Building a Clientele

The body of customers upon which a business can rely for significant repeat business is called its

• employees

• competitors

• clientele

• suppliers

Which group of employees is most instrumental in building customer goodwill?

• Managers

• Directors

• Salespeople

• Stockkeepers

A business’s well-established body of customers usually has an important impact on the business’s

• increased costs

• recruitment process

• vendor relations

• financial success

A business that has built a loyal clientele is at an advantage because its

• vendors offer better discounts

• salespeople have more time to take care of stock

• customers will always be loyal to the business

• selling costs are usually reduced

Businesses hope that individuals who are impressed with the business will tell others about it so that the company will receive __________ advertising.

• word-of-mouth

• sponsored

• point-of-purchase

• specialty

Which of the following is an example of how building a clientele benefits the business:

• Personal satisfaction

• Increased knowledge

• Increased selling costs

• Increased sales volume

Benefits to the sales staff from building a clientele include

• repeat sales and increased earnings

• increased sales volume and expenses

• increased knowledge and word-of-mouth advertising

• reduced costs and personal satisfaction

You successfully sell the company’s new product line to Ms. Jones, and she offers to put you in touch with other businesses that might be interested in your product. What type of clientele-building benefit is this?

• Repeat sales

• Loyalty

• Referral

• Word-of-mouth advertising

Which of the following will probably happen if a business fails to build a clientele:

• Salespeople will wisely invest their time in working with customers who plan to switch to competitors.

• The business’s success will be ensured.

• Customer turnover will be high, leading to increased costs of replacing customers.

• Positive word-of-mouth advertising will increase.

Locating potential clients is referred to as

• a sales presentation.

• prospecting.

• follow-up.

• a service attitude.