Student Learning Objectives - missouriffa.org · Web viewAfter watching the video, have students complete AS2.1 based upon their results. Share results during class discussion

AS2

Agriculture Management, Economics, & SalesRelationship Building

Unit: Retail Agribusiness Sales

Lesson Title: Relationship Building

Standards CS.01.02.01.c. Demonstrate human relation skills including compassion, empathy, unselfishness, trustworthiness, reliability and being friendly to co-workers.CS.01.02.02.c. Engage others in conversations to respond to an obstacle when completing a task.CS.01.04.01.c. Perform tasks with integrity.CS.01.04.04.c. Demonstrate respect for others.

CCSS.ELA-Literacy.RI.11-12.3 Analyze a complex set of ideas or sequence of events and explain how specific individuals, ideas, or events interact and develop over the course of the text.CCSS.ELA-Literacy.SL.11-12.1 Initiate and participate effectively in a range of collaborative discussions (one-on-one, in groups, and teacher-led) with diverse partners on grades 11–12 topics, texts, and issues, building on others’ ideas and expressing their own clearly and persuasively.

Student Learning Objectives

Slide 2 in AS2 Relationship Building Lesson ObjectiveAfter completing the lesson on relationship building, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a YouTube Video evaluation.

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

1. Generate a list of words, phrases, statements, and questions to use during a sales presentation for each communication style.

2. Criticize dialogues that build and break-down rapport.3. Assemble a list of how a salesperson can build and maintain a relationship with a

customer.

Page 2

Time: Approximately 170 minutes

List of ResourcesCustomer WOW Project. (2012). Customer Retention & Relationship Marketing.

Retrieved from http://www.youtube.com/watch?v=lw2GLPY6-vk

Dingell. (n.d.) Future Salesman. Retrieved from http://www.youtube.com/watch?v=VAHfnDBdTUY

Emi Acad. (2009). The Distracted Salesman. Retrieved from http://www.youtube.com/watch?v=6J6o3VmHW5c

Endress, Paul. (2011-13). Find Your Communication Styles – Discover Yourself And Those Around You. Retrieved from http://www.communication-styles.com/communication-style-survey-instructions.html.

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

Rapport. (n.d) Dictionary.com Unabridged. Retrieved February 13, 2014, from

Dictionary.com website: http://dictionary.reference.com/browse/rapport.

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

TheSalesShowDavid. (2011). Demolish Rapport. Retrieved from http://www.youtube.com/watch?v=zCLB5IseNBk

List of Tools, Equipment, and SuppliesAS2 PowerPoint PresentationAS2 Activity Sheet and Evaluation PacketNote cards or small sheets of paper for review activityFour large sheets of paper titled with the name of a communication style – place around the room for students when AS2.3 is completeMarkers Student computers for Interest ApproachNote card for objective 2 activity

Key TermsSlide 3 in AS2 Relationship Building

The following terms are presented in this lesson (shown in bold italics):Analyzer

Retail Agribusiness Sales AS2 Relationship Building

Page 3

ControllerSupporterPromoter Rapport Credibility


Page 4

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 AS2 Relationship BuildingYour Communication Style. Have students complete the communication style survey at http://www.communication-styles.com/communication-style-survey-instructions.html. At the conclusion, a communication style will appear with a two-minute video. After watching the video, have students complete AS2.1 based upon their results.

Share results during class discussion. Conclude the interest approach by having students realize the importance of being aware of differing communication styles when working in groups and/or sales situations.


http://www.communication-styles.com/communication-style-survey-instructions.html

Page 5

Summary of Content and Teaching Strategies

Objective 1: Generate a list of words, phrases, statements, and questions to use during a sales presentation for each communication style.

Teaching Strategies Related Content1. There are a number of communication

styles, and sometimes it depends upon the source as to the specific names and descriptions. For this lesson, we are going to break these communication styles into four overarching styles. Instruct students to enter their notes in the left hand column of AS2.2

**AS2.7 is a narrative of the communication styles if instructors choose to have students read information and complete the chart on AS2.2 instead of the teaching methods for this objective.

Slide 5-7 in AS2 Relationship Building

2. Why is it important for us as business owners or salespeople to be aware and understand different communication styles?

Slide 8 in AS2 Relationship Building

3. Divide students into pairs to complete the right hand column of AS2.2. Remind students these are inferences based upon the knowledge just obtained about each particular communication style.

4. Once students have had a chance to

Communication Styles Analyzer – lower in aggressiveness and

higher in formality; Prefers detailed data; Takes more time to digest information and make a decision; Shows little emotion and is calm and quiet; Task-oriented

Controller – Higher in aggressiveness and formality; Prefers quick decisions and immediate action; Task-oriented and motivated, efficient and thorough, and very organized; Impatient and unemotional; Prefers to be in control of decisions; Decision maker

Promoter – Higher in aggressiveness and lower in formality; Enthusiastic, expressive, and energetic; People-oriented; Perceived as talkative; Creative; Usually stimulated by ego; Responds to appeals to his or her reputation

Supporter – Lower in aggressiveness and formality; Friendly, cooperative, open-minded, and empathetic; People-oriented; Considered to be a true team player

Understanding Communication Styles The more knowledgeable the

salesperson is about the customer’s style, the more effective the salesperson will be because the presentation will be customized

Customizing the presentation allows the customer to retain the information and message the salesperson is conveying


Page 6

predict the characteristics of the sales presentations, share with them the corresponding PowerPoint slides.


Slide10 in AS2 Relationship Building



Communication Styles and Sales Presentations

Analyzer Present very detailed information to

appeal to customer’s desire for complete and accurate information, showing proof of reliable research, detailed reports, and guarantees

Present information in a formal, businesslike manner

In the presentation, adopt a problem-solving approach

Give analyzers time to make a decision

Controller Use a businesslike manner Make a direct, fast-paced presentation Include information on saving time and

money Discuss the purchase in terms of

“winning” Convince the customer that the product

is a good investment without overselling it

Cover its features and benefits, discuss points thoroughly and quickly, and finish before he/she gets bored

Make the focus of the presentation a choice or decision over which the customer has control

Promoter Attempt to build a personal relationship

with the customer Make an inspirational, stimulating,

dynamic, fast-paced presentation Do not include too many details or

spend too much time on important points

Make an imaginative presentation to appeal to the customer’s creativity


Page 7

4. Have students create a minimum of 10 words, phrases, statements, and questions that would be heard in a sales presentation for each communication style. Record these on AS2.3.

5. When students are finished, hang four large sheets of paper around the room with the name of a communication style largely marked on each. Have students record their ten things on the corresponding posters using markers or ink that can be seen by everyone in the room.

6. As a class, go through each poster and add, subtract, or modify each poster to fit the descriptions accordingly.

Appeal to the customer’s ego by stressing what the customer will gain with the purchase of the product

Supporter Appeal to the customer’s desire for a

personal relationship Make the presentation casual and

helpful by being specific and walk the customer through specific features and benefits, explaining the positive results of the purchase

Design the presentation to make him or her feel good

Avoid conflict

Objective 2: Criticize dialogues that build and break-down rapport. Teaching Strategies Related Content

1. In addition to identifying a customer’s communication style, we as salespeople and business owners need to work to establish a good relationship and build rapport with them. What ideas do you have for going about doing this?

2. Teach about developing a good relationship and building rapport.



Developing Good Relationships Gains customer’s loyalty Obtains referrals and customer

testimonials more easily Increases potential for long-term

purchases


Page 8

Slide 15-16 in AS2 Relationship Building

3. Show the word “credibility” on the PowerPoint slide to get students’ thoughts on the meaning.


4. As a business owner and salesperson, it is also important to be credible amongst your customers.


What Is Rapport? Building a relationship Making a connection with someone

Building Rapport Honesty – Salesperson should never

deceive a customer by lying or failing to reveal negative information about the product, company, or salesperson

Trust – Must be professional and businesslike; Should be friendly and polite, showing eagerness to work with and respect the customer; Invite customer to call for help at any time; Needs to confirm his or her competence and knowledge about the product and its use; Should explain the steps in discovering and meeting the customer’s needs

Comfort – Both the customer and salesperson feel that discussing almost anything about the product and company is acceptable

Support – Be available to answer any questions or give advice; Link between the customer and the company for technical support; May provide support by advising customer on specific business matters, such as financial planning

Common Goal – Should agree on the purpose of each meeting; Salesperson may announce the purpose and seek confirmation from customer; Should develop expectations for a long-term business relationship

Establishing Credibility A customer needs to believe in the

salesperson if they are to build a long-


Page 9

5. As a salesperson, what do we need to remember could influence a customer’s perception of us?

6. Discuss each more in depth as they are brought up in class or from the PowerPoint slides. More should be added to the list as students come up with them.


7. Give each student two note cards. Have them craft a dialogue of a customer and a salesperson on each – one building rapport, and one breaking down rapport.

8. As students finish, have them put the note cards in a bag of sorts. Call students up to the front individually to act out the dialogue, having peers work to identify if the example builds or breaks down rapport.

term business relationship The customer must feel that the

salesperson is a good source of information and can be counted on to take care of concerns or problems

Customer Perception Outward appearance – Dress

professionally, but not overly dressy for the occasion or sale; Look neat and put together; Piercings or tattoos; Excessive make up; Facial hair vs. clean shave; Hair nicely in place or all over the face, etc.

Hand shake Initial greeting Confidence in voice before, during, and

after sales presentation Knowledge of product during

presentation Ability to carry on a conversation with

customer Smile, facial expressions Eye contact

Objective 3: Assemble a list of how a salesperson can build and maintain a relationship with a customer. Teaching Strategies Related Content


Page 10

1. There are a number of articles available on the Internet pertaining to building and maintaining customer relationships. Instruct students to sift through a minimum of ten articles and create a list of 20 things a salesperson can do to build and maintain customer relations and a list of 20 things a salesperson should NOT do to try to build and maintain customer relations. Have students record their lists on AS2.4. Ideas below may be used to spark students’ thoughts:

Building Customer Relations Communicate regularly

with customers Send thank

you/appreciation notes Reward loyal customers Send customers

Christmas cards thanking them for their business

Hold a customer appreciate day

Call customers by their name

Not Building Customer Relations

Staying behind the scenes, in an office, or somewhere that customers never see you

Forget customer’s names or call them by the wrong name

Not following through on your word

2. When students are finished, present their lists to small groups having them come up with a master list to present to the entire class.


Page 11

Review/SummarySlide 20 in AS2 Relationship Building

Understanding an individual’s communication style is an important part of the sales process. It allows a salesperson to adjust his or her presentation so that the customer is more comfortable and receptive to the new information. Understanding communication styles is also useful so that customer reactions can be predicted and prepared for before the presentation. The salesperson must begin to work immediately to establish rapport with the customer to build a sound long-term business relationship. The salesperson should work on developing an atmosphere of honesty, trust, comfort, and support and a common goal to build rapport. The credibility of both the salesperson and the company is also an important part of building rapport. Maintaining positive relationships with customers is also key to success. Once rapport has been built and credibility established, take the time to make customers feel appreciated, important, and valued in order to maintain their business relationship.

Review:

Slide 21 in AS2 Relationship BuildingExit 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 relationship building?

What questions do you still have about relationship building?

Application

Extended ActivitiesPair up students and instruct them that they are going to be selling their cell phones to their partners. Use the results from the interest approach communication style survey to determine the flow of the sales presentation. Have the salesperson adapt his/her presentation to match the customer’s communication style. This activity could be done multiple times with different partners.After examining students’ Supervised Agricultural Experience Programs, have them create a list of people they have developed rapport and/or a customer relationship with through their SAE. Next, create a list of people they need to develop rapport and/or a customer relationship with in order to continue to grow their SAE and meet their goals. Share these results with the teacher during the next SAE visit.

Administer a communication styles survey to all committee members and/or chapter officers. Have students in this class examine the results and create a presentation for the committee and/or chapter officers teaching them about communication styles and how to effectively work with the different communication styles.

EvaluationYouTube Video Evaluation AS2.5


Page 12

Show students these videos, having them identify what went wrong or what went right in terms of developing rapport, building/maintaining relationships, and earning credibility.Future Salesman - http://www.youtube.com/watch?v=VAHfnDBdTUYDemolish Rapport - http://www.youtube.com/watch?v=zCLB5IseNBkThe Distracted Salesmen - http://www.youtube.com/watch?v=6J6o3VmHW5cCustomer WOW Project - http://www.youtube.com/watch?v=lw2GLPY6-vk

Alternate - Paper-pencil Quiz Evaluation AS2.6

Answers to EvaluationEvaluation AS2.5Answers will vary. Use scoring guide on AS2.5 to assess student work.

Alternate Evaluation AS2.61. A2. C3. B4. A5. D6. C7. The more knowledgeable the salesperson is about the customer’s style, the more effective

the sales presentation will be because it can be customized. Customizing the presentation allows the customer to retain the information and message the salesperson is conveying.

8. A9. A10. D11. B12. Honesty, trust, comfort, support, and a common goal


http://www.youtube.com/watch?v=lw2GLPY6-vk

http://www.youtube.com/watch?v=6J6o3VmHW5c

http://www.youtube.com/watch?v=zCLB5IseNBk

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

Documents

Student Learning Objectives - missouriffa.org · Web viewAfter watching the video, have students complete AS2.1 based upon their results. Share results during class discussion