MM 6622
Lesson Plans for April 15, 2013
Remind students of field trip on April 23rd (changed to April 22) to Hope Mills: Industries that focus on
Entertainment
PTSA Monday 15th
WOW:
Duty station: Vocational wing at bathroom am 7:30 to 7:55
Outside classroom door during class changes, girls bathroom
Unit: CHANNEL MANAGEMENT, SELLING, PROMOTION, MARKETING-INFORMATION MANAGEMENT,
COMMUNICATION, AND ECONOMICS using problem solving and critical thinking skills.
Name of Lessons: “ Businessman businessman, whatcha gonna do, whatcha gonna do to get em to
buy from you?”
Sources of information: Text Marketing Essentials, MBA LAPS, web sites,
Monday
4.04 Address needs of individual personalities (SE:810, SE LAP 112)
Social & Cross-Cultural Skills 1; Critical Thinking & Problem Solving 1,2
Objectives
a.
Explain why salespeople should be able to recognize types of
customer personalities.
b.
Explain the importance of acting appropriately for different
customer personality types.
c.
Identify types of customer personalities.
d.
Describe the characteristics of decisive personalities.
e.
Describe the characteristics of impulsive personalities.
f.
Describe the characteristics of fact-finder personalities.
g.
Describe the characteristics of practical or frugal personalities.
h.
Describe the characteristics of informed personalities.
i.
Describe the characteristics of difficult personalities.
j.
Describe actions to take in handling each type of customer
personality.
k.
Discuss guidelines for handling all personality types.
l.
Handle difficult types of customer personalities.
Customers expect quality and service at a fair price. They
communicate
their satisfaction to others, and this communication is multiplied further
as
it’s passed on to more and more people. If it’s positive, this “word-ofmouth”
communication can be invaluable to both you and your business. If it’s
negative,
you may lose business.
Specific buying decisions are influenced by a customer’s personality,
the combination of his/her distinctive traits or qualities. Customers
have
unique personalities. Consider the following facts:
Customers’ personalities contain combinations of good and bad
traits.
For example, a customer may be very pleasant and friendly, but he
is also impatient and doesn’t want to listen to the instructions about
how to set up his new stereo system. Keep in mind also that
customers’
moods may change depending on the salesperson’s actions. A
customer may be in a poor mood when first meeting a salesperson,
but the salesperson’s friendliness and consideration may help lift
his/her spirits.
Fact finder. Customers who are fact finders
are looking for information about products.
As a salesperson, you are challenged to know
your products inside and out so you
can answer all their questions.
Fact finders like to see variety and
often comparison shop. For example,
a fact finder might ask you
to explain the differences between
an iPod and a Zune digital media
player.
Practical or frugal. Practical or frugal
customers are very cautious with
their money and want the best possible
value for every dollar they spend. They
usually like the simple, uncluttered life and dislike experimenting
with new products. A practical customer might ask, “Are you
sure this muffler is guaranteed for the life of my car? I want to
make sure I’m getting my money’s worth.”
Informed. Informed customers have done their research
on products beforehand and are confident about their choices
before they even come in contact with salespeople. They spend
for quality because they want the best. Informed customers are
often trendsetters among their families, friends, and coworkers.
Let’s say you work at the Audi dealership and today is the
first day the new year’s models are in. A customer comes in
ready to test drive and purchase one of the new cars. That is an
informed customer!
Difficult. Difficult customers can appear in many shapes and
forms. They may be disagreeable, dishonest, domineering or
superior, slow or methodical, or suspicious. Although most of
the customers you deal with in your sales job won’t be difficult,
the ones who are can sure cause a lot of headaches! Picture an
angry customer demanding his/her money back or demanding
to see your manager. You’ll definitely need to know how to address
this customer’s individual needs.
“This cell phone is a piece of junk. The display is dim, and the
sound quality is bad. Are you going to give me my money back
and a free new phone, or do I have to talk to your manager?”
Students are to:
a.
Discuss the importance of feature-benefit selling.
b.
Describe product features that should be considered in preparing to use feature-benefit
selling.
c.
Explain the importance of determining which features and benefits appeal to each customer.
d.
Explain the guidelines for prescribing a solution to customer needs.
e.
Demonstrate procedures for prescribing solutions to customer needs.
Tuesday
Teams must complete feature-benefit charts today
AND explain target market for their product in their chart
Why that target market?
4.04 Facilitate customer/client buying decisions (SE:811, SE LAP 108)
Review:
Define the terms buying motive, emotional motives, rational motives and patronage motives.
b.
Describe reasons that salespeople should understand customers' needs and wants.
c.
Identify reasons that customers buy.
d.
Classify buying motives as emotional, rational or patronage.
e.
Describe techniques for identifying buying motives.
f.
Demonstrate procedures for identifying customer buying motives for use in selling.
Career level: Specialist
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 7,12; Personal
Qualities 15
Social & Cross-Cultural Skills 1; Critical Thinking & Problem Solving 1,2
Lesson
a.
Define the following terms: buying decision, need decision, product decision, place decision,
price decision and time decision.
b.
Identify types of buying decisions.
c.
Identify factors affecting place decisions.
d.
Cite factors affecting price decisions.
e.
List factors affecting time decisions.
f.
Explain the importance of salespeople's helping customers to make buying decisions.
g.
Describe guidelines to follow in order to facilitate customers’ buying decisions.
h.
Assist customer in reaching favorable buying decisions.
Teaching from LAP 108
As you probably know from experience, buying decisions usually require
a certain amount of assistance and reassurance from a salesperson. This
applies not only to retail situations, but business-to-business sales as well.
Successful salespeople are well prepared to help customers make all the small
decisions that add up to the main purchase decision. Failing to assist customers
at any point during the process can result in losing the sale and possibly
even losing the customer.
Customers and clients are unique. Each is at a different stage in the decisionmaking process when s/he talks to salespeople. There is no particular
order in which they make the small buying decisions. In some cases, one or
more of these decisions has already been finalized before even coming in contact
with a salesperson. As a salesperson, you must therefore remain alert so
that you can give each customer the assistance s/he needs to reach decisions
throughout the sale—and to make the final decision to buy.
When to offer a customer credit
The availability and advantages of credit. When customers
are unsure about the price decision, the availability of
credit may persuade them to buy. Many stores offer deals
such as 24-months’ credit with zero interest. However,
it’s important that customers understand the pitfalls of
credit. It would be unethical for a salesperson to convince
a customer to buy on credit if the customer truly cannot
afford the product at any price.
As teacher leads, students are to take notes using a graphic organizer of their choice.
Wednesday
Review 4.04
Assessing customer needs (SE:113) [p. 5-104]
4.04
Demonstrating products (SE:893) [p. 5-106]
4.04
Prescribing solution to customer needs (SE:115) [p. 5-109]
Lesson:
a.
Define the following terms: probing, information-gathering probes, opinion-gathering
probes, and confirming probes.
b.
Distinguish between probing and questioning.
c.
Describe reasons for probing.
d.
Explain benefits of probing to assess customer/client needs.
e.
Identify probing techniques.
f.
Explain guidelines for assessing customer/client needs.
g.
Demonstrate procedures for assessing customer/client needs.
With help of teacher, students will write sample probing questions.
Guided:
a. Define the following terms: sales talk and product demonstration.
b. Explain the importance of an effective product demonstration.
c. Describe guidelines to follow in selecting a product to demonstrate to a customer.
d. Explain guidelines to use in demonstrating products.
Students are to:
e. Demonstrate a product.
Teaching from LAP SE 103 (notes)
LAP-SE-103-SP © 2012, MBA Research and Curriculum Center® Show and Tell
When it comes to convincing customers of their need for products,
“seeing is believing” is a good rule to follow. In most cases, customers
xxxxxn told that you need to chill out? Ever been asked, “What is your prool.
Describe an effective product demonstration. Demonstrate product.
Let Me See. . .prefer to see exactly how a product operates rather than simply trying
to imagine it. Fortunately, nearly every item has at least one feature
you can actively demonstrate to customers. All of us have experience as
customers—and it’s experience you can draw upon as a salesperson.
What was it about an effective sales presentation that convinced you to buy a
particular product? What occurred in a poor presentation to make you walk
away empty-handed?
Introduction:
B
1. Handle the product with respect.
2. Creatively display product features. Emphasize the product features that interest the
customer by creatively displaying each one. Single out each feature by displaying
only one at a time. Hold the product so that the customer’s attention is focused
directly on it. If the product is too large to hold, gradually position
customers so that they can focus their attention exclusively on the product.
3. Question the customer to learn about her/his needs for the product.
During the product demonstration, you should continue to question
the customer, asking his/her opinion of the product features
and benefits. Answers to these questions will provide feedback
that will help you determine if you are demonstrating the right product features.
Alice makes sure to ask her customer questions during the
product demonstration. As she demonstrates a product feature,
she asks questions such as:
• “Do you think the compartments in this luggage will help
keep your overnight business trips more organized?”
• “How do you like the light touch of this keyboard?
Isn’t it easy to type on?”
• “What do you think of the automatic focus feature
on this camera?”
4. Use dramatic actions to show the
product in use. Always use common sense and good taste when demonstrating
a product in an unusual way. Do not demonstrate a product
in an unusual way simply for sensationalism or special effects.
Only do such a demonstration to prove that the claims you are
making about the product features are true. Unusual demonstrations
will not impress every customer. In fact, some customers will be turned off
by such demonstrations, seeing them as “cheap” or insincere. So, be sure to
evaluate your customers to determine if you think this type of demonstration
will positively impress them. When you use dramatic actions
to demonstrate a product, be honest. A deceptive product demonstration
distracts from the product’s image. Only an honest demonstration will
produce a satisfied customer.
5. Involve the customer’s senses.
When showing a product in use, why
not let customers operate it for themselves?
You know how to display the
product in an attractive manner—now,
be sure to get the customer involved in
the demonstration by not only seeing
the product, but by touching, hearing,
tasting, or smelling it. Through this type
of customer involvement, customers
can experience for themselves the real
features and benefits of the product you
are demonstrating. Slip the jacket on the customer so that s/he
can feel the softness and quality of the fabric. Print a color copy
so the customer can see the sharp, rich colors the printer can
produce. Turn on the speaker system so the customer can hear
how clear the music sounds.
6. Use a descriptive, accurate vocabulary. “This soft fabric is cool and comfortable
to wear” is a descriptive phrase that emphasizes the product’s
positive features.
7. Show enthusiasm for the product. Relay your enthusiasm for the product to the customer
through your words and actions. If you are excited about the features of
the product, this excitement is likely to transfer to the customer.
Be sure to show your enthusiasm in your voice level and voice tone.
Facial and body gestures also communicate enthusiasm. Use
your hands, arms, and expressions to demonstrate your interest in the
product. Establish and maintain good eye contact with the customer.
Good eye contact communicates confidence in yourself and in
your product.
8. Anticipate interruptions. No matter how carefully you
prepare your product demonstration, you can expect some interruptions.
Not everything will go exactly as planned. The customer’s
tired, anxious children may interrupt the demonstration. You may
be called away for a telephone call or to assist another employee. Or,
perhaps the customer will be in a hurry and try to rush you through
your demonstration. All these interruptions could confuse your
rehearsed demonstration techniques.So, expect to have some
interruptions. Don’t be flustered or lose control of the selling situation.
9. Effectively use selling aids.
10. Practice the demonstration.
SUMMARY
Effective sales presentations have two parts, the sales dialogue
and the product demonstration. A successful product demonstration
ignites customer interest and creates the desire to buy.
To choose the right product to demonstrate, determine product
use, show popular products, consider the customer’s price
range, and limit choices. Choose product features to highlight,
and create a product analysis sheet to organize your thoughts.
Above all, keep the customer’s individual needs and interests
in mind.
Thursday
Performance Indicator Convert customer/client objections into selling points (SE:874, SE LAP 100)
Level Specialist
SCANS Information 5-7; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 7,12;
Personal Qualities 15
21st Century Skills
Creativity & Innovation 1,2,3; Communication & Collaboration 1; Critical
Thinking & Problem Solving 1,2,4; Social & Cross-Cultural Skills 1
Lesson
Objectives
a.
Define the following terms: objection, yes, but. . ., toss-it-back, deny it,
point-counterpoint, inquiry, show 'em, testimonial, try it.
b.
Distinguish between objections and excuses.
c.
Explain the importance of properly converting customer objections into selling points.
d.
Describe reasons that salespeople should be prepared to answer objections.
e.
Classify types of objections.
f.
Describe methods of converting objections into selling points.
g.
Explain procedures for converting objections into selling points.
h.
Demonstrate skill in converting objections into selling points.
Intro and summary to lesson from LAP SE 100
There are six general steps that salespeople can follow when converting objections into
selling points—listen carefully; pause before answering; empathize with customers, restating
their objections; avoid arguments; convert objections into selling points; and, answer
objections honestly and continue selling.
An objection is a point of difference between a customer and a salesperson
that may prevent a sale. It is the customer’s reason for not buying. Sometimes, objections are merely
questions or concerns that you can help to resolve. It’s your responsibility to help the customer
determine if the objections are serious enough to prevent the sale.
The fact that customers raise objections indicates that they are
interested in the product you are selling. Truly uninterested customers
seldom bother to raise questions or objections. They simply say,
“No, thank you,” and move on. Therefore, objections frequently signal
customer interest. To be successful in sales, you must know how to
effectively convert objections into selling points.
Objections v. excuses
An objection is a sincere, valid reason for not buying. On the other
hand, an excuse is an insincere statement used to cover up a real
reason not to buy. A common excuse customers use when they don’t
want to listen to sales presentations is, “I’m not ready to buy,” or,
“I’m just looking.” How many times have you heard customers
make those statements, or even made them yourself?
Excuses used as cover-ups are often difficult to handle
because they hide the real objection. Since customers may be
embarrassed by their hidden objections, they avoid discussing
them. You will have little success selling your products unless
you are able to uncover the real objection.
Finding the real objection
The best way to find the real objection is to get the customer talking. When you ask open-ended
questions pertaining to the product(s),
the customer will need to provide more than a “yes” or “no” answer. Then, by carefully listening to
the customer’s answers, the real
objection may surface.
Students are to:
. Briefly describe each of the following common
customer objections:
a. Cost
d. Timing
b. Product
e. NeedNeed
A common objection occurs when there is a conflict between a
want and a need. A customer who is interested in a video gaming
system might say, “I would love to have this system, but I don’t
know if I really need one.” Even though customers want an item,
they will not buy it unless they are convinced that they have a
real need for it. Your job is to try to establish that need by stressing
the benefits of the product and the value it offers.
Also, customers may experience a conflict of needs. A
customer who is looking at a van might say, “Yes, the company
needs a new van, but we need a large delivery truck more.” In
this case, the need for the truck will dominate, and it will be
difficult to sell the van. Since your primary goal in selling is to
satisfy your customer, you should try to find a suitable delivery
truck for the customer. Remember, if you are able to satisfy the
customer’s needs this time, s/he may very well return to buy the
van at a later date.
c. Company
A customer who is looking at a van might say, “Yes, the company
needs a new van, but we need a large delivery truck more.”
Handle the concern by converting objections into selling points.
Friday
Close the sale (SE:895, SE LAP 107)
Specialist
Information 5-8; Interpersonal 11; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 7,12; Personal
Qualities 15
Creativity & Innovation 3; Communication & Collaboration 1,3; Critical Thinking & Problem Solving
1,2; Social & Cross-Cultural Skills 1; Flexibility & Adaptability 1
a.
b.
c.
d.
e.
Define the term sales close.
List reasons that closing a sale is a courtesy to customers.
Explain the importance of using an appropriate closing technique.
Identify closing techniques.
Describe the following closing techniques: direct, assumption, minor-points, summary,
standing room only, closing on objection, contingent, contrasting advantages and
disadvantages, suggesting ownership, narrative, related merchandise, bonus, and silence.
f. Classify examples of closing techniques.
g. Describe guidelines for closing sales.
h. Demonstrate how to close a sale.
Teach using these notes:
The close is the point in a sales presentation
at which the salesperson gains the desired
agreement from the customer. It may come at
any point during the time that you are with a
customer. Closing sales benefits both customers
and salespeople. Common methods
of closing sales include: direct close; choice
close; assumption close; minor-points close;
summary close; standing-room-only close;
closing on objection; contingent close;
contrasting advantages and disadvantages
close; suggesting ownership close; narrative
close; related product close; bonus close;
and silence close.
Tips for closing
Regardless of closing technique, product, or customer type, salespeople
should observe the following general guidelines when closing sales.
Be alert. Keep in mind that the close really begins when the salesperson
starts the sales presentation. From the first contact with the customer, the
salesperson is trying to close. This is what people are referring to when they
talk about the “ABCs” of selling—always be closing. The best time to close
the sale may come at any time during the presentation, so you must always
be alert for these opportunities. Remember that you are approaching customers
who are at different points in their decision-making process. The best time to
try for a close is when the individual customer seems receptive to making a
favorable buying decision. Sometimes a customer has made a buying decision
before talking with a salesperson. Other customers may require several
visits before they decide. Regardless, you must be ready to close whenever
the customer is ready to buy.