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Increasing Sales with Improved Displays & Customer Service Techniques. Pam Rye Area Small Farm Specialist. Marketing Mix (The 4 P’s). Product Variety, Quantity, Features… Price Retail Price, Wholesale Price, Discounts… Place Supply Chain, Logistics, Assortments, Locations… Promotion

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increasing sales with improved displays customer service techniques

Increasing Sales with Improved Displays & Customer Service Techniques

Pam Rye

Area Small Farm Specialist

slide2

Marketing Mix (The 4 P’s)

  • Product
    • Variety, Quantity, Features…
  • Price
    • Retail Price, Wholesale Price, Discounts…
  • Place
    • Supply Chain, Logistics, Assortments, Locations…
  • Promotion
    • Advertising, Personal Selling, Public Relations…
composing an attractive display
Composing an Attractive Display
  • Foundation
  • Signage
  • Preservation of Produce
  • Seasonal Interest
  • Whimsical Touches
signage
Signage
  • Allows you to stand out in crowded farmers market.
  • Simple & inexpensive
  • How to attach?:
    • Use large clamp on each side of table and wood scraps with braces to stabilize the sign.
signage6
Signage
  • Label Products
  • List Prices
  • Offer Suggestions, entice
  • Keep it Consistent!
  • Use re-useable blackboard or plastic signs for prices
preserving your produce
Preserving Your Produce
  • Higher quality = longer life
  • Shade, shade, shade
  • Keep delicate fruits, perishable items on ice or in coolers
    • In transit
    • On display if possible
    • Flowers in fresh water at all times
produce that can be iced
Produce That Can Be Iced
  • ArtichokesAsparagusBeetsBroccoliCantaloupesCarrotsCauliflowerEndiveGreen OnionsLeafy GreensRadishesSpinachSweet cornWatermelon
produce damaged by direct contact w ice
Produce Damaged by Direct Contact w/ Ice
  • StrawberriesBlueberriesRaspberriesTomatoesSquashGreen BeansCucumbersGarlicOkraBulb onionsRomaine LettuceHerbs
seasonal interest
Seasonal Interest

Masses of color or product are very effective at grabbing attention

seasonal display
Seasonal Display
  • Change colors and hues to reflect the season.
  • Blues & yellows in summer. Lavender and sage in spring. Fall use golds, oranges, reds, earthy colors.
  • Keep storage items and trash in truck to avoid clutter, etc.
a bit of whimsy
A Bit of Whimsy
  • Add whimsical touches that are also functional
    • wagons, decorative baskets, cute and also help transfer items from truck and use in the display
  • Attention getters
    • Windchimes
    • Fresh flowers
    • Relaxing music
    • Water feature
things to know about customers
Things to Know about Customers
  • Customers rebel against
    • Pressure
    • Surveillance
    • Lack of Trust
    • Stupid Questions
  • 20% of sales lost due to a “Turn Off”
timing
Timing
  • Learn the flow of the sale
    • 1. Advance
      • Greet quickly with meaningful dialogue
    • 2. Retreat
      • Be patient, Wait for the sale (“permission”)

**Stay busy, but attentive**

meaningful dialogue
Meaningful Dialogue
  • Learn the power of YES and YOU
  • Remove the Negative
    • Avoid questions that get negative answers
    • Avoid “HAVE TO”, “NEED TO”, (even on signs)
  • Don’t answer DEVIL QUESTIONS
    • Give them reasons to buy instead
meaningful dialogue18
Meaningful Dialogue
  • Learn ‘One Liners’ to shut them up or close a sale
  • Take compliments!
    • Tell them what you want: Them to tell other people
meaningful dialogue19
Meaningful Dialogue
  • Once you have “permission” CRANK UP THE VOLUME”, b/c Everyone is listening
  • NEVER say “thank you” until you get the $$$
    • Say you appreciate it and why, but not “thanks”
catch them in your web
Catch Them in Your Web
  • Encourage people to use their senses
    • If they touch it they’re 4 times as likely to buy it
    • Pleasant sounds, tastes, etc, enticed to linger
    • Demonstrations, recipes, etc
seeing is believing
Seeing is Believing
  • Create Effective Displays
    • The Zone
      • the belt buckle to 6” above eyes
    • Make it Bright
      • Improve or enhance light
the story
The Story
  • Take an active role in the sales process
  • Learn to talk about your products and articulate their benefits
    • Features about the product
    • Benefits on how it improves/enhances their lives
      • Helps to up-sale or get a 2nd sale
  • Project energy and enthusiasm about your work or business
respect patience
Respect & Patience
  • Make and maintain eye contact
    • Believable, sincere, and the head nod
  • Treat your customers as individuals
  • Be patient and help them make up their minds
men women children
Men, women, & children
  • Men: side to side
  • Women: face to face
  • Children: Set limits w/o offending
energy sells
Energy Sells
  • Project positive body language (aura)
  • If you can’t, hire someone who can!
  • Use your hands in the selling process
  • Avoid the Change Rattler Syndrome
    • Sellers: take it out of the pockets
    • Buyers: give them something to do, eat, etc.
no no s
No, No’s
  • Don’t Sit
  • Don’t Read
  • Don’t Talk on the Phone
  • Don’t Open late or Close early
  • Negative talk
practice makes perfect
Practice Makes Perfect
  • Practice salesmanship like it is a musical instrument
  • Be willing to evolve
  • Concentrate on what works & have fun!
slide29
Pam Rye

Area Small Farm Specialist

1030 Cumberland Heights Rd.

Clarksville, TN 37040

931-648-5725

Prye@utk.edu

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