Chương 4

According to the Golden Rule of sales, what should salespeople primarily focus on?

• Maximizing their profits

• Emphasizing benefits to help customers make the right purchasing decision

• Talking about product features

• Forcing customers to buy

The Black Box method suggests that:

• Salespeople can easily read the thoughts of customers

• Each presentation guarantees a sale

• Salespeople cannot see inside the buyer's mind

• Customers always make rational purchasing decisions

What characterizes the Level of Conscious Need in purchasing?

• Customers are not aware of their needs

• Customers are fully aware of what they need

• Customers have completely hidden motives

• Customers never discuss their needs

In the FAB Selling Technique, what does "Advantage" represent?

• Physical characteristics of the product

• Performance characteristics describing how the product can be used or will help the buyer

• Emotional satisfaction from a purchase

• The final price of the product

What is the main factor in economic demand that influences purchasing decisions?

• Only the lowest price matters

• Service and quality can compensate for higher prices

• Convenience is not a factor to consider

• Decisions are always based on the assumptions of the sales staff

Why should salespeople emphasize the benefits of a product rather than its features or advantages?

• Features are more important than benefits to customers.

• Customers can understand better if the product will meet their needs.

• Advantages are likely to generate more sales than benefits.

• Benefits are only important for practical reasons.

At the level of unconscious needs, what is the goal of the salesperson?

• Ignore the hidden needs of customers

• Ask questions and help identify the unconscious needs of customers

• Only sell based on visible features

• Avoid discussing complete needs

Benefits can be classified as:

• Only practical

• Only psychological

• Practical and psychological

• Neither practical nor psychological

The stimulus-response model of the Black Box method suggests:

• Ensures purchase after the presentation

• Fully understand the reasons why customers buy

• A presentation (stimulus) leads to a purchase decision (response)

• Customers always make predictable decisions

According to the document, the FAB Selling Technique follows the structure:

• Benefits, Advantages, Features

• Features, Advantages, Benefits

• Advantages, Features, Benefits

• Features, Benefits, Advantages