Selling Today 12th Edition Gerald L. Manning, Michael L. Ahearne, Barry L. Reece - Solutions

8 What is the company’s reputation for standing behind the products it sells?
7 What is the company’s reputation for quality products?
6 Does this company provide the most advanced technology?
5 Explain how to sell your product with a value-added strategy?
4 Explain how to sell your product with a price strategy
3 Discuss productpositioning options
2 Explain the cluster of satisfactions concept
1 Describe positioning as a product-selling strategy
4. In addition to the actual product strategy, how important will information about Texas Monthly (its history, mission, past performance, etc.) be in closing the sale?
3. What are the most likely objections that the marketing director might raise?
2. What are the major benefits that Amy incorporates into her presentation?
1. Explain how Amy Vandaveer can use the three prescriptions for a product selling strategy in preparing and presenting product solutions.
7. Could you sell the product you have written about in categories (a) through (f)? Why or why not?
6. What kinds of maintenance and care does the product require? How often?
5. How does the product perform? Are there any data on the product’s performance?What are they?
4. What different applications or uses are there for the product?
3. How and where was the product manufactured?
2. Did product design influence your decision?
1. Where did you buy the product? Why?
9. What are the most common sources of product information?
2. Distinguish between product features and buyer benefits.
1. Provide a brief description of the term product strategy.
6. The use of the personal pronoun “I” should be minimized in a sales letter. To keep the letter focused on the customer’s needs, the pronouns “you” and “your” should appear throughout the body of the letter.
5. Proper grammar and spelling must be used throughout the entire letter. Business letters provide an opportunity to build a stronger relationship with the customer and close the sale.Improper placement, punctuation, spelling errors, or weak content convey a negative impression to the reader and
4. Most sales letters include at least three paragraphs. The first paragraph should indicate the objective of your letter; the second should be a summary of the benefits proposed; and the third paragraph should state what the next action step will be for the salesperson, the customer, or both.
3. Proper business punctuation includes a colon after the salutation and comma after the complimentary close.
2. Placement of the letter on paper should provide a balanced white-space border area surrounding the entire letter. Three to five blank lines should separate the date and inside address; a single blank line should separate the inside address and the salutation, salutation and opening paragraph of
1. Sales letters should follow the standard visual format of a business letter. They should contain (in the following order)either a letterhead or the sender’s address, date, inside address (the same as on the outside of the envelope), salutation, body of letter, complimentary close, typed name
7 Explain how to add value with a feature–benefit strategy
6 List major sources of product information
5 Describe how knowledge of competition improves personal selling
4 Discuss the most important kinds of product and company information needed to create product solutions
3Identify reasons why salespeople and customers benefit from thorough product knowledge
2 Describe product configuration
1 Explain the importance of developing a product strategy
4. Imagine you were a salesperson for Mattress Firm, just like Edith Botello. A customer walks into your store and, after awhile, shows great interest in a specific Tempur-Pedic.When it comes to the price, the customer mentions that your competitor across the street offered him exactly that
3. Revenue-based incentive compensation plans, by their very nature, pressure sales reps to generate high sales, which might cause unethical sales practices. How could an incentive compensation system be designed that stimulates sales generation, but safeguards ethical sales behavior at the same
2. For retailers such as Mattress Firm, what are the major areas that should be covered in a company policy on ethics?
1. Put yourself in Edith Botello’s place as a sales rep selling mattresses. Can you imagine situations in your job that might challenge your ethical conduct?
5. Sales managers must approve expense reports turned in by members of the sales force.Assume the role of sales manager for a sales force that includes 12 salespeople who travel frequently and average about two overnight trips each week. Recently you noticed that the expense reports turned in by
4. For some time your strongest competitor has been making untrue derogatory statements about your product and about your company. You know for a fact that her product is not as good as yours, yet hers has a higher price. Several of your best customers have confronted you with these charges.
3. You work for a supplier of medical equipment. Your sales manager informs you that he wants you to capture a certain hospital account. He also tells you to put on your expense account anything it costs to secure the firm as a client. When you ask him to be more specific, he tells you to use your
2. Access the National Association of Sales Professionals Web site at www.nasp.com. Click on the sales certification link and examine the steps to becoming a certified sales professional. Also click “Registry of Accredited Salespeople” and “Directory of Members.”Examine the backgrounds of
1. You find that you have significantly overcharged one of your clients. The error was discovered when you received payment. It is unlikely that the customer or your company will become aware of the overcharge. Because of this error, the company realized a higher net profit on the sale. Your
10. List and describe three guidelines used as a foundation of a self-imposed code of business ethics.
9. Is it ever appropriate to give gifts to customers? Explain.
5. What is the Uniform Commercial Code? Why is it needed?
3. How does business slander differ from business libel?
2. Carefully review the Standards of Professional Conduct developed by the National Association of Sales Professionals (NASP). Select the three standards you feel would present the greatest challenge to salespeople. Explain your answer.
1. What is the definition of business ethics? Why is this topic receiving so much attention today?
5. Product consignment. In some cases, goods are delivered to the buyer, but the title remains with the seller. This type of transaction can become complicated if the goods have a limited life span.Depreciation may occur with the passing of time. Salespeople should be familiar with the company’s
4. Financing of sales. Often salespeople work for firms that are directly involved in financing products or services or in arranging such financing from outside sources. A salesperson needs to be familiar with the legal aspects of these credit arrangements.
3. Salesperson and reseller. In many cases, the salesperson has resellers as customers or prospects.Salespeople must be aware of their employer’s obligations to the reseller.
2. Warranties and guarantees. The code distinguishes between express warranties and implied warranties. Express warranties are those that are described by the express language of the seller. Implied warranties are the obligations imposed by law on the seller that are not assumed in express language.
1. Definition of a sale. The code defines the legal dimensions of a sale. It clearly states that salespeople have the authority to legally obligate the company they represent.
5 Describe ethical and legal issues in international business
4 Discuss guidelines for developing a personal code of ethics
3 Describe the factors that influence the ethical conduct of sales personnel
2 Discuss factors that influence character development
1 Describe how ethical decisions influence relationships in selling
3. It is not a good idea to put a label on someone and then assume the label tells us everything about the person. As Ray attempts to build a rapport with Ms. Maynard, what other personal characteristics should he try to identify?
2. If Ms. Maynard wants to build a rapport with Ray Perkins, what behavior should she display?
1. If Ms. Maynard displays the characteristics of the Directive communication style, how should Ray conduct himself during the meeting? Be specific as you describe those behaviors that would be admired by Ms. Maynard.
5. Myers-Briggs Personality Types and Jungian Personality Types are two very popular descriptions of the concepts in this chapter. Using your search engine, access the Internet sites that refer to these concepts. Type in “Jungian” + personality profiles to access the Jungian personality types.
4. To assess your ability to style flex, assume you are going to make four sales calls on customers displaying each of the four communication styles. For purposes of illustration, consider your first call is on an Emotive customer with a communication style like Jay Leno. The second call is on a
3. Many salespeople, after being introduced to communication-style concepts, attempt to categorize each of their customers. They report that their relationships become mutually more enjoyable and productive. Select four people whom you know quite well (supervisor, subordinate, customer, teacher,
1. Communication or Behavior Styles is one of the most popular training programs.Worldwide, 47 million people have participated in the Wilson and DiSC programs. An understanding of communication styles assists us in building better personal and business relationships. As indicated in this chapter,
10. What suggestions would you give a salesperson who is planning to meet with a new prospect who displays the Reflective communication style?
9. Explain the statement, “Your greatest strength can become your greatest weakness.”
5. Describe the person who tends to be high in sociability.
3. What are the benefits to the salesperson who understands communication style?
1. What is the meaning of the term communication style?
5 Learn to achieve interpersonal versatility and build strong selling relationships with style flexing?
4 Learn how to identify your preferred communication style and that of your customer
3 Explain the four communication styles in the communication-style model
2Identify the two major dimensions of the communication-style model
1 Discuss how communication style influences the relationship process in sales
5. What are some precautions to take when preparing a meeting with a foreign-born prospect?
4. How differently would you behave when dealing with a return client versus a new client?
3. Is it ever appropriate to touch your client other than with a handshake? Explain your answer.
2. Why should real estate salespeople spend time developing a relationship strategy? What might be some long-term benefits of this strategy?
1. Does it appear that the CBRE salesperson supports the three prescriptions that serve as a foundation of the relationship strategy? (See the Strategic/Consultative Selling Model in Figure 3.1.) Explain your answer.
6. It is pointed out in this chapter that clothing communicates strong messages. In this exercise you become more aware of whether or not your clothes communicate the messages you want them to communicate?
5. Move quickly through the following list of traits. Use a check mark beside those that fit your self-image. Use an X to mark those that do not fit. If you are unsure, indicate with a question mark.
As a nation, we serve as host to a kaleidoscope of the world’s cultures, and the trend toward greater diversity will accelerate in the years ahead. Reflect on the gift given by Mr.Saulle and then answer these questions.a. Is it appropriate for a salesperson to give a gift to someone who is
4. In October, people of the Hindu religion celebrate Diwali, the festival of lights. The festival of lights is one of the most important and most beautiful Indian festivals. Rick Saulle, a pharmaceutical sales representative employed by Pfizer, knew that one of the most important physicians he
3. Complete the following etiquette quiz. Your instructor will provide you with answers so you can check your responses.a. On what side should you wear your name tag?b. Is it appropriate to drink beer from a bottle at a reception?c. When introducing a female salesperson to a male prospect, whose
2. The partnering style of selling is emphasized throughout the book. To gain more insight into the popularity of this concept, use one of your Internet search engines to key in the words “partnering + selling.” Notice the large number of documents related to this query.Click on and examine
10. List and describe each step in the four-step self-improvement plan?
7. Describe the meaning of the term emotional intelligence.
6. How is our self-image formed? Why is a positive self-image so important in personal selling?
5. Describe the win-win approach to selling.
4. Defend the statement, “Successful relationships depend on a positive self-image.”
2. How important are establishing, building, and maintaining relationships in the selling process? List the four groups of people with whom sales personnel must be able to work effectively.
5 Explain how to establish a self-improvement plan based on personal development strategies
4 Describe conversational strategies that help us establish relationships
3Identify and describe the major nonverbal factors that shape our sales image
2 Discuss how thought processes can enhance your relationship strategy
1 Explain the importance of developing a relationship strategy
4. Why would it be important for the marketing support personnel (marketing research, product managers, advertising and sales promotion, etc.) employed by Liberty Mutual to understand personal selling? Can you describe any marketing support people that would benefit from the acquisition of personal

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Selling Today 12th Edition Gerald L. Manning, Michael L. Ahearne, Barry L. Reece - Solutions

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