Grow Leaders. Build Communities. Strengthen Agriculture ... The Pre... · Web viewMaslow’s Hierarchy of Needs. Student mission: Take these descriptions and create their pyramid

AS4

Agriculture Management, Economics, & SalesThe Pre-Sale

Unit: Retail Agribusiness Sales

Lesson Title: The Pre-Sale

Standards

CS.03.02.01.a. Analyze the steps in the decision-making process.CS.03.02.01.b. Utilize the process used to reach a conclusion for a decision.ABS.06.04.01.a. Explain the meaning and use of the four P’s in marketing.ABS.06.05.01.a. Identify, explain and organize components of the sales process.

Missouri Personal Finance SC.2 Evaluate information about products and services.

CCSS.ELA-Literacy.L.11-12.1 Demonstrate command of the conventions of standard English grammar and usage when writing or speaking.CCSS.ELA-Literacy.L.11-12.2 Demonstrate command of the conventions of standard English capitalization, punctuation, and spelling when writing.

Student Learning Objectives

Slide 2 in AS4 The Pre-Sale Lesson ObjectiveAfter completing the lesson on the pre-sale, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a “Pulling It All Together” project.

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

1. Justify personal purchases using Maslow’s Hierarchy of Needs and the steps used in deciding to make a purchase.

2. Create a plan for identifying potential customers using the 4P’s of Marketing.

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3. Communicate the importance of obtaining product, company, and industry knowledge prior to performing a sales presentation.

Time: Approximately 200 minutes

List of ResourcesCBS Interactive Inc. (n.d.) CNet. Retrieved from http://reviews.cnet.com/.

Consumer Reports. (2006-2014). ConsumerReports.org. Retrieved from http://www.consumerreports.org/cro/index.htm.

Consumer Search. (2013). Consumer Search Love What You Buy. Retrieved from

http://www.consumersearch.com/.

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

Mind Tools. (n.d.) The Marketing Mix and 4 P's. Retrieved from: http://www.mindtools.com/pages/article/newSTR_94.htm.

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

List of Tools, Equipment, and SuppliesAS4 PowerPoint PresentationAS4 Activity Sheet and Evaluation PacketNote cards or small sheets of paper for review activity

Key TermsSlide 3 in AS4 The Pre-Sale

The following terms are presented in this lesson (shown in bold italics):Maslow’s Hierarchy of Needs

Retail Agribusiness Sales AS4 The Pre-Sale

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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 AS4 The Pre-SaleCreate Your Pyramid. Give each student a copy of AS4.1. Read through the descriptions on the PowerPoint slide. These are the descriptions of the five levels of Maslow’s Hierarchy of Needs. Student mission: Take these descriptions and create their pyramid on AS4.1 based upon what they feel is the basic need (on the bottom) and the most luxurious need (on the top). Remind students they cannot move to a higher level unless the level below has been fulfilled. This should be their thought when they are deciding where to put each description.

After students have placed the descriptions in their pyramid, facilitate a discussion on needs and how it pertains to making a sale. Ask questions like “How did you create your pyramid? What went on the bottom? What was at the very top? How did you decide what would go in between? How could this pyramid we created be helpful when attempting to make a sale? How do the things on this pyramid affect people who are deciding to make a purchase? How could we use this pyramid in a sales attempt?”

Conclude by introducing to students the pyramid we are creating is called Maslow’s Hierarchy of Needs. Let them know that we will discover the actual order of the needs in just a moment.


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Summary of Content and Teaching Strategies

Objective 1: Justify personal purchases using Maslow’s Hierarchy of Needs and the steps used in deciding to make a purchase.

Teaching Strategies Related Content1. Maslow’s Hierarchy of Needs

describes peoples’ needs and how their needs motivate them to act.

Slide 5-6 in AS4 The Pre-Sale

2. Have students create a list of all the purchases they have made in the last week. Next, have them identify which level of Maslow’s Hierarchy they fulfill. Discuss results as a class.

3. “What steps did you go through in deciding to make that purchase?” Have students discuss these as a class before revealing the PowerPoint slide.


Maslow’s Hierarchy of Needs1. Basic physiological needs, including

food, water, sleep, and shelter2. Need for safety and security – to feel

physically and emotionally safe3. Social needs, involving the need to

belong to a group or society4. Need for esteem, involving the need for

self-respect and respect from others5. Need for self-actualization or full

realization of personal potential

A person will not normally move to a higher level without satisfying lower-level needs first

A salesperson can help customers fulfill their needs so that they are prepared to purchase the salesperson’s products

The hierarchy helps the salesperson understand what sales approaches might attract the customer by appealing to his or her current level of need

Deciding to Make a PurchaseCustomer recognition of a need or problem

Must occur for customer to be motivated to buy

Salesperson can aid customer in this identification

Never create the impression that a need exists when it does not – Can damage a long-term relationship

Identification of possible solutions and who can provide these solutions


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4. Complete AS4.2 individually.

5. Once students are finished, have them switch papers with a classmate, and in a different color of ink or colored pencil, highlight where the steps on their AS4.2 coincide with the steps just discussed in this objective.

Customers find solutions by talking to others with similar needs or problems; Looking at advertisements for what is on the market; Reviewing experiences that they have had with a particular company, salesperson, or product

Salesperson can help customer and build a better relationship by providing information; Answering questions; Customizing the product to the customer

Selection of the best solution If a product fits the customer’s needs

and the salesperson has established a good relationship, the customer is more likely to purchase

The salesperson should point out the product features that will benefit the customer

The customer must analyze the economics of the solution – Product price could be a limiting factor

Objective 2: Create a plan for identifying potential customers using the 4P’s of Marketing. Teaching Strategies Related Content

1. “We’re a small business just starting out. How might we identify potential customers?” Solicit ideas from the class.

2. “Let’s take a look at a tool called the 4P’s of Marketing to see if it can assist us in finding our target market.”

3. Teach each P individually, followed by

4P’s of MarketingProduct/Service

What does the customer want from the


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a class discussion about what students have learned about their potential customer or target market from the questions defined under that specific P.


4. Divide class into small groups or triads. Have them complete AS4.3. They will create a new product to sell and answer the corresponding questions to the 4P’s.

5. Once questions have been answered, develop this into a plan for identifying potential customers.

product/service? What need should it satisfy? What features of the product/service

meet these needs? How and where will customers use it? What is the product/service called? What does it look like? How will it be branded? How is it different from the

competition?

Place Where do buyers look for the

product/service? What kind of store? Online? Special

boutique? Supermarket? More than one?

Do you need to attend trade fairs, send samples, send catalogs, etc.?

What do competitors do? How can you be different?

Price What is the value of the product/service

to the buyer? Are there established price points for

the area? Is the customer price sensitive? What discounts should/could be

offered? How do prices compare to competitors?

Promotion Where and when can you market to

your customers? Will you use PR, TV, radio, print

advertisements, web, etc.? When is the best time to promote? Is

your product seasonal? Do you have seasonal promotions?

How do competitors do their promotions?


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6. Groups will present this plan to the class via a poster, PowerPoint, or other chosen visual aid in addition to verbal explanation of the plan.

Objective 3: Communicate the importance of obtaining product, company, and industry knowledge prior to performing a sales presentation. Teaching Strategies Related Content

1. “Once we have established a customer’s motivation for buying and determined our potential customers or target market, we need to educate ourselves on our product, company, and industry. Why is this important?”

2. “How might we go about obtaining product, company, and industry knowledge?”

3. Teach students about product, company, and industry knowledge.


Product KnowledgeGeneral information

Number and types of models or styles available

Materials in the product and how it is made

Price Discounts Size Color Packaging Product improvements Company history and reliability Identifying characteristics, such as

brand names and logosApplication information

Use and capability of the product Instructions for operation Performance standards

Maintenance information Care and proper maintenance of the

product Guarantees and warranties and their

limitations Maintenance and repair costs


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4. “We mentioned under industry knowledge that we must have knowledge of the products of our competitors. Why is that?”

Slide 17 in AS4 The Pre-Sale

5. “Why is it necessary to have product and industry knowledge?”


6. Brainstorm how to go about obtaining product, company, and industry knowledge. Create a list on the

Company Support information Credit options Ordering procedures Shipping procedures and reliability of

delivery Training provided on use of new

products and systems

Company Knowledge A company’s history and its standing

within the industry Company policies Reliability of company Warranties and product guarantees

Industry Knowledge Market trends in supply of and demand

for the product and the components used to manufacture it

Products of competitors Developments made or technologies

introduced into the industry

Competitor Products Allows salesperson to focus

presentation on areas product shows definite advantage over competition’s

Must be prepared to answer any questions concerning the advantages of buying his/her product over another company’s

Product and Industry Knowledge Product Knowledge – Used to inform,

provide advice, make suggestions to, and solve problems for the customer; Used to identify product features that will provide the most benefit for the customer

Industry Knowledge – Allows salesperson to understand attitude of customers toward competitors and the industry; allows salesperson to understand what kind of and how much competition must be overcome; Allows salesperson to understand market developments


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whiteboard.


6. Consumer reviews and comparisons may be one of the best ways to learn about the product you are selling along with other like-products on the market. Explore the Internet and locate five websites you feel would be credible sources for consumer reviews and comparisons. Identify these websites and their addresses on AS4.4. (Encourage students to test out the sites to find their top 5 choices, not just the top 5 that come up in the Internet search.)

Resources for Product and Industry KnowledgeProduct Knowledge

Salesperson’s own company – Will present product to look as good as possible

Unbiased sources – Research reports from independent companies or universities, Consumer Reports, Customer Testimonials, Newspaper/Magazine Articles, Salesperson’s personal experience with product

Industry Knowledge Salesperson’s own company and other

sales representatives within Unbiased sources – Research reports

from independent sources; Market reports; Newspaper/Magazine Articles; Discussions of the market with representatives from other companies and with customers

Some popular sites students may find:http://www.consumersearch.com/http://reviews.cnet.com/http://www.consumerreports.org/cro/index.htm

Review/SummarySlide 20 in AS4 The Pre-Sale

Salespeople must understand what factors motivate people to act so they can better understand how to motivate customers to make a purchase. Knowing how to identify these factors and customize the presentation to the motivations of each particular customer will allow the salesperson to be more successful. Identifying potential customers and your target market will also help you be a more successful salesperson. In addition, having product, company, and industry knowledge will have a significant influence on your success. Information about the product, company, and industry should constantly be reviewed and updated so that the salesperson is prepared to answer any questions a customer may have.

Review:



http://www.consumerreports.org/cro/index.htm

http://reviews.cnet.com/

http://www.consumersearch.com/

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Practice Putting It Together: Divide class into small groups or triads. Assign each group a product to “sell.” Group members will identify at what level of Maslow’s Hierarchy of Needs an individual would need to be to purchase this product, examine the 4P’s of Marketing to create a plan for identifying potential customers, and will obtain product, company, and industry knowledge for their product. This information may be presented to the teacher in a form chosen by the group (PPT, booklet, etc.)

AS4.5 has been provided for students to record pertinent information.

A scoring guide does not accompany this particular activity. However, the scoring guide for Evaluation AS4.6 may be used as a model for the detailed information students should be completing. This activity will be a preview for the evaluation piece, which will be completed individually.

Slide 22 in AS4 The Pre-SaleExit 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 the pre-sale? What questions do you still have about the pre-sale?

Application

Extended ActivitiesHave students complete the review and/or evaluation piece on products commonly used for the Agricultural Sales Career Development Event. If students are on the team, this will be great knowledge for them. If they are not on the team, it may spark an interest to participate.

Identify an item in students’ record books that is purchased often. Have them obtain product, company, and industry knowledge on that specific product. Encourage students to then evaluate competitor’s products to determine if they have selected the appropriate product/brand. Remind students to consider the ultimate effects on their Supervised Agricultural Experience Programs in the long run. Share these results with the advisor during the next SAE visit.

Invite a local salesperson to class to discuss how he/she commonly uses product, company, and industry knowledge. Have the person share with students how he/she obtains information and what specific information he/she finds to be most helpful during a sales presentation. Following the visit, have students prepare a top 10 list of reminders pertaining to obtaining and using product, company, and industry knowledge.

EvaluationPulling It All Together AS4.6

Alternate - Paper-pencil Quiz Evaluation AS4.8


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Answers to EvaluationEvaluation AS4.6Answers will vary. Use scoring guide at AS4.6 to assess student work.

Alternate Evaluation AS4.81. D2. A3. B4. C5. A6. B7. C8. D9. A10. C11. E12. D13. B


Documents

Grow Leaders. Build Communities. Strengthen Agriculture ... The Pre... · Web viewMaslow’s Hierarchy of Needs. Student mission: Take these descriptions and create their pyramid