- - AGRICULTURAL CORE CURRICULUM - - (CLF1000) Core Area: AGRICULTURAL BUSINESS MANAGEMENT (CLF1550) Unit Title: SALES AND SELLING ____________________________________________________________________________ (CLF1552) Topic: SKILLS AND KNOWLEDGE Time Year(s) NEEDED FOR SELLING IN 1 hour 3 AND 4 AGRICULTURE ____________________________________________________________________________ Topic Objectives: Upon completion of this lesson the student will be able to: Learning Outcome #: (*-*) - List the skills and abilities needed to sell in agriculture. Special Materials and Equipment: none 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. 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 Evaluation: Quiz (attached) TOPIC PRESENTATION: SKILLS AND KNOWLEDGE NEEDED FOR SELLING IN THE FIELD OF AGRICULTURE A. Personal Skills needed in Selling __________________________________________________________ ACTIVITY: Ask the students what they think are the most important personal skills or abilities needed by a successful salesperson. __________________________________________________________ 1. Ability to Relate to People a. personality 1) Outgoing 2) Enjoy working with people b. Tact 1) Sensitive to people's feelings and attitudes. 2) Make people feel comfortable. 3) Avoid offending or arguing with people. c. Courtesy 1) Put the customer first. 2) Use good manners. 3) Speak in a friendly manner. d. Initiative 1) Show interest in the customer's needs. 2) Direct the conversation toward a sale. e. Persistence 1) Strive to improve sales skills. 2) Continue to try new methods of selling. 3) Don't give up if the customer does not buy immediately. f. Enthusiasm 1) Show interest in people. 2) Be confident and enthusiastic about the job and products or services being sold. 2. Good Health a. How a person feels is obvious to others; someone in poor health is seldom enthusiastic. b. Sales is an active career requiring a lot of energy and stamina. 3. Personal Appearance and Grooming a. Salespeople in a sense sell themselves before they sell their product or services. b. A salesperson needs to look good in order to favorably impress potential buyers. 1) Posture, dress, and personal hygiene are important factors in appearance. 4. Ethical Standards a. Deal honestly with people. b. Tell the truth about the product or service being sold. B. Effective ways for Salespeople to Deal with Different Groups of People __________________________________________________________ ACTIVITY: Ask the students to list the different groups of people they would have to deal with as a salesperson. Write these on the board and then ask the students how specifically they would deal with each group. __________________________________________________________ 1. Customers a. Call customers by name, if possible. b. Be friendly and enthusiastic with customers. c. Listen to customers. d. Don't argue with customers. e. Thank customers for their patronage. 2. Coworkers a. Cooperation with coworkers leads to increased productivity for all. b. Courtesy with coworkers promotes a good working atmosphere. 3. Supervisors a. Be courteous and friendly. b. Try to keep communication channels open. c. Good relationships with supervisors increase the chances of promotion. 4. Suppliers a. Treat suppliers as well as customers are treated. b. Salespeople depend on suppliers to provide the products being sold; without a supply, there can be no sale. c. Suppliers are good sources of information about the product being sold. C. Communication Skills Needed in the Field of Sales __________________________________________________________ ACTIVITY: Ask students what communication skills are important in sales; list each on the board. Then ask what importance these skills have in selling. __________________________________________________________ 1. Listening a. Listen in order to understand the customer's needs. 1) Don't interrupt. 2) Don't jump to conclusions. 3) Pay attention to the customer's point of view and concerns. 2. Reading a. Salespeople need to fully understand directions and instructions that accompany the product being sold. b. Salespeople need to read in order to keep abreast of new technology in the field where they sell. c. Salespeople need to keep up on news in the community where they sell. 3. Writing a. A salesperson's writing should be neat and legible so it can be clearly understood. b. Writing should also be accurate when taking orders or instructions. c. Reports should be brief and to the point. d. Letter writing is an important aspect of selling. D. Technical Skills Needed in the Field of Sales __________________________________________________________ ACTIVITY: Ask the students what areas of technical knowledge would be important to a salesperson. List these on the board. Ask what would need to known about the areas of technical knowledge. __________________________________________________________ 1. Knowledge About the Product or Services Being Sold a. Correct, accurate, and adequate information b. Technological aspects c. Current laws and regulations d. Price (including information about taxes and any applicable discounts) f. Manufacturer and process(es) used in manufacture 2. Knowledge About the Competition a. The competitor's products and/or services should be well known. 1. To point out advantages of own product or service 2. To counter objections from reluctant potential customers QUIZ #2 - SKILLS AND KNOWLEDGE NEEDED FOR SELLING The statements below are either true or false. Circle "T" if it is true; circle "F" if it is false. T F 1. One important skill for an agricultural salesperson to have is the ability to effectively deal with people. T F 2. An example of courtesy is thinking of the customer first. T F 3. An example of tact is pointing out to a customer that he is wrong. T F 4. One way to succeed as a salesperson is to move in on a sale started by a coworker. T F 5. Being knowledgeable about competitors is a good sales skill. T F 6. Good relations with suppliers help salespeople better meet the needs of customers. T F 7. Good writing skills are not needed by salespeople. T F 8. Maintaining a good appearance and good health are not part of selling. T F 9. Being persistent includes attempting to sell products and/or services to a person who doesn't need them. T F 10. The skill of listening is as important as that of speaking. QUIZ #2 - SKILLS AND KNOWLEDGE NEEDED FOR SELLING - INSTRUCTOR'S KEY 1. T 2. T 3. F 4. F 5. T 6. T 7. F 8. F 9. F 10. T 12/2/91 JL/sg #%&C