Lesson Plan
Course Title: E-tailing /Retailing Unit 8, Lesson 1
Session Title: The Sales Process: The Approach
Performance Objective:
After completing this lesson, the student will be able to determine the appropriate
approach to use in various retail settings and effectively determine the needs
and wants of a customer.
Approximate Time:
When taught as written, this lesson should take approximately 3 days to complete
on a 7 period day schedule if all activities are completed.
Specific Objectives:
•
•
•
The student will explain the three steps in the approach stage.
The student will identify the three types of retail approaches.
The student will demonstrate effective observation, listening, and questioning
techniques to determine the needs and wants of customers.
TERMS
Approach -First in-person contact that the salesperson makes with the customer.
Pre-approach -Tasks that are performed before any contact is made with the
customer.
Prospect -A potential customer.
Prospecting -Searching for potential customers.
Service approach -The method in which the salesperson asks the customer for
assistance or help.
Greeting approach -A salesperson’s friendly welcome to the store or department
to a customer.
Merchandise approach -A method that focuses the customer’s attention on
the product.
Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations
to the activities may result in the elimination of any or all of the TEKS listed.
130.345 C (22) The student knows the selling process.
(A) Illustrate the importance of product and service knowledge when
presenting sales demonstrations;
(B) Prepare and deliver a sales presentation.
Copyright © Texas Education Agency, 2012. All rights reserved.
1
130.345 C (8) The student communicates interpersonal skills, reports findings
to others, and integrates listening, reading, speaking, writing, and nonverbal
communication skills effectively.
(B) Communicate effectively in a retail setting.
(C) Observe audience reaction and adjust response strategies. Adjust
presentation such as pace, tone, vocabulary, and body language to suite the
audience.
(D) Use effective verbal and nonverbal response strategies to adjust the
message in response to audience's facial expressions and body language.
Interdisciplinary Correlations:
English:
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability,
validity, and accuracy of sources (including Internet sources) by examining
their authority and objectivity…
110.31 (b)(23)(D)
…use a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher
and expert evaluations) to examine the quality of the research…
110.32 (b)(24)(B)
….follow and give complex oral instructions to perform specific tasks, answer
questions, solve problems, and complete processes…
Occupational Correlation (O*Net - http://www.onetonline.org/)
Retail Salesperson 11-2021.00
Similar Job Titles: Sales Associate, Sales Consultant, Customer Assistant, Clerk,
Sales Representative, Design Consultant
Tasks:
Greet customers and ascertain what each customer wants or needs.
(Soft) Skills:
Deductive reasoning; Written comprehension; Problem sensitivity; Originality.
Teacher Preparation:
Teacher will review the terms in the outline, presentation slides and websites
to become familiar with lesson.
Copyright © Texas Education Agency, 2012. All rights reserved.
2
Teacher should locate and evaluate various resources and websites before the lesson.
References:
Marketing Dynamics, First Edition, Clark, Sobel, Basteri, Goodheart-Wilcox Publishing
Company
Instructional Aids:
RE8.1-AP presentation
Marketing Dynamics, First Edition
Props (products) that students can use during a role-play (optional)
Magazine ads
Materials Needed:
RE8.1 Presentation
RE8.1 The Sales Process: The Approach vocabulary scramble handout
RE8.1 Role play situation cards
Magazine ads
Equipment Needed:
Computer with presentation program, Internet access & projector
Magazine ads with pictures of customers
Props for role play (optional)
Learner Preparation:
Before class, teachers should search the internet for examples of movies that portray
salespeople, both good and bad, on how a salesperson approaches the customer.
Search the internet for top five selling movies about selling, etc. Find web tools that
will edit the portion of the movie/clip you want to view or use screenshot software
to record the clips.
Introduction
Introduction (LSI Quadrant I):
Begin class by showing one good clip and one bad clip you have found.
Based on the movie clips shown, begin a discussion on their observation of the
salesperson. Direct the discussion on how the salesperson (actor) approached
the customer.
Ask: How many of you or your parents have hosted a party at your house?
Say: The approach stage of the sale is very similar to greeting guests into your
home for a party. You are the host/hostess of the party. Your store/department
and the approach welcomes the customer and makes them feel at ease.
Copyright © Texas Education Agency, 2012. All rights reserved.
3
Outline
Outline (LSI Quadrant II):
Instructors can use the presentation program/software slides, handouts, and
websites in conjunction with the following outline.
MI
Outline
I. The approach – The first stage of the selling
process.
Notes to Instructor
A. The pre-approach -Tasks performed before
contact is made with customer.
1. Primarily used in industrial sales settings.
2. In retail selling most customers walk into a
retail store or business establishment.
3. The process of looking for customers is
called prospecting.
4. Some service companies look for
customers in online databases, customer
referrals, and through sign-ups at
consumer shows.
Use presentation
program as aid. Ask
students if they have
ever filled out a
sweepstakes form at
the mall or other
consumer show.
That form is a way
for sales people to
generate sales leads
–prospect for new
customers.
B. The approach -Initial contact with the potential
customer. Establishes a rapport with the
customer.
1. Gets their attention and shows the
customer you are aware of their
presence.
2. Shows the customer that they are in a
professional setting.
3. Shows the salesperson has a genuine
interest, care and concern for the
customer and their needs.
4. Immediately establishes trust with the
Use presentation
program as aid.
Ask the students to
recall the last time
they went shopping
and what the
salesperson said to
them when they
walked in. Tell them
some companies
have established
guidelines on when
Use presentation
and video clips as
aid.
Copyright © Texas Education Agency, 2012. All rights reserved.
4
customer.
5. Makes customer feel comfortable.
to greet the
customer such as:
greet the customer
within 40 seconds of
walking into the
store.
C. The three retail approach methods –These are Use presentation
the three most common approaches used in retail program as aid.
establishments.
1. Service approach -Used only when taking Ask students when
orders
they walk into a
clothing or
Example: “May I Help you? “
Used only to take orders at the point of
department store
and are asked “May
purchase.
2. Greeting approach- Can be used anytime
I help you”? What is
a standard
or in combination with the other
response?
approaches.
Example: “How are you doing today?” “Hi”, “Good Most of the time, the
customer’s response
afternoon”, etc.
is “No, I’m just
3. Merchandise approach -Used to direct
looking.” Many
customers to a specific item or to inquire
salespeople make
about an item they are looking at.
the mistake of using
Examples:
“Welcome to ABC Apparel. I see you are looking the service approach
at our jeans today. Are you looking for yourself or in a retail setting
such as a clothing
someone else? “
store and lose
“Welcome to ABC Apparel! All of our branded
control of the sale
tees are 25 percent off today.”
before it ever starts.
Focuses the customer on the merchandise so
transition to the next step is seamless.
Most retail specialty
stores have an item
of the week that they
direct their
customers to as they
walk into the store.
The merchandise
approach is used
very effectively in
this type of store.
D. Determining needs– Next step in the
approach is to determine the needs of your
customer and find out who they are shopping for,
Tell students
observing a
customer can tell
Copyright © Texas Education Agency, 2012. All rights reserved.
5
what price, etc. To determine customer’s needs
first: observe; second, question; and third listen.
Observation - observe actions of customer. What
is the customer communicating nonverbally?
Take note of their dress, speed and direction of
movement, facial expressions, companions,
behavior toward products around them.
Question –Goal of questioning is to learn about
customers’ needs and wants.
Question types:
Yes/No -Requires a yes or no response.
Choice –Requests that customer select between
two choices.
Clarifying -Requests more details about the
product.
Open-ended -Invites customer to describe wants
and needs.
Paraphrase -Restate the question in different
words than what the customer said.
Guidelines for questioning:
Dos:
Use open ended;
Ask questions that begin with who, what, when,
where, why, or how;
Ask for details;
Paraphrase the customer’s request;
Ask clarifying questions.
Don’ts
Do not ask embarrassing questions;
Do not make judgmental or critical comments.
Listening – When listening:
Face the customer;
Make eye contact;
Give positive feedback;
Do not interrupt; Be patient.
Do ask questions and paraphrase.
Do not allow friends or co-workers to distract you.
Work with one customer at a time.
Do not perform other tasks.
you a lot about their
needs. For example,
if a woman has a
stroller full of young
kids, she is probably
not going to browse
too long in the store.
Facial expressions
such as smile or a
puzzled look can
give you clues.
When questioning,
here are some
phrases you could
say:
Who are you looking
for? You or for
someone else?
What is the
occasion?
When will you be
needing…?
Where will you be
using…?
How: will you be
using this? For work
or for home use?
Is it a formal event
or …?
What type of
software Do you
use……?
How often do you...?
When paraphrasing
say: “So you are
looking for a
computer for your
home office.”
To emphasize the
importance of Good
listening skills: see
guided practice
Copyright © Texas Education Agency, 2012. All rights reserved.
6
activity telephone.
Have students role
play using the role
play situation cards.
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
To emphasize the importance of observing, show students pictures of customers in
magazine ads in a rapid fire session. Tell students to select a partner. Show about 5
pictures in 2-second intervals and ask to recall what they observed in the pictures about the
customer and share that with their partner. What observations were similar and what
observations were different?
Play a game of telephone to emphasize the importance of listening. Have students sit in a
circle. Make up a story and share it with one of the students and ask that students share it
with the next student and so on. The story should come full circle. Ask the last student to
tell the story out loud. Then re-tell the original story. What does this demonstrate about
listening to details?
Independent Practice (LSI Quadrant III):
Choose any or all of the following activities:
The Approach: Vocabulary scramble
The Approach: Role play scenario
The Sales Process: The Approach Vocabulary scramble:
Each student should complete the approach terms stage 1. The Approach terms
handout builds vocabulary and comprehension.
The Approach Role Play situation cards: Cut out the role play situation cards. Gather
any props needed and have students pair up and act out the situation on the card.
They should choose the appropriate approach and determine needs by
observing, asking questions and listening to the customer.
Copyright © Texas Education Agency, 2012. All rights reserved.
7
Summary
Review (LSI Quadrants I and IV):
Question: What is the importance of the approach in a retail setting?
Question: What are the three ways to approach a customer?
Question: How do you determine the needs of your customer?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in class discussions
and the independent practice activities. Check progress of individuals in the group
activity and provide verbal feedback.
Formal Assessment (LSI Quadrant III, IV):
Use the The Sales Process: The Approach Vocabulary scramble KEY to
evaluate students’ knowledge of selling terms.
Extension
Extension/Enrichment (LSI Quadrant IV):
1. Take a field trip to a local mall and have students observe the salespeople.
2. Arrange for a sales person or sales manager to talk to students about
their experience as a salesperson or have a salesperson come in
to talk to students.
Copyright © Texas Education Agency, 2012. All rights reserved.
8
The Sales Process
Vocabulary Scramble
Instructions: Unscramble the answer to each clue given and write your answer in the boxes below
the scrambled letters.
1. A potential customer.
T
O
S
P
R
C
P
E
___ ___ ___ ___ ___ ___ ___ ___
2. A method that focuses the customer’s attention on the product.
M
E
P
A
H
R
P
N
I
C
E
A
O
R
__ __ __ __ __ __ __ __ __ __ __ __ __ __
H
__
A
__
C
__
S
__
D
__
3. Searching for potential customers.
G
I
N
S
___ ___ ___ ___
P
E
R
O
___ ___ ___ ___
T
P
C
___ ___ ___
4. Tasks that are performed before any contact is made with the customer.
H
C
P
P
A
O
R
E
P
R
A
___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___
5. First in-person contact that the salesperson makes with the customer.
H
C
P
A
O
R
P
A
___ ___ ___ ___ ___ ___ ___ ___
6. The method in which the salesperson asks the customer for assistance or help.
I
C
S
E
E
R
V
A
H
C
P
A
O
R
P
___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___
7. A salesperson’s friendly welcome to the store or department to a customer.
G
E
P
A
H
R
P
N
I
C
E
A
O
R
T
G
___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ ___
Copyright © Texas Education Agency, 2012. All rights reserved.
9
A
__
The Sales Process
Vocabulary Scramble (KEY)
Instructions: Unscramble the answer to each clue given and write your answer in the boxes below
the scrambled letters.
1. A potential customer.
T
P
O
R
S
O
P
S
R
P
C
E
P
C
E
T
2. A method that focuses the customer’s attention on the product.
M
E
P
A
H
R
P
N
I
C
E
A
O
R
M
E
R
C
H
A
N
D
I
S
E
A
P
P
H
R
A
O
C
A
S
C
3. Searching for potential customers.
G
P
I
R
N
O
S
S
P
P
E
E
R
C
O
T
T
I
P
N
C
G
4. Tasks that are performed before any contact is made with the customer.
H
P
C
R
P
E
P
A
A
P
O
P
R
R
E
O
P
A
R
C
A
H
5. First in-person contact that the salesperson makes with the customer.
H
A
C
P
P
P
A
R
O
O
R
A
P
C
A
H
6. The method in which the salesperson asks the customer for assistance or help.
I
C
S
E
E
R
V
A
H
C
P
A
O
S
E
R
V
I
C
E
A
P
P
R
O
A
7. A salesperson’s friendly welcome to the store or department to a customer.
G
G
E
R
P
E
A
E
H
T
R
I
P
N
N
G
I
A
C
P
E
P
A
R
O
O
Copyright © Texas Education Agency, 2012. All rights reserved.
10
R
A
T
C
R
C
P
H
G
H
D
H
The Approach: Role Play Situations
Directions: Cut out the following cards. Ask student to volunteer to be the salesperson or customer.
Give the student a card and have them act out what is on their card. You may personalize the
situations by having them choose names of specific stores.
You work in a children’s store
specializing in trendy, fun playwear.
Items can be quite pricey.
You are a salesperson in an electronics
store that sells a variety of electronics.
You are in the computer department.
You are a salesperson for a cell phone
provider.
You are a salesperson in the cosmetics
department.
You are a salesperson in an athletic
shoe store.
You are a mother of 10 year old twins
and are looking to purchase some
clothes for winter. They want to dress
differently and not the same anymore,
but you want to keep costs down as
low as possible. You are specifically
looking for back-to-school clothing.
You are an elderly man in your upper
60’s looking to buy your grandson a
laptop computer for college. You know
nothing about computers so you need
the guidance of an experienced
salesperson. Your grandson is
studying graphic design.
You are a 40-something female looking
to purchase a cell phone for your
elderly mother who is over 70. She has
never had a cell phone before and
needs something that is simple & easy
to use with large big buttons. She won’t
use the internet. You need simplicity.
You are a 20-something female walking
through the cosmetics department
talking on your cell phone. You stop to
look at the perfumes and make-up as
you are talking. You spray some
perfume and test some colors on your
hand. You have no intention to buy, you
are just passing through.
You are a teenage male looking for
shoes to wear for the track season. You
are a cross country track runner so you
need a shoe that will weather all
conditions. You are not big on brand
names and want a shoe that will be
durable and stand up to all conditions
and last throughout the cross country
season.
Copyright © Texas Education Agency, 2012. All rights reserved.
11