ANSWERS TO ENDOFCHAPTER
1. Discuss some of the reasons why managing in an environment of continuing change will be necessary
in the future.
In a dynamic business arena, marketing strategies must constantly be evaluated in o
Chapter 02: Evolution of selling models that
complement the marketing concept
Discuss the evolution of personal selling models as an extension of the marketing concept.
o The marketing concept is the belief that a firm should dedicate
Chapter 06: Creating product solutions
Explain the importance of developing product solutions that add value.
o A product strategy helps salespeople make the right decisions concerning the
selection and positioning of product solutions
Chapter 04: Creating value with a relationship strategy
Explain how partnering relationships add value.
o The concept of partnering is revisited and discussed in detail. Partnering emphasises
building strong relationships during every
Chapter 03: Ethics: the foundation for partnering
relationships that create value
Explain the importance of developing a relationship strategy.
o The manner in which salespeople establish, build, and maintain relationships is a
Chapter 05: Communication styles: a key to adaptive
Discuss how communication style influences the relationship process in sales
o Many sales are lost because salespeople fail to communicate effectively with the
Chapter 14: Adapting the Close and Confirming the
Describe the proper attitude to display toward closing the sale
o Some of the early closing methods encouraged manipulation of the customer. Use of
any closing method that i
Chapter 15: Servicing the Sale and Building the
Explain how to build long-term partnerships with customer service
o Servicing the sale is a major dimension of the selling process, with the objective of
providing maximum cus
Chapter 07: Product-Selling Strategies That Add Value
Describe positioning as a product-selling strategy
o Success in todays dynamic global company requires continues positioning and
repositioning of products. Product positioning invol
Chapter 16: Opportunity Management: The Key to
Greater Sales Productivity
Discuss the four dimensions of opportunity management
o All salespeople can learn more about their products and improve their selling skills.
However, there is n
Chapter 08: The Buying Process and Buyer Behaviour
Discuss the meaning of a customer strategy
o The importance of developing a customer strategy was introduced in this chapter.
This type of planning is necessary to ensure maximum custo
Chapter 01: Relationship selling opportunities in the
Define personal selling and describe the three prescriptions of a personal selling
o Personal selling occurs when a company representative interacts
Chapter 11: Determining Customer Needs with a
Consultative Questioning Strategy
Outline the benefits of the consultative sales process
o Salespeople use the consultative sales presentation because this customer focused
selling model re
Chapter 13: Negotiating Buyer Concerns
Describe the principles of formal negotiations as part of the win-win strategy
o Negotiations play a central role in the selling profession. Generic principles of formal
integrative negotiations i