Business-to-Business (B2B) Sales
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Course Introduction
Business-to-Business (B2B) Sales explores the strategies, processes, and skills required to effectively sell products and services from one business to another. This course examines the unique challenges of B2B sales, such as longer sales cycles, complex decision-making units, and the need for personalized solutions. Students will learn about prospecting, relationship management, consultative selling, handling objections, negotiation tactics, and closing techniques tailored to organizational clients. Emphasis is placed on leveraging technology, sales analytics, and CRM systems in B2B environments, as well as understanding buyer behaviors and the importance of building long-term partnerships for sustained business success.
Recommended Textbook ABCs of Relationship Selling through Service 12th Edition by Charles M. Futrell
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Page 2
Chapter 1: The Life, times, and Career of the Professional
Salesperson
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Sample Questions
Q1) The _____ is a business philosophy that says the customers' want-satisfaction is the economic and social justification for a firm's existence.
A)Six Sigma concept
B)TQM concept
C)scientific approach to business
D)marketing concept
E)sales heuristic
Answer: D
Q2) Salespeople who are order-_____ obtain new and repeat business using creative sales strategies and well-executed sales presentations.
A)collectors
B)takers
C)capturers
D)detailers
E)getters
Answer: E
Q3) What is the primary purpose of relationship selling?
Answer: To create customer loyalty.
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Chapter 2: Ethics Firstthen Customer Relationships
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Sample Questions
Q1) Most sales people operate at the conventional level of moral development.
A)True
B)False
Answer: True
Q2) "I'll tell you what," said Tim."I'll buy all my building supplies from your company if you'll make sure your people rent generators from my firm." Tim is proposing:
A)receivership.
B)reciprocity.
C)a tie-in sale.
D)price bartering.
E)discriminatory selling.
Answer: B
Q3) What are the two major influences on the ethical behavior of sales personnel?
Answer: Employees and the organization itself
Q4) Today employers have the right to terminate salespeople for poor performance,excessive absenteeism,unsafe conduct,and poor organizational citizenship.
A)True
B)False
Answer: True
Page 4
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Chapter 3: The Psychology of Selling: Why People Buy
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Sample Questions
Q1) During the sales presentation,which of the following should most likely be emphasized to the theater manager?
A)Benefits of the Stage Technologies system
B)Safety features of the Stage Technologies wench
C)Stage Technologies' service record
D)Uses for the Stage Technologies equipment
E)Leasing arrangements of Stage Technologies
Answer: A
Q2) In a limited decision making situation,buyers are already in the habit of buying a specific product or brand.
A)True
B)False
Answer: False
Q3) At the unconscious need level,people do not know why they buy a product-only that they do buy.
A)True
B)False
Answer: True
Q4) What are two personal influences on consumers' buying behavior?
Answer: Income,age,gender,situation
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Chapter 4: Communication for Relationship Building: Its Not
All Talk
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Sample Questions
Q1) What is the KISS rule?
Q2) From a communications model perspective,the salesperson in a sales call is the:
A)source.
B)dispatcher.
C)presenter.
D)receiver.
E)decoder.
Q3) Which of the following is a caution signal?
A)Leaning forward or upright at attention
B)Direct eye contact
C)Legs crossed and pointed away
D)Negative voice tones
E)Puzzled expression
Q4) What is the salesperson doing when he translates the ideas and concepts contained in his mind into words?
A)Decoding
B)Processing
C)Encoding
D)Translating
E)Receiving
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Chapter 5: Sales Knowledge: Customers, products, technologies
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Sample Questions
Q1) Distinguish between shelf positioning and shelf facings.
Q2) Markup is:
A)the money available to cover only the costs of marketing the product.
B)based on the product's selling price.
C)based on the product's discount price.
D)often expressed as a fraction.
E)represented by net profit.
Q3) Premiums are used solely to get customers to come into the retailer's store.
A)True
B)False
Q4) Netiquette:
A)does not change because it is based on common sense.
B)is the term used for etiquette on the Internet.
C)is based on the principle,"Don't put all of your eggs in one basket."
D)advises e-mail senders to use flaming when implementing the AIDA process.
E)is based on the iceberg principle.
Q5) A successful salesperson focuses only on gaining knowledge about the specific product being sold because that is the only information that customers demand.
A)True
B)False
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Chapter 6: Prospecting : the Lifeblood of Selling
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Sample Questions
Q1) Define a qualified prospect.
Q2) To be effective,the participants in a sales club should sell competing products.
A)True
B)False
Q3) Amy is an inexperienced salesperson.She wants to be able to use the optimal prospecting method for each particular sales situation.What three criteria should she use to determine what the best prospecting method is for a situation?
Q4) Prospecting via the _____ method involves finding and cultivating people in a community who are willing to help a salesperson find prospects.
A)cold canvas
B)group
C)public exhibition
D)center of influence
E)endless chain
Q5) Most executives are so busy,that they have filtration systems to protect their time.How do professional salespeople successfully navigate their way through such filtration systems?
Q6) Describe the sales process.
Q7) Who are appropriate members for a sales lead club?
Page 8
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Chapter 7: Planning the Sales Call Is a Must
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Sample Questions
Q1) What is the salesperson's goal when a prospect is in the conviction stage of the buying decision?
Q2) Which of the following would most likely occur in the approach phase of a sales presentation?
A)Describing features,advantages,and benefits
B)Asking for the prospect's business
C)Explaining product usage
D)Building rapport
E)Reselling
Q3) Which component of a customer benefit plan most likely includes price,percent markup,and ROI?
A)Customized marketing plan
B)Business proposition
C)Sales call objective
D)Customer profile
E)Purchase order
Q4) What are the mental steps that lead to a purchase decision from a prospect? As a salesperson,which one do you think would be the most difficult and which one would be the easiest? Why?
Q5) List the prospect's five mental steps in buying.
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Chapter 8: Carefully Select Which Sales Presentation
Method to Use
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Sample Questions
Q1) Another name for the need-satisfaction presentation is the problem-solution presentation.
A)True
B)False
Q2) One of the disadvantages of the memorized sales presentation is the fact it:
A)does not allow the seller to control the conversation.
B)requires the seller's presentation to follow the AIDA approach.
C)requires even inexperienced sellers to adapt to the buyer's personality.
D)is inappropriate for transactional selling.
E)allows for limited prospect participation.
Q3) Which of the following statements about group sales presentations is most likely true?
A)Use the proposal document as a script during the presentation.
B)Provide a detailed SWOT analysis for each potential competitor.
C)During the presentation avoid mentioning previous or current clients.
D)Determine the behavioral style of the group to maintain the attention of all members.
E)Avoid contact with decision makers prior to a presentation to prevent the appearance of being unethical.
Q4) What are three advantages of using the canned sales presentation method?
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Chapter 9: Begin Your Presentation Strategically
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Sample Questions
Q1) What is the most common and least powerful approach a salesperson uses?
Q2) "You're saying that automobile quality and service are less important to you than price?" is an example of what category of question?
A)Direct
B)Rephrasing
C)Redirect
D)Nondirective
E)Product-specific
Q3) The customer benefit approach is most useful when the salesperson:
A)knows the prospect's critical needs.
B)calls on a new,unfamiliar prospect.
C)develops a lengthy sales presentation.
D)sells a complex,technical product.
E)sells newly redesigned products.
Q4) By using the SPIN approach,salespeople hope to receive the prospect's approval for analyzing a problem.
A)True
B)False
Q5) What are the two parts of a typical approach in a sales call?
Q6) What are the three rules for using questions in your sales approach?
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Chapter 10: Elements of a Great Sales Presentation
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Sample Questions
Q1) Which of the following is an implied comparison that uses a contrasting word or phrase to evoke a vivid image?
A)Metaphor
B)Simile
C)Analogy
D)Parable
E)Imagery
Q2) On referring to a new product launched by a competitor,Ryan asked a buyer "Do you know anyone who uses that product?" Which suggestion did Ryan use?
A)Auto suggestion
B)Direct suggestion
C)Alternate suggestion
D)Counter suggestion
E)Indirect Suggestion
Q3) What are the six elements of the sales presentation mix?
Q4) The five elements of the sales presentation mix are the product,the prospect,proof statements,visuals and the salesperson.
A)True
B)False
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Chapter 11: Welcome Your Prospects Objections
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Sample Questions
Q1) The most commonly postponed objection is the _____ objection.
A)source
B)forestalling
C)no-need
D)product
E)price
Q2) Which method aids a salesperson to turn an objection into a reason to buy?
A)Boomerang
B)Postpone
C)Deny
D)Compensation
E)Forestall
Q3) If Janae says to her prospect,"No.Your data is wrong.The Model K2R has a superior engine and will last twice as long as my competitor's model." Janae is using the _____ technique for handling a prospect's objection.
A)boomerang
B)five-question sequence
C)direct denial
D)compensation
E)dodge
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Chapter 12: Closing Begins the Relationship
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Sample Questions
Q1) When compared to the T-account close,the modified T-account close:
A)uses debits and credits columns.
B)is similar to the continuous-yes close.
C)deals with the reasons for not buying.
D)can only be created by the prospect.
E)is similar to the summary-of-benefits close.
Q2) Which type of close is effective with a prospect who is a self-styled expert or who has a big ego?
A)Compliment
B)Assumptive
C)Summary-of-benefits
D)Alternative-choice
E)Minor-points
Q3) If your experience as a salesperson is typical,your close will most often take place:
A)directly after the presentation.
B)directly after the follow-up.
C)soon before the preapproach.
D)soon after the preapproach.
E)soon after buying signals have been eliminated.
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Page 14
Chapter 13: Service and Follow-Up for Customer Retention
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Sample Questions
Q1) Which of the following is LEAST likely an example of customer service?
A)Five-year warranty
B)Next-day delivery
C)Free gift wrapping
D)Wholesale price
E)Covered parking
Q2) Stephen,a senior salesperson of a software firm,is calling on an acquaintance,the CEO of a manufacturing firm.During the sales call,Stephen should most likely avoid:
A)mentioning his family life.
B)summarizing the CEOs comments.
C)making eye contact with the CEO.
D)invalidating the CEO's opinions.
E)exhibiting knowledge his product.
Q3) Perceived purchase satisfaction is:
A)the salesperson's product perception.
B)a positive feeling towards the product.
C)based on actual product performance and customer service.
D)the difference between product expectation and actual experience.
E)the expected satisfaction level of a product at a particular design stage.
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Page 15
Chapter 14: Time, territory, and Self-Management: Keys to Success
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Sample Questions
Q1) Which of the following statements is most likely true about territorial evaluation?
A)In territorial evaluation,actual performance is evaluated separately from goals.
B)Territorial evaluation monitors the time interval between multiple sales calls.
C)Qualitative quotas and performance are not considered in territorial evaluation.
D)Territorial evaluation establishes performance standards in the form of quotas or goals.
E)During the evaluation,managers reports are considered instead of individual salespeople's reports.
Q2) The three basic routing patterns are straight-line,cloverleaf,and major-city.
A)True
B)False
Q3) Scheduling refers to the travel pattern the salesperson uses in working his or her territory.
A)True
B)False
Q4) Why is the development of sales territories inefficient for some companies?
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Page 16