Presented By:

Company Overview

(AFW) was taken over in 1975 by Jake Jabs

Now has 12 locations

Focus• Giving the

customer the best value

• Giving back to the community

$330 million in profit

Current Practices

Store Environment• Large warehouse style• Open floor plan

Selection• Large price range• Sets for every room in the

house

Promotion• Focus on company

strengths• Constantly reinforce core

competencies

Target Market• 3 primary generations• Defined by:

Life stageIncome levelPersonal style

Gen Y: Expects companies to understand

their needs and values

Gen Y: Expects companies to understand

their needs and values

Gen X: Value tangible assets that seem to be customized to their

lifestyles.

Gen X: Value tangible assets that seem to be customized to their

lifestyles.

Baby Boomers: Looking for pieces that express social

status, where money is less of a concern.

Baby Boomers: Looking for pieces that express social

status, where money is less of a concern.

Recommendation: “Personal Touch”Store Environment• Impractical to change store model

• “personal touch” seminar is aimed at alleviating impersonal and cold environment

• Personal and individual sales

SelectionLargest core competency

“Personal touch” seminar• improve sales• increase knowledge

of products

Pass this knowledge onto the customer.

Target Market• Ability to identify 3

primary target markets• Customize sales

experience: Life stageIncome levelPersonal style

Personal Touch Seminar

Product KnowledgeEducate all sales associates on the different lines carried,

Customer KnowledgeLearn about the different types of customers they may encounter.

In depth explanations and real life examples of the customer buying process.

Better recognize exactly which stage their customer lies.

Demonstrate learning in role playing activities as well as written proficiency exams.

Day 1: Product and Customer Knowledge

Personal Touch Seminar

Associate Interaction

Identify different customers and how to provide them with product suggestions and knowledge.

Our consultants will provide positive and constructive feedback

All aimed at ensuring sales representative is comfortable with the selling process.

Day 2: Matching Your Customer to Their Product

Personal Touch Seminar

Day 3: Selling to the Four Personality Types

Lessons will focus on teaching of the four personality types.

Master the ability to tailor the sales presentation.

Group role-play /individual written explanations .

Low

Assertiveness

High

Assertiveness

Low Responsiveness

High Responsiveness

Analytical Driver

Amiable Expressive

Personal Touch SeminarDay 4: Personal Selling

Link the past three days of learning.

AFW Sales Associates Will Have Learned• Overall strategy of personal selling/ know the

process

• Ability to implement the new selling position

• Emphasize AFW’s interest in customer education

• Create semi-personal relationships with their

customers

Performance Measurement

Within the 6-month time frame our goal is to increase overall sales by 15%.

Increase in foot traffic of customers between the ages of 18-34 by 35%.

Provide education to the customers increasing customer satisfaction by 30%.

Build a lasting, reliable and trustworthy relationship boosting long-term customer retention by 25%.

Thank You for Your Time…..

SourcesConsumer Behavior- Building Marketing Strategy, by Hawkins, Mothersbaugh, and Best. McGraw – Hill Irwin,11th Edition, 2007

Selling/Building Partnerships, by Weitz, Castleberry, Tanner McGraw-Hill Irwin, Seventh edition, 2007

American Furniture Warehouse. November 14, 2009 <http://www.afwonline.com/home.asp>