MODULE 6—CONTINUAL DEVELOPMENT OF THE SALESFORCE: SALES TRAINING

MULTIPLE CHOICE

1. Initiation to task is the degree

a. to which the salesperson has managed to prioritize tasks in a way that will ensure success. b. of personal satisfaction that the sales trainee feels in his or her job. c. to which a sales trainee feels competent and accepted as a working partner. d. of training that the sales trainee has received. e. of the sales trainee's understanding of how time should be allocated among tasks.

ANS: C REF: pg. 160

2. A study of manufacturers' salespeople found ____ relationship between job satisfaction and

salespeople's commitment to the organization. a. no direct b. a positive c. very little d. a negative e. a parallel

ANS: B REF: pg. 160

3. Activities that sales managers might spend time on during the planning and implementation of sales

training include all of the following except a. arranging for salespeople to work with key personnel in various departments in the firm to

become familiar with their functions. b. enrolling salespeople in professional workshops or training programs. c. accompanying salespeople in the field to critique their sales behavior and reinforce other

training. d. selecting literature, sales aids, software and materials for study. e. managing the recruitment and selection of new salespeople.

ANS: E REF: pg. 162

4. The sales training process includes all of the following interrelated steps except

a. follow-up and evaluation. b. designing the sales training program. c. assessing sales training needs. d. performing a salesforce audit. e. evaluating training alternatives.

ANS: D REF: pg. 162

5. The purpose of sales training needs assessment is to compare the specific performance-related skills,

attitudes, perceptions, and behaviors required for salesforce success to the a. salesforce rating results of a customer survey. b. performance test results of each salesperson. c. job analysis of each sales position. d. state of readiness of the salesforce. e. personal observations of various salespeople recorded by sales managers.

ANS: D REF: pg. 162

6. The final step in the sales training process is

a. design sales training program. b. assess sales training needs. c. perform sales training. d. conduct follow-up and evaluation. e. evaluate training alternatives.

ANS: D REF: pg. 162

7. All of the following are methods of needs assessment except

a. salesforce audit. b. performance testing. c. observation. d. salesforce survey. e. job description.

ANS: E REF: pg. 163

8. Methods of needs assessment include all of the following except

a. performance audit. b. observation. c. salesforce survey. d. customer survey. e. job analysis.

ANS: A REF: pg. 163

9. A systematic, diagnostic, prescriptive tool that can be employed on a periodic basis to identify and

address sales department problems and to prevent or reduce the impact of future problems is a. a performance test. b. sales management observation. c. a salesforce survey. d. an anonymous questionnaire sent to customers. e. a salesforce audit.

ANS: E REF: pg. 163

10. In the sales training area, the audit examines questions such as the following except

a. Is the training program adequate in light of objectives and resources? b. Does the training program need revision? c. Is there an ongoing training program for senior salespeople? d. Does the training program contribute in a positive manner to the socialization, of sales

trainees? e. Should the training program be conducted internally or externally?

ANS: E REF: pg. 163

11. An example of a performance test would be

a. asking first-level sales managers to critique the performance of the salespersons with whom they work.

b. giving salespeople a written exam over product knowledge to check their retention rate. c. appraising the salesforce activities and the environment in which the salesforce operates. d. checking the results of a customer survey to see if the performance of the salesforce is rated

as good as or better than a competitor’s.

e. asking the salesperson to give an impromptu sales presentation for a convenient item, such as an ashtray.

ANS: B REF: pg. 163

12. If personal selling is prominent in the firm's marketing strategy, some sort of ____ to help determine

sales training needs is highly recommended. a. customer survey b. job analysis c. competitor survey d. performance testing e. salesforce audit

ANS: A REF: pg. 164

13. A ____ is an investigation of the task, duties, and responsibilities of the sales job.

a. customer survey b. job analysis c. competitor survey d. performance testing e. salesforce audit

ANS: B REF: pg. 164

14. A _________ helps determine how competitive the salesforce is compared with other salesforces in the

industry. a. customer survey b. job analysis c. competitor survey d. performance testing e. salesforce audit

ANS: A REF: pg 164

15. A common mistake made by salespeople who need training on sales techniques is

a. under-controlling the sales call. b. too much preplanning of sales calls. c. not spending enough time with old customers. d. failing to effectively confirm the sale. e. spending too much time building rapport and trust with customers.

ANS: D REF: pg. 165

16. Common mistakes made by salespeople who need training on sales techniques include all of the

following except a. over-controlling the sales call. b. lack of preplanning of sales calls. c. not spending enough time with old customers. d. failure to effectively confirm the sale. e. ineffective listening and questioning.

ANS: C REF: pg. 165

17. Common mistakes made by salespeople who need training on sales techniques include all of the

following except a. ineffective listening and questioning.

b. failure to build rapport and trust. c. not spending enough time with old customers. d. lack of sales strategies for different accounts. e. failure to effectively confirm the sale.

ANS: C REF: pg 165

18. Which of the following is not one of the competencies of successful salespeople outlined in the text?

a. aligning customer/supplier strategic objectives b. understanding buyers’ social needs c. listening beyond product needs d. orchestrating organizational resources e. consultative problem solving

ANS: B REF: pg. 165

19. Among the following, which is one of the most popular sales training topics?

a. Salesperson etiquette b. Product knowledge c. How to file expense reimbursement vouchers d. How to handle the replacement of defective products e. How to handle rejection

ANS: B REF: pg. 167

20. For sales training purposes, some firms use classification methods to categorize buyers according to

a. personality and the buying situation. b. the buyer’s expertise and ease of making sales. c. the firm’s account size and products purchased. d. their interest in trying new product lines. e. their level of input to the sales decision.

ANS: A REF: pg. 167

21. Sales training covering aspects of customer knowledge may include information on all of the following

subjects except a. buying motives. b. customer needs. c. buyer personalities. d. buyers’ competitors. e. buying procedures.

ANS: D REF: pg. 167

22. A sales training workshop devoted to teaching psychologically oriented sales strategies (such as

transactional analysis) would be aimed at teaching salespeople how to work with this type of buyer a. the sales job facilitator. b. the persuader. c. the hard bargainer. d. the socializer. e. the straight shooter.

ANS: C REF: pg. 168

23. A sales training workshop devoted to discussing the ethical and legal implications of transacting

business would be aimed at teaching salespeople how to work with this type of buyer:

a. the sales job facilitator. b. the persuader. c. the hard bargainer. d. the socializer. e. the straight shooter.

ANS: D REF: pg. 168

24. A sales training workshop devoted to teaching the importance of selling the "substance" of the product

offering and not just the "sizzle" is aimed at teaching salespeople how to work with this type of buyer: a. the sales job facilitator. b. the persuader. c. the hard bargainer. d. the socializer. e. the straight shooter.

ANS: E REF: pg. 168

25. A sales training workshop devoted to communicating the importance of qualifying prospects would be

aimed at teaching salespeople how to work with this type of buyer: a. the sales job facilitator. b. the persuader. c. the hard bargainer. d. the socializer. e. the straight shooter.

ANS: B REF: pg. 168

26. A sales training workshop devoted to communicating the importance of obtaining marketing

information from customers would be aimed at teaching salespeople how to work with this type of buyer:

a. the sales job facilitator. b. the considerate. c. the hard bargainer. d. the socializer. e. the straight shooter.

ANS: B REF: pg. 168

27. According to the text, salesforce automation can boost productivity by as much as:

a. 10 to 30 percent. b. 20 to 40 percent. c. 30 to 50 percent. d. 40 to 60 percent. e. 50 to 70 percent.

ANS: B REF: pg. 169

28. In general, sales training objectives are set to support one or more of the following with the exception of

a. increasing sales or profits. b. teaching administrative procedures. c. minimizing salesforce turnover rates. d. developing salespeople for future management positions. e. increasing the observation powers of first-level sales managers.

ANS: E REF: pg. 170

29. Which of the following statements regarding the benefits of setting objectives for sales training is false?

a. Specific training objectives provide a standard for measuring the effectiveness of training. b. Top management is responsive to well-written, specific objectives and may be more willing

to provide budget support for the training. c. Training simply for training's sake is a good doctrine for most companies to follow because

it keeps salesforce product knowledge current. d. Sales managers are forced to define the reasonable expectations of sales training rather than

to view training as a quick-fix panacea for all the problems faced by the salesforce. e. Written objectives become a good communications vehicle to inform the salesforce and

other interested parties about upcoming training.

ANS: B REF: pg. 170

30. In the evaluation of sales training alternatives, the following criteria should be considered:

a. the popularity of that form of training. b. the reputation of the sales trainer. c. the location of the training. d. the intensity of the training. e. the level of interest among salespeople in that form of training.

ANS: C REF: pg. 171

31. One of the key questions to be asked when considering the evaluation of alternative types of sales

training is a. Which method and media are best suited for conducting the training? b. Which method will require the least amount of time away from active selling? c. Which method is the least expensive? d. Which media is the most attractive to upper-management levels? e. Which method requires the least amount of preplanning on the part of the sales manager?

ANS: A REF: pg. 171

32. When critiquing training alternatives, all the following criteria should be established for preliminary

screening except the: a. cost of the training. b. location of the training. c. flexibility of prepackaged training materials. d. popularity of the form of training. e. time required to implement an alternative training method.

ANS: D REF: pg. 171

33. In general, companies rely most heavily on ____ to conduct sales training.

a. outside training consultants b. specialized schools c. mass-produced videotapes d. their own personnel e. industry association conferences

ANS: D REF: pg. 171

34. Sales training is conducted in

a. home offices. b. central training facilities.

c. manufacturing plants. d. hotels. e. any of the above.

ANS: E REF: pg. 171

35. Characteristics of a useful outside training program include all of the following except:

a. Content and delivery must consider the skill level, education level, and learning style of participants.

b. Only sophisticated technology should be used. c. Participants should be actively involved in the program. d. The trainer must clearly understand the program's objectives. e. The program should motivate participants to drop old habits, adopt new skills, and desire

continued training.

ANS: B REF: pg. 172

36. Which of the following is not one of the four categories of training methods discussed in the text?

a. On-the-job b. Behavioral simulations c. Case studies d. Classroom/conference e. Absorption

ANS: C REF: pg. 172

37. This method features lectures, demonstrations, and group discussion with expert trainers serving as

instructors: a. on-the-job b. behavioral simulations c. absorption d. classroom/conference e. none of the above

ANS: D REF: pg. 172

38. This method is frequently used for training on basic product knowledge, new product introductions, and

legal issues: a. on-the-job b. behavioral simulations c. absorption d. classroom/conference e. none of the above

ANS: D REF: pg. 172

39. This form of on-the-job training is often used to groom salespeople for management positions:

a. filling in for vacationing salespeople b. job rotation c. working with a senior salesperson d. working with a sales manager who acts as a "coach" e. a "sink or swim" form of on-the-job training

ANS: B REF: pg. 173

40. This method includes business games and simulations, case studies, and role playing:

a. on-the-job b. behavioral simulations c. absorption d. classroom/conference e. none of the above

ANS: B REF: pg. 173

41. Which of the following statements regarding role play as a training technique is false?

a. The role play is often videotaped for critique by a group of salespeople. b. Typically one trainee plays the role of the salesperson, and another trainee acts as the buyer. c. This can be an extremely effective means of teaching personal selling, without the risk of a

poor performance in the presence of a live customer. d. Properly conducted role play includes a prompt critique emphasizing the negative points of

the performance that need improvement. e. A good way to maximize the critique is to have the person who has played the role of

salesperson offer opinions first and then solicit opinions from observers.

ANS: C REF: pg. 173

42. This category of sales training methods involves furnishing trainees or salespeople with materials which

they peruse without opportunity for immediate feedback and questioning: a. on-the-job b. behavioral simulations c. absorption d. classroom/conference e. none of the above

ANS: C REF: pg. 174

43. These methods are best used as supplemental training to update the salesforce, reinforce previous

training, or to provide basic materials to be covered in more detail at a later date: a. on-the-job. b. behavioral simulations. c. ease studies. d. classroom/conference. e. absorption.

ANS: E REF: pg. 174

44. Which of the following media can be used to train the salesforce?

a. Internet b. computer simulation equipment c. videoconferencing d. satellite television e. any or all of the above may be used

ANS: E REF: pg. 174

45. One study found ____ to be the most common method used to train salespeople.

a. public seminars b. behavioral simulations c. CD-ROM d. classroom with instructor e. Internet

ANS: D REF: pg. 175

46. During this step in the sales training process, sales managers may have to seek budget approval from

upper management: a. assess sales training needs b. perform sales training c. design sales training program d. follow-up and evaluation e. evaluate training alternatives

ANS: C REF: pg. 175

47. Answers to the what, when, where, and how questions are finalized during this step in the sales training

process: a. assess sales training needs b. perform sales training c. design sales training program d. follow-up and evaluation e. evaluate training alternatives

ANS: C REF: pg. 175

48. The primary responsibility of the sales manager while the training is being conducted is to

a. perform a final exam to measure the level of retention. b. monitor the progress of the trainees and ensure adequate presentation of the training topics. c. determine if the training facility is meeting the needs of the trainees adequately. d. make sure that the training session does not exceed budgetary limits. e. make travel arrangements for the trainees and external trainers.

ANS: B REF: pg. 176

49. The problem with an evaluation of sales training effectiveness is

a. it is hard to attribute future performance variations strictly to sales training. b. an evaluation can only be made after the training has occurred. c. a final exam may not be predictive of the salesperson's actual learning ability. d. sales volume per salesperson is hard to measure accurately. e. salespeople generally overestimate the good they get from sales training sessions in the

post-training self-assessment questionnaires.

ANS: A REF: pg. 176

50. According to a survey of industrial salespeople, which of the following was considered the most

ethically troubling situation or practice salespeople would like addressed by company policy? a. Giving physical gifts such as free sales promotion prizes. b. Using the firm's economic power to obtain premium prices or other concessions from

buyers. c. Making statements to an existing purchaser that exaggerate the seriousness of the problem

in order to obtain a bigger order or other concessions. d. Seeking information from purchasers on competitor's quotations for the purpose of

submitting another quotation. e. Giving preferential treatment to customers who are also good suppliers.

ANS: C REF: pg. 179

51. Important legal reminders that should be included in a sales training program include all of the following except

a. use factual data rather than general statements of praise during the sales presentation. b. do not overstep authority, as the salesperson's actions can be binding to the selling firm. c. discuss only these topics with competitors: sales territories or markets to be served, the

rejection or termination of customers. d. offer the same price and support to all buyers who purchase under the same set of

circumstances. e. do not tamper with a competitor’s product.

ANS: C REF: pg. 179

TRUE/FALSE

1. Initiation to task is the degree to which a sales trainee feels competent and accepted as a working partner.

ANS: T REF: pg. 160

2. Role definition is the degree to which a sales trainee feels competent and accepted as a working partner.

ANS: F REF: pg. 160

3. When salespeople believe their company is taking action to reduce the difficulties associated with their

position, they are more committed and satisfied with the job.

ANS: T REF: pg. 160

4. The need for salesforce socialization to extend past the initial training period is unnecessary for

salesforce members with limited personal contact with peers, managers, and other company personnel.

ANS: F REF: pg. 160

5. There is an ongoing need to conduct sales training to improve salesforce performance.

ANS: T REF: pg. 161

6. The average cost to train a new salesperson may run more than $9,000.

ANS: T REF: pg. 161

7. According to our text, some research indicates a negative relationship between training expenditures and

the firm’s share price.

ANS: F REF: pg 161

8. Sales managers may spend considerable time conducting periodic training meetings and personal

training conferences.

ANS: T REF: pg. 162

9. The preferred role of sales training is to prevent problems and improve salesforce productivity on a

reactive basis.

ANS: F REF: pg. 162

10. The training needs of an experienced salesperson might include training in advanced sales techniques.

ANS: T REF: pg. 163

11. The salesforce audit might examine the question, "Do we have an ongoing training program for senior

salespeople?"

ANS: T REF: pg. 163

12. Sales managers using observation techniques to assess sales training needs sometimes address the need

instantaneously by critiquing the salesperson's performance after the sales call has been completed.

ANS: T REF: pg. 163

13. The salesforce survey can be particularly useful in defining customer expectations and determining how

competitive the salesforce is compared to other salesforces in the industry.

ANS: F REF: pg. 163

14. The customer survey can be particularly useful in defining customer expectations and determining how

competitive the salesforce is compared to other salesforces in the industry.

ANS: T REF: pg. 164

15. A sales job analysis is an investigation of the task, duties, and responsibilities of the sales job.

ANS: T REF: pg. 164

16. Online services such as QuestionPro.com make it easy to design, deliver and analyze Web-based

customer surveys.

ANS: T REF: pg. 164

17. A common mistake salespeople make in their sales technique is failing to match call frequency with

account potential.

ANS: T REF: pg. 165

18. Most formal sales training programs spend little time on sales techniques since most salespeople who are

hired have some sales experience or have taken a personal selling course in college.

ANS: F REF: pg. 165

19. More emphasis is being placed on developing trusting, enduring relationships with customers.

ANS: T REF: pg. 165

20. Successful salespeople align customer/supplier strategic objectives.

ANS: T REF: pg. 165

21. Successful salespeople engage in self-appraisal and continuous learning.

ANS: T REF: pg. 166

22. Salespeople's product knowledge should include product benefits, applications, competitive strengths,

and limitations.

ANS: T REF: pg. 166

23. High-performing salespeople typically have significantly greater product knowledge than moderate

performers.

ANS: F REF: pg. 167

24. Training programs should address multicultural differences and business protocol within different

subcultures and countries.

ANS: T REF: pg 167

25. Salespeople who will be sent on a foreign assignment should be trained in intercultural communication.

ANS: T REF: pg. 167

26. Customers may exploit a new salesperson's lack of competitive knowledge by negotiating terms of sale

that may be costly to the selling firm.

ANS: T REF: pg. 168

27. The buyer described as a “sales job facilitator” would be featured in a sales training workshop stressing

how salespeople can handle objections.

ANS: F REF: pg. 168

28. The buyer described as a “socializer” shows compassion for salespeople.

ANS: F REF: pg. 168

29. In Arab countries, salespeople should not use their left hand to hold, offer, or receive materials.

ANS: T REF: pg. 169

30. The purpose of sales orientation training is to teach salespeople how to use time and effort for maximum

work efficiency.

ANS: F REF: pg. 169

31. Self-management refers to an individual’s effort to control certain aspects of others’ decision making

and behavior.

ANS: F REF: pg. 170

32. Salespeople trained in self-management are likely to increase their short-term performance, but not their

long-term performance.

ANS: F REF: pg. 170

33. A common sales training objective might be to minimize the salesforce turnover rate.

ANS: T REF: pg. 170

34. By setting specific sales training objectives, the sales manager finds it easier to prioritize various training

needs.

ANS: T REF: pg. 170

35. Today's sales manager has more alternatives for training the salesforce than the sales managers of the

past.

ANS: T REF: pg. 170

36. In order to consider as many sales training alternatives as possible, it is recommended that the criteria

used in screening them be fairly relaxed.

ANS: F REF: pg. 171

37. Senior salespeople are often involved as sales trainers.

ANS: T REF: pg. 171

38. Training in the field is best conducted by external sales consultants.

ANS: F REF: pg. 171

39. When the sales manager does the training, or arranges for other company personnel to do it, it is easier to

control the content of the program and to coordinate the training for maximum impact.

ANS: T REF: pg. 171

40. Most training occurs in a location away from company premises.

ANS: F REF: pg. 171

41. Video broadcasting and teleconferencing generally increase the costs of sales training.

ANS: F REF: pg. 171-72

42. It is recommended that only one training method be used in the course of a training program in order to

ensure continuity and avoid confusing the participants.

ANS: F REF: pg. 172

43. A salesperson involved in job rotation might work for a while as a customer service representative and

then work as a distribution clerk.

ANS: T REF: pg. 173

44. Role playing is a good way to bolster an individual's self-confidence and improve his/her future performance.

ANS: T REF: pg. 173

45. Absorption training methods often include regularly scheduled exams and overnight homework

assignments.

ANS: F REF: pg. 174

46. Although the Internet offers an effective media for sales training, it is very costly.

ANS: F REF: pg. 174

47. Electronic media typically allow trainees to learn at their own pace in a risk free environment.

ANS: T REF: pg 174

48. It is relatively easy to measure the effectiveness of sales training.

ANS: F REF: pg. 176

49. Evaluations can be made before, during, and after the sales training occurs.

ANS: T REF: pg. 176

50. Some research indicates that trainees who are satisfied with their training are more likely to retain and

use what they learned.

ANS: T REF: pg. 177

51. According to a study of over 6,000 sales professionals, participants in sales training remember only a

third of what they learn within five weeks of the training.

ANS: F REF: pg. 177

52. According to one study reported in the text, coaching by outside specialists is the most important method

for reinforcing new sales skills.

ANS: F REF: pg 178

53. According to one study, sharing sales methods and language with the sales team is the most important

method for reinforcing new sales skills.

ANS: T REF: pg 178

54. One catalyst for sales training concerning ethical and legal issues is product liability litigation.

ANS: T REF: pg. 178

55. Salespeople would prefer to handle any ethical dilemmas on the job by themselves without having to

consult their managers.

ANS: F REF: pg. 178

56. It is legally permissible to use one product as bait to sell another product as long as the customer ends up

satisfied.

ANS: F REF: pg. 179

57. As part of a list of legal reminders, salespeople are asked to avoid making promises that will be difficult

or impossible to honor.

ANS: T REF: pg. 179