professional selling because everyone is a salesperson by Shane C. Hunt Test bank

decision factor in the large, complex sales that are common in many business-to-business (B2B)
settings. Irrespective of the B2B vs. B2C dimension, personal selling is also more effective when the
product or service is: (a) new-to-the-world (vs. a well-established product category), (b) infrequently
purchased, (c) highly technical or complex, (d) high priced or perceived as risky, or is (e) highly
customizable. Under these types of settings, businesses need knowledgeable sales professionals
to help buyers navigate complicated decision processes.
References
Essay Difficulty: 2 Medium Learning Objective: 1-2 Explain the
strategic role of personal selling and
sales analytics in modern organizations.
The text authors argue that whether or not you currently intend to work in sales, understanding of
personal selling processes and the development of sales skills can help you achieve success in
whatever field you do choose. Why do they say this?
The text authors point out that regardless of your major or chosen field, in just a few short years (or
months) most students will be “selling” employers on how their unique talents and experiences will
contribute to the success of their organization. Furthermore, as a person’s career progresses,
professional achievement and advancement often hinge on the ability to persuade and convincingly
introduce new ideas to customers, peers, and managers. Thus, knowledge of personal selling can
help individuals better communicate the value they bring to an employer and its customers.
Furthermore, improving sales-related abilities, such as oral and written communication skills, active
listening, and effective time management can improve your performance and career outcomes,
regardless of your professional field.
References
Essay Difficulty: 2 Medium Learning Objective: 1-6 Describe the
foundational skills necessary for sale
success.
 50.
Award: 10.00 points
Relative to other promotion mix elements, such as advertising, what are some of the main
advantages of personal selling?
Personal selling offers two unique advantages over the other promotional elements: immediate
feedback and enhanced ability to establish and maintain long-term customer relationships. First,
personal selling results in immediate feedback from the customer. Salespeople can incorporate
information from a buyer’s verbal and nonverbal communication to provide more customized and
pertinent information and address stated or latent concerns and objections. At a more strategic
level, sellers are the eyes and ears of the organization and provide valuable market intelligence to
top-level managers on customer preferences and competitors’ activities. Second, personal selling
efforts better enable the firm to develop a long-term, mutually beneficial relationship with
customers. By establishing customer trust, firms are able to retain their most profitable customers,
leading to enhanced revenues and more stable cash flows over the long-term.
References
Essay Difficulty: 2 Medium Learning Objective: 1-2 Explain the
strategic role of personal selling and
sales analytics in modern organizations.
 51.
Award: 10.00 points
Which of the following people is  not involved in personal selling?
Noah, who is a barista at a busy Starbucks in a mall
Hannah, who sells course management systems to college administrators
Sebastian, who comes to your house to describe the landscaping services that his
company offers
Chloe, who works at the perfume counter at Nordstrom, an upscale department store
Evan, who is the director of advertising at a cosmetics company
Personal selling requires the two-way flow of information between a buyer and a seller. Advertising
is typically one-directional; it communicates the seller’s message to the buyer.
References
Multiple Choice Difficulty: 3 Hard Learning Objective: 1-1 Describe the
importance, challenges, and unique
advantages of personal selling.
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 52.
Award: 10.00 points
Mateo has graduated from college and wants to pursue a career in sales. Because he wants to earn
a lot of money, he wants to sell a product for which personal selling makes a strong difference in
getting the sale. Based on this criterion, which of the following five job offers should he accept?
A job selling a publisher’s books to bookstores in a specific region
A job selling common ingredients, such as eggs and cheese, to restaurant chains
A job selling an extremely expensive and highly complicated missile defense system
A job selling SUVs at a local car dealership
A job selling simple government Treasury bonds with a 1% yield