3341 Name:
AEB Selling Strategically Exam #1
October 12, 2004 (Yellow Copy) This examination consists a grand total of 100 points split up into four parts. Part I consists of matching questions and is worth 10 points. Part II consists of true and false questions and is worth 10 points. Part III consists of multiple-choice questions and is worth 20 points. Part IV consists of short answer/essay questions and is worth 60 points. Please take note of the following: 1) Place your name on this first page only. Please do NOT put your name on any other page of this examination. This will help us to remain more objective when grading your exam. 2) Make sure you answer all the questions. Partial credit will be awarded when appropriate and guessing on true-false, multiple choice, and matching sections at least gives you the chance for credit as opposed to leaving the question blank, which gives you no chance for credit. If you are not sure about a true-false, or multiple choice question, write what you were thinking next to the question and you may be able to talk your way into points. 3) Be sure to turn in the entire examination once you are finished. Your test copy will be returned to you once it has been graded. 4) There are a total of 9 pages after this cover page. Please verify that this exam copy is complete. If you turn in an incomplete exam, you will not receive credit for the missing pages. 5) The terms "discuss" and "explain" require more then just identification or listing in order to receive full credit. 6) Good luck!!! "I understand that the University of Florida expects its students to be honest in all their academic work. I agree to adhere to this commitment to academic honesty and understand that my failure to comply with this commitment may result in disciplinary action up to and including expulsion from the University." Your signature below verifies that you have neither given nor received any help during this examination from any source. It also verifies that you have read and understand the aforementioned statement regarding academic honesty at the University of Florida. Please report any suspected academic violations to your instructor.
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PART I:
MATCHING (10 points). Match the term on the right with the phrase on the left that best describes the concept in the left hand column and enter the associated letter in the proper blank provided.
1. Reciprocity
A) Ownership of the product belongs to the buyer when the product is in the buyer's warehouse B) Afraid of debt. C) Purchasing a printer that requires the manufacturer's ink jet cartridge.
2. Kick back
3. Late Majority D) Customer Advocate. E) "I'll get you tickets for the UF-FSU football game if you choose our product." F) When the owner of an insurance agency feels pressure to purchase office supplies from a company they insure. G) Ownership of the product belongs to the buyer when the product leaves the seller's warehouse. H) Communicate benefits to specific needs. 7. Agent I) Deciding the amount of time to spend between small and large accounts 8. Salesperson as demonstrator J) Getting a quarterly rebate from a supplier K) Person acting on behalf of the company. 9. Planner L) People who have a "wait and see" attitude. 10. Facilitator M) Withholding important information N) Reduces job-switching
4. Non-compete clause
5. FOB Delivered
6. Deception
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PART II: (for false).
TRUE-FALSE QUESTIONS (10 points). Please circle either T (for true) or F
T
F
1. An analytical would probably have more trouble communicating with an expressive than a driver. 2. In this class we believe that people most likely to make a purchase because of the features of a product. 3. The establishment of long-term customer relationships is realized using the same basic approach in all cultures. 4. Tolerating and using silence is not a vital part of active listening. 5. Referring to the negatives of your product/service is not an effective way to gain a prospect's trust, which may lead to increased sales. 6. Implications and accuracy are both considered elements of reasoning. 7. A person from Teach for America spoke to the class about sales opportunities after graduation. 8. Professional selling is the use of persuasive communication to negotiate mutually beneficial (win-win) agreements. 9. On average, the largest allocation of time spent on sales training is used to teach sales personnel about the sales process. 10. "Resellers" and "end users" often do not look for the same benefits in a given product.
T
F
T
F
T T
F F
T T
F F
T
F
T
F
T
F
Bonus:
Prove to me that you remember one of the short stories that relate to sales that were READ in class. You do NOT need to state a title, just the main idea of story line as it relates to sales. You are NOT allowed to use my Ford F150/Corolla story (3 points).
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PART III: MULTIPLE CHOICE QUESTIONS (20 points). Please indicate the best answer by writing the appropriate letter in the blank provided. 1. Sally is a loan officer at a local credit union. Most people find her to be very respectful and dependable. She is detail-oriented and sometimes customers think she is a little stuffy. Based on this information, what communication style does Sally exhibit? A) Expressive B) Amiable C) Driver D) Analytical 2. When salespeople and buyers trust each other, they: A) Seldom achieve mutually beneficial outcomes B) Know that rewards from joint activities will be distributed fairly C) Know that rewards from joint activities will be distribute equally D) Do not engage in risky behavior E) Both b and d 3. Consider the following statement, "buyers always behave rationally at the time of the sale." A) This statement is true because customers expect the benefits of purchasing the product are equal to the costs. B) This statement is false because no one always behaves rationally when they buy. C) This statement is true if at the time of the sale, customers expect the benefits of purchasing the product to outweigh the costs. D) Both A and C. E) None of the above. 4. Which of the following is/are examples of ineffective communication? A) Adult to child, response as child to adult. B) Parent to child, response as child to adult. C) Adult to parent, response as parent to adult. D) All of the above are effective forms of communication. E) Both A and B. 5. A salesperson the states following: "I would like to nominate you for customer of the year. Please fill out this nomination form and when I get this from you I will process the paperwork." This statement is an example of: A) Effective listening B) A cold prickly C) A plastic fuzzy D) A warm fuzzy E) Both C and D
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6. In the "Selling Yourself" assignment, we discussed duties and skills as they relate to a sales presentation. Which statement is consistent with what we discussed in class? B) Features are to Duties as Benefits are to Skills. C) Duties are to advantages as skills are to benefits. D) Features are to benefits as Features are to Duties. E) Both A and C. F) None of the above 7. A student who makes the comment "80% of students who take AEB 3341 receive a grade of A", could benefit the most from the application of which standard of reasoning? A) Point of View. B) Accuracy. C) Relevance. D) Breadth. E) None of the above. 8. According to the mega project handout OR my oral instructions, when are you supposed to turn in a business card from your sales contact? A) With the mega project source assignment. B) At your one-on-one sales call presentation. C) With your write up of the shadow experience, customer profile, and sales call strategy worksheet. D) Either A or C. E) At any time this semester. 9. Which transactional analysis state would coach Zook be using if he made the following statement after the loss to LSU: "As the head coach, I accept responsibility for the offensive plays that were called late in the game." A) Adult state. B) Parent state. C) Child state. D) Both A and B. E) None of the above. 10. In class we discussed 10 Ingredients for Success when selling. Which of the following did not appear on that list? A) Determination. B) Appearance. C) Effectiveness. D) All of the above appeared on the list.
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PART IV:
SHORT ANSWER/ESSAY (60 points). Read all questions carefully. Provide clear, well-reasoned answers. Questions may have multiple parts.
1.
This question relates to the article "Handling Angry Clients." a) State and explain the first step towards converting an angry client to a happy one (2 points)
b)
How does the author say you should accomplish the first step you identified in a) and what does he say you should be careful of? (2 points)
2.
This question relates to the article "Room for Improvement." a) The author suggests five things a person can do to turn mistakes into miracles of improvement. State these five (5) things. (5 points) 1: 2: 3: 4: 5:
b)
Take one (1) of these five things and show me how they could be applied in the case of a student who performs poorly on this exam. Be sure to elaborate with specific examples from the perspective of you advising them. (2 points)
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3.
In the communication unit, we discussed the use mental filters: a. List and define each of the four mental filters we use in the communication process (4 points)
b. Apply and illustrate the use of each of the four mental filters to a product or service of your choosing. In other words, provide an example of how you or a customer might think about this product or service for each of these four mental filters (4 points)
4.
This question has two parts and refers to various aspects of the ten ingredients of an effective, professional salesperson. a) List and define the two most important of the ten ingredients that a professional sales person must possess. (4 points)
b)
List one of the remaining eight ingredients and state why you believe it to be important to the sales process. (2 points)
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5.
This question relates to the article "The Ethical Dilemma." a) What is the basic dilemma facing Pauline. (2 points)
b)
State the four options the author believes salespeople have for dealing with ethical situations. Also state why a salesperson might choose each of these two options. (4 points)
c)
Which of the four options would you recommend to Pauline? Why? (2 points)
6.
In class, we discussed four distinct communication styles. Select one of the four styles to answer the following questions: Name your communication style (2 points) Identify the two criteria used to distinguish between the 4 communication styles (2 pts)
Compare and contrast the strengths and weaknesses of the analytical communication style. (5 points)
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7.
Pretend that you are working for Billy Donovan to help recruit high school athletes to play for the University of Florida Men's Basketball team. a) Provide a FAB statement that you could use to accomplish this goal. Be sure to properly label each component of FAB. (6 points)
8.
Big Al is selling the family's homegrown name brand Wysocki French Fries to Kepner's Bar and Grill. Below is an example of a FAB statement that Big Al will use in his sales presentation. Circle and label each part of the following FAB statement. (6 points)
By switching to Wysocki Fries, you will increase your profits per bag served by $7.50 ($.75 per additional serving). You will be able to get 10 more servings per bag verses the fries you are currently using because Wysocki Fries are only packed as extra long fancy fries.
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9.
This question requires you to use the elements of reasoning. Critically evaluate the following statement from a sales article by Shamus Brown using the elements of reasoning. In other words, assume your instructor made the following statement in class. "Sales confidence is in many ways a fragile thing. Success builds on itself. Too many salespeople are thrown out there with a sink or swim attitude by their management." Critique this statement using two of the eight elements of reasoning. Be sure to identify each of the elements, and use a question and suggested answer incorporating the elements to critically evaluate the statement. For example, one element is purpose. What is the purpose of saying sales confidence is in many ways a fragile thing. Success builds on itself... The author may be trying to tell salespeople and sales managers that sales confidence does not only come from sales training, and that throwing salespeople out into the sales environment with out the proper tools could be devastating. You may no longer use purpose. (6 points)
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