Exam 2 F07 - Name: AEB 3341 Selling Strategically Exam #2...

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Unformatted text preview: Name: AEB 3341 Selling Strategically Exam #2 Fall 2007 Tuesday October 23, 2007 (White Copy TEST FORM CODE A) This examination consists of a grand total of 100 points divided into four parts. Part I consists of true and false questions and is worth 10 points. Part II consists of multiple-choice questions and is worth 20 points. Part III consists of matching questions and is worth 10 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 place your name on any other page of this examination. This allows the instructor more objectivity when grading. 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. 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 11 pages after this cover page. Please verify that this exam copy is complete. Please note that in a effort to save paper, the exam is on both sides 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, understand, and agree to comply with the aforementioned conditions of the examination as well as the above statement regarding academic honesty at the University of Florida. Please report any suspected academic violations to your instructor. Signature: UF ID: PART I: TRUE-FALSE QUESTIONS (10 points). Please circle either T (for true) or F (for false). Be sure to darken the correct circle on the scantron sheet. Mark both this sheet and the scantron. Use Test Form Code A. Mark questions 1 through 10. T1 F2 1. A prospect becomes a lead if the NAME criteria is satisfied. T1 F2 2. Sending articles to a prospect is known as “Selling the Appointment.” T1 F2 3. As sales professionals we should strive to under promise and over deliver. T1 F2 4. T1 F2 5. According to the article: “Prospecting Pointers” over time, the numbers game will help you succeed. T1 F2 6. Creative Extension is when one enhances understanding by additional reasoning. T1 F2 7. An effective primary sales call objective must specify a sale. T1 F2 8. Other sales professionals (direct competitors) are a good source for gathering information. T1 F2 9. For the sales project (the sales call strategy worksheet), we expect you to show a detailed value analysis as part of a table in the appendix. T1 F2 10. One of the weaknesses of an expressive is that they can be undisciplined. “Selling the appointment” is part of prospecting. AEB 3341 Exam #2 – Fall 2007 – Page 1 of 11 PART II: MULTIPLE-CHOICE QUESTIONS (20 points). Please indicate the best answer by writing the appropriate letter in the blank provided. Use Test Form Code A. Mark questions 11 through 20. 11. Random Lead Searching… A) Allows you to establish selling points. B) Trade shows are an example. C) Includes direct and indirect sources. D) Is the approach of last resort. E) Is known as the didactic approach. 12. Select the most appropriate statement that a salesperson could use in greeting a prospect during a cold call, given Dr. Wysocki’s views on the proper use of cold calling. A) “Could I please schedule an appointment with you at your earliest convenience?” B) “Let me get directly to the benefits that I feel will help you in your operation.” C) “Thank you for taking time out of your busy schedule to hear my sales presentation today.” D) “What types of problems are you currently having in your operation?” 13. Which of the following are NOT part of a STANDARD APPROACH in the opening of a sales presentation? A) Satisfy social needs early on in the opening. B) Build Rapport. C) Self-Introductions are common. D) Open with a customer benefit. E) Eventually steer the conversation towards an objective. 14. Gator Urban is a successful recruiter. He was overheard presenting the University of Florida to a football prospect by talking to him about the fun he had back in college. What style is Gator Urban using? A) Parent. B) Adult. C) Child. D) None of the Above. 15. Identify the TRUE statement. Contingency objectives… A) Allow the salesperson to leave the sales call with a sale. B) Are usually major in scope (e.g., sell 10 cases by next Tuesday). C) Are a necessary alternative for each sales call. D) Are the primary purpose of a sales call. E) None of the above. AEB 3341 Exam #2 – Fall 2007 – Page 2 of 11 16. Pete is a business consultant. Pete is known for attention to detail. At times, when dealing with customers, Pete appears to focus on getting the job done. Based on this information, what communication style does Joe exhibit? A) Analytical. B) Amiable. C) Driver. D) Expressive. E) None of the above. 17. Which of the following statements are considered adequate by your instructor for gaining conviction on a selling point? A) Did the value analysis make sense? B) Do you see how spending more in the beginning can actually save you money in the long run? C) Do you have any questions regarding what I have just told you? D) Can we send you two cases next Wednesday? E) All of the above are adequate according to your instructor. 18. Which of the following occur primarily in the presentation stage of a sales call? A) Probing for needs and values. B) Addressing the customer’s social needs. C) Maintaining trust and rapport. D) Getting the customer’s attention. E) Creating the right impression. 19. According to the article: “Prospecting Pointers,” the following component will strengthen the initial impression you make: A) Being Persistent. B) Making lots of contacts. C) Getting Referrals. D) Calling when you can catch the prospect alone. E) Rehearsing. 20. Based on your course notes, a canned sales presentation: A) Is a good way to uncover a prospect’s needs. B) Improves effectiveness (more “yeses” in a day). C) Is easy to “fit” to a particular prospect. D) Is used to control ethics in the sales situation. E) None of the above. AEB 3341 Exam #2 – Fall 2007 – Page 3 of 11 PART III: MATCHING (10 points). Match the term or phrase in the header with the five choices listed below that provides the best answer. Use Test Form Code A. Mark questions 21 through 30. 21. Based on the article: Managing Multiple Communication Styles, “Will there be a ceremony at the end to recognize participants” describes which communication style? A) Connector. B) Networker. C) Producer. D) Analyzer. E) None of the above. 22. Based on the article: Managing Multiple Communication Styles, “these people want to know if your product or service will boost profits” describes which communication style? A) Connector. B) Networker. C) Producer. D) Analyzer. E) None of the above. 23. Based on the article: Managing Multiple Communication Styles, “how the program is going to help people” describes which communication style? A) Connector. B) Networker. C) Producer. D) Analyzer. E) None of the above. 24. Based on the article: Managing Multiple Communication Styles, “want to know how the stated goals will be met” describes which communication style? A) Connector. B) Networker. C) Producer. D) Analyzer. E) None of the above. 25. Based on the article: Managing Multiple Communication Styles, “this person likes the big picture and is not too interested in the details” describes which communication style? A) Connector. B) Networker. C) Producer. D) Analyzer. E) None of the above. AEB 3341 Exam #2 – Fall 2007 – Page 4 of 11 26. Based on the article: Managing Multiple Communication Styles, “this person likes to keep things on an even keel” describes which communication style? A) Connector. B) Networker. C) Producer. D) Analyzer. E) None of the above. 27. Based on the article: Telltale Signs That You Need to Keep Probing, customers that “communicate that you have yet to find the right approach” best describes which telltale signal? A) Objections. B) Short Answers. C) Body Language. D) Vague Answers. E) None of the above. 28. Based on the article: Telltale Signs That You Need to Keep Probing, customers that say “you haven’t figured out enough about my needs to offer me a compelling reason to act” best describes which telltale signal? A) Objections. B) Short Answers. C) Body Language. D) Vague Answers. E) None of the above. 29. Based on the article: Telltale Signs That You Need to Keep Probing, customers that require you to “try asking different questions, ones that key in on thoughts or feelings” best describes which telltale signal? A) Objections. B) Short Answers. C) Body Language. D) Vague Answers. E) None of the above. 30. Based on the article: Telltale Signs That You Need to Keep Probing, customers that require you to ask a question like “what does quality mean to you?” best describes which telltale signal? A) Objections. B) Short Answers. C) Body Language. D) Vague Answers. E) None of the above. AEB 3341 Exam #2 – Fall 2007 – Page 5 of 11 PART IV: 1. SHORT ANSWER/ESSAY (60 points). Read all questions carefully. Provide clear, well-reasoned answers. Questions may have multiple parts. Describe the key points to remember for the following component of a sales presentation when selling a person that expresses an analytical social style. (4 points) Opening Presentations Handling objections Closing 2. Answer the following questions related to the following SALES CALL OBJECTIVE: “To sell the car dealership a 7 day ad in the Gainesville Sun.” a) Evaluate the objective using the criteria discussed in class Use the criteria and to EXPLAIN why the objective meets or doesn’t meet each element. (5 pts) b) Is this a good SALES CALL Objective? Why or Why not? I am not asking you if it meets the criteria you applied in a). (2 pts). AEB 3341 Exam #2 – Fall 2007 – Page 6 of 11 3. Answer the following questions based on the article titled “Three Big Presentation Mistakes.” a) The author lists at least three main points in this article. State two of these. (2 pts) b) 4. Assume you agree with the author’s main points. What are the implications for our sales project (written report and the one-on-one sales calls)? (3 pts) State each element of the 6 P’ and provide example of an application of the 6 P’s in a sales situation and to your own personal life. (3 points) AEB 3341 Exam #2 – Fall 2007 – Page 7 of 11 5. The following questions relate to the video clip on selling value. a) What does it mean that value is contextual? (2 pts) b) Why would you want to involve the customer in establishing value and give an example of how you can do this with your product for the project. (3 pts) c) The author stated that trust is a must in selling value. She also indicated that a salesperson must have credibility. List the three things she indicated would build credibility with customers. (3 pts) AEB 3341 Exam #2 – Fall 2007 – Page 8 of 11 6. In class we discussed the SPIN concept. Consider the following scenario. Assume that your print management/tracking software is an expensive item for which there are a limited number of customers in your territory who can afford it. Also, you know that the high cost of printing is an issue for this organization, and you are not quite sure if the buyer is pre-occupied with other projects or may think they cannot afford the software. List the QUESTIONS you would ask a prospect once you had used the SPIN technique to prepare for the sales call. I do not want you to give me an example of SPIN, I want you to show me how you would use SPIN in front of a customer. Identify each SPIN component next to each question. (5 pts) S P I N 7. In class, we discussed the importance of the NAME criteria. a) Define the acronym NAME. (2 pts) b) Consider a scenario where a financial planner has determined that a couple that was looking for financial planning HAS MET the NAME criteria. Making up your reasoning of the specifics of the situation, specifically state why this couple HAS MET each component of the NAME criteria. (4 pts) AEB 3341 Exam #2 – Fall 2007 – Page 9 of 11 8. The following question is based on the article titled “PACE Yourself before Your Presentation.” a) The author defined the acronym PACE. List and define the “C” and the “E” of PACE. (4 pts) b) 9. Define and give an example of how one of the remaining components of PACE. That is the “P” or “A” apply to your daily life. (2 pts) Elsie Dairy has been having a rough time making ends meet. As a result they are trying to figure out how to cut costs from their operation. COST-CUTTING is the only language they understand. Their average cow production is 15,000 lbs of milk/year. Currently, they feed grain, silage, and hay to their herd. A typical Elsie cow consumes about 4,000 lbs/year of Bulldog Grain at a cost of $900/ton. You are selling Gator Grain that sells for $1,000/ton. Cows will consume the same amount of Gator Grain (4,000 lbs/year) with no change in silage or hay, but they produce 19,000 lbs of milk per year. Elsie Dairy has not bought Gator Grain because they believe it costs more. Your job is to show them that Gator grain is less expensive to feed than Bulldog Grain. Show you work. (8 points) AEB 3341 Exam #2 – Fall 2007 – Page 10 of 11 10. In class, we discussed the extremely important concept of “selling points.” Assume you are a sales rep for Gator Realtors. You are trying to convince a married couple to sell their house through you. The married couple is concerned about getting as much as possible for their house in the current market. Make up the features and benefits of your service. Develop a complete “selling point” that you believe will help you to effectively sell the married couple on the idea of using your company over a competitor to sell their house. For full credit, please be sure to properly label each step of this “selling point.” You can earn at least 4 points for listing the each step of an effective selling point. (8 pts) Bonus (3 points): Prove to me that you were paying attention when Ilana taught the class while I was gone on Thursday October 11 and most of Tuesday October 16. List 3 points, relating to selling that she made. (3 pts) AEB 3341 Exam #2 – Fall 2007 – Page 11 of 11 ...
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This note was uploaded on 09/23/2009 for the course AEB 3341 taught by Professor Wysocki during the Spring '04 term at University of Florida.

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