Download Communication with the Customer Lesson Plan

Junior and Senior level Ag Bus.
Colorado Agriscience Curriculum
Section:
Advanced Agribusiness
Unit:
Agriculture Sales
Lesson Title:
Communication with the Customer
Colorado Ag
Education
Standards and
Competencies
AGB 11/12.6-The student will demonstrate teaming skills through problem
solving activities in agriculture business management.
Identify situations where compromise is necessary.
Give and receive constructive criticism.
AGB11/12.01 - The student will possess a knowledge
of business ethics.
Identify and evaluate employer expectations regarding
performance, work habits, attitude, personal appearance
and hygiene.
Distinguish between the skills and traits contributing to
agribusiness employee success and failure.
Colorado Model
Content
Standard(s):
English Standard 2: Students write and speak for a variety of purposes and
audiences.
English Standard 4: Students apply thinking skills to their reading, writing,
speaking, listening, and viewing
English Standard 3: Students write and speak using conventional grammar usage, sentence
structure, punctuation, capitalization, and spelling.
Student Learning
Objectives:
As a result of this lesson, the student will:
1. Learn how to approach customers in various environments
2. Learn how to determine the needs and wants of the consumer
3. Discover how to handle customer objections
Unit 6, Lesson 3: Communication with the Customer
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Time:
50 Minutes
Resource(s):
Agriculture Sales, Yorke, 2004
Instructions, Tools,
Equipment, and
Supplies:
Italicized words are instructions to the teacher, normal style text is suggested
script.
Projector and PowerPoint capabilities
U3, L4 Note taking worksheet, one per student
Interactive Sales Scenario, Customer sheet, one copy for ½ of the class.
Interactive Sales Scenario, Employee sheet, one copy for ½ of the class.
Assessment, one per student
Interest Approach:
This is a short game that gets students moving. Everyone will start the game
standing up, and the last one standing is the winner. The goal is to discover how
salespeople influence our buying decision. You may not get through all the
questions before everyone is sitting.
Everyone up and on your feet! We are going to play a little game called “last
man standing.” The goal is to be the last person still on their feet at the end of
the game…pretty self-explanatory right? I am going to ask you a series of
questions about your purchases in the past six months. If your answer is no,
have a seat.
1. Stay standing if you have purchased anything over $50 in the past six
months.
2. Stay standing if you actually dealt with a salesperson on the floor or wherever
you made your purchase…someone other than a cashier.
3. Stay standing if the salesperson asked you questions concerning what you
were looking for.
4. Stay standing if the salesperson tried to sell you something you weren’t really
interested in
5. Stay standing if you bought it!
Ok, evidently we found the person who is easily convinced by the pressures of a
“good” salesperson! Most likely, that salesperson had a product in mind before they
listened to you, the consumer, to find out exactly what you wanted. We are going to
spend the next class period discussing the importance of listening, the importance of
discovering the needs of the consumer, and the importance of dealing with customer
objections.
Objective 1:
Learn how to approach customers in various environments
As you step into the shoes today of a consumer, and perhaps someday take the role
Unit 6, Lesson 3: Communication with the Customer
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of the employee, or salesperson, it’s vital that you be able to communicate with
people. There are different ways of approaching people with your product, and some
work better than others. Let’s take a look a few of the methods that have been proven
to work when breaking the ice with a potential consumer.
Project slides 1-10 and hand out note-taking worksheet.
When people talk, listen completely. Most people never listen.
—Ernest Hemingway
The Approach…
•
The word approach is defined as an advance made by one person to
another…it’s your first contact with the customer.
•
In sales, first impressions count.
•
Your appearance, your product knowledge and experience, and your attitude
come together to make a selling opportunity.
Approaching the Customer
•
Show that you take pride in the products you sell.
•
Approach customer with a smile, keep eye contact, and firmly shake his/her
hand.
•
Show confidence in the product and it’s location within the store.
•
Give him/her undivided attention, handle the transaction smoothly, and thank
him on the way out of the store.
•
Don’t open with “can I help you?” The easy answer is no!
The Standard Approach
Introduce yourself and your company and present a business card.
The Direct Approach
Introduce yourself. Tell the customer exactly why you are able to be of help and go
directly into your sales presentation.
The Friendly Greeting
Used in a retail store. Offer greetings, followed with “can I help you with something?”
The Merchandising Approach
Use this approach when you see a customer looking at a specific product display.
“Hello. You are looking at one of your best ATV’s. It’s light, easy to use, and safe for
the kids.
The Service Approach
Unit 6, Lesson 3: Communication with the Customer
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“How many I be of service?”
The Informal Approach
Use a personal greeting when dealing with someone you already know.
“Hi, Mr. Clark. How are things going today?”
Objective 2:
Learn how to determine the needs and wants of the consumer
Selling is all about communication…communication with your employer, and more
importantly, communication with potential customers. It’s important that you can
approach a potential buyer with leading questions that will best match the ideal
product to that particular customer. While every dog owner is looking for dog food,
some are looking for the cheapest, others for the most natural, other for the dog chow
with the highest protein percent, and still others want the lowest fat to put Fido on a
diet! The only way to determine exactly what the customer wants is ask them.
Although you may not see the direct correlation, pairing the correct product with the
benefits of the product are essential in a successful sales experience. Before we
begin, let’s copy a few notes in our notebooks.
Project slides 11 and 12
Determining the Needs of a Customer
•
Make a Selling Statement
“I see you are interested in our sheep mineral”
•
Be alert to each customer’s interests
Be able to open the door to a customer’s real interests and impulses
(possessing sales instinct)
•
Study facial expressions (take a different approach if he frowns or sighs).
•
Listen carefully and don’t let your mind wander.
•
Ask probing questions and avoid yes or no questions.
–
Objective 3:
Find out the details of what they are really looking for.
Discover how to handle customer objections
So far, sales seem relatively easy, right? Actually, it’s easy only if you are selling an
item to your best friend or your mother…someone that loves you no matter what! In
all actuality, sales transactions don’t always go smoothly. In order to handle
customers that aren’t 100% sure of what they are looking for, you must be able to
steer them in the right direction by communicating with them. Let’s look at the last
few notes on the projector. Be sure to capture them on your worksheet!
Project slides 13 and 14.
Handling Customer Objections
Unit 6, Lesson 3: Communication with the Customer
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1. Listen carefully
1. Never interrupt. Hold eye contact
2. Get a complete statement (encourage a real discussion)
3. Reinforce your customer’s feelings
1. “I understand your concern…”
2. “I’m glad you brought that up…”
4. Restate the objection in your own words.
5. Find a point of agreement
1. Communicate a sense of understanding, agree with the customer,
and explain how your product is still worthy of consideration.
6. Change the objection into a question.
7. Turn the objection into a reason to buy the product
1. “Yes, it costs more, but you will be receiving more features, which in
the end will save you time”
Review/Summary:
Utilize a “Bob the Weatherguy” E-Moment whereby students will pair up and take
turns being the reporter, giving a 30 second summary of what they learned today.
Students may use a pencil as a microphone. The report should include important
vocabulary and concepts they have learned. They may need 10 minutes to
create their report. Students should switch roles after reporting.
Application-Extended
Classroom Activity:
Bring in guest speakers that deal with sales on a daily basis, such as an
equipment dealer, an insurance representative, or a retail employee. Have them
discuss the importance of good communication skills in the workplace.
Application--FFA
Activity:
Prepare a team for the Ag. Sales CDE
Application--SAE
Activity:
For students with a retail sales placement SAE, encourage them to study a
successful salesperson to discover what makes them successful. Encourage the
student to implement some of these skills in their SAE.
Evaluation:
See attached assessment
Evaluation Answer
Key:
1. first impressions
2. selling opportunity
3. “How may I help you?”
Unit 6, Lesson 3: Communication with the Customer
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4. a. Listen carefully
b. Get a complete statement (encourage a real discussion)
c.
Reinforce your customer’s feelings
d. Restate the objection in your own words.
e. Find a point of agreement
f.
Change the objection into a question.
g. Turn the objection into a reason to buy the product
5. Listening to the customer
Other:
Students will be given an opportunity to role-play as a pair. Pair students together
as you wish. One student will play the part of the employee at Quality Farm and
Ranch, where they will work in the pet food section. The “employees” should
receive a sheet titled “Interactive Sales Scenario Employee Sheet.” It will be
their job to greet the customer, make small talk, and then attempt to find the
perfect dog food for each situation. There will be three scenarios to complete,
and each one must have their own recommendations. The questions that they
must find answers to are listed on their sheet.
The remaining ½ of the class will serve as “customers” for each employee. They will
start with scenario A and truthfully communicate with the employee as to what they
are looking for. When the recommendation has been made, have them switch to
Scenario B, where they can change personalities (encourage them to have fun with
this)! They may then move on to Scenario C.
Students should come to the following conclusions at the end of the activity:
Scenario A: Roy’s Choice
Scenario B: Eukonoba
Scenario C: Canine Chow
Unit 6, Lesson 3: Communication with the Customer
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Interactive Sales Scenario, Customer sheet
Scenario A: You are a pet owner in a farm and ranch store looking for the
perfect dog food for your favorite dog, Jake. You are quietly browsing the
dog food isle as a salesperson approaches you. After much questioning,
you are to reveal to him/her that Jake is a one year old Blue Heeler
weighing 35 pounds. Jake is a very active dog that herds your sheep for
fun on a daily basis. He is at the correct weight, but you need a dog chow
with a high percent of protein to keep up with him. You own several dogs
so you need to keep your cost $15 or less per 20 pounds.
Scenario B: You are a pet owner in a farm and ranch store looking for the
perfect dog food for your favorite dog, Brownie. You are quietly browsing
the dog food isle as a salesperson approaches you. After much
questioning, you are to reveal to him/her that Brownie is a 12 year old Lab
mix. She used to be very active, but she has arthritis, which leaves her
lying around the house all day. She is overweight at 75 pounds. You
realize that she requires a special diet so money is no object for you. I
forgot to mention that you will not allow Brownie to eat any meat products
in her dog food…she is a vegetarian just like you!
Scenario C: You are a pet owner in a farm and ranch store looking for the
perfect dog food for your favorite dog, Sadie. You are quietly browsing the
dog food isle as a salesperson approaches you. After much questioning,
you are to reveal to him/her that Sadie is a seven year old Australian
Sheppard. She walks with you as you do chores, and because you limit
her food daily, she is at the perfect weight at 30 pounds. Because you
have other dogs at home, you are willing to spend no more than $12 per 20
pounds of dog food.
Unit 6, Lesson 3: Communication with the Customer
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Interactive Sales Scenario, Employee Sheet
You are an employee of Quality Farm and Ranch, and your specialty
is pet foods! Your partner will play the role of the customer, and you
are hereby the employee. Your customer is looking for the perfect
dog food, and it’s your job to ask leading questions to discover the
perfect dog food for their pet. Greet them as a customer that you
have never met. Without asking yes or no questions, you must
discover the following answers to the questions:
a.
b.
c.
d.
e.
What is the name of the dog (breaking the ice)?
What breed?
How active is the dog?
Is the dog over or under weight?
How much are they willing to spend on dog food?
The following are your choices you have in stock. Recommend the
best dog food to your customer!
NAME OF DOG
FOOD
Eukunoba
Roy’s Choice
Canine Chow
Heart Balance
WEIGHT
RANGE OF
DOG
20-80
pounds
20-80
pounds
20-80
pounds
40-80
pounds
PROTEIN
PERCENT
10%
MEAT
PRODUCTS
ADDED?
No
14%
Yes
10%
Yes
10%
Yes
SPECIALLY
MADE
FOR…
Overweight
dogs
Active dogs
PRICE
PER 20
POUNDS
$30
Average
dogs
Overweight
dogs
$8.50
$12
$32
Unit 6, Lesson 3: Communication with the Customer
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Name:
Note-taking worksheet
1. What does Ernest Hemingway say about communication?
2. What is an approach in ag. sales?
3. What three things come together to create a selling opportunity?
4. What three physical things can you do to make a customer feel
comfortable?
5. What is the worst way to open a dialogue with a customer?
6. Describe the standard approach.
7. Describe the direct approach.
8. Describe the friendly approach.
9. Describe the merchandise approach.
10.Describe the service approach.
11.Describe the informal approach.
Unit 6, Lesson 3: Communication with the Customer
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12.What are the five points in determining a customer’s needs and
wants?
a.
b.
c.
d.
e.
13.What are the seven methods of handling customer objections?
a.
b.
c.
d.
e.
f.
g.
Unit 6, Lesson 3: Communication with the Customer
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Name
Unit 3, Lesson 4 Assessment
1. In sales, _______________ ___________________ count
2. Your appearance, your product knowledge and experience, and
your attitude come together to make a ____________
________________.
3. Describe the service approach.
4. What are the seven steps in handling customer objections?
1.
2.
3.
4.
5.
6.
7.
5. What is the key to communication?
Unit 6, Lesson 3: Communication with the Customer
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