Marketing Chapter 14

When a customer objects to purchasing an item, it is best to be brief and ask, “Why do you object?”

• True

• False

It is important for a salesperson to use words that use generalized descriptions in making a product presentation so that the customer will not be swayed by the salesperson’s biases.

• True

• False

The goal of the product presentation is to skillfully present the products to the customer like it is a magic trick so the customer is amazed at the product.

• True

• False

If a customer wants an item that is out of stock, a salesperson might suggest a different product that would suit the customer’s needs.  The salesperson would be using the method of substitution for over coming the objection.

• True

• False

A talented salesperson can overcome an excuse.

• True

• False

It is acceptable for a salesperson to use business jargon during a business-to-business or industrial sales presentation because both sides understand the terminology.

• True

• False

During a presentation, what is the maximum number of items a salesperson should show a customer at one time?

• 1

• 2

• 3

• 4

A customer in a computer store tells the salesperson, “I can’t buy this software program. I don’t understand the directions.” The salesperson’s replies, “Let’s read over the directions together. What is the first direction you find confusing?” What method of handling objections is the salesperson using?

• boomerang

• demonstration

• question

• superior point

“We really cannot buy this car because we already have four cars so there is no room in the garage or the driveway for it.”  I also do not have time to research the new cars available because I have been working overtime at my job.  In addition each person in our family has a working vehicle.  What is the basis for this type of objection?

• price

• need

• source

• time

In which selling situation is using the latest business jargon acceptable?

• retail clothing to young adults

• beds and dressers to hotel managers

• computer products to parents of school-age children

• home gardening tools to first-time gardeners