Business-to-Business Sales
Chapter
Exam Questions
Course Introduction
Business-to-Business Sales explores the principles, strategies, and best practices involved in selling products and services to other businesses. The course examines the dynamics of B2B markets, relationship building with key accounts, effective communication techniques, and negotiation skills tailored to organizational clients. Students will learn to identify customer needs, develop tailored value propositions, and navigate complex decision-making units typical of B2B environments. Emphasis is placed on sales planning, consultative selling, managing long-term client relationships, and leveraging technology in the sales process to drive business growth.
Recommended Textbook
SELL 2 Canadian 2nd Edition by Thomas N. Ingram
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Chapter 1: Overview of Personal Selling
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Sample Questions
Q1) Customer value will vary depending on whose perspective is being considered, the customer's or the salesperson's.
A)True
B)False
Answer: False
Q2) Stimulus-response selling is most effective in situations involving important purchase decisions and when time is not critical.
A)True
B)False
Answer: False
Q3) In today's highly competitive markets, it is virtually impossible for salespeople to simultaneously serve the needs of customers, employers, and society.
A)True
B)False
Answer: False
Q4) The AIDA method is an example of the stimulus-response approach to selling.
A)True
B)False Answer: False
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Chapter 2: Building Trust and Sales Ethics
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Sample Questions
Q1) What aspect of trust is addressed by a salesperson who can be relied upon to keep his or her promises?
A) expertise
B) dependability
C) candour
D) compatibility
Answer: B
Q2) In order for salespeople to fine-tune a market offer to the specific needs of their customers, what part of their knowledge base must be strong?
A) industry
B) market
C) technology
D) product (including service and price)
Answer: D
Q3) Stretching the truth to secure an order from a customer is the easiest way for a salesperson to build candour, an important component of trust.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Understanding Buyers
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Sample Questions
Q1) Due to the emotion involved, the buying process for consumers is usually more complex than the buying process for businesses.
A)True
B)False
Answer: False
Q2) Suppose that you are a salesperson making a sales proposal to a potential customer who you know uses a multiattribute model when making buying decisions. During the presentation, you perceive that the buyer underestimates the true qualities of the product offering being proposed. What is probably the best strategy to follow?
A) modify the product offering being proposed
B) alter the buyer's beliefs about the proposed offering
C) alter the buyer's beliefs about the competitor's offering
D) alter the importance weights
Answer: B
Q3) The most common type of buying decision for most purchasing agents is the modified rebuy.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Communication Skills
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Sample Questions
Q1) What is an informal mode of listening that can be associated with day-to-day conversation and entertainment?
A) social listening
B) serious listening
C) active listening
D) SIER
Q2) In the ADAPT questioning system, what type of question is used to help the buyer to gain insight into the true ramifications of the problem and its consequences?
A) discovery
B) activation
C) projection
D) transition
Q3) The SIER model depicts active listening as a hierarchical, four-step sequence of sensing, interpreting, evaluating, and responding.
A)True
B)False
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Chapter 5: Strategic Prospecting and Preparing for Sales Dialogue
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Sample Questions
Q1) The process of searching out, collecting, and analyzing information to determine the likelihood of a sales lead being a good candidate for making a sale is known as qualifying.
A)True
B)False
Q2) The characteristics of a firm's best customers, or the perfect customer, are known as the ideal customer profile.
A)True
B)False
Q3) Which sales prospecting method uses business and municipal directories and commercial lead lists?
A) cold canvassing
B) networking
C) company sources
D) published sources
Q4) Organizations or individuals who might possibly purchase the product or service a salesperson offers are known as sales prospects.
A)True
B)False
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Chapter 6: Planning Sales Dialogues and Presentations
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Sample Questions
Q1) The fifth section of a sales dialogue template focuses on the competitive situation. Why is this section very important to a salesperson?
A) This section describes how well the seller's offering matches up to the buying motives of the prospect, which will be a key discussion point in the sales interaction.
B) This section presents the product in a fashion designed to remove any thoughts of competition in the buyer's mind.
C) This section helps the seller to understand how his or her customer value proposition compares to competing offerings.
D) This section focuses on what needs to be done to win the buyer's business, which is the ultimate objective of the sales interaction.
Q2) Salespeople should propose an agenda for the sales call but be flexible enough to revise it during the sales call to accommodate the needs of the buyer.
A)True
B)False
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Chapter 7: Sales Dialogue
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Sample Questions
Q1) Which of the following is being used by a salesperson making the statement, "Past experience with our customers has shown that using the heavy duty formula for this cleaning solution is twice as effective in breaking down grease as the regular formula"?
A) an analogy
B) an anecdote
C) a comparison
D) an example
Q2) When following the SPES Sequence, the third step is to emphasize the sales aid.
A)True
B)False
Q3) When it comes to voice characteristics, the louder the message is delivered, the better it will be understood.
A)True
B)False
Q4) An anecdote is a type of comparison.
A)True
B)False
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Chapter 8: Addressing Concerns and Earning Commitment
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Sample Questions
Q1) What is the term for favourable statements a buyer makes during a sales presentation that suggest buyer commitment?
A) indirect commitments
B) commitment signals
C) positive selling points
D) deal closers
Q2) The introduction to Chapter 8 focused on FUSION Performance Marketing. What does Jim Micklos believe will help him earn commitment for his multi-million dollar deal?
A) understanding of the customer's situation
B) understanding how much the customer's budget is
C) knowing the senior management of the team
D) knowing his product thoroughly
Q3) Which of the following is one of the most difficult types of objections to overcome?
A) value related
B) quality or performance related
C) functional
D) loyalty to a competitor
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10
Chapter 9: Expanding Customer Relationships
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Sample Questions
Q1) The first sequential component of effective follow-up is connecting with customers.
A)True
B)False
Q2) Salespeople determine the specific needs of the buyer early in the selling process so that a good match can be made between the product's attributes and the needs of the buyer.
A)True
B)False
Q3) Seminars, training sessions, and social engagements are good ways for a salesperson to expand the collaborative involvement between his or her organization and customers.
A)True
B)False
Q4) The process of improving a product or service for the customer is known as building goodwill.
A)True
B)False
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11
Chapter 10: Adding Value
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Sample Questions
Q1) According to the textbook, what territory routing plan is used when the territory is composed of a large metropolitan area and the territory is split into a series of geometric shapes reflecting each one's concentration and pattern of accounts?
A) a cloverleaf routing plan
B) an urban routing plan
C) a leapfrog routing plan
D) a major city routing plan
Q2) The straight-line plan is best used when accounts are concentrated in different parts of the territory.
A)True
B)False
Q3) Written sales plans are generally more effective than plans developed and expressed verbally.
A)True
B)False
Q4) Single-factor analysis such as sales potential is a common method used for account classification.
A)True
B)False
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Chapter 11: Sales Management and Sales 20
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Sample Questions
Q1) One of the goals of cloud computing is to make information available from a variety of communication devices.
A)True
B)False
Q2) In terms of how salespeople spend their time on the job, which concept refers to the combination of intensity, direction, and persistence?
A) motivation
B) task orientation
C) sales focus
D) productivity
Q3) With respect to motivation, which concept refers to the amount of mental and physical effort a salesperson expends in performing job-related activities?
A) intensity
B) task orientation
C) persistence
D) direction
Q4) The first step in the sales management process is developing the salesforce.
A)True
B)False
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