AS5 Agriculture Management, Economics, & Sales Sales - - PDF document

AS5 Agriculture Management, Economics, & Sales Sales Presentation

Unit: Retail Agribusiness Sales Lesson Title: Sales Presentation Standards

ABS.06.05.01.a. Identify, explain and organize components of the sales process. ABS.06.05.02.b. Devise sales practices to achieve goals effectively and efficiently. ABS.06.05.02.c. Prepare and make sales presentations. ABS.06.05.03.b. Use strategies to follow up sales to provide post-sales service. ABS.06.05.03.c. Intercept, interpret and process customer complaints, needs, and problems with products and services. CCSS.ELA-Literacy.W.11-12.3 Write narratives to develop real or imagined experiences

• r events using effective technique, well-chosen details, and well-structured event

sequences. CCSS.ELA-Literacy.SL.11-12.3 Evaluate a speaker’s point of view, reasoning, and use of evidence and rhetoric, assessing the stance, premises, links among ideas, word choice, points of emphasis, and tone used.

Student Learning Objectives

Slide 2 in AS5 Sales Presentation Lesson Objective After completing the lesson on the sales presentation, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a sales presentation. Enabling Objectives As a result of this lesson, the student will…

• 1. Define the seven steps of the Feature Benefit Sales Presentation Technique and the need

for each and gather and/or create resources to aid in final sales presentation.

• 2. Create a list of attention getters to use when meeting a customer and identify techniques

to use when approaching customers in the four selling environments.

• 3. Identify and address valid objections, hidden objections, and misunderstandings.
• 4. Script examples of each type of close to use in a sales presentation

 Page 2  Retail Agribusiness Sales  AS5  Sales Presentation

Time: Approximately 300 minutes List of Resources

Agricultural Sales (2012, November). Retrieved from: http://dese.mo.gov/divcareered/documents/ffa-ag-sales-cde-revised-12-12.pdf. BCC Business Clips. (2009). Shark Tank “Happiness Product Line” Pitch. Retrieved from http://www.youtube.com/watch?v=cQgIJjevqDk. Corson-Knowles, Tom. (2012). Don Draper’s Sales Pitch – Funny Yet Effective Way To Sell More. Retrieved from http://www.youtube.com/watch?v=r5iaTRqIafU. Instructional Materials Laboratory. (1997). Agribusiness Sales, Marketing, and Management Instructor Guide. Columbia, MO: University of Missouri.

• Originalmancandle. (2011). Original Man Candle On Shark Tank. Retrieved from

http://www.youtube.com/watch?v=5aFcS1bsyOg. Schneiderheinze R., Wood C. (1997). Agribusiness Sales, Marketing, and Management Student Reference. Columbia, MO: Instructional Materials Laboratory.

• Tubeyvids. (2010). Sales Presentation. Retrieved from

http://www.youtube.com/watch?v=FcTxsTvGeK4.

• Urban26. (2007). Ag. Sales Presentation. Retrieved from

http://www.youtube.com/watch?v=rtnwMMLELy4.

• Whitesox001. (2010). Sales Presentation Video for MARK 4094. Retrieved from

http://www.youtube.com/watch?v=EE-HZPn08vw.

List of Tools, Equipment, and Supplies

AS5 PowerPoint Presentation AS5 Activity Sheet and Evaluation Packet Note card or small sheet of paper for review activity Folders for each student to keep resources to aid in sales presentation Device to videotape sales presentation

Key Terms

Slide 3 in AS5 Sales Presentation The following terms are presented in this lesson (shown in bold italics): Valid Objection Hidden Objection Add-On Sale

 Page 3  Retail Agribusiness Sales  AS5  Sales Presentation

Interest Approach: Use an interest approach that will prepare the students for the lesson.

Teachers often develop approaches for their unique class and student situations. A possible approach is included here. Slide 4 in AS5 Sales Presentation Make the Sale: Place an item in front of the class. As a class, create a list of important components in being able to effectively sell that item in a sales presentation. Record these items

• n the white board. Listen for customer needs (as discussed in AS3), product, company, and

industry knowledge (as discussed in AS4), a greeting or opening, a body to the sales presentation, a conclusion, etc. Once a list has been compiled, number the list in the order in which students think the items would appear within a sales presentation. Finally, have a student attempt to sell the item using the exact steps as outlined in the numbered list. When presentation is complete, have students reflect on the student’s performance and/or success at selling the item. Facilitate a discussion on what would have helped the student be more successful and/or

• effective. Listen for time to prepare, more knowledge of the product, etc.

Conclude interest approach determining that there are specific steps we need to take in order to have an effective sales presentation. **If students are shy about performing a sales presentation in front of classmates use one or more of the following techniques:  Instructor demonstrates a sale with another instructor or a student in the class.  Show a video of a sample FFA or student sales presentation.

 Page 4  Retail Agribusiness Sales  AS5  Sales Presentation

Summary of Content and Teaching Strategies Objective 1: Define the seven steps of the Feature Benefit Sales Presentation

Technique and the need for each and gather and/or create resources to aid in final sales presentation.

Teaching Strategies Related Content

• 1. Recall the conclusion of the interest

approach and remind students they have already learned the first few steps of an effective sales presentation. Ask them to recall these steps. (Listen for: product, company, and industry knowledge; building rapport, and identifying customer needs.) Record steps on AS5.1. Slide 5 in AS5 Sales Presentation

• 2. Now, let’s discover the remaining steps.

Slide 5 in AS5 Sales Presentation

• 3. Let’s walk through each step together to

identify why it is important. Slide 6-7 in AS5 Sales Presentation Feature Benefit Sales Presentation Technique

• 1. Preparing for the Sale – Product, company,

and industry knowledge

• 2. Introduction or Building Rapport
• 3. Identifying Customer Needs
• 4. Demonstration – Show the features of the

product and their corresponding benefit to the customer

• 5. Overcoming Objections
• 6. Close the Sale – Ask the customer to buy
• 7. Add-On Sales – Extended warranties, etc.

Preparing for the Sale  A vast array of knowledge is needed to answer questions about competing products, show the features and benefits of the product, and present yourself as a competent salesperson Introduction or Building Rapport  Shows the customer salesperson can be trusted.  Makes customer more interested in listening to salesperson  Increases chances of making a sale Identifying Customer Needs  Needs to drive a customer’s motivation to buy  Helps salesperson tailor presentation specifically for customer Demonstration  Customers buy because of how the product benefits them  Also an opportunity to show up the competition, demonstrating how your product is better

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• 4. What resources are available to aid in

constructing each piece of the sales presentation? Slide 8 in AS5 Sales Presentation

• 5. Give each student a folder to begin

gathering and/or creating each resource to aid in his/her final sales presentation. Some items have already been created in previous lessons (product and company data, product features and related benefits, how to address sales personalities and communication styles). Those simply need to be gathered and put in the folder. Some Overcoming Objections  Objections indicate the customer has an interest in the product  Provides insight into customer’s thought process  Overcoming objections makes customer more knowledgeable about product Close the Sale  How salesperson secures sale  Should be ready to close from the beginning of the presentation Add-On Sales  Now is the time when customers are more likely to buy related products that are highly recommended to use in conjunction with product Resources to aid in constructing presentation  Customer/prospect profile – Information about a customer/prospect and his/her company (identification of decision makers, personality type, financial power, problem areas, etc.) that can help in personalizing presentation  Product and company data  List of standard objections and responses  List of product features and related benefits  List of approaches or sales strategies – Use with different personality types  List of closes – Helps salesperson memorize techniques for confirming a sale  List of attention getters – Stories, anecdotes, and special offers that are designed to attract and hold the interest of the customer  Visual aids and demonstration materials – Charts, graphs, models, and displays that stress the positive points of the product  List of add-on sale items for particular product

 Page 6  Retail Agribusiness Sales  AS5  Sales Presentation need to be completely created (list of visual aids and demonstration material to use during demonstration step of presentation, customer/prospect profile). We will be creating the list of attention getters, list of approaches or sales strategies, list of

• bjections and responses, and list of closes

later in this lesson.

Objective 2: Create a list of attention getters to use when meeting a customer

and identify techniques to use when approaching customers in the four selling environments.

Teaching Strategies Related Content

• 1. Role-play with a student, instructing them

to show you and the class how they would start a sales presentation. Have three or four students role-play. Observe similarities and differences. Facilitate a discussion on what students thought they did correctly and what they thought they did incorrectly.

• 2. Greeting the customer is like a first

impression – It makes a huge statement. Slide 9 in AS5 Sales Presentation

• 3. Practice this process in pairs. Have

students demonstrate in front of the class.

• 4. Using AS5.3, have students create a list of

common attention getters to use during a sales presentation.

• 5. Recall talking about different selling

environments (AS5.1). Have students recall each – retail, wholesale, processing, direct.

• 6. Just as there are differences in how each

selling environment works, there are also differences in how salespeople approach Greeting the Customer  Shake hands  Address the customer by name  Make introductions by providing salesperson’s and company’s name  Express appreciation to customer for taking time to meet  State purpose of the meeting  Begin to gain information from the customer by asking probing questions Approaches for Selling Environments Retail  Emphasize market information about future

 Page 7  Retail Agribusiness Sales  AS5  Sales Presentation the environments. (AS5.4 is available to record notes.) Slide 10 in AS5 Sales Presentation

• 5. Add AS5.3 and AS5.4 to folder of

resources to use for a sales presentation. demand  Take the type of customer into account when determining need  Determine the financial capability of the retailer  Approach the retailer with ideas for promotions or advertisements and make sure the retailer will participate Wholesale  Provide information about number of retailers who will carry the product to indicate demand  Determine financial capability of wholesaler  Inform wholesaler of any discounts  Provide information about delivery and

• rder procedures

Processing  Focus on product efficiency and technical support  Determine need  Determine financial ability to make the purchase Direct Sales  Focus on the benefits to customer  Identify needs and features of the product that can meet them  Inform the customer of the support he or she will receive from the company

Objective 3: Identify and address valid objections, hidden objections, and

misunderstandings.

Teaching Strategies Related Content

• 1. Let’s focus specifically on overcoming
• bjections. How would you handle these
• bjections?

Slide 11 in AS5 Sales Presentation

• 2. Teach students how to handle objections.

Record information on AS5.2. Slide 12 in AS5 Sales Presentation Handling Objections Valid Objections – Statements that are true based

• n customer’s knowledge

 Address objection immediately  Restate objection and look for agreement

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• 8. Review the objections used at the

beginning of this objective and see how students would respond now. What type of

• bjection is it? How can the problem be

fixed? Slide 13 in AS5 Sales Presentation

• 9. It is time to add to our folder of resources

for our sales presentation. As a class, small group, or triad, begin crafting a list of common objections and responses for those

• bjections. Be sure to only include
• bjections that will pertain to the item

students chose to sell for their final sales

• presentation. Record these objections and

responses on AS5.5. from customer  Discuss objection, downplaying its importance by stressing positive features of the product  Ask customer if the positive features and benefits outweigh the objection in importance while reviewing the benefits of the product Hidden Objections – Smokescreens; Objections made by customer to disguise true objections  Ask customer direct, specific questions to learn true objection  Use an indirect question if salesperson feels customer is willing to talk openly  When true objection is identified and confirmed, take same steps as with valid

• bjection

Misunderstanding – Customer objections based on misinformation or his/her misunderstanding of information  Restate misunderstanding  Refute misunderstanding by providing proof of facts  Gain agreement from customer that he/she has misunderstood  Reemphasize product features and benefits and obtain verification that the customer understands them

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Objective 4: Script examples of each type of close to use in a sales presentation.

Teaching Strategies Related Content

• 1. One of the last pieces of the sales

presentation we have to discuss is closing the sale. Why is this such an important piece?

• 2. Teach students six ways to close a sale.

AS5.6 is available for students to record

• notes. Instruct them to not yet complete

the “example column.” Slide 14-16 in AS5 Sales Presentation Closing a Sale Direct Close  Salesperson asks customer to commit to purchase  Salesperson should be confident that all

• bjections have been covered and the

customer is ready to buy, or the customer may feel forced into making a decision and be offended Assumptive Close  Salesperson assumes customer is committed to buying product based on feedback and begins working out the details of the purchase  If salesperson is incorrect, customer will inform him/her, and salesperson must discover what objections customer still has and address them Summary Close  Salesperson summarizes points of presentation and emphasizes features and benefits of product on which both parties have agreed  As each point is raised, salesperson should

• btain agreement from customer

 If all key points are agreed upon and no new objections arise, sales representative asks customer for order, usually with a direct question Choice Close  Salesperson gives customer a choice between one buying option and another, but not the option of not purchasing the product  Close is used if sales representative is confident the customer will buy something and just needs to decide what to purchase Conditional Close  Used if customer is expressing some

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• 6. Here are some tips for closing a sale.

Slide 17 in AS5 Sales Presentation

• 7. With a partner, dialogue each type of close

in the “example” column on AS5.6.

• 8. Share examples with the class for

discussion.

• 9. Add to the resources for a sales

hesitation  Salesperson presents a condition for purchasing the product  Sales representative should only ask for commitment if he/she can deliver what is promised Loss-In-Waiting Close  Sales representative informs customer of positive aspects of buying immediately, such as avoiding future price increases  Salesperson uses close when telling customer the product may not be available later  Salesperson must always be truthful when using this close Dos and Don’ts of Closing a Sale  Do display a friendly manner at the close even if a disagreement exists between the prospective customer and the salesperson  Do be sure to have all materials and equipment that will be needed  Do realize that begging for a sale makes the salesperson and the offer look bad. It also disgusts the prospective customer.  Do make buying as easy and painless as possible.  Do study the prospective customer as a pitcher studies a batter. Then pitch to his

• r her weakness.

 Don’t let the prospective customer know how much the sale means.  Don’t be apologetic, particularly in quoting prices.  Don’t make a ceremony out of close. This may frighten the prospective customer.  Don’t give the prospective customer an excuse or opportunity to back away from the purchase.  Don’t ever ask the prospective customer for the buying decision in such a way that he/she can give a “Yes” or “No” answer since the latter closes the door.

 Page 11  Retail Agribusiness Sales  AS5  Sales Presentation presentation folder by creating a list of common closes to use during a sales

• presentation. Record these closes on

AS5.7.

Review/Summary

Slide 18 in AS5 Sales Presentation A sales presentation must be well prepared and properly organized to be effective in making the

• sale. The salesperson must be confident that his or her sales presentation is the very best that it

can be. Proper structure, content, information, and demonstration materials must be included for an effective presentation. When making a presentation, the salesperson will usually encounter some type of opposition from the customer, so he or she must understand how to recognize

• bjections and how to handle them positively and effectively. When all of the steps of the

presentation have been completed and the opposition has been countered, the salesperson needs to determine the correct moment and way to close the sale. Several different methods may be used to close a sale, and the salesperson must determine which close is best for each customer and selling situation. Review: Resources for a sales presentation: Divide students into triads or pairs to review their folder of resources for sales presentations. Review each document created during this lesson, adding or subtracting as needed. In addition, items in folder should be organized in the order needed during a sales presentation. The Good and the Bad: Watch any, or all, of the following YouTube video presentations and critique them for positives and negatives. Note what steps in the sales presentation you see and which ones you don’t. In addition, identify how a salesperson handles objections, how they close used in the sale, and the add-on sales they achieved. Record findings on AS5.8.  Ag Sales Presentation - http://www.youtube.com/watch?v=rtnwMMLELy4  Don Draper’s Sales Pitch – http://www.youtube.com/watch?v=r5iaTRqIafU\  Shark Tank “Happiness Product Line” Pitch - http://www.youtube.com/watch?v=cQgIJjevqDk  Original Man Candle on Shark Tank - http://www.youtube.com/watch?v=5aFcS1bsyOg  Sales Presentation - http://www.youtube.com/watch?v=FcTxsTvGeK4  Sales Presentation Video for MARK 4094 - http://www.youtube.com/watch?v=EE- HZPn08vw Slide 19 in AS5 Sales Presentation Exit cards: Students will answer the following questions on a note card or small slip of paper and hand to teacher as they exit:  What did you learn today about the sales presentation?  What questions do you still have about the sales presentation?

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Application

Extended Activities

Prepare a script for a sales presentation selling the local FFA chapter’s fundraising efforts. Video tape the presentation and show it to FFA members when discussing how to sell fundraising items. Allow students to prepare and practice different openings for a sales presentation for each customer sales personality. Have students pair up and begin the same presentation for each personality. They should evaluate which approach worked best for them. Invite a local salesperson to class to share how he/she used each step in the sales

• presentation. Give the salesperson a copy of the seven steps prior to the visit so he/she is

prepared to discuss the importance of each one and instruct students on how to fulfill each step.

Evaluation

Sales Presentation AS5.9  Alternate - Paper-pencil Quiz Evaluation AS5.11

Answers to Evaluation

Evaluation AS5.9 Answers will vary. Use scoring guide on AS5.9 to assess student work. Peer scoring guide is AS5.10 Alternate Evaluation AS5.11

• 1. A
• 2. D
• 3. B
• 4. D
• 5. C
• 6. B
• 7. A
• 8. D
• 9. Preparing for the Sale
• 10. Introduction or Building Rapport
• 11. Indentifying Customer Needs
• 12. Demonstration
• 13. Overcoming Objections
• 14. Close the Sale
• 15. Add-On Sales