Increasing Sales with Increasing Sales with Improved Displays & Improved Displays &
Customer Service Customer Service TechniquesTechniquesPam RyePam Rye
Area Small Farm SpecialistArea Small Farm Specialist
Marketing Mix (The 4 Marketing Mix (The 4 P’s)P’s)
ProductProduct Variety, Quantity, Variety, Quantity,
Features…Features… PricePrice
Retail Price, Wholesale Retail Price, Wholesale Price, Discounts…Price, Discounts…
PlacePlace Supply Chain, Logistics, Supply Chain, Logistics,
Assortments, Locations…Assortments, Locations…
PromotionPromotion Advertising, Personal Advertising, Personal
Selling, Public Selling, Public Relations…Relations…
Composing an Attractive Composing an Attractive DisplayDisplay
FoundationFoundation SignageSignage Preservation of ProducePreservation of Produce Seasonal InterestSeasonal Interest Whimsical TouchesWhimsical Touches
FoundationFoundation
SignageSignage
Allows you to stand Allows you to stand out in crowded out in crowded farmers market. farmers market.
Simple & Simple & inexpensiveinexpensive
How to attach?: How to attach?: Use large clamp on Use large clamp on
each side of table and each side of table and wood scraps with wood scraps with braces to stabilize the braces to stabilize the sign.sign.
SignageSignage
Label ProductsLabel Products List PricesList Prices Offer Suggestions, Offer Suggestions,
enticeentice Keep it Consistent!Keep it Consistent! Use re-useable Use re-useable
blackboard or blackboard or plastic signs for plastic signs for pricesprices
Preserving Your ProducePreserving Your Produce
Higher quality = Higher quality = longer lifelonger life
Shade, shade, shadeShade, shade, shade Keep delicate fruits, Keep delicate fruits,
perishable items on perishable items on ice or in coolers ice or in coolers In transitIn transit On display if possibleOn display if possible Flowers in fresh Flowers in fresh
water at all timeswater at all times
Produce That Can Be IcedProduce That Can Be Iced
ArtichokesArtichokesAsparagusAsparagusBeetsBeetsBroccoliBroccoliCantaloupesCantaloupesCarrotsCarrotsCauliflowerCauliflowerEndiveEndiveGreen OnionsGreen OnionsLeafy GreensLeafy GreensRadishesRadishesSpinachSpinachSweet cornSweet cornWatermelon Watermelon
Produce Damaged by Produce Damaged by Direct Contact w/ IceDirect Contact w/ Ice
StrawberriesStrawberriesBlueberriesBlueberriesRaspberriesRaspberriesTomatoesTomatoesSquashSquashGreen BeansGreen BeansCucumbersCucumbersGarlicGarlicOkraOkraBulb onionsBulb onionsRomaine LettuceRomaine LettuceHerbsHerbs
Seasonal InterestSeasonal Interest
Masses of Masses of color or color or product product are very are very
effective at effective at grabbing grabbing attentionattention
Seasonal DisplaySeasonal Display
Change colors and Change colors and hues to reflect the hues to reflect the season. season.
Blues & yellows in Blues & yellows in summer. Lavender summer. Lavender and sage in spring. and sage in spring. Fall use golds, Fall use golds, oranges, reds, earthy oranges, reds, earthy colors. colors.
Keep storage items Keep storage items and trash in truck to and trash in truck to avoid clutter, etc. avoid clutter, etc.
A Bit of WhimsyA Bit of Whimsy
Add whimsical touches that are also Add whimsical touches that are also functionalfunctional wagons, decorative baskets, cute and also help wagons, decorative baskets, cute and also help
transfer items from truck and use in the displaytransfer items from truck and use in the display
Attention gettersAttention getters WindchimesWindchimes Fresh flowersFresh flowers Relaxing musicRelaxing music Water featureWater feature
Whimsical TouchesWhimsical Touches
Things to Know about Things to Know about CustomersCustomers
Customers rebel againstCustomers rebel against PressurePressure SurveillanceSurveillance Lack of TrustLack of Trust Stupid QuestionsStupid Questions
20% of sales lost due to a “Turn Off”20% of sales lost due to a “Turn Off”
TimingTiming
Learn the flow of the saleLearn the flow of the sale 1. Advance1. Advance
Greet quickly with meaningful dialogueGreet quickly with meaningful dialogue
2. Retreat2. Retreat Be patient, Wait for the sale (“permission”)Be patient, Wait for the sale (“permission”)
**Stay busy, but attentive** **Stay busy, but attentive**
Meaningful DialogueMeaningful Dialogue
Learn the power of YES and YOULearn the power of YES and YOU
Remove the NegativeRemove the Negative Avoid questions that get negative answersAvoid questions that get negative answers Avoid “HAVE TO”, “NEED TO”, (even on Avoid “HAVE TO”, “NEED TO”, (even on
signs)signs)
Don’t answer DEVIL QUESTIONSDon’t answer DEVIL QUESTIONS Give them reasons to buy insteadGive them reasons to buy instead
Meaningful DialogueMeaningful Dialogue
Learn ‘One Liners’ to shut them up Learn ‘One Liners’ to shut them up or close a saleor close a sale
Take compliments!Take compliments! Tell them what you want: Them to tell Tell them what you want: Them to tell
other peopleother people
Meaningful DialogueMeaningful Dialogue
Once you have “permission” CRANK Once you have “permission” CRANK UP THE VOLUME”, b/c Everyone is UP THE VOLUME”, b/c Everyone is listeninglistening
NEVER say “thank you” until you NEVER say “thank you” until you get the $$$get the $$$ Say you appreciate it and why, but not Say you appreciate it and why, but not
“thanks”“thanks”
It Takes the Whole It Takes the Whole PackagePackage
ProductProduct PricePrice StoryStory
Catch Them in Your WebCatch Them in Your Web
Encourage people to use their Encourage people to use their sensessenses If they touch it they’re 4 times as likely If they touch it they’re 4 times as likely
to buy itto buy it Pleasant sounds, tastes, etc, enticed to Pleasant sounds, tastes, etc, enticed to
lingerlinger Demonstrations, recipes, etcDemonstrations, recipes, etc
Seeing is BelievingSeeing is Believing
Create Effective DisplaysCreate Effective Displays The ZoneThe Zone
the belt buckle to 6” above eyesthe belt buckle to 6” above eyes
Make it BrightMake it Bright Improve or enhance lightImprove or enhance light
The StoryThe Story
Take an active role in the sales processTake an active role in the sales process Learn to talk about your products and Learn to talk about your products and
articulate their benefitsarticulate their benefits Features about the productFeatures about the product Benefits on how it improves/enhances their Benefits on how it improves/enhances their
liveslives Helps to up-sale or get a 2Helps to up-sale or get a 2ndnd sale sale
Project energy and enthusiasm about Project energy and enthusiasm about your work or businessyour work or business
Respect & PatienceRespect & Patience
Make and maintain eye contactMake and maintain eye contact Believable, sincere, and the head nodBelievable, sincere, and the head nod
Treat your customers as individuals Treat your customers as individuals Be patient and help them make up Be patient and help them make up
their mindstheir minds
Men, women, & childrenMen, women, & children
Men: side to sideMen: side to side Women: face to faceWomen: face to face Children: Set limits w/o offendingChildren: Set limits w/o offending
Energy SellsEnergy Sells
Project positive body language (aura)Project positive body language (aura) If you can’t, hire someone who can!If you can’t, hire someone who can! Use your hands in the selling processUse your hands in the selling process Avoid the Change Rattler SyndromeAvoid the Change Rattler Syndrome
Sellers: take it out of the pocketsSellers: take it out of the pockets Buyers: give them something to do, eat, Buyers: give them something to do, eat,
etc.etc.
No, No’sNo, No’s
Don’t SitDon’t Sit Don’t ReadDon’t Read Don’t Talk on the PhoneDon’t Talk on the Phone Don’t Open late or Close earlyDon’t Open late or Close early Negative talkNegative talk
Practice Makes PerfectPractice Makes Perfect
Practice salesmanship like it is a Practice salesmanship like it is a musical instrumentmusical instrument
Be willing to evolveBe willing to evolve Concentrate on what works & have Concentrate on what works & have
fun!fun!
Pam RyePam RyeArea Small Farm SpecialistArea Small Farm Specialist
1030 Cumberland Heights Rd.1030 Cumberland Heights Rd.
Clarksville, TN 37040Clarksville, TN 37040
931-648-5725931-648-5725
[email protected]@utk.edu