EOPA Study Guide Part 1

What is often the result of positive customer/client relations?

• Additional stress

• More competition

• Repeat business

• Increased training

Answer explanation

Repeat business. Salespeople who develop positive relationships with customers usually are able to  maintain those customers over a period of time. The benefit of having positive customer relationships is  repeat business. Salespeople know that it is more time consuming and expensive to attract new customers than it is to keep existing customers. Therefore, salespeople try to build good relationships  with their customers in order to keep their business. Positive customer/client relations do not result in  more competition, additional stress, or increased training.

Which of the following is an example of a customer inquiry about a product that an employee might need product knowledge in order to handle?

• Is it designed to last?

• Is financing available?

• Is delivery included?

• Is there a return policy?

Answer explanation

"Is it designed to last?" Customers often inquire as to the design or construction of a product. Employees  should be well-informed about the design and construction of products in order to explain their features  and benefits and encourage customers to buy. Knowledgeable employees can effectively handle  customers' inquiries about products. "Is there a return policy?" "Is financing available?" and "Is delivery  included?" are inquiries about a business's policies rather than about the product. 

What type of business policy is designed to attract customers by making the purchasing experience more convenient for them?

• Flexible

• Employee

• Product

• Service

Answer explanation

Service. Service policies are guidelines affecting the kinds of special activities, such as delivery and  installation, that businesses offer customers. Service policies are designed to attract customers away  from the competition and to make the purchasing experience more convenient and pleasurable so that  the customers will return again and again. Employee policies are guidelines explaining how employees  are to act and how they are to deal with customers. Product policies are guidelines affecting the kinds of  goods and services that businesses offer to customers. Flexible policies are rules or guidelines that can  be easily changed or deleted.

Salespeople sometimes have difficulty meeting the needs of customers who are

• agreeable

• silent

• decisive

• patient

Answer explanation

Silent customers are shy, insecure, or too sensitive to talk very much even when they need help.  The salesperson may have difficulty meeting the needs of this kind of customer because it is hard to  identify those needs. Customers who are patient, agreeable, and decisive are much easier to help.

How can the salesperson try to reduce the number of customer complaints about the products customers buy?

• By using high-pressure selling techniques

• By identifying the customer's real needs

• By approaching customers as soon as possible

• By advising the customer from personal experience

Answer explanation

By identifying the customer's real needs. Product-related complaints often occur when customers make  improper buying decisions. Salespeople should try to identify the customer's real needs so that s/he can  suggest the most appropriate product. High-pressure selling techniques are never recommended and  would likely cause complaints. Salespeople may not be able to advise from personal experience in all  cases, and their advice may not be appropriate for the particular customer. Approaching customers  promptly is a good idea but will not prevent them from having product-related complaints.

There are several auto repair shops in town, but Patricia's stands out. Her auto repair shop does great work, but what really sets her shop apart is the customer service. Every customer is greeted by a friendly employee, and they are given snacks and drinks while they wait for the repairs to be completed. The great customer service that people can expect from Patricia's business is considered her _____________.

• Brand promise.

• Vision.

• Mission statement.

• Tagline.

Answer explanation

Brand promise. A business's brand promise is its (spoken or unspoken) agreement with its customers  that it will consistently meet their expectations. When Patricia's customers visit her business, they know  they'll receive outstanding customer service every time. A brand promise should go above and beyond  goods and services and focus on something other businesses don't offer. For example, the other auto  repair shops in town may do repairs that are just as good, but it's Patricia's outstanding customer service  that sets her apart. A tagline is a company's slogan. Taglines often change based on marketing  campaigns and cultural shifts, but a company's brand promise is permanent. A vision is the future a  business desires to create. Providing great customer service may be part of Patricia's vision, but that  alone is not a vision. A mission statement is a brief summary of what a business owner wants to be  doing. This is not the same as a brand promise.

Employees can demonstrate their customer-service mindset by using good ____________.

• business activities

• promotional plans

• telephone techniques

• marketing strategies

Answer explanation

Telephone techniques. Customers often judge the quality of a business's service by the service they  receive over the telephone. Handling telephone calls effectively helps employees to project a customer service mindset, which may gain new customers for the business. Marketing strategies are plans of  action for achieving marketing goals and objectives. Promotional plans are frameworks for the  promotional activities of a business. Business activities are specific actions that are part of the operation  of a business. 

What is an example of an employee reinforcing a service orientation through communication?

• Telling customers they are misinformed

• Offering to find information for customers

• Agreeing that customers are always right

• Selecting certain customers to help

Answer explanation

Offering to find information for customers. Employees often need to communicate information to  customers in order to provide service. On occasion, employees may not know the answer to a customer's  question; but, instead of saying they do not know, they should offer to find out. Obtaining information for  customers is an effective way of reinforcing a service orientation through communication. Employees  should help all customers rather than be selective about whom they serve. Employees should never tell  customers that they are misinformed. Employees should be tactful when dealing with complaints because  customers are not always right.

 When doing business with clients from another culture, you should always be sure to __________.

• use humor to ease tension and make everyone more comfortable

• take the opportunity to tell the other person how you do things in your culture. 

• research the culture and history of the people with whom you're doing business.

• always speak English, since it's considered the international language of business. 

Answer explanation

Research the culture and history of the people with whom you're doing business. Many things can differ  from culture to culture—gestures, idioms, values, holidays, etc. A gesture that's perfectly fine in your  culture might be deeply offensive in another! To avoid problems, and to show respect, it's best to do  some research on the culture of the people with whom you're doing business. However, remember not to  rely on stereotypes when communicating—each person you talk to is an individual with his/her own  personality. You shouldn't try to educate the other person about your culture—learning about her/his  culture shows respect, which is extremely important in most business dealings. Although you may be  tempted to make a joke, avoid using humor. It's often culturally specific, so you risk not being  understood—or worse, offending someone. English is the preferred language of most businesses, but  that doesn't mean everyone uses it. Again, it shows respect to learn at least a few key phrases in the  other person's language.

When Mr. Schwarz's order did not arrive at the expected time, he called Karl, the salesperson with whom he had placed his order. Karl apologized for the delay and told Mr. Schwarz that he would check into the issue. After Karl talked with the transportation company, he immediately called Mr. Schwarz to let him know where the order was and when to expect delivery. Mr. Schwarz thanked Karl for getting back to him so quickly. In this situation, Karl reinforced the company's image by ___________.

• delegating work tasks.

• giving vague answers.

• providing efficient follow-up.

• complementing the customer.

Answer explanation

Providing efficient follow-up. Customers often base their impressions of a business on the interactions  they have with the business's employees. In the situation provided, Karl worked quickly to find out the  status of the order and immediately called Mr. Schwarz with specific information about where the order  was and when to expect delivery. This is an example of efficient follow-up. By providing efficient service,  Karl is building favorable relationships with customers. There is not enough information provided to  determine if Karl delegated work tasks to facilitate his follow-up activities or if he complimented Mr.  Schwarz.