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Chapter 07
Planning the Sales Call
True / False Questions
1. Planning a sales call helps salespeople avoid wasting a prospect's time.
True False
2. Salespeople must strike a balance between the time spent in planning a sales call and
actually meeting prospects.
True False
3. Collecting information about a prospect before making a call is a waste of the salesperson's
time as this does not help him or her make a sale.
True False
7-1
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
4. It is important to learn and maintain current knowledge about both the prospect as an
individual and his or her firm.
True False
5. An influential adversary is a competing salesperson from another company.
True False
6. Analysis paralysis refers to a situation where the buying firm is unable to perform an
appropriate vendor analysis.
True False
7. As a part of the process of gathering precall information, salespeople must understand the
policies and procedures followed by a prospect's firm.
True False
8. The Marine Corps' 70 percent solution lays down that one must act as soon as they have 70
percent of the required information.
True False
9. A buying center consists of all the people in the selling organization who participate in a
selling opportunity.
True False
10. The first place to look for information on the Internet about a prospect company would be the
prospect company's Web site.
True False
11. Secretaries and receptionists in a prospect's firm usually are a rich source of information.
True False
7-2
12. Noncompeting salespeople are a good source of precall information.
True False
13. The most important step in planning a sales call is to set objectives for the call.
True False
14. Prospects generally take the time to fill salespeople in on all the details of their business.
True False
15. The first step in setting objectives for a sales call is to review what has been learned from the
organization's mission statement.
True False
16. Not all prospects will or should become strategic partners with a seller's firm.
True False
17. To be useful, a call objective must be generic and non-measurable.
True False
18. All sales objectives should be either specific or measurable.
True False
19. It is recommended that salespeople avoid including suggested order quantities or dates for
closure of a deal in their specific objectives.
True False
20. It is important for sellers to plan objectives for a call that can be accomplished within the time
allocated for that sales call.
True False
7-3
21. "Sell some units of the product to the client" is a specific sales objective.
True False
22. "Get better acquainted with the prospect" is a measurable sales objective.
True False
23. Ben, a salesman, would like to sell his prospect three dozen handheld mixers. However, he
would be willing to settle for just selling six of them—that would be his minimum sales call
objective.
True False
24. Multiple sales objectives reduce salespeople's fear of failure.
True False
25. It is possible to have more than one primary call objective for a single call.
True False
26. It is important for salespeople to consider the company's overall promotional campaign when
developing multiple call objectives for a prospect.
True False
27. A customer value proposition is a written statement that lists the call objectives for a
salesperson.
True False
28. Appointments dignify salespeople and help get the sales process off to a good start.
True False
7-4
29. Videoconferencing or Webcasting has lost its popularity as a result of downsizing.
True False
30. Seeding is the process of finding the key decision maker within a buying center.
True False
Multiple Choice Questions
31. As a result of failing to plan her sales call, Glenda is likely to do all of the following EXCEPT:
A. cover material in which the prospect has no interest.

B. obtain the prospect's commitment.
C. engage in seeding.
D. make a customized sales presentation.
E. seek referrals from the prospect.
32. All of the following are generally recognized as advantages of planning sales calls EXCEPT:
A. it increases the customer's confidence.

B. it saves the customer's time.
C. it guarantees that a deal will be finalized.
D. it gives the salesperson more time for tasks associated with managing his or her territory.
E. it helps the salesperson to deliver a sales presentation based on specific objectives.
7-5
33. Which of the following statements about obtaining precall information is FALSE?
A. At some point, the amount of time and effort required to collect additional information
exceeds its value.
B. Proper planning before making sales calls leads to better territory management.
C. Collecting the information about a particular prospect is usually a quick and easy process.
D. The more information the salesperson has, the more likely the prospect's needs will be
met.
E. A salesperson calling on a regular customer does not need to collect additional information.
34. Which of the following statements would be of value to insurance salespeople collecting
information about prospects?
A. The prospect graduated with a marketing degree from Kennesaw State University.
B. The prospect is divorced with two children.
C. The prospect is a friendly and easygoing person.
D. The prospect is a member of the local Rotary Club.
E. All of the above.
35. Luke and his wife, Coreen, supply cut flowers to florists in Dallas. They have been approached
by a salesperson for a horticultural firm that wants to sell them a product that keeps flowers
fresh for a long time. Unfortunately, the owner of the horticultural company was once very
rude to Coreen and she harbors some resentment toward the owner. While Luke may want to
buy the product, his wife will act as a(n) _____ in this situation.
A. influential adversary
B. actual competitor
C. potential competitor
D. sales bulwark
E. opposing implement
7-6
36. A farm machinery salesperson has spent the last three weeks gathering information about a
prospective customer. He has researched the customer's existing machinery and buying
potential. However, he delays the actual meeting with the customer because he feels that he
requires a couple of weeks more to gather enough information to make the sales call. In this
scenario, the salesperson is experiencing a(n):
A. acute shortage of data about the customer.

B. phenomenon called analysis paralysis.
C. problem in meeting the client directly because of the existence of a screen.
D. obstacle in finalizing the deal because of an influential adversary.
E. problem in contacting the focus of power in the farm because of the gatekeepers.
37. A salesperson who is unable to strike a proper balance between time spent in acquiring
information and time spent making sales calls is likely to be experiencing _____.
A. research myopia
B. analysis paralysis
C. cognitive dissonance
D. data blindness
E. customer reticence
38. Which of the following would be the LEAST useful source of information about a prospect for
a new salesperson?
A. Secretaries in the salesperson's firm

B. Other noncompeting salespeople
C. The prospect's Web page
D. The salesperson's company database
E. The prospect's competitors
7-7
39. Brandi, a sales trainee, watched as her sales supervisor chatted with a prospect's secretary in
a very friendly manner. Brandi felt that such behavior was inappropriate in a business
situation and she did not understand why her supervisor was asking the secretary about what
sports the prospect follows closely. Brandi is unable to understand her supervisor's actions.
Which of the following statements would help her understand the functional value of such
interactions in a sales situation?
A. Brandi's supervisor has found a meaningless way to pass the time while waiting for the
appointment.
B. The prospect will see Brandi and her supervisor more quickly if they prevent the secretary
from getting any work done.
C. Secretaries are a rich source of information about a prospect and are important for
successful sales calls.
D. Salespeople should talk to secretaries in order to appear to be working.
E. Secretaries are poor sources of information about the prospect.
40. If a salesperson does not know the basics about a prospect's company, then the:
A. prospect will not meet the salesperson at all.

B. prospect's receptionist will prevent the salesperson from meeting the prospect.
C. prospect may justifiably refuse to take the deal forward.
D. salesperson may begin to experience a phenomenon called analysis paralysis.
E. salesperson should make "getting the deal" the formal objective of the first sales call.
41. The most important step for a salesperson in planning a sales call is to:
A. design a flexible sales presentation.

B. discover personal information about a prospect.
C. plan an after-sales service package for a prospect.
D. set objectives for the call.
E. take an appointment with the prospect.
7-8
42. Which of the following statements about sales call objectives is FALSE?
A. The primary objective of every sales call is to make a sale.

B. An objective should be established for every sales call.
C. Sales call objectives should be specific.
D. Sales call objectives should be measurable.
E. Sales call objectives should be aimed at customer action.
43. As the first step in setting sales call objectives, a salesperson should:
A. review the steps of the selling process.

B. review the customer's marketing goals.
C. determine his or her progress toward meeting the sales targets.
D. review what has been learned from the precall information gathered.
E. review the available inventory in his or her own company.
44. Which of the following statements about sales call objectives is true?
A. Sales call objectives should always be expressed in monetary terms.

B. Sales call objectives are unnecessary for missionary salespeople.
C. Sales call objectives are unnecessary when the sales rep is cold calling.
D. Sales call objectives should be limited to one objective per sales call.
E. Sales call objectives are based on strategic decisions about an account.
45. Effective call objectives must be:
A. expressed only in monetary terms.

B. specific, realistic, and measurable.
C. standardized for all sales representatives in a company.
D. independent of any cultural influences.
E. all of the above.
7-9
46. Andrew, a sales representative for AirCon, has to call on the owner of a chain of automobile
showrooms to sell his company's new line of air conditioners. His primary objective for the
first sales call is to crack an exclusive deal with the owner. This would enable him to install
his company's air conditioners across all the showrooms his prospect has. Which of the
following is a drawback of this primary call objective?
A. It is too qualitative.
B. It is not realistic.
C. It is not challenging enough.
D. It is incomplete because it does not specify the after sales service.
E. It is not measurable in monetary terms.
47. Jonah, a salesperson, hears of a lead and decides to pursue it. He determines getting
acquainted with the client to be his call objective for the first sales call. As he reviews his
notes after the sales call, he realizes that he does not have much information about the needs
and the business potential of this lead despite having met most members of the buying
center. Which of the following drawbacks of his call objective is most likely to explain this
shortage of information faced by Jonah?
A. It puts too much emphasis on service.

B. It says nothing about the product being sold.
C. It is not measurable.
D. It is too personal.
E. It is unrelated to company goals.
48. Which of the following is a realistic sales call objective for a first call regarding a product that
would require a large capital investment?
A. To secure an order
B. To send the prospect a brochure that lists the products of the selling firm
C. To get the prospect to identify all the other members of the firm who play key roles in the
firm's decision-making process
D. To get the prospect to change over to the new product being offered
E. All of the above
7-10
49. Tom, an experienced salesperson for road construction equipment, has been hired as the
sales representative for Caterpillar Tractor Corporation in the state of Ohio. Tom is aware that
his company makes products of high quality but is fairly new in the market. Which of the
following objectives for Tom's first sales call on Faulkner Paving, a key prospect, meets the
criteria of being realistic?
A. To get an appointment for a second call

B. To persuade Faulkner to switch to Caterpillar's equipment next season
C. To convince Faulkner to buy one of Caterpillar's large bulldozers for a trial run
D. To get Faulkner to watch a two-hour videotape that shows the superiority of the
construction of Caterpillar's products
E. All of the above
50. Which of the following best exemplifies a measurable sales call objective?
A. To learn more about a prospect's needs

B. To learn about a prospect's professional background
C. To improve a prospect's perception of a salesperson's company
D. To build rapport with a prospect
E. To gain a buyer's trust
51. As a salesperson, a simple way to ensure that the sales call objectives determined are
measurable is to:
A. use a canned sales presentation.

B. follow the guidelines set by your sales supervisor.
C. set long-term goals based on your sales call objectives.
D. align your objectives with the strategic objectives of your company.
E. set objectives that require a buyer's response.
7-11
52. Victor is calling on Meridian Cabinet Works. His goal is to close the deal for a customized
profile sander valued at about $3,500. He would be willing to accept a purchase of one his
firm's ready-made sanders, which cost about $2,000. Victor would try to convince the owner of
Meridian to use the sander and to provide his company with a testimonial because this would
help him approach other local wood workers. For Victor, the sale of the custom-built profile
sander is his _____.
A. minimum call objective

B. secondary target
C. sales quota
D. primary call objective
E. customer value proposition
53. Alexandra's goal for her upcoming sales call is to sell five 22-inch cut self-propelled lawn
mowers to Murphy's Hardware. She would be willing to accept an order for three mowers if
the client is ready to make a small investment. She is hoping to convince the owner for fifteen
mowers and to sell them at a promotional price of $179. For Alexandra, the sale of five
mowers is her _____.

B. secondary agenda
C. sales quota
E. optimistic call objective
7-12
54. Victor is calling on Meridian Cabinetworks. His goal is to close a deal for a customized profile
sander valued at about $3,500. He'd be willing to accept if Meridian purchases one of one his
firm's ready-made sanders, which cost about $2,000. Victor wants to convince the owner of
Meridian to use the sander and to provide his company with a testimonial that would help him
approach other local wood workers. For Victor, the sale of the less expensive ready-made
profile sander is his _____.

B. strategic mission
C. sales quota
55. Norah's goal for her upcoming sales call is to sell 10 cases of anchovies to Darby's Diner
though she would be willing to accept an order for just five cases too. Additionally, she is
planning to approach the owner to enter into an agreement to purchase anchovies only from
her supplier. For Norah, setting up a straight rebuy situation with Darby's Diner is her _____ in
this scenario.

C. sales quota
7-13
56. SRC Refrigeration Company manufactures and sells refrigerator display units for flowers.
Ronald, a salesperson for the company, is calling on a large supermarket chain in an attempt
to provide a demonstration of SRC's new product which "bathes flowers in generous humidity
and uniform air temperature." One of Ronald's sales call objectives is to replace all
refrigeration units in the 235-store chain with SRC units. This sales call objective is most
likely an example of a(n) _____ call objective in this scenario.
A. optimistic
B. minimum
C. primary
D. secondary
E. basic
57. Andrew, who works for TeaTree, is going for his first sales call to Dynamo Motors. TeaTree
leads the market in the vending machine industry for beverages. Andrew hopes to meet the
members of the buying center first so he can estimate the demand for beverages and engage
them in a presentation regarding his products. Additionally, he would also like to get
permission to give a demonstration at the MNC so its employees can taste TeaTree's
beverages and provide their feedback. Obtaining the permission to provide a demonstration of
his vending machine is a(n) _____ for Andrew's sales call.

C. sales quota
7-14
58. A salesperson who routinely accomplishes his or her _____ objectives most likely sets his or
her objectives too low.
A. strategic
B. optimum call
C. minimum call
D. primary call
E. secondary call
59. TECAmerica, Inc. sells electronic scales used for weighing meats and vegetables. A
salesperson for TECAmerica is calling on the headquarters of Kroger supermarkets. He has
set his sales call objectives to meet the members of the buying center, to have his product
brochures sent to the appropriate geographic division managers of Kroger, and to be allowed
to demonstrate the superiority of his company's scales. If he truly expects to achieve his
objective of meeting the members of the buying center, then the others would be classified as
_____ call objectives.
A. ideological
B. primary
C. visionary
D. secondary
E. minimum
7-15
60. Flora is a chief supplier of flowers to retailers in Dallas. Haley, a salesperson at Flora, is
planning to call on a supermarket chain that stocks flowers but does not buy its supplies from
Flora yet. Why would Haley set multiple call objectives including the goals of getting the
company to buy its Valentine package for $129 and convincing them to display Flora's
samples in some of its stores for her first meeting itself?
A. Multiple sales call objectives increase the fear of failure, which makes the salesperson try
even harder.
B. Multiple sales call objectives allow the salesperson to avoid focusing on any one sales call
objective for too long.
C. Multiple sales call objectives will force the salesperson to set his or her objectives too high.
D. Multiple sales call objectives are usually self-correcting in case the call objectives set are
too high or too low.
E. There is no benefit inherent in multiple sales call objectives.
61. A(n) _____ is defined as a written statement (usually one or two sentences) that clearly states
how purchasing a product or service being offered can help solve the customer's perceived
business issue.
A. optimal sales call objective

B. mission statement
C. sales presentation synopsis
D. statement of expectation
62. A(n) _____, which salespeople can share with the CEO of a buyer's firm, focuses on what an
individual manager needs to address and resolve to be able to better contribute to overall
company objectives.

7-16
63. Hugh sells copying equipment to colleges and universities. He competes with Xerox, Canon,
and similar firms. Hugh's sales manager requires him to make an appointment when he calls
on a prospect for the first time. Which of the following is LEAST likely to happen as a result of
the appointment?
A. An increase in his chances of talking to the right person

B. An order on his first sales call
C. An increase in his dignity as a salesperson
D. A good start to the relationship by putting the prospect and Hugh on the same level
E. An increase in the probability of getting adequate uninterrupted time with the prospect
64. Which of the following statements about making appointments for sales calls is true?
A. Experts generally agree that a salesperson calling on a company that is new to him or her
should begin by calling on the president of the firm.
B. Experts generally agree that a salesperson calling on a company that is new to him or her
should begin by calling on the "focus of power."
C. In industrial selling situations, a salesperson gets a substantial order on his or her first
sales call when he or she approaches the prospect after calling up for an appointment.
D. Experienced sales representatives use different methods for making appointments with
different prospects.
E. Experts generally agree that a salesperson calling on a company that is new to him or her
should begin by calling on the "focus of dissatisfaction."
65. A safety equipment salesperson calling on a prospect for the first time should try to schedule
an appointment with the focus of _____, a person who will listen to the salesperson and
provide valuable information about the types of equipment that the company needs.
A. receptivity
B. authority
C. power
D. expertise
E. dissatisfaction
7-17
66. Aaron, a safety equipment salesperson, was making his second sales call on a prospective
client. Aaron wanted to have a meeting with the focus of _____ because this individual would
be able to explain how the company was not adequately protecting its employees from
potential injuries.
A. receptivity
B. reciprocity
C. power
D. expertise
E. dissatisfaction
67. If an industrial salesperson makes her first call on an employee at a client's company who is
most likely willing to listen and provide valuable information, she is most likely calling on the
_____.
A. focus of dissatisfaction
B. focus of receptivity
C. focus of expertise
D. focus of power
E. focus of satisfaction
68. In the buying center, the person who can approve, prevent, and/or influence action is called
the _____.
A. focus of receptivity
B. focus of dissatisfaction
C. focus of power
D. driver
E. gatekeeper
7-18
69. The best time to make a sales call is:
A. before 9:00 A.M. and after 4:00 P.M.

B. immediately after lunch when they are most likely to be in a pleasant mood.
C. between 9: AM to 11: AM.
D. between 9:00 A.M. and 4:00 P.M.
E. dependent on the type of selling.
70. When making an appointment, it is important for a salesperson to identify an environment

conducive to doing business. So the salesperson should:
A. choose a place free of distraction for all parties.

B. ensure the buyer's subordinates will not be present at the meeting.
C. arrange the meeting at his/her own company.
D. plan the meeting during the company's annual review meetings.
71. In a buying center, a screen can take on the role of a(n) _____.
A. seller
B. decider
C. user
D. influencer
E. gatekeeper
7-19
72. As the CEO's personal assistant, Robert's job involves taking calls from sales representatives
from different companies. He sorts them and selects the salespeople who get to speak
directly to his boss. In this situation, Robert is acting as the _____.
A. point of dissatisfaction
B. screen
C. user
D. risk-taker
E. center of influence
73. Billy is a charming sales representative. He uses his skills and persuades the prospect's
secretary to get him a face-to-face meeting with the prospect. He convinces her that the
product he is selling will greatly benefit her company. The technique that Billy is using is
known as:
A. ignoring the screen.

B. taking down the screen.
C. going under the screen.
D. going through the screen.
E. going over the screen.
74. Al sells everything a company needs to market decorative balloons—the balloons themselves,
ribbons, helium tanks, etc. He wants to talk to the owner of a large catering company because
balloons are great decorations for birthday tables, baby showers, and other such social
occasions. Unfortunately, every time he tries to talk to the owner of the catering company, he
finds himself in an unnecessarily long conversation with the assistant caterer who does not let
him talk to the owner. The assistant caterer is assuming the role of a(n):
A. barrier.
B. decider.
C. driver.
D. risk-taker.
E. arbitrator.
7-20
75. To get the CEO's secretary to give him an appointment, Oscar mentioned an earlier discussion
he had with the president of the firm about what his company has to offer. Oscar is hoping
that this technique of _____ will allow him to see the CEO sooner.
A. going through the screen

B. going over the screen
C. going around the screen
D. going under the screen
E. ignoring the screen
76. For making appointments, Barrett often calls the offices of his prospects after 5:30 p.m. He
knows executives frequently work late, and that after normal business hours they often
answer their own telephones. In this way, he avoids dealing with a secretary or receptionist
who might prevent him from seeing the executives. This method of dealing with barriers is
called _____.
A. blockade running
B. bypassing the gatekeeper
C. going under the screen
D. going around the screen
E. an end run
77. Which of the following statements about telephoning to make sales appointments is true?
A. The telephone is most often used to make an initial appointment.

B. Booking an appointment by phone is advantageous because the prospect's nonverbal
reactions to the salesperson can be observed and assessed.
C. Trying to make an appointment by phone is a waste of a salesperson's time.
D. The goal of a telephone call is to sell a product.
E. It is more acceptable to go to the prospect's office to make the first appointment.
7-21
78. When making a telephone call to a new client, salespeople must:
A. contact the top management of the company directly.

B. prepare themselves for any objections that may come up in the conversation.
C. avoid answering any queries raised by the prospect about their products or services.
D. attempt to finalize the deal during the first call itself.
E. prepare to aggressively market their product over the telephone.
79. Kerry, a sales representative from Spitz Inc., has a lead on a potential customer for her
company's line of vacuum cleaners. She calls the prospect's firm and speaks to the secretary.
What should be the primary goal of this call?
A. To make an appointment with the prospect

B. To finalize the sale of the vacuum cleaners
C. To make Spitz the sole supplier of vacuum cleaners to the prospect
D. To engage in the practice of seeding
E. To compromise the credibility of competing salespeople
80. Kathy makes an appointment with a potentially important prospect. She decides to send the
prospect a copy of a recent article discussing global trends in the prospect's industry. Kathy is
most likely engaging in _____.
A. webcasting
B. customer value messaging
C. seeding
D. videoconferencing
E. cold calling
Short Answer Questions
7-22
81. What is the term used for people who can influence a purchase decision and are opposed to
the seller's company?
82. What is the term used to describe the condition suffered by a salesperson who would rather
spend time gathering and analyzing precall information than actually making the sales call?
83. Which is the first source of information that a salesperson can use while using the Internet to
gather precall information?
7-23
84. Within a prospect's company, who is likely to be a rich source of information?
85. What is the most important step when planning a sales call?
86. A salesperson for Otto Bock Orthopedic Industry is calling on an orthopedic hospital to sell his
company's new computerized artificial limbs that can anticipate and regulate movement by
the user. The salesperson's sales call objective is to sell 20 limbs after convincing the buyer
that the limb is superior to all other prosthesis available in the market. The total amount
involved in the deal is around $50,000. The salesperson has been given 15 minutes to make
his sales presentation. What is wrong with this objective?
7-24
Ronald, a salesperson for the company, is calling on a large supermarket chain in an attempt
to provide a demonstration of SRC's new product which "bathes flowers in generous humidity
and uniform air temperature." Ronald's sales call objective is to persuade the buyer to lease
one refrigeration unit for 6 months and compare how it keeps flowers fresh longer than the
other brand currently in use. In terms of the criteria for evaluating sales objectives, how would
you rate this sales call objective?
88. Rotocast Display Products sells display accessories to be used on the sales floor and in store
windows. One popular item it sells is the Corinthian columns ranging from 16" to 96". A
Rotocast salesperson is calling on a company that specializes in designing store displays. Her
goal is to sell the design company 3 dozen columns of various heights. If she can't achieve this
goal, she wants to sell the design company at least 6 small columns. Identify the two types of
multiple sales objectives that the Rotocast salesperson has set.
7-25
89. To whom should a salesperson present a customer value proposition?
90. What are the two methods that can be used when the buyer(s) is in one location and the
salesperson who is presenting a product demonstration is in another physical location?
Essay Questions
7-26
91. Martin is planning his first sales call on F&S Industries. He has decided to postpone the call
until he knows everything there is to know about the company and the prospects on whom he
will be calling. What's wrong with this idea?
92. Amy is given the name of a potential prospect. What general sources of information should
she consider checking before approaching the prospect?
93. What is an optimistic sales call objective?
7-27
94. What are the benefits of setting multiple sales call objectives?
95. Describe a customer value proposition.
96. Why should a salesperson make an appointment whenever possible?
7-28
97. Differentiate between focus of receptivity, focus of dissatisfaction, and focus of power.
98. Discuss the best time for a salesperson to call on a prospect.
99. What is the right place for a salesperson to meet a prospect?
7-29
100.Sales strategists have identified three basic ways to interact with a screen or barrier to a
prospect. List and briefly describe them.
7-30
Chapter 07 Planning the Sales Call Answer Key
True / False Questions
1. Planning a sales call helps salespeople avoid wasting a prospect's time.

(p. 174)
TRUE
Level of Difficulty: Easy
2. Salespeople must strike a balance between the time spent in planning a sales call and
(p. 174) actually meeting prospects.
TRUE
3. Collecting information about a prospect before making a call is a waste of the

(p. 174) salesperson's time as this does not help him or her make a sale.
FALSE
4. It is important to learn and maintain current knowledge about both the prospect as an
(p. 175) individual and his or her firm.
TRUE
7-31
5. An influential adversary is a competing salesperson from another company.
(p. 176)
FALSE
6. Analysis paralysis refers to a situation where the buying firm is unable to perform an
(p. 177) appropriate vendor analysis.
FALSE
7. As a part of the process of gathering precall information, salespeople must understand the
(p. 177) policies and procedures followed by a prospect's firm.
TRUE
8. The Marine Corps' 70 percent solution lays down that one must act as soon as they have
(p. 177) 70 percent of the required information.
TRUE
9. A buying center consists of all the people in the selling organization who participate in a
(p. 178) selling opportunity.
FALSE
10. The first place to look for information on the Internet about a prospect company would be
(p. 178) the prospect company's Web site.
TRUE
7-32
11. Secretaries and receptionists in a prospect's firm usually are a rich source of information.
(p. 178)
TRUE
12. Noncompeting salespeople are a good source of precall information.

(p. 179)
TRUE
13. The most important step in planning a sales call is to set objectives for the call.
(p. 179)
TRUE
14. Prospects generally take the time to fill salespeople in on all the details of their business.
(p. 179)
FALSE
Level of Difficulty: Medium
15. The first step in setting objectives for a sales call is to review what has been learned from
(p. 180) the organization's mission statement.
FALSE
16. Not all prospects will or should become strategic partners with a seller's firm.
(p. 180)
TRUE
7-33
17. To be useful, a call objective must be generic and non-measurable.
(p. 180)
FALSE
18. All sales objectives should be either specific or measurable.

(p. 180)
FALSE
19. It is recommended that salespeople avoid including suggested order quantities or dates for
(p. 180) closure of a deal in their specific objectives.
FALSE
20. It is important for sellers to plan objectives for a call that can be accomplished within the
(p. 180) time allocated for that sales call.
TRUE
21. "Sell some units of the product to the client" is a specific sales objective.
(p. 180)
FALSE
22. "Get better acquainted with the prospect" is a measurable sales objective.
(p. 180)
FALSE
7-34
23. Ben, a salesman, would like to sell his prospect three dozen handheld mixers. However, he
(p. 181- would be willing to settle for just selling six of them—that would be his minimum sales call
182)
objective.
TRUE
24. Multiple sales objectives reduce salespeople's fear of failure.

(p. 182)
TRUE
25. It is possible to have more than one primary call objective for a single call.
(p. 182)
TRUE
26. It is important for salespeople to consider the company's overall promotional campaign
(p. 184) when developing multiple call objectives for a prospect.
TRUE
27. A customer value proposition is a written statement that lists the call objectives for a
(p. 184) salesperson.
FALSE
28. Appointments dignify salespeople and help get the sales process off to a good start.
(p. 184-
185)
TRUE
7-35
29. Videoconferencing or Webcasting has lost its popularity as a result of downsizing.
(p. 186)
FALSE
30. Seeding is the process of finding the key decision maker within a buying center.
(p. 189)
FALSE
Multiple Choice Questions
31. As a result of failing to plan her sales call, Glenda is likely to do all of the following
(p. 174) EXCEPT:
A. cover material in which the prospect has no interest.

B. obtain the prospect's commitment.
C. engage in seeding.
D. make a customized sales presentation.
E. seek referrals from the prospect.
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32. All of the following are generally recognized as advantages of planning sales calls
(p. 174) EXCEPT:
A. it increases the customer's confidence.

B. it saves the customer's time.
C. it guarantees that a deal will be finalized.
D. it gives the salesperson more time for tasks associated with managing his or her
territory.
E. it helps the salesperson to deliver a sales presentation based on specific objectives.
33. Which of the following statements about obtaining precall information is FALSE?
(p. 174)
A. At some point, the amount of time and effort required to collect additional information
exceeds its value.
B. Proper planning before making sales calls leads to better territory management.
C. Collecting the information about a particular prospect is usually a quick and easy
process.
D. The more information the salesperson has, the more likely the prospect's needs will be
met.
E. A salesperson calling on a regular customer does not need to collect additional
information.
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34. Which of the following statements would be of value to insurance salespeople collecting
(p. 175) information about prospects?
A. The prospect graduated with a marketing degree from Kennesaw State University.
B. The prospect is divorced with two children.
C. The prospect is a friendly and easygoing person.
D. The prospect is a member of the local Rotary Club.
E. All of the above.
35. Luke and his wife, Coreen, supply cut flowers to florists in Dallas. They have been
(p. 176) approached by a salesperson for a horticultural firm that wants to sell them a product that
keeps flowers fresh for a long time. Unfortunately, the owner of the horticultural company
was once very rude to Coreen and she harbors some resentment toward the owner. While
Luke may want to buy the product, his wife will act as a(n) _____ in this situation.
A. influential adversary
B. actual competitor
C. potential competitor
D. sales bulwark
E. opposing implement
Level of Difficulty: Hard
7-38
36. A farm machinery salesperson has spent the last three weeks gathering information about
(p. 177) a prospective customer. He has researched the customer's existing machinery and buying
potential. However, he delays the actual meeting with the customer because he feels that
he requires a couple of weeks more to gather enough information to make the sales call. In
this scenario, the salesperson is experiencing a(n):
A. acute shortage of data about the customer.

B. phenomenon called analysis paralysis.
C. problem in meeting the client directly because of the existence of a screen.
D. obstacle in finalizing the deal because of an influential adversary.
E. problem in contacting the focus of power in the farm because of the gatekeepers.
37. A salesperson who is unable to strike a proper balance between time spent in acquiring
(p. 177) information and time spent making sales calls is likely to be experiencing _____.
A. research myopia
B. analysis paralysis
C. cognitive dissonance
D. data blindness
E. customer reticence
38. Which of the following would be the LEAST useful source of information about a prospect
(p. 177) for a new salesperson?
A. Secretaries in the salesperson's firm

B. Other noncompeting salespeople
C. The prospect's Web page
D. The salesperson's company database
E. The prospect's competitors
7-39
39. Brandi, a sales trainee, watched as her sales supervisor chatted with a prospect's secretary
(p. 178) in a very friendly manner. Brandi felt that such behavior was inappropriate in a business
situation and she did not understand why her supervisor was asking the secretary about
what sports the prospect follows closely. Brandi is unable to understand her supervisor's
actions. Which of the following statements would help her understand the functional value
of such interactions in a sales situation?
A. Brandi's supervisor has found a meaningless way to pass the time while waiting for the
appointment.
B. The prospect will see Brandi and her supervisor more quickly if they prevent the
secretary from getting any work done.
C. Secretaries are a rich source of information about a prospect and are important for
successful sales calls.
D. Salespeople should talk to secretaries in order to appear to be working.
E. Secretaries are poor sources of information about the prospect.
40. If a salesperson does not know the basics about a prospect's company, then the:
(p. 179)
A. prospect will not meet the salesperson at all.

B. prospect's receptionist will prevent the salesperson from meeting the prospect.
C. prospect may justifiably refuse to take the deal forward.
D. salesperson may begin to experience a phenomenon called analysis paralysis.
E. salesperson should make "getting the deal" the formal objective of the first sales call.
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41. The most important step for a salesperson in planning a sales call is to:
(p. 179)
A. design a flexible sales presentation.

B. discover personal information about a prospect.
C. plan an after-sales service package for a prospect.
D. set objectives for the call.
E. take an appointment with the prospect.
42. Which of the following statements about sales call objectives is FALSE?
(p. 179)
A. The primary objective of every sales call is to make a sale.

B. An objective should be established for every sales call.
C. Sales call objectives should be specific.
D. Sales call objectives should be measurable.
E. Sales call objectives should be aimed at customer action.
43. As the first step in setting sales call objectives, a salesperson should:
(p. 180)
A. review the steps of the selling process.

B. review the customer's marketing goals.
C. determine his or her progress toward meeting the sales targets.
D. review what has been learned from the precall information gathered.
E. review the available inventory in his or her own company.
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44. Which of the following statements about sales call objectives is true?
(p. 180)
A. Sales call objectives should always be expressed in monetary terms.

B. Sales call objectives are unnecessary for missionary salespeople.
C. Sales call objectives are unnecessary when the sales rep is cold calling.
D. Sales call objectives should be limited to one objective per sales call.
E. Sales call objectives are based on strategic decisions about an account.
45. Effective call objectives must be:

(p. 180)
A. expressed only in monetary terms.

B. specific, realistic, and measurable.
C. standardized for all sales representatives in a company.
D. independent of any cultural influences.
46. Andrew, a sales representative for AirCon, has to call on the owner of a chain of automobile
(p. 180) showrooms to sell his company's new line of air conditioners. His primary objective for the
first sales call is to crack an exclusive deal with the owner. This would enable him to install
his company's air conditioners across all the showrooms his prospect has. Which of the
following is a drawback of this primary call objective?
A. It is too qualitative.
B. It is not realistic.
C. It is not challenging enough.
D. It is incomplete because it does not specify the after sales service.
E. It is not measurable in monetary terms.
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47. Jonah, a salesperson, hears of a lead and decides to pursue it. He determines getting
(p. 180) acquainted with the client to be his call objective for the first sales call. As he reviews his
notes after the sales call, he realizes that he does not have much information about the
needs and the business potential of this lead despite having met most members of the
buying center. Which of the following drawbacks of his call objective is most likely to
explain this shortage of information faced by Jonah?
A. It puts too much emphasis on service.

B. It says nothing about the product being sold.
C. It is not measurable.
D. It is too personal.
E. It is unrelated to company goals.
48. Which of the following is a realistic sales call objective for a first call regarding a product
(p. 180) that would require a large capital investment?
A. To secure an order
B. To send the prospect a brochure that lists the products of the selling firm
C. To get the prospect to identify all the other members of the firm who play key roles in
the firm's decision-making process
D. To get the prospect to change over to the new product being offered
E. All of the above
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49. Tom, an experienced salesperson for road construction equipment, has been hired as the
(p. 180) sales representative for Caterpillar Tractor Corporation in the state of Ohio. Tom is aware
that his company makes products of high quality but is fairly new in the market. Which of
the following objectives for Tom's first sales call on Faulkner Paving, a key prospect, meets
the criteria of being realistic?
A. To get an appointment for a second call

B. To persuade Faulkner to switch to Caterpillar's equipment next season
C. To convince Faulkner to buy one of Caterpillar's large bulldozers for a trial run
D. To get Faulkner to watch a two-hour videotape that shows the superiority of the
construction of Caterpillar's products
E. All of the above
50. Which of the following best exemplifies a measurable sales call objective?
(p. 180-
181)
A. To learn more about a prospect's needs

B. To learn about a prospect's professional background
C. To improve a prospect's perception of a salesperson's company
D. To build rapport with a prospect
E. To gain a buyer's trust
51. As a salesperson, a simple way to ensure that the sales call objectives determined are
(p. 181) measurable is to:
A. use a canned sales presentation.

B. follow the guidelines set by your sales supervisor.
C. set long-term goals based on your sales call objectives.
D. align your objectives with the strategic objectives of your company.
E. set objectives that require a buyer's response.
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52. Victor is calling on Meridian Cabinet Works. His goal is to close the deal for a customized
(p. 181) profile sander valued at about $3,500. He would be willing to accept a purchase of one his
firm's ready-made sanders, which cost about $2,000. Victor would try to convince the
owner of Meridian to use the sander and to provide his company with a testimonial
because this would help him approach other local wood workers. For Victor, the sale of the
custom-built profile sander is his _____.

B. secondary target
C. sales quota
53. Alexandra's goal for her upcoming sales call is to sell five 22-inch cut self-propelled lawn
(p. 181) mowers to Murphy's Hardware. She would be willing to accept an order for three mowers if
the client is ready to make a small investment. She is hoping to convince the owner for
fifteen mowers and to sell them at a promotional price of $179. For Alexandra, the sale of
five mowers is her _____.

B. secondary agenda
C. sales quota
7-45
54. Victor is calling on Meridian Cabinetworks. His goal is to close a deal for a customized
(p. 181- profile sander valued at about $3,500. He'd be willing to accept if Meridian purchases one
182)
of one his firm's ready-made sanders, which cost about $2,000. Victor wants to convince
the owner of Meridian to use the sander and to provide his company with a testimonial that
would help him approach other local wood workers. For Victor, the sale of the less
expensive ready-made profile sander is his _____.

C. sales quota
55. Norah's goal for her upcoming sales call is to sell 10 cases of anchovies to Darby's Diner
(p. 182) though she would be willing to accept an order for just five cases too. Additionally, she is
planning to approach the owner to enter into an agreement to purchase anchovies only
from her supplier. For Norah, setting up a straight rebuy situation with Darby's Diner is her
_____ in this scenario.

C. sales quota
7-46
(p. 182) Ronald, a salesperson for the company, is calling on a large supermarket chain in an
attempt to provide a demonstration of SRC's new product which "bathes flowers in

generous humidity and uniform air temperature." One of Ronald's sales call objectives is to
replace all refrigeration units in the 235-store chain with SRC units. This sales call
objective is most likely an example of a(n) _____ call objective in this scenario.
A. optimistic
B. minimum
C. primary
D. secondary
E. basic
57. Andrew, who works for TeaTree, is going for his first sales call to Dynamo Motors. TeaTree
(p. 182) leads the market in the vending machine industry for beverages. Andrew hopes to meet the
members of the buying center first so he can estimate the demand for beverages and
engage them in a presentation regarding his products. Additionally, he would also like to
get permission to give a demonstration at the MNC so its employees can taste TeaTree's
beverages and provide their feedback. Obtaining the permission to provide a demonstration
of his vending machine is a(n) _____ for Andrew's sales call.

C. sales quota
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58. A salesperson who routinely accomplishes his or her _____ objectives most likely sets his
(p. 182) or her objectives too low.
A. strategic
B. optimum call
C. minimum call
D. primary call
E. secondary call
59. TECAmerica, Inc. sells electronic scales used for weighing meats and vegetables. A
(p. 182) salesperson for TECAmerica is calling on the headquarters of Kroger supermarkets. He has
set his sales call objectives to meet the members of the buying center, to have his product
brochures sent to the appropriate geographic division managers of Kroger, and to be
allowed to demonstrate the superiority of his company's scales. If he truly expects to
achieve his objective of meeting the members of the buying center, then the others would
be classified as _____ call objectives.
A. ideological
B. primary
C. visionary
D. secondary
E. minimum
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60. Flora is a chief supplier of flowers to retailers in Dallas. Haley, a salesperson at Flora, is
(p. 182) planning to call on a supermarket chain that stocks flowers but does not buy its supplies
from Flora yet. Why would Haley set multiple call objectives including the goals of getting
the company to buy its Valentine package for $129 and convincing them to display Flora's
samples in some of its stores for her first meeting itself?
A. Multiple sales call objectives increase the fear of failure, which makes the salesperson
try even harder.
B. Multiple sales call objectives allow the salesperson to avoid focusing on any one sales
call objective for too long.
C. Multiple sales call objectives will force the salesperson to set his or her objectives too
high.
D. Multiple sales call objectives are usually self-correcting in case the call objectives set
are too high or too low.
E. There is no benefit inherent in multiple sales call objectives.
61. A(n) _____ is defined as a written statement (usually one or two sentences) that clearly
(p. 184) states how purchasing a product or service being offered can help solve the customer's
perceived business issue.

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62. A(n) _____, which salespeople can share with the CEO of a buyer's firm, focuses on what
(p. 184) an individual manager needs to address and resolve to be able to better contribute to
overall company objectives.

63. Hugh sells copying equipment to colleges and universities. He competes with Xerox,
(p. 184- Canon, and similar firms. Hugh's sales manager requires him to make an appointment
185)
when he calls on a prospect for the first time. Which of the following is LEAST likely to
happen as a result of the appointment?
A. An increase in his chances of talking to the right person

B. An order on his first sales call
C. An increase in his dignity as a salesperson
D. A good start to the relationship by putting the prospect and Hugh on the same level
E. An increase in the probability of getting adequate uninterrupted time with the prospect
7-50
64. Which of the following statements about making appointments for sales calls is true?
(p. 185)
A. Experts generally agree that a salesperson calling on a company that is new to him or
her should begin by calling on the president of the firm.
B. Experts generally agree that a salesperson calling on a company that is new to him or
her should begin by calling on the "focus of power."
C. In industrial selling situations, a salesperson gets a substantial order on his or her first
sales call when he or she approaches the prospect after calling up for an appointment.
D. Experienced sales representatives use different methods for making appointments with
different prospects.
E. Experts generally agree that a salesperson calling on a company that is new to him or
her should begin by calling on the "focus of dissatisfaction."
65. A safety equipment salesperson calling on a prospect for the first time should try to
(p. 185) schedule an appointment with the focus of _____, a person who will listen to the
salesperson and provide valuable information about the types of equipment that the
company needs.
A. receptivity
B. authority
C. power
D. expertise
E. dissatisfaction
7-51
66. Aaron, a safety equipment salesperson, was making his second sales call on a prospective
(p. 185) client. Aaron wanted to have a meeting with the focus of _____ because this individual
would be able to explain how the company was not adequately protecting its employees
from potential injuries.
A. receptivity
B. reciprocity
C. power
D. expertise
E. dissatisfaction
67. If an industrial salesperson makes her first call on an employee at a client's company who
(p. 185) is most likely willing to listen and provide valuable information, she is most likely calling on
the _____.
A. focus of dissatisfaction
B. focus of receptivity
C. focus of expertise
D. focus of power
E. focus of satisfaction
68. In the buying center, the person who can approve, prevent, and/or influence action is
(p. 185) called the _____.
A. focus of receptivity
B. focus of dissatisfaction
C. focus of power
D. driver
E. gatekeeper
7-52
69. The best time to make a sales call is:
(p. 185-
186)
A. before 9:00 A.M. and after 4:00 P.M.

B. immediately after lunch when they are most likely to be in a pleasant mood.
C. between 9: AM to 11: AM.
D. between 9:00 A.M. and 4:00 P.M.
E. dependent on the type of selling.
70. When making an appointment, it is important for a salesperson to identify an environment

(p. 186) conducive to doing business. So the salesperson should:
A. choose a place free of distraction for all parties.

B. ensure the buyer's subordinates will not be present at the meeting.
C. arrange the meeting at his/her own company.
D. plan the meeting during the company's annual review meetings.
71. In a buying center, a screen can take on the role of a(n) _____.
(p. 187)
A. seller
B. decider
C. user
D. influencer
E. gatekeeper
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72. As the CEO's personal assistant, Robert's job involves taking calls from sales
(p. 187) representatives from different companies. He sorts them and selects the salespeople who
get to speak directly to his boss. In this situation, Robert is acting as the _____.
A. point of dissatisfaction
B. screen
C. user
D. risk-taker
E. center of influence
73. Billy is a charming sales representative. He uses his skills and persuades the prospect's
(p. 187) secretary to get him a face-to-face meeting with the prospect. He convinces her that the
product he is selling will greatly benefit her company. The technique that Billy is using is
known as:
A. ignoring the screen.

B. taking down the screen.
C. going under the screen.
D. going through the screen.
E. going over the screen.
7-54
74. Al sells everything a company needs to market decorative balloons—the balloons
(p. 187) themselves, ribbons, helium tanks, etc. He wants to talk to the owner of a large catering
company because balloons are great decorations for birthday tables, baby showers, and
other such social occasions. Unfortunately, every time he tries to talk to the owner of the
catering company, he finds himself in an unnecessarily long conversation with the assistant
caterer who does not let him talk to the owner. The assistant caterer is assuming the role
of a(n):
A. barrier.
B. decider.
C. driver.
D. risk-taker.
E. arbitrator.
75. To get the CEO's secretary to give him an appointment, Oscar mentioned an earlier
(p. 187) discussion he had with the president of the firm about what his company has to offer.
Oscar is hoping that this technique of _____ will allow him to see the CEO sooner.
A. going through the screen

B. going over the screen
C. going around the screen
D. going under the screen
E. ignoring the screen
7-55
76. For making appointments, Barrett often calls the offices of his prospects after 5:30 p.m. He
(p. 187) knows executives frequently work late, and that after normal business hours they often
answer their own telephones. In this way, he avoids dealing with a secretary or receptionist
who might prevent him from seeing the executives. This method of dealing with barriers is
called _____.
A. blockade running
B. bypassing the gatekeeper
C. going under the screen
D. going around the screen
E. an end run
77. Which of the following statements about telephoning to make sales appointments is true?
(p. 188)
A. The telephone is most often used to make an initial appointment.

B. Booking an appointment by phone is advantageous because the prospect's nonverbal
reactions to the salesperson can be observed and assessed.
C. Trying to make an appointment by phone is a waste of a salesperson's time.
D. The goal of a telephone call is to sell a product.
E. It is more acceptable to go to the prospect's office to make the first appointment.
78. When making a telephone call to a new client, salespeople must:

(p. 188)
A. contact the top management of the company directly.

B. prepare themselves for any objections that may come up in the conversation.
C. avoid answering any queries raised by the prospect about their products or services.
D. attempt to finalize the deal during the first call itself.
E. prepare to aggressively market their product over the telephone.
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79. Kerry, a sales representative from Spitz Inc., has a lead on a potential customer for her
(p. 188) company's line of vacuum cleaners. She calls the prospect's firm and speaks to the
secretary. What should be the primary goal of this call?
A. To make an appointment with the prospect

B. To finalize the sale of the vacuum cleaners
C. To make Spitz the sole supplier of vacuum cleaners to the prospect
D. To engage in the practice of seeding
E. To compromise the credibility of competing salespeople
80. Kathy makes an appointment with a potentially important prospect. She decides to send
(p. 189) the prospect a copy of a recent article discussing global trends in the prospect's industry.
Kathy is most likely engaging in _____.
A. webcasting
B. customer value messaging
C. seeding
D. videoconferencing
E. cold calling
Short Answer Questions
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81. What is the term used for people who can influence a purchase decision and are opposed
(p. 176) to the seller's company?
People who can sway a purchase decision and are opposed the seller's company are
known as influential adversaries.
82. What is the term used to describe the condition suffered by a salesperson who would
(p. 177) rather spend time gathering and analyzing precall information than actually making the
sales call?
Salespeople who spend too much time gathering and analyzing precall information, and not
actually making the call, are said to be suffering from analysis paralysis.
83. Which is the first source of information that a salesperson can use while using the Internet
(p. 178) to gather precall information?
The first place to look is the prospect company's own Web site.
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84. Within a prospect's company, who is likely to be a rich source of information?
(p. 178)
The prospect's secretary or receptionist is often a rich source of information. It is important

to be courteous, however, because secretaries and receptionists are accustomed to having
salespeople pry for all sorts of free information.
85. What is the most important step when planning a sales call?
(p. 179)
The most important step in planning a sales call is to set sales call objectives.
86. A salesperson for Otto Bock Orthopedic Industry is calling on an orthopedic hospital to sell
(p. 180) his company's new computerized artificial limbs that can anticipate and regulate movement
by the user. The salesperson's sales call objective is to sell 20 limbs after convincing the
buyer that the limb is superior to all other prosthesis available in the market. The total
amount involved in the deal is around $50,000. The salesperson has been given 15 minutes
to make his sales presentation. What is wrong with this objective?
The sales objective is not realistic.
7-59
(p. 180) Ronald, a salesperson for the company, is calling on a large supermarket chain in an
attempt to provide a demonstration of SRC's new product which "bathes flowers in

generous humidity and uniform air temperature." Ronald's sales call objective is to
persuade the buyer to lease one refrigeration unit for 6 months and compare how it keeps
flowers fresh longer than the other brand currently in use. In terms of the criteria for
evaluating sales objectives, how would you rate this sales call objective?
The sales call objective is specific, realistic, and measurable.
88. Rotocast Display Products sells display accessories to be used on the sales floor and in
(p. 181- store windows. One popular item it sells is the Corinthian columns ranging from 16" to 96".
182)
A Rotocast salesperson is calling on a company that specializes in designing store displays.
Her goal is to sell the design company 3 dozen columns of various heights. If she can't
achieve this goal, she wants to sell the design company at least 6 small columns. Identify
the two types of multiple sales objectives that the Rotocast salesperson has set.
The first goal involving the sale of 3 dozen columns of various heights is the primary
objective; the plan to sell 6 small columns at least is the minimum sales objective.
89. To whom should a salesperson present a customer value proposition?

(p. 184)
The customer value proposition is sent to the top management, often the CEO of the
buying company.
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90. What are the two methods that can be used when the buyer(s) is in one location and the
(p. 186) salesperson who is presenting a product demonstration is in another physical location?
The two methods used when the buyer(s) is in one location and the salesperson, who is
presenting a product demonstration, is in another physical location are videoconferencing
and webcasting.
Essay Questions
91. Martin is planning his first sales call on F&S Industries. He has decided to postpone the
(p. 177) call until he knows everything there is to know about the company and the prospects on
whom he will be calling. What's wrong with this idea?
To gather all the relevant information is impossible. The goal is to gather how much
information is possible and profitable. Martin needs to remember the value of his own time.
There must be a proper balance between time spent acquiring information and time spent
making calls.
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92. Amy is given the name of a potential prospect. What general sources of information should
(p. 177- she consider checking before approaching the prospect?
179)
Amy should start with resources within her company. She should also check the prospect's
company Web site. Traditional secondary sources like the government or industry
associations can be useful. Noncompeting salespeople can provide insights and the
prospect's secretary or receptionist can be a valuable source of information.
93. What is an optimistic sales call objective?

(p. 182)
An optimistic call objective is the most optimistic outcome that the salesperson thinks
could occur in a sales call. The optimistic call objective will probably relate to what the
salesperson hopes to accomplish for the account over the long term.
94. What are the benefits of setting multiple sales call objectives?
(p. 182)
First, multiple sales call objectives help take away the salesperson's fear of failure; most
can achieve at least a minimum sales call objective. Second, multiple objectives tend to be
self-correcting. For example, if a salesperson is always achieving his or her optimistic goal,
he or she is probably setting his or her goals too low.
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95. Describe a customer value proposition.
(p. 184)
A customer value proposition is written by the salesperson and intended for the CEO or
other top management personnel. It is a written statement (usually one or two sentences)
that clearly states how purchasing your product or service can help solve the customer's
perceived business issue. Further, the CVP focuses on what an individual manager needs
to address and resolve to be able to better contribute to overall company objectives.
96. Why should a salesperson make an appointment whenever possible?

(p. 184-
185)
Appointments dignify the salespeople and put them on the same level as the prospect.
Appointments increase the chance of seeing the right person and of having uninterrupted
time with the prospect.
97. Differentiate between focus of receptivity, focus of dissatisfaction, and focus of power.
(p. 185)
A focus of receptivity is a person who is open to listening to the sales person and will
provide valuable information to the salesperson. A focus of dissatisfaction is a person or
people who perceive problems, creating the opportunity for the salesperson to provide
solutions. A focus of power is a person who can approve action, prevent action, and/or
influence action.
7-63
98. Discuss the best time for a salesperson to call on a prospect.
(p. 185-
186)
There is little agreement on the subject of the best time for a sales interview; obviously the
most opportune time to call will vary by customer and type of selling. For most types of
selling, the best hours of the day are from approximately 9 a.m. to 11:30 a.m. and from 1:30
p.m. to 4 p.m. For companies that call on Web-generated leads, the best days are
Wednesdays and Thursdays between 4 p.m. and 6 p.m. and as soon as possible after the
lead is generated.
99. What is the right place for a salesperson to meet a prospect?

(p. 186)
Meetings can occur just about anywhere, including by video on the Internet. The sales call
should take place in an environment conducive to doing business. Such is not always the
case, however. For example, some salespeople still take customers to topless bars. In
addition to distractions, topless bars present a number of problems for the salesperson
who uses them to achieve sales. For example, is it ethical to gain business by using such
tactics? Also, once a buyer has purchased on the basis of this entertainment, chances are
the seller will have to keep it up or lose the customer. Salespeople should also understand
that their companies do care about where they meet a client and are tracking that
information for a number of purposes.
7-64
100. Sales strategists have identified three basic ways to interact with a screen or barrier to a
(p. 187) prospect. List and briefly describe them.
The salesperson can go "over the screen." This occurs when the seller drops names of
people higher up in the organization and is let in because the screen fears getting into
trouble. The salesperson can go "under the screen" by trying to make contact with the
prospect when the screen in not on the job—like before working hours. The salesperson
can also go "through the screen" by simply involving the screen in the sales process.
7-65

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Edition Castleberry Test Bank

Solution Manual: https://testbankpack.com/p/solution-manual-

Planning the Sales Call

True / False Questions

1. Planning a sales call helps salespeople avoid wasting a prospect's time.

5. An influential adversary is a competing salesperson from another company.

17. To be useful, a call objective must be generic and non-measurable.

18. All sales objectives should be either specific or measurable.

24. Multiple sales objectives reduce salespeople's fear of failure.

Multiple Choice Questions

A. cover material in which the prospect has no interest.

A. it increases the customer's confidence.

A. acute shortage of data about the customer.

A. Secretaries in the salesperson's firm

A. prospect will not meet the salesperson at all.

A. design a flexible sales presentation.

A. The primary objective of every sales call is to make a sale.

A. review the steps of the selling process.

A. Sales call objectives should always be expressed in monetary terms.

45. Effective call objectives must be:

A. expressed only in monetary terms.

A. It puts too much emphasis on service.

A. To get an appointment for a second call

A. To learn more about a prospect's needs

A. use a canned sales presentation.

A. minimum call objective

A. minimum call objective

A. minimum call objective

A. minimum call objective

A. minimum call objective

A. optimal sales call objective

A. optimal sales call objective

A. An increase in his chances of talking to the right person

A. before 9:00 A.M. and after 4:00 P.M.

70. When making an appointment, it is important for a salesperson to identify an environment

A. choose a place free of distraction for all parties.

A. ignoring the screen.

A. going through the screen

A. The telephone is most often used to make an initial appointment.

A. contact the top management of the company directly.

A. To make an appointment with the prospect

Short Answer Questions

93. What is an optimistic sales call objective?

95. Describe a customer value proposition.

96. Why should a salesperson make an appointment whenever possible?

98. Discuss the best time for a salesperson to call on a prospect.

99. What is the right place for a salesperson to meet a prospect?

True / False Questions

1. Planning a sales call helps salespeople avoid wasting a prospect's time.

Level of Difficulty: Easy

Level of Difficulty: Easy

3. Collecting information about a prospect before making a call is a waste of the

Level of Difficulty: Easy

Level of Difficulty: Easy

Level of Difficulty: Easy

Level of Difficulty: Easy

Level of Difficulty: Easy

Level of Difficulty: Easy

Level of Difficulty: Easy

Level of Difficulty: Easy

Level of Difficulty: Easy

12. Noncompeting salespeople are a good source of precall information.

Level of Difficulty: Easy