CPCE Sales & Marketing Strategies 3 — Questions and Answers
Question 1: A catering company's Net Promoter Score (NPS) drops from 72 to 48 over two quarters. What is the FIRST action management should take?
- Immediately lower prices to win back dissatisfied clients
- Conduct exit interviews and review recent client feedback to identify root causes (Correct answer)
- Launch a new marketing campaign to attract replacement clients
- Increase staffing levels at all upcoming events
Correct answer: Conduct exit interviews and review recent client feedback to identify root causes
Identifying root causes through feedback is essential before implementing any corrective action to prevent recurring issues.
Question 2: Which type of marketing content is most effective for showcasing a catering company's expertise to B2B clients?
- Instagram reels showing plated dishes
- Case studies detailing outcomes from past corporate events (Correct answer)
- Discount coupon campaigns sent via email
- Influencer partnerships on TikTok
Correct answer: Case studies detailing outcomes from past corporate events
Case studies demonstrate measurable results and professional competence, which are the primary concerns of B2B decision-makers.
Question 3: A catering sales manager wants to shorten the sales cycle for large corporate accounts. Which tactic is MOST effective?
- Requiring a deposit before any proposal is created
- Identifying and engaging all decision-makers early in the process (Correct answer)
- Offering unlimited revisions to proposals
- Focusing only on the primary contact person
Correct answer: Identifying and engaging all decision-makers early in the process
Engaging all decision-makers early prevents late-stage objections from stakeholders who were not part of initial discussions.
Question 4: When calculating Customer Lifetime Value (CLV) for a catering business, which factor is LEAST relevant?
- Average spend per event
- Number of events booked per year
- The catering company's founding year (Correct answer)
- Client retention rate
Correct answer: The catering company's founding year
The company's founding year has no bearing on the future revenue expected from an individual client relationship.
Question 5: A catering company notices that 60% of new bookings come through referrals. The BEST way to amplify this channel is to:
- Reduce investment in digital advertising
- Create a structured referral incentive program for past clients (Correct answer)
- Ask for referrals only after sending the final invoice
- Focus on expanding to new geographic markets first
Correct answer: Create a structured referral incentive program for past clients
A structured incentive program formalizes and rewards referral behavior, systematically increasing referral volume.
Question 6: In the AIDA sales model applied to catering marketing, what does the 'D' represent?
- Delivery
- Desire (Correct answer)
- Differentiation
- Demographics
Correct answer: Desire
AIDA stands for Attention, Interest, Desire, and Action — Desire is the stage where prospects want what is being offered.
Question 7: Which approach BEST describes solution selling as applied to catering sales?
- Listing every menu item and service available at the lowest price
- Understanding the client's specific event goals and proposing tailored services to meet them (Correct answer)
- Offering standardized packages to all clients for operational efficiency
- Competing primarily on price against local competitors
Correct answer: Understanding the client's specific event goals and proposing tailored services to meet them
Solution selling focuses on diagnosing client needs first and then proposing customized offerings that solve their specific problems.
CPCE Sales & Marketing Strategies 3
A catering company's Net Promoter Score (NPS) drops from 72 to 48 over two quarters.
What is the FIRST action management should take?