-  - AGRICULTURAL CORE CURRICULUM - -

(CLF1000)  Advanced Core Cluster:  AGRICULTURAL BUSINESS MANAGEMENT

  (CLF1550)  Unit Title:  SALES AND SELLING

         UNIT DIRECTORY:

_____________________________________________________________________________

         Code          Topic Title                   Hours            Years
_____________________________________________________________________________

         (CLF1551)  An Introduction to Selling in      2              3 or 4
                    Agriculture

         (CLF1552)  Skills and Knowledge Needed        1              3 or 4
                    for Selling in Agriculture

         (CLF1553)  Determining Needs and Wants        1              3 or 4
                    of Customers

         (CLF1554)  Preparing for and Approaching      2              3 or 4
                    Potential Customers
                    
         (CLF1555)  Giving a Sales Presentation        2              3 or 4

         (CLF1556)  Handling Customer Objections       1              3 or 4

         (CLF1557)  Closing a Sale                     1              3 or 4

                                TOTAL TIME FOR UNIT = 10

=============================NOTE TO INSTRUCTOR==============================
Objectives marked * are not in the Agriculture Model Curriculum Guide but are considered important components of this unit.
=============================================================================

_____________________________________________________________________________

UNIT GOAL:  * Students will understand the career opportunities available 
             in agricultural sales and the process used in selling.
_____________________________________________________________________________

Unit Objectives:  Upon completion of this unit, the students will be able to:

*-*  -  Describe the basic functions of selling in agriculture.

*-*  -  Identify sales careers in agriculture.

*-*  -  Discuss major advantages and disadvantages of a selling career.

*-*  -  List the skills and abilities needed to sell in agriculture.

*-*  -  List the four groups of customers dealt with in agriculture.

*-*  -  Describe the steps most people go through when making a purchase.

*-*  -  Discuss what motivates people to buy.

*-*  -  Select appropriate questions and methods for determining customers 
        needs and wants.


*-*  -  Identify and explain the five stages in making a sale.

*-*  -  Describe the kinds of information that a sales person needs to have 
        available about a product or service.

*-*  -  Discuss how potential customers could be approached using the three 
        approaches: greeting, merchandise, service.

*-*  -  Demonstrate two or three ways of opening a sales presentation.

*-*  -  Give a sales presentation using an agricultural product or service.

*-*  -  Demonstrate effective handling of customer objections in a role 
        Playing situation.

*-*  -  Demonstrate effective closing techniques in a sales presentation.

_____________________________________________________________________________
REFERENCES:


Ditzenberger, R., & Kidney, J.  (1986).  SELLING: HELPING CUSTOMERS BUY (2nd
  ed.).  Cincinnati, OH: South-Western Publishing.

Miller, Larry E.  (1979).  SELLING IN AGRIBUSINESS.  New York: McGraw-Hill.

_____________________________________________________________________________

RESOURCES:

California Agricultural Teachers Association.  (1991).  CATA CURRICULA CODE 
  Agricultural Sales Contest.  Available from: Agricultural Education Program,
  Career-Vocational Education Unit, California Department of Public 
  Instruction, Sacramento, CA  94244

National FFA Foundation.  (1991).  FFA SELLING AND FUNDRAISING GUIDE (and 
  Transparency Set).  Available from: FFA Supply Service, P.O. Box 15160,
  Alexandria, VA  22309-0160.

University of Missouri-Columbia.  (1984).  AGRICULTURAL BUSINESS SALES AND 
  MARKETING: Instructor's Guide (Unit V: Sales and Selling.  Available from:
  Instructional Materials Laboratory, University of Missouri, 
  22316 Industrial Drive, Columbia, MO  65202


12/5/91 JGL/sg


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