- - AGRICULTURAL CORE CURRICULUM - - (CLF1000) Core Area: AGRICULTURAL BUSINESS MANAGEMENT (CLF1550) Unit Title: SALES AND SELLING ____________________________________________________________________________ (CLF1555) Topic: GIVING A SALES Time Year(s) PRESENTATION 2 hours 3 or 4 ____________________________________________________________________________ Topic Objectives: Upon completion of this lesson the student will be able to: Learning Outcome #: (*-*) - Give a sales presentation using an agricultural product or service. Special Materials and Equipment: Agricultural products and sales brochures for use in giving sample sales presentations. CATA Curriculua Code for FFA Contests, California Department of Public Instruction, Sacramento, CA 1990. 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 by instructor, sales presentation. TOPIC PRESENTATION: GIVING A SALES PRESENTATION A. Four Steps in Presenting Products and Services __________________________________________________________ ACTIVITY: Ask students what the natural steps would be in a situation where one person asks another to do something for him. List the steps on the board and then fill in what should be accomplished in each step. __________________________________________________________ 1. Capture the Customer's Attention a. Make him/her aware of a need b. Convince him/her that the product being offered provides the best benefits c. Sell at an opportune time 1) Appropriate season 2) Take advantage of related factors other conditions (for example, the prospective customer just bought more land or livestock) 2. Create Interest in the Product or Service a. Offer technical information 1) Efficiency 2) Advantageous features 3) Durability b. Explain advantages of doing business with store or company 1) Service availability 2) Guarantee 3. Activate Desire for the Product or Services being Sold a. Watch the customer's reaction b. Continue questioning to find out the exact needs of the customer c. Appeal to those needs 4. Encourage Action a. Demonstrate the Product b. Bring into focus the customer's needs, interests, and desires c. Offer a trial period, negotiate such things as price, time of delivery B. Steps in Giving a Sales Presentation and How They Relate to the Stages of Selling __________________________________________________________ ACTIVITY: Ask the students how they would relate the steps of presenting products to the last four stages of making a sale. List the steps and stages in columns side by side and draw corresponding lines between them. Write explanations of how they relate to the side. __________________________________________________________ 1. Approach a. Obtain the customer's attention. b. Question the customer to determine needs. c. Relate that the product will fit the customer's needs. 2. Demonstration a. Develop interest by showing the customer how the product fits his/her need. b. If possible, give a demonstration or show test data. 3. Overcome Resistance a. After interest is developed, objections start to be voiced b. Present all pertinent technical information: if possible, quote backup test data. 4. Close a. The customer's objections are usually voiced at this time. b. Try to overcome objections and influence the customer to buy (encourage action). C. Make a Good Sales Demonstration __________________________________________________________ ACTIVITY: Ask the students what procedure and main points they would include in a sales demonstration. List these on the board as they are discussed. __________________________________________________________ 1. Prepare the Demonstration (Refer to CLF 1554.) a. Gather all pertinent information. b. Outline the demonstration. c. Practice the demonstration. 2. Match the benefits of the product or service to the customer's needs. a. Highlight what the service or product will do for the customer. b. Point out the desirable features of the product or service. c. Use any available sales, aids, reports, charts, testimonials, articles. 3. Point out the most obvious benefits first. a. Point out the benefits that match the customer's needs. b. Listen to the concerns and questions of the customer. 4. Get the customer involved. a. Appeal to the customer's five senses: 1) Hearing 2) Seeing 3) Touching 4) Tasting 5) Smelling 5. Keep the communication positive. a. Don't argue. b. Do not tell a customer directly that he or she is wrong. c. Ask questions that will elicit positive responses. d. Ask questions to make sure that the sales points were understood. 6. Keep the customer motivated. a. Keep the customer's attention and interest. b. Use applicable demonstrations or examples. c. Be dramatic, dynamic, and enthusiastic. 7. Close the sale when the customer is ready. a. The customer may be ready to buy when this moment arrives regardless of the point in the sales presentation. __________________________________________________________ ACTIVITY: Using the guidelines for the FFA Agricultural Sales Contest (see CATA Curricula Code), have each student select an agricultural product or service, develop a product summary, and present a one-on-one sales presentation using role playing. Scoring criteria are presented in Handout #1. A triad works best for this exercise. One person presents, one listens, and one plays the role of the customer. Rotate every seven minutes until all students have presented a sales presentation. __________________________________________________________ SUPPLEMENTAL HANDOUT #1 AGRICULTURL SALES CONTEST SALES PRESENTATION SCORE CARD Name: _____________________________ Contestant#___________________________ Chapter: __________________________ ____________________________________________________________________________ Excellent Good Fair Contestant Points Pre-approach (30) 24-30 16-22 8-14 ________ Approach (10) 8-10 6 4 ________ Demonstration (30) 24-30 16-22 8-14 ________ Customer (10) 8-10 6 4 ________ Objections Closure (20) 16-20 10-14 4-8 ________ Total Points (100) ________ ____________________________________________________________________________ QUIZ - "GIVING A SALES PRESENTATION" 1. List the four steps in presenting products or services and describe one way that each of the steps might be accomplished. 1. ________________________________________ a. 2. ________________________________________ a. 3. ________________________________________ a. 4. ________________________________________ a. 2. Match the letter(s) on the right that correspond to one of the four steps in a presentation to where it would most likely occur in the five stages of a sales, listed on the left. 1. _____ Demonstration a. Get attention 2. _____ Close b. Develop interest 3. _____ Preparation c. Spark desire 4. _____ Overcoming resistance d. Get action 5. _____ Approach Place an "X" in the blanks opposite the true statements. 1. _____ One way to involve customers is to appeal to one of their five senses. 2. _____ The old saying that practice makes perfect doesn't apply to a sales demonstration. 3. _____ It is a good idea to state directly to a customer that he or she is wrong. 4. _____ Point out the most obvious features of a product first. 5. _____ Always wait until the end of a demonstration to close a sale. 6. _____ Being dramatic, dynamic, and enthusiastic can help keep a customer motivated. QUIZ - INSTRUCTOR KEY The performance Checklist located at the end of Lesson 8 should be used as the evaluation instrument for this lesson. Answers to the optional written evaluation area s follows. 1. Get attention; create interest; activate desire; get action. Methods of accomplishing these steps should include points from the discussion outline or other acceptable criteria as determined by instructor. 2. Teacher's judgement, however, the students' answers should look something like this: 1. a, b 2. d 3. 4. b, c, d 5. a, d 1. X 2. 3. 4. X 5. 6. X 12/2/91 JL/sg #%&C