Student Learning Objectives - Missouri FFA and Agriculture ... Customer S… · Web viewExplain how organizational performance including customer satisfaction and service/operations

AS3

Agriculture Management, Economics, & SalesCustomer Satisfaction

Unit: Retail Agribusiness Sales

Lesson Title: Customer Satisfaction

Standards CS.05.01.01.a. List ways an organization can be evaluated based on its customer satisfaction and service operations.CS.05.01.01.b. Explain how organizational performance including customer satisfaction and service/operations performance can be improved.CS.05.01.01.c. Implement a plan to manage relationship with both internal and external customers.ABS.06.05.01.b. Develop effective customer relationships using approaches that are consistent and comprehensive.ABS.06.05.02.a. Develop strategies to gain new customers.ABS.06.05.02.b. Devise sales practices to achieve goals effectively and efficiently.

CCSS.ELA-Literacy.W.11-12.3 Write narratives to develop real or imagined experiences or events using effective technique, well-chosen details, and well-structured event sequences.

Student Learning Objectives

Slide 2 in AS3 Customer Satisfaction Lesson ObjectiveAfter completing the lesson on customer satisfaction, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a Customer Satisfaction Sample Sale.

Enabling ObjectivesAs a result of this lesson, the student will…

1. Identify the characteristics of the three types of sales personalities and dialogue specific words, statements, and questions to be asked to each during a sales presentation.

2. Identify the importance of determining customer needs and craft questions to use during a sales presentation to determine those needs.

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3. Develop appropriate activities to ensure satisfaction at each level.

Time: Approximately 145 minutes

List of Resources

Agricultural Sales Career Development Event: Rules for the State FFA Event. Retrieved from: http://ncffa.org/Web%20Files/Chapter%20Guide/2011-2012/2011-12%20CDE%20-%20AG%20SALES.pdf.

Instructional Materials Laboratory. (1997). Agribusiness Sales, Marketing, and Management Instructor Guide. Columbia, MO: University of Missouri.

Pink, Daniel H. (2014). Assessment. Retrieved from http://www.danpink.com/assessment.

Schneiderheinze R., Wood C. (1997). Agribusiness Sales, Marketing, and Management Student Reference. Columbia, MO: Instructional Materials Laboratory.

Tracy, B. (2012, April 16). Four Rules of Customer Satisfaction and Building Customer Loyalty. Retrieved from: http://www.briantracy.com/blog/business-success/four-rules-customer-satisfaction-customer-loyalty/.

Tracy, B. (n.d.) The Four Levels of Customer Satisfaction. Retrieved from: http://www.1000advices.com/guru/customer_satisfaction_4levels_bt.html.

List of Tools, Equipment, and SuppliesAS3 PowerPoint PresentationAS3 Activity Sheet and Evaluation PacketNote cards or small sheets of paper for review activity8 white sheets of paper labeled with the type of question categories and hung around the roomMarkers

Key TermsSlide 3 in AS3 Customer Satisfaction

The following terms are presented in this lesson (shown in bold italics):ExtrovertIntrovertAmbivert Open-Ended QuestionClose-Ended Question

Retail Agribusiness Sales AS3 Customer Satisfaction

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Interest Approach: Use an interest approach that will prepare the students for the lesson. Teachers often develop approaches for their unique class and student situations. A possible approach is included here.

Slide 4-8 in AS3 Customer Satisfaction What Would You Do? Select a student to be the salesperson/business owner for each scenario. Read the scenario to the entire class, having the chosen student role-play what he/she would say in the given situation. The teacher can be the customer if needed. See how the student handles each situation. After each scenario, have the class discuss the roses and mention a couple areas of improvement. Choose a new student for each scenario.


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After completing all scenarios, facilitate a class discussion on the importance of customer satisfaction and what business owners/salespeople can do to make sure the customer is satisfied.

Summary of Content and Teaching Strategies

Objective 1: Identify the characteristics of the three types of sales personalities and dialogue specific words, statements, and questions to be asked to each during a sales presentation.

Teaching Strategies Related Content1. Ask for a show of hands as to how

students would classify themselves: extrovert, introvert, or ambivert. After revealing characteristics, ask students if any have changed their personality types.

Slide 9 in AS3 Customer Satisfaction

2. Have students take an extrovert/introvert/ambivert test at http://www.danpink.com/assessment. Have students read the description presented at the end of the test and identify how they agree or disagree with the results. Discuss these thoughts as a class.

Customer Sales PersonalitiesExtrovert

Outgoing, friendly, talkative People-oriented and less opinionated Easier initial sale because of open-

mindedness Sales Approach – Approach him or her

with friendly and open manner to establish a personal relationship; Praise his or her accomplishments; Supply an abundance of assistance and technical support

Introvert Subdued, private, and less emotional Task-oriented Extremely analytical when making

decisions Likes to have extensive information on

which to base a decision Harder to sell to initially, but very loyal Sales Approach – Approach an

introvert with a detailed, specific, and fact-filled presentation; Do not rush introverts as they like to digest all the facts before making a decision

Ambivert Combination of extrovert and introvert Includes most people Sales Approach – Observe ambivert’s

behavior and mold the presentation to fit it


http://www.danpink.com/assessment

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3. How will knowing these sales personalities affect your sales presentation?

4. Complete AS3.1.

5. Facilitate a discussion on how students think they could uncover the customer’s sales personality. Listen for general observations, making conversation prior to beginning the presentation, etc.

Objective 2: Identify the importance of determining customer needs and craft questions to use during a sales presentation to determine those needs.

Teaching Strategies Related Content1. Identifying customer needs is a key

piece to an effective sales presentation. Why is this step important?


2. In order to effectively identify customer needs, salespeople need to ask the right questions.

3. Ask students a mixture of open- and close-ended questions in a quick popcorn fashion. Discuss the differences in the way students responded to each question. Example: “Are you going out with friends this

Identifying Customer Needs Needs motivate a customer’s buying

decision Needs also reveal valuable information

about the customer, his or her personality, and his or her business

1) Discover a need by asking probing questions, listening carefully to the responses, and observing and researching the customer’s business

2) Make the customer aware of his or her needs by questioning the customer about his or her needs to obtain agreement on the nature of the needs and inform the customer of the research conducted or about ways to meet seemingly unfulfillable needs


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weekend?” “What are you doing this weekend?”

4. Teach students about open- and close-ended questions.


5. How do these questions play a role in the sales process?


6. Create a list of questions that can be asked to determine a customer’s needs. Record these on a whiteboard to review later.

7. Have students complete AS3.2 while revealing PowerPoint slides.

Slide 13-14 in AS3 Customer Satisfaction

8. While going through each type of question, review the questions on the whiteboard, and put them in the appropriate box as that type of question is discussed.

Open-Ended Question vs. Close-Ended QuestionOpen-Ended Questions

Questions that require extensive answers

Close-Ended Questions Questions that provide specific

information through very short answers (yes/no questions)

Using Open-Ended and Close-Ended Questions in the Sales Process

Open-Ended Questions – Used to help the salesperson understand the customer and his or her point of view; Allow the customer to take some control over the conversation, which generates feelings of friendliness and trust for the salesperson

Close-Ended Questions – Used to learn specific information; Give the salesperson almost total control over the conversation; Should not be overused since the customer may feel as if he or she is being interrogated and become defensive

Questions to Focus Attention Used at the beginning of the meeting to

focus the conversation on the subject Used in the middle of a presentation if

the conversation has strayed from the subject

Allow the salesperson to gain control of the presentation

Usually consists of close-ended questions

Questions to Gain Information Can be used at any time Allow the salesperson to identify needs

and obtain information about the customer’s business


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9. Practice creating specific questions for each type of question category. Hang 8 sheets of paper around the room, labeled with each question type. Give students 5 minutes to travel around the room, writing a minimum of two questions on each page. Questions can be specific to any item the student chooses to be selling.

Can be either close- or open-ended, but tend to be open-ended

Questions to Confirm Information Confirm information the salesperson

has already gathered Let the customer know that the

salesperson is interested in the customer’s business

Can indicate that the salesperson is paying attention to the customer’s comments

Questions to Give Information Inform the customer about the

salesperson, his or her company, and the product

Draw the customer into the conversation

Questions to Qualify a Customer Help the salesperson to decide if the

prospect is potentially a good customer Provide the salesperson with

information about the customer’s buying ability and interest in the product

Thought-Provoking Questions Get the customer involved in the

presentation and thinking about the product

Usually are open-ended so that the customer has to think about the product and verbalize these thoughts, which may help him or her see the benefits of doing business

Defining Questions Used to confirm a statement that the

customer made Usually restate the customer’s comment

in different words to gain confirmation from the customer that the salesperson’s understanding is correct

Closing Questions


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10. At the conclusion of 5 minutes, as a class revisit each type of question and perform quality control to ensure questions on each page are correct.

11. Have students add two questions to each category on AS3.2.

12. Once questions have been used to identify customer needs, it is important to obtain agreement from the customer. How might we go about doing this?


Used in an attempt to close the sale or get a decision from the customer

Obtaining Agreements on Customer Needs Salesperson must put together a list of

needs and get confirmation from customer – Agree on needs by summarizing the list for the customer

If list is short, salesperson should discuss the specific features of the product at the end of the summary and ask for customer agreement

If list is long, salesperson should match the features and needs one at a time while going through the list and then ask customer for agreement

Objective 3: Develop appropriate activities to ensure satisfaction at each level. Teaching Strategies Related Content

1. Facilitate a discussion about what it means to satisfy a customer.

2. There are 4 levels of customer satisfaction.


4 Levels of Customer Satisfaction Meet Customer Expectations –

Minimum requirement; To survive; Customer has no complaints; Not loyal – If competitor offers something better or that he/she will do more, customers will go to them; Fail to meet expectations even once, they may leave


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3. Complete AS3.3 in stages – as a class, in triads, in pairs, and as an individual.

and find someone else to meet expectations

Exceed Customer Expectations – Surprising customers; Going above and beyond; Fast, friendly service and a follow-up phone call; Moves beyond survival and into building loyalty and putting you atop competitors; Customers often willing to pay a higher price for advanced service

Delight Customer – Level of service that brings a smile to customer’s face; Basic needs are being exceeded and they have been emotionally affected; Create exceptionally high and profitable business; Showing that you care about your customers

Amaze Customers – Once this level is reached, business can dominate marketplace; Only limit to amazing customers is your imagination

Review/SummarySlide 17 in AS3 Customer Satisfaction

Identifying customer needs is a necessary part of the sales process. The salesperson must be able to match the customer’s needs with specific product features and benefits to convince the customer to make a purchase. Different sales personalities must be approached in different ways to gather this information. Determining needs can be accomplished by questioning the customer using different types of questions, which may be either open-ended or close-ended. Once needs have been determined, the salesperson should summarize the needs and obtain the customer’s agreement that they are valid. Customer satisfaction plays a key role in maintaining customers and their loyalty. Obtaining the four levels of customer satisfaction will enable a business to dominate the marketplace.

Review: Identifying the need: Practice having students ask open- and close-ended questions to identify the needs of a customer. For each scenario, have one student be aware of the problem/need and have other students ask questions to try and define the problem. Time how long it takes each time. See if students get faster after a couple of scenarios. After each scenario, discuss the questions used and how effective they were in eliciting the information. Sample scenarios:

Student is a producer who has had trouble controlling cockleburs in his soybeans.


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Student is a greenhouse owner who has a mealybug infestation. Student owns a lawn mowing business and is looking for someone to write and record a

radio advertisement. Student has a large garden where they sell produce at a local farmers’ market. He/she

wants to start advertising on the web and expand his/her business.

Slide 18 in AS3 Customer SatisfactionExit cards: Students will answer the following questions on a note card or small slip of paper and hand to teacher as they exit:

What did you learn today about customer satisfaction? What questions do you still have about customer satisfaction?

Application

Extended ActivitiesCreate a system for obtaining information about customer satisfaction for your local FFA chapter. Do not let students limit themselves and encourage them to come up with a variety of suggestions that would work to meet all four levels of satisfaction. After each student has crafted a series of ideas, present these to the FFA officers and advisor. Have them select the top three ideas to present for a vote at the chapter FFA meeting. Put the winning customer satisfaction plan into action.

Pair up students and have them attempt to evaluate the other’s sales personality. Encourage them to use the same techniques on their partner that they would use on a customer if they were the salesperson.

Prepare a list of local businesses that would be willing to have students shadow them for half a day to observe them completing a number of sales presentations. Have students select a business and arrange time for the shadow. Encourage students to select a business closely-related to their Supervised Agricultural Experience Programs. During the shadow, have students observe the local salesperson’s use of various questioning techniques during sales presentations. Following the shadow, students will report back to their class on their observations.Prepare a presentation about sales personalities to present at the chapter FFA meeting proceeding chapter fundraising efforts. Teach members about how to modify sales presentations to fit the customer’s sales personality. Have them take the personality test students took during the interest approach as an addition to the presentation and to get them thinking about their sales personality.

EvaluationCustomer Satisfaction Sample Sale AS3.4

Alternate - Paper-pencil Quiz Evaluation AS3.5

Answers to Evaluation


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Evaluation AS3.415 points are available for each of the five columns. Answers will vary, but should reflect the questioning discussed in class in order to identify the sales personality, identify needs, and get a commitment to buy. For customer satisfaction, examine that students have attempted to meet all four levels.

Alternate Evaluation AS3.51. D2. C3. A4. D5. B6. C7. A8. Since needs motivate the customer’s buying decisions, the salesperson must know what

the customer’s true needs are to be able to make a sale. Identifying the customer’s needs will also reveal valuable information about the customer and his or her personality and business.

9. The salesperson must put together a list of needs and obtain confirmation from the customer that they agree on the needs by summarizing the list for the customer. If the list is short, the salesperson should discuss the specific features of the product at the end of the summary and ask the customer for agreement. If the list of needs is long, the salesperson should match the features and needs one at a time while going through the list and then ask the customer for agreement.

10. Meet expectations; Exceed expectations; Delight customer; Amaze customer


Documents

Student Learning Objectives - Missouri FFA and Agriculture ... Customer S… · Web viewExplain how organizational performance including customer satisfaction and service/operations