Retail Agribusiness Sales: The Pre-Sale The... · Retail Agribusiness Sales AS4 The Pre-Sale Retail Agribusiness Sales: The Pre-Sale AS4.6 Pulling It All Together Evaluation Throughout

Retail Agribusiness Sales AS4 The Pre-Sale

Retail Agribusiness Sales: The Pre-Sale Notes Page

Date _______________Topic___________________________________

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Maslow’s Hierarchy of Needs

Deciding to Make a Purchase

4P’s of Marketing



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4P’s of Marketing (cont.)

Product Knowledge



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Company Knowledge

Industry Knowledge

Products of Competitors

Why is product and industry knowledge important?

Obtaining product and industry knowledge


Retail Agribusiness Sales: The Pre-Sale AS4.1


Create Your Pyramid:




Deciding to Make a Purchase

Below, write down the steps you went through when you decided to make a major purchase.

Consider what role, if any, the salesperson played in your decision.

Item purchased _________________________________________________________________



4P’s Plan AS4.3

Product description:

Product/Service

What does the customer want from the product/service?

What need should it satisfy?

What features of the product/service meet these needs?

How and where will customers use it?

What is the product/service called?

What does it look like?

How will it be branded?

How is it different from the competition?



Place

Price

Where do buyers look for the product/service?

What kind of store? Online? Special boutique? Supermarket? More than one?

Do you need to attend trade fairs, send samples, send catalogs, etc.?

What do competitors do?

How can you be different?

What is the value of the product/service to the buyer?

Are there established price points for the area?

Is the customer price sensitive?

What discounts should/could be offered?

How do prices compare to competitors?



Promotion

Plan for Identifying Potential Customers

Where and when can you market to your customers?

Will you use PR, TV, radio, print advertisements, web, etc.?

When is the best time to promote? Is your product seasonal? Do you have seasonal promotions?

How do competitors do their promotions?



Product Reviews and Comparisons

Identify the top 5 product review and comparison websites you found during your Internet

search. Be sure to tell us why they are a good and credible site!

Site 1_________________________________________________________________________

Site 2_________________________________________________________________________

Site 3_________________________________________________________________________

Site 4_________________________________________________________________________

Site 5_________________________________________________________________________



Practice Pulling It All Together

Product

Maslow’s Hierarchy of Needs Level:

4P’s of Marketing

PRODUCT/SERVICE

PLACE

PRICE

PROMOTION



PRODUCT SUMMARY SHEET

FEATURES BENEFITS



Company Knowledge

Industry Knowledge



COMPETITION SUMMARY SHEET

COMMON FEATURES YOUR STRENGTHS COMPETITORS’

STRENGTH



Pulling It All Together Evaluation

Throughout this unit, we will be covering each piece of a complete sales presentation. The Pre-

Sale is the first step. Select a product for this evaluation piece that you will use throughout the

remainder of this unit and eventually use for your final sales presentation. Choose carefully as

you want to pick a product of interest, a product you are familiar with already, and a product that

is in direct competition with another product. Although it is suggested to choose an agricultural

product, it is not mandatory.

For this evaluation, you will be examining all aspects of the Pre-Sale as discussed in this lesson.

You will take a look at the 4P’s of Marketing and develop a plan for identifying potential

customers. In addition, you will gather a plethora of product, company, and industry knowledge

to use in future lessons and your sales presentation.

Use the sheets on AS4.7 to gather information. This information will then be put into a formal

booklet, typed, organized and bound in a report cover. The scoring guide for this evaluation is

below.

Pulling It All Together Scoring Guide

20 points 15 points 10 points 5 points

PR

OD

UC

T

Student has history and

experience with chosen

product. There are

specific competing

products. Product,

company, and industry

knowledge is readily

available.

Student chose a

product that has

specific

competing

products.

Product,

company, and

industry

knowledge is

readily available.

Student chose a

product that has

specific competing

products.

Student will have

difficulty finding

a competing

product.

4P

’S

– P

RO

DU

CT

/

SE

RV

ICE

All product/service

questions as defined by

the 4P’s of marketing

have been adequately

answered.

The majority of

product/service

questions as

defined by the

4P’s of marketing

have been

adequately

answered.

Some of the

product/service

questions as

defined by the

4P’s of marketing

have been

adequately

answered.

Hardly any of the

product/service

questions as

defined by the

4P’s of

marketing have

been adequately

answered.



4P

’S -

PL

AC

E All place questions as

defined by the 4P’s of

marketing have been

adequately answered.

The majority of

place questions as

defined by the

4P’s of marketing

have been

adequately

answered.

Some of the place

questions as

defined by the

4P’s of marketing

have been

adequately

answered.

Hardly any of the

place questions

as defined by the

4P’s of

marketing have

been adequately

answered.

4P

’S –

PR

ICE

All price questions as

defined by the 4P’s of

marketing have been

adequately answered.

The majority of

price questions as

defined by the

4P’s of marketing

have been

adequately

answered.

Some of the price

questions as

defined by the

4P’s of marketing

have been

adequately

answered.

Hardly any of the

price questions

as defined by the

4P’s of

marketing have

been adequately

answered.

4P

’S -

PR

OM

OT

ION

All promotion

questions as defined by

the 4P’s of marketing

have been adequately

answered.

The majority of

promotion

questions as

defined by the

4P’s of marketing

have been

adequately

answered.

Some of the

promotion

questions as

defined by the

4P’s of marketing

have been

adequately

answered.

Hardly any of the

promotion

questions as

defined by the

4P’s of

marketing have

been adequately

answered.

PR

OD

UC

T

KN

OW

LE

DG

E Product Summary

Sheet is fully complete

with 5 relevant features

and their related

benefits listed.

Product Summary

Sheet is mostly

complete with 4

relevant features

and their related

benefits listed.

Product Summary

Sheet is somewhat

complete with 3

relevant features

and their related

benefits listed.

Product

Summary Sheet

is hardly

complete with 2

relevant features

and their related

benefits listed.

CO

MP

AN

Y A minimum of 5 points

of company knowledge

has been obtained.

At least 4 points

of company

knowledge have

been obtained.

Only 3 points of

company

knowledge have

been obtained.

A mere 2 points

of company

knowledge have

been obtained.

IND

US

TR

Y A minimum of 5 points

of industry knowledge

has been obtained.

At least 4 points

of industry

knowledge have

been obtained.

Only 3 points of

industry

knowledge have

been obtained.

A mere 2 points

of industry

knowledge have

been obtained.



CO

MP

ET

ITIO

N

SU

MM

AR

Y

SH

EE

T

Competition Summary

Sheet is fully complete

with at least 5 common

features identified.

Competition

Summary Sheet is

mostly complete

with 4 common

features

identified.

Competition

Summary Sheet is

somewhat

complete with 3

common features

identified.

Competition

Summary Sheet

is hardly

complete with

only 2 common

features

identified.

CO

NS

UM

ER

RE

VIE

WS

-

RE

PO

RT

S 3 consumer reviews

and/or reports are

included in final

booklet.

2 consumer

reviews and/or

reports are

included in final

booklet

1 consumer review

and/or report is

included in final

booklet

_______

FIN

AL

BO

OK

LE

T O

F P

RE

-

SA

LE

IN

FO

RM

AT

ION

Final booklet of Pre-

Sale information

includes title page,

table of contents, one

page for each of the

4P’s, product summary

sheet, company

knowledge page,

industry knowledge

page, and competition

summary sheet.

Booklet is typed and

well organized.

Final booklet of

Pre-Sale

information is

missing one of

the following:

title page or table

of contents – or –

is not typed or

well organized.

Final book of Pre-

Sale information is

missing two of the

following: title

page or table of

contents – or – is

not typed or well

organized.

Final book of

Pre-Sale

information is

missing: title

page or table of

contents and is

not typed or well

organized.

Comments:

Total _______________ / 220 points



Pulling It All Together

Product

4P’s of Marketing

PRODUCT/SERVICE

PLACE

PRICE

PROMOTION



PRODUCT SUMMARY SHEET

FEATURES BENEFITS



Company Knowledge

Industry Knowledge



COMPETITION SUMMARY SHEET

COMMON FEATURES YOUR STRENGTHS COMPETITORS’

STRENGTH



The Pre-Sale Alternative Evaluation

1. Which of the following is NOT a source of product knowledge?

a. salesperson’s company

b. university research

c. consumer reports

d. salesperson’s competitors

2. What information about the company is needed for a sales presentation as listed in the

text?

a. company policies

b. technological advances

c. market trends

d. consumer reports

3. Which of the following is a category of product knowledge?

a. customer support information

b. maintenance information

c. company information

d. product information

4. What is one reason that having industry knowledge information is important for a

salesperson?

a. To provide an understanding of performance standards

b. To use when making suggestions about product features

c. To understand market developments

d. To provide unbiased information about a product

5. One source of industry knowledge is

a. market reports.

b. consumer reports.

c. customer testimonials.

d. personal experience.

6. Which of the following is NOT part of the application information category of product

knowledge?

a. use of the product

b. care for the product

c. instructions for operation

d. performance standards

7. ______________________________ is used to provide the customer with information on

events occurring in the market that will affect the buying decisions.

a. Company knowledge

b. Product knowledge

c. Industry knowledge

d. Competitor knowledge



8. When will a person attempt to satisfy upper-level needs?

a. After satisfying the need for self-actualization

b. When he or she is motivated to change

c. When the salesperson is very persuasive

d. After satisfying lower-level needs

Rank the needs according to Maslow’s Hierarchy of Needs by filling in the blanks with letters A

– E. A is at the top of the pyramid and E is at the bottom.

9. _____ Need for self-actualization

10. _____ Social needs

11. _____ Physiological needs

12. _____ Need for safety and security

13. _____ Need for esteem

Documents

Retail Agribusiness Sales: The Pre-Sale The... · Retail Agribusiness Sales AS4 The Pre-Sale Retail Agribusiness Sales: The Pre-Sale AS4.6 Pulling It All Together Evaluation Throughout