Student Learning Objectives - missouriffa.org Sales Presentation/AS… · Web viewEvaluate a speaker’s point of view, reasoning, and use of evidence and rhetoric, assessing the

AS5

Agriculture Management, Economics, & SalesSales Presentation

Unit: Retail Agribusiness Sales

Lesson Title: Sales Presentation

Standards ABS.06.05.01.a. Identify, explain and organize components of the sales process.ABS.06.05.02.b. Devise sales practices to achieve goals effectively and efficiently.ABS.06.05.02.c. Prepare and make sales presentations.ABS.06.05.03.b. Use strategies to follow up sales to provide post-sales service.ABS.06.05.03.c. Intercept, interpret and process customer complaints, needs, and problems with products and services.

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.CCSS.ELA-Literacy.SL.11-12.3 Evaluate a speaker’s point of view, reasoning, and use of evidence and rhetoric, assessing the stance, premises, links among ideas, word choice, points of emphasis, and tone used.

Student Learning Objectives

Slide 2 in AS5 Sales Presentation Lesson ObjectiveAfter completing the lesson on the sales presentation, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a sales presentation.

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

1. Define the seven steps of the Feature Benefit Sales Presentation Technique and the need for each and gather and/or create resources to aid in final sales presentation.

2. Create a list of attention getters to use when meeting a customer and identify techniques to use when approaching customers in the four selling environments.

3. Identify and address valid objections, hidden objections, and misunderstandings.4. Script examples of each type of close to use in a sales presentation

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Time: Approximately 300 minutes

List of ResourcesAgricultural Sales (2012, November). Retrieved from:

http://dese.mo.gov/divcareered/documents/ffa-ag-sales-cde-revised-12-12.pdf.

BCC Business Clips. (2009). Shark Tank “Happiness Product Line” Pitch. Retrieved from http://www.youtube.com/watch?v=cQgIJjevqDk.

Corson-Knowles, Tom. (2012). Don Draper’s Sales Pitch – Funny Yet Effective Way To Sell More. Retrieved from http://www.youtube.com/watch?v=r5iaTRqIafU.

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

Originalmancandle. (2011). Original Man Candle On Shark Tank. Retrieved from http://www.youtube.com/watch?v=5aFcS1bsyOg.

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

Tubeyvids. (2010). Sales Presentation. Retrieved from http://www.youtube.com/watch?v=FcTxsTvGeK4.

Urban26. (2007). Ag. Sales Presentation. Retrieved from http://www.youtube.com/watch?v=rtnwMMLELy4.

Whitesox001. (2010). Sales Presentation Video for MARK 4094. Retrieved from http://www.youtube.com/watch?v=EE-HZPn08vw.

List of Tools, Equipment, and SuppliesAS5 PowerPoint Presentation AS5 Activity Sheet and Evaluation PacketNote card or small sheet of paper for review activityFolders for each student to keep resources to aid in sales presentation Device to videotape sales presentation

Key TermsSlide 3 in AS5 Sales Presentation

The following terms are presented in this lesson (shown in bold italics):Valid ObjectionHidden ObjectionAdd-On Sale

Retail Agribusiness Sales AS5 Sales Presentation

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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 in AS5 Sales PresentationMake the Sale: Place an item in front of the class. As a class, create a list of important components in being able to effectively sell that item in a sales presentation. Record these items on the white board. Listen for customer needs (as discussed in AS3), product, company, and industry knowledge (as discussed in AS4), a greeting or opening, a body to the sales presentation, a conclusion, etc.

Once a list has been compiled, number the list in the order in which students think the items would appear within a sales presentation.

Finally, have a student attempt to sell the item using the exact steps as outlined in the numbered list.

When presentation is complete, have students reflect on the student’s performance and/or success at selling the item.

Facilitate a discussion on what would have helped the student be more successful and/or effective. Listen for time to prepare, more knowledge of the product, etc.

Conclude interest approach determining that there are specific steps we need to take in order to have an effective sales presentation.

**If students are shy about performing a sales presentation in front of classmates use one or more of the following techniques:

Instructor demonstrates a sale with another instructor or a student in the class. Show a video of a sample FFA or student sales presentation.


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Summary of Content and Teaching Strategies

Objective 1: Define the seven steps of the Feature Benefit Sales Presentation Technique and the need for each and gather and/or create resources to aid in final sales presentation.

Teaching Strategies Related Content1. Recall the conclusion of the interest

approach and remind students they have already learned the first few steps of an effective sales presentation. Ask them to recall these steps. (Listen for: product, company, and industry knowledge; building rapport, and identifying customer needs.) Record steps on AS5.1.

Slide 5 in AS5 Sales Presentation

2. Now, let’s discover the remaining steps.


3. Let’s walk through each step together to identify why it is important.

Slide 6-7 in AS5 Sales Presentation

Feature Benefit Sales Presentation Technique1. Preparing for the Sale – Product,

company, and industry knowledge2. Introduction or Building Rapport3. Identifying Customer Needs

4. Demonstration – Show the features of the product and their corresponding benefit to the customer

5. Overcoming Objections6. Close the Sale – Ask the customer to

buy7. Add-On Sales – Extended warranties,

etc.

Preparing for the Sale A vast array of knowledge is needed to

answer questions about competing products, show the features and benefits of the product, and present yourself as a competent salesperson

Introduction or Building Rapport Shows the customer salesperson can be

trusted. Makes customer more interested in

listening to salesperson Increases chances of making a sale

Identifying Customer Needs Needs to drive a customer’s motivation

to buy Helps salesperson tailor presentation

specifically for customerDemonstration

Customers buy because of how the


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4. What resources are available to aid in constructing each piece of the sales presentation?


5. Give each student a folder to begin gathering and/or creating each resource to aid in his/her final sales presentation. Some items have already been created in previous lessons (product and

product benefits them Also an opportunity to show up the

competition, demonstrating how your product is better

Overcoming Objections Objections indicate the customer has an

interest in the product Provides insight into customer’s

thought process Overcoming objections makes

customer more knowledgeable about product

Close the Sale How salesperson secures sale Should be ready to close from the

beginning of the presentationAdd-On Sales

Now is the time when customers are more likely to buy related products that are highly recommended to use in conjunction with product

Resources to aid in constructing presentation Customer/prospect profile –

Information about a customer/prospect and his/her company (identification of decision makers, personality type, financial power, problem areas, etc.) that can help in personalizing presentation

Product and company data List of standard objections and

responses List of product features and related

benefits List of approaches or sales strategies –

Use with different personality types List of closes – Helps salesperson

memorize techniques for confirming a sale

List of attention getters – Stories, anecdotes, and special offers that are designed to attract and hold the interest of the customer

Visual aids and demonstration materials – Charts, graphs, models, and displays that stress the positive points of the


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company data, product features and related benefits, how to address sales personalities and communication styles). Those simply need to be gathered and put in the folder. Some need to be completely created (list of visual aids and demonstration material to use during demonstration step of presentation, customer/prospect profile). We will be creating the list of attention getters, list of approaches or sales strategies, list of objections and responses, and list of closes later in this lesson.

product List of add-on sale items for particular

product

Objective 2: Create a list of attention getters to use when meeting a customer and identify techniques to use when approaching customers in the four selling environments. Teaching Strategies Related Content

1. Role-play with a student, instructing them to show you and the class how they would start a sales presentation. Have three or four students role-play. Observe similarities and differences. Facilitate a discussion on what students thought they did correctly and what they thought they did incorrectly.

2. Greeting the customer is like a first impression – It makes a huge statement.


3. Practice this process in pairs. Have students demonstrate in front of the class.

4. Using AS5.3, have students create a list of common attention getters to use

Greeting the Customer Shake hands Address the customer by name Make introductions by providing

salesperson’s and company’s name Express appreciation to customer for

taking time to meet State purpose of the meeting Begin to gain information from the

customer by asking probing questions


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during a sales presentation.

5. Recall talking about different selling environments (AS5.1). Have students recall each – retail, wholesale, processing, direct.

6. Just as there are differences in how each selling environment works, there are also differences in how salespeople approach the environments. (AS5.4 is available to record notes.)


5. Add AS5.3 and AS5.4 to folder of resources to use for a sales presentation.

Approaches for Selling EnvironmentsRetail

Emphasize market information about future demand

Take the type of customer into account when determining need

Determine the financial capability of the retailer

Approach the retailer with ideas for promotions or advertisements and make sure the retailer will participate

Wholesale Provide information about number of

retailers who will carry the product to indicate demand

Determine financial capability of wholesaler

Inform wholesaler of any discounts Provide information about delivery and

order proceduresProcessing

Focus on product efficiency and technical support

Determine need Determine financial ability to make the

purchaseDirect Sales

Focus on the benefits to customer Identify needs and features of the

product that can meet them Inform the customer of the support he

or she will receive from the company

Objective 3: Identify and address valid objections, hidden objections, and


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misunderstandings. Teaching Strategies Related Content

1. Let’s focus specifically on overcoming objections. How would you handle these objections?


2. Teach students how to handle objections. Record information on AS5.2.


8. Review the objections used at the beginning of this objective and see how students would respond now. What

Handling ObjectionsValid Objections – Statements that are true based on customer’s knowledge

Address objection immediately Restate objection and look for

agreement from customer Discuss objection, downplaying its

importance by stressing positive features of the product

Ask customer if the positive features and benefits outweigh the objection in importance while reviewing the benefits of the product

Hidden Objections – Smokescreens; Objections made by customer to disguise true objections

Ask customer direct, specific questions to learn true objection

Use an indirect question if salesperson feels customer is willing to talk openly

When true objection is identified and confirmed, take same steps as with valid objection

Misunderstanding – Customer objections based on misinformation or his/her misunderstanding of information

Restate misunderstanding Refute misunderstanding by providing

proof of facts Gain agreement from customer that

he/she has misunderstood Reemphasize product features and

benefits and obtain verification that the customer understands them


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type of objection is it? How can the problem be fixed?


9. It is time to add to our folder of resources for our sales presentation. As a class, small group, or triad, begin crafting a list of common objections and responses for those objections. Be sure to only include objections that will pertain to the item students chose to sell for their final sales presentation. Record these objections and responses on AS5.5.

Objective 4: Script examples of each type of close to use in a sales presentation.

Teaching Strategies Related Content1. One of the last pieces of the sales

presentation we have to discuss is closing the sale. Why is this such an important piece?

2. Teach students six ways to close a sale. AS5.6 is available for students to record notes. Instruct them to not yet complete the “example column.”

Slide 14-16 in AS5 Sales Presentation

Closing a SaleDirect Close

Salesperson asks customer to commit to purchase

Salesperson should be confident that all objections have been covered and the customer is ready to buy, or the customer may feel forced into making a decision and be offended

Assumptive Close Salesperson assumes customer is

committed to buying product based on feedback and begins working out the details of the purchase

If salesperson is incorrect, customer will inform him/her, and salesperson must discover what objections customer still has and address them

Summary Close


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6. Here are some tips for closing a sale.


Salesperson summarizes points of presentation and emphasizes features and benefits of product on which both parties have agreed

As each point is raised, salesperson should obtain agreement from customer

If all key points are agreed upon and no new objections arise, sales representative asks customer for order, usually with a direct question

Choice Close Salesperson gives customer a choice

between one buying option and another, but not the option of not purchasing the product

Close is used if sales representative is confident the customer will buy something and just needs to decide what to purchase

Conditional Close Used if customer is expressing some

hesitation Salesperson presents a condition for

purchasing the product Sales representative should only ask for

commitment if he/she can deliver what is promised

Loss-In-Waiting Close Sales representative informs customer

of positive aspects of buying immediately, such as avoiding future price increases

Salesperson uses close when telling customer the product may not be available later

Salesperson must always be truthful when using this close

Dos and Don’ts of Closing a Sale Do display a friendly manner at the

close even if a disagreement exists between the prospective customer and the salesperson

Do be sure to have all materials and equipment that will be needed

Do realize that begging for a sale makes the salesperson and the offer


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7. With a partner, dialogue each type of close in the “example” column on AS5.6.

8. Share examples with the class for discussion.

9. Add to the resources for a sales presentation folder by creating a list of common closes to use during a sales presentation. Record these closes on AS5.7.

look bad. It also disgusts the prospective customer.

Do make buying as easy and painless as possible.

Do study the prospective customer as a pitcher studies a batter. Then pitch to his or her weakness.

Don’t let the prospective customer know how much the sale means.

Don’t be apologetic, particularly in quoting prices.

Don’t make a ceremony out of close. This may frighten the prospective customer.

Don’t give the prospective customer an excuse or opportunity to back away from the purchase.

Don’t ever ask the prospective customer for the buying decision in such a way that he/she can give a “Yes” or “No” answer since the latter closes the door.

Review/Summary Slide 18 in AS5 Sales Presentation

A sales presentation must be well prepared and properly organized to be effective in making the sale. The salesperson must be confident that his or her sales presentation is the very best that it can be. Proper structure, content, information, and demonstration materials must be included for an effective presentation. When making a presentation, the salesperson will usually encounter some type of opposition from the customer, so he or she must understand how to recognize objections and how to handle them positively and effectively. When all of the steps of the presentation have been completed and the opposition has been countered, the salesperson needs to determine the correct moment and way to close the sale. Several different methods may be used to close a sale, and the salesperson must determine which close is best for each customer and selling situation.

Review: Resources for a sales presentation: Divide students into triads or pairs to review their folder of resources for sales presentations. Review each document created during this


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lesson, adding or subtracting as needed. In addition, items in folder should be organized in the order needed during a sales presentation.

The Good and the Bad: Watch any, or all, of the following YouTube video presentations and critique them for positives and negatives. Note what steps in the sales presentation you see and which ones you don’t. In addition, identify how a salesperson handles objections, how they close used in the sale, and the add-on sales they achieved. Record findings on AS5.8.

Ag Sales Presentation - http://www.youtube.com/watch?v=rtnwMMLELy4 Don Draper’s Sales Pitch – http://www.youtube.com/watch?v=r5iaTRqIafU\ Shark Tank “Happiness Product Line” Pitch - http://www.youtube.com/watch?

v=cQgIJjevqDk Original Man Candle on Shark Tank - http://www.youtube.com/watch?v=5aFcS1bsyOg Sales Presentation - http://www.youtube.com/watch?v=FcTxsTvGeK4 Sales Presentation Video for MARK 4094 - http://www.youtube.com/watch?v=EE-

HZPn08vw

Slide 19 in AS5 Sales PresentationExit 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 the sales presentation? What questions do you still have about the sales presentation?

Application

Extended Activities

Prepare a script for a sales presentation selling the local FFA chapter’s fundraising efforts. Video tape the presentation and show it to FFA members when discussing how to sell fundraising items.

Allow students to prepare and practice different openings for a sales presentation for each customer sales personality. Have students pair up and begin the same presentation for each personality. They should evaluate which approach worked best for them.

Invite a local salesperson to class to share how he/she used each step in the sales presentation. Give the salesperson a copy of the seven steps prior to the visit so he/she is prepared to discuss the importance of each one and instruct students on how to fulfill each step.

EvaluationSales Presentation AS5.9

Alternate - Paper-pencil Quiz Evaluation AS5.11


http://www.youtube.com/watch?v=EE-HZPn08vw

http://www.youtube.com/watch?v=EE-HZPn08vw

http://www.youtube.com/watch?v=FcTxsTvGeK4

http://www.youtube.com/watch?v=5aFcS1bsyOg

http://www.youtube.com/watch?v=cQgIJjevqDk

http://www.youtube.com/watch?v=cQgIJjevqDk

http://www.youtube.com/watch?v=r5iaTRqIafU%5C

http://www.youtube.com/watch?v=rtnwMMLELy4

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Answers to EvaluationEvaluation AS5.9Answers will vary. Use scoring guide on AS5.9 to assess student work. Peer scoring guide is AS5.10

Alternate Evaluation AS5.111. A2. D3. B4. D5. C6. B7. A8. D9. Preparing for the Sale10. Introduction or Building Rapport11. Indentifying Customer Needs12. Demonstration13. Overcoming Objections14. Close the Sale15. Add-On Sales


Documents

Student Learning Objectives - missouriffa.org Sales Presentation/AS… · Web viewEvaluate a speaker’s point of view, reasoning, and use of evidence and rhetoric, assessing the