5.8 Test your Knowledge
Question 1
Why is a precall planning worksheet completed?
Solution
It is an organized way to research and learn about your qualified prospect. It is the information gathered there that helps you plan your approach and presentation and the questions you want to explore.
Question 2
Why are customer demographics important in B2B selling?
Solution
B2B selling requires understanding your prospect as well as their customers, which usually include the end user.
Question 3
What is the best source of prospects?
Solution
Existing customers.
Question 4
What is the role of trade journals in researching your prospects?
Solution
Trade journals can give you insights about trends in the industry, your prospect’s company, and even the prospect themselves.
Question 5
What are some important pieces of information you should learn when you are researching a prospect?
Solution
About the company: demographics, financial performance, company news; about the company’s customers: demographics, size of customer base, what customers are saying about the prospect; about the current buying situation: type of purchase, competitors and current provider, current pricing; about the contact person: title and role in the company, professional background, personal information, essential problem your contact needs to solve, prospect’s motivation for buying.
Question 6
Should you filter your ideas during the brainstorming process? Why or why not?
Solution
During brainstorming, it’s best not to filter ideas in order to generate as many ideas as possible. Then, the ideas should be prioritized and modified in order to be implemented.
Question 7
Name two techniques of effective brainstorming.
Solution
Know your problem or opportunity; generate, don’t evaluate; push beyond the wall; use strategic stimuli.
Question 8
Create a general benefit statement to use if you were selling Starbucks coffee to your friend.
Solution
I have an idea that will refresh your mind and give you a different environment to work in. Does that sound like something you would be interested in?
Question 9
What do the letters SMART stand for? Write a SMART objective for your first meeting with a prospect during which you want to learn who is the decision maker.
Solution
Specific, measurable, actionable (or achievable), realistic, time-bound
Question 10
Name at least one thing you should do to prepare for your presentation to a prospect.
Solution
Learn who is the decision maker and who are influencers for the buying decision at this account by the end of the first sales call. Prepare. (or Prioritize, Personalize, Practice—any of the 4 methods).
Question 11
Name the 6 C’s of sales approach.
Solution
Confidence, credibility, contact, communication, customization, and collaboration.
Question 12
Identify one way of demonstrating active listening
Solution
Eye contact, lean forward, take notes, and repeat key points to check for understanding.
Question 13
What is the 70/30 rule of active listening?
Solution
You should be listening 70 percent of the time and asking questions 30 percent of the time to engage the prospect.
Question 14
What is an elevator pitch and why it is important in a sales approach?
Solution
An elevator pitch is a concise description of a product, service, project, or person that should take no longer than the average elevator ride. It’s an important part of the sales approach because it is a good way to give your prospect an overview and get conversation started.
Question 15
What are the main approaches to use in a sales presentation?
Solution
Question, product, referral, customer benefit, survey, agenda and premium.
Question 16
Describe an effective email approach.
Solution
Personalized e-mails that address a prospect’s needs can be very effective. An e-mail should be well written and interesting to read and include proper spelling and grammar.
Question 17
List opening lines you should avoid in a sales approach.
Solution
“Would you be interested in saving money?”; “You’re probably a busy person, so I promise I’m not about to waste your time”; “I just happened to be in the area visiting another customer so I thought I’d drop by”; and “I’ve heard that you’ve been having trouble in your customer service department.”
Question 18
What is a gatekeeper?
Solution
The secretary or assistant whose job it is to screen calls or “guard” the entrance to an executive’s office. It’s the person you have to do through first before seeing your prospect.
