List factors that may influence organizational buying process.

135) What is the most powerful selling technique that the successful salesperson can use?

136) What should a salesperson using the FAB selling technique primarily stress during a sales presentation?

137) What are two personal influences on consumers' buying behavior?

138) What is the final stage of the consumer buying decision process?

139) In which step of the consumer buying decision process does a person decide what to buy?

140) What are three common psychological buying needs?

141) What is the first stage in the consumer buying decision process?

142) What is another term for buyer's remorse?

143) Stage Technologies is a London-based company that supplies engineering solutions for the entertainment industry. It has helped the boy-band Westlife make a flying entrance onto stage and provided stage-rigging packages for the Princess cruise line. The company was established in 1994 after a couple of production designers decided that the automation of theater productions could be done more safely and more efficiently by using modular production rather than the old "build-as-needed" formula. The company installs wenches, stage lifts, and other equipment commonly used in stage productions. The equipment is designed so it can be operated from a single console without heavy lifting. Both opera companies and theaters see the benefit of such a system, but many are reluctant to buy because of perceived costs.

Joseph Harris is the company's best salesperson. Harris is making a sales call on the manager of a theater that is planning to perform three plays this season that include complicated lifting, flying, and a working trapdoor. The manager is aware of the time, labor, and monetary costs involved in staging these productions and wishes there was an easier way to produce the three plays.

The theater manager is most likely at the:

A) unconscious level and will be a difficult sell.

B) preconscious level and will require a lengthy sales presentation.

C) routine decision level and anxious about the purchase.

D) conscious level and easy to sell to.

E) routine decision level with few objections.

144) Stage Technologies is a London-based company that supplies engineering solutions for the entertainment industry. It has helped the boy-band Westlife make a flying entrance onto stage and provided stage-rigging packages for the Princess cruise line. The company was established in 1994 after a couple of production designers decided that the automation of theater productions could be done more safely and more efficiently by using modular production rather than the old "build-as-needed" formula. The company installs wenches, stage lifts, and other equipment commonly used in stage productions. The equipment is designed so it can be operated from a single console without heavy lifting. Both opera companies and theaters see the benefit of such a system, but many are reluctant to buy because of perceived costs.

Joseph Harris is the company's best salesperson. Harris is making a sales call on the manager of a theater that is planning to perform three plays this season that include complicated lifting, flying, and a working trapdoor. The manager is aware of the time, labor, and monetary costs involved in staging these productions and wishes there was an easier way to produce the three plays.

During the sales presentation, which of the following should most likely be emphasized to the theater manager?

A) Benefits of the Stage Technologies system

B) Safety features of the Stage Technologies wench

C) Stage Technologies' service record

D) Uses for the Stage Technologies equipment

E) Leasing arrangements of Stage Technologies

145) Stage Technologies is a London-based company that supplies engineering solutions for the entertainment industry. It has helped the boy-band Westlife make a flying entrance onto stage and provided stage-rigging packages for the Princess cruise line. The company was established in 1994 after a couple of production designers decided that the automation of theater productions could be done more safely and more efficiently by using modular production rather than the old "build-as-needed" formula. The company installs wenches, stage lifts, and other equipment commonly used in stage productions. The equipment is designed so it can be operated from a single console without heavy lifting. Both opera companies and theaters see the benefit of such a system, but many are reluctant to buy because of perceived costs.

Joseph Harris is the company's best salesperson. Harris is making a sales call on the manager of a theater that is planning to perform three plays this season that include complicated lifting, flying, and a working trapdoor. The manager is aware of the time, labor, and monetary costs involved in staging these productions and wishes there was an easier way to produce the three plays.

During the sales presentation to the theater manager, Harris makes a strong selling point about the benefits of the Stage Technologies system. At that point, Harris should most likely:

A) request a short break.

B) re-address a negative objection.

C) immediately move to close the sale.

D) ask the manager his opinion about the system.

E) continue moving forward with the presentation.

146) Stage Technologies is a London-based company that supplies engineering solutions for the entertainment industry. It has helped the boy-band Westlife make a flying entrance onto stage and provided stage-rigging packages for the Princess cruise line. The company was established in 1994 after a couple of production designers decided that the automation of theater productions could be done more safely and more efficiently by using modular production rather than the old "build-as-needed" formula. The company installs wenches, stage lifts, and other equipment commonly used in stage productions. The equipment is designed so it can be operated from a single console without heavy lifting. Both opera companies and theaters see the benefit of such a system, but many are reluctant to buy because of perceived costs.

Joseph Harris is the company's best salesperson. Harris is making a sales call on the manager of a theater that is planning to perform three plays this season that include complicated lifting, flying, and a working trapdoor. The manager is aware of the time, labor, and monetary costs involved in staging these productions and wishes there was an easier way to produce the three plays.

The theater manager is very concerned about the cost and quality of the Stage Technologies system. Harris should most likely:

A) close the deal.

B) address the issue.

C) highlight more features.

D) lead into product benefits.

E) ignore any further questions.

147) Stage Technologies is a London-based company that supplies engineering solutions for the entertainment industry. It has helped the boy-band Westlife make a flying entrance onto stage and provided stage-rigging packages for the Princess cruise line. The company was established in 1994 after a couple of production designers decided that the automation of theater productions could be done more safely and more efficiently by using modular production rather than the old "build-as-needed" formula. The company installs wenches, stage lifts, and other equipment commonly used in stage productions. The equipment is designed so it can be operated from a single console without heavy lifting. Both opera companies and theaters see the benefit of such a system, but many are reluctant to buy because of perceived costs.

Joseph Harris is the company's best salesperson. Harris is making a sales call on the manager of a theater that is planning to perform three plays this season that include complicated lifting, flying, and a working trapdoor. The manager is aware of the time, labor, and monetary costs involved in staging these productions and wishes there was an easier way to produce the three plays.

Buyer's remorse would most likely occur if:

A) Anderson or Harris used the SELL sequence for prospecting.

B) the customer tried to save money by buying fewer modules than needed.

C) Anderson or Harris used uniform delivery pricing.

D) the customer had perceptual objections.

E) Anderson or Harris used too many trial closes.