1. 2017 National Ag Sales CDE Workshop

2. Purpose
The purpose of the National FFA Agricultural Sales Career Development Event is to evaluate and demonstrate skills that are essential for an individual to be successful in the agricultural sales career. Students will also develop an understanding of the opportunities available in the sales industry. The process of selling agricultural products is essential for production and marketing of agricultural products.

3. Objectives
Develop verbal, written and interactive communication skills.
Demonstrate skills to build rapport with customers
Discuss features and benefits of a product.
Identify potential customer objections.
Introduce the product to prospective customers.
Develop a sales call that determines and addresses customers’ needs and objections.
Attempt to close the sale by asking for customer’s buying decision.
Identify and demonstrate the use of questions throughout the sales process
Develop active listening skills

4. CDE Format 4 person team, All scores count
Product given in summer before event
1” binder with product information
CDE Activities
Individual Written Exam
Team Activity
Individual Sales Activity

5. Individual Written Exam
<30 Questions
Essay or short answer
Fill in the Blank
Multiple Choice
45 Minutes to take the Exam

6. Team Activity Putting together a Pre-call Plan
Profile 1 or 2 customers
Can use information from your binder
Provide answers to the 7 questions listed in the rules during preparation /questioning
Team will have 15 minutes to prepare plan working as a team
Team with have a 15 minute Question and Answer session
Preparation, Teamwork, and Questioning will be judged
Judges will be role playing your supervisors

7. Team Event Questions
 1. Potential questions to build rapport for the scenario.
2. Common interests that team members have with the customers.
3. Identify questions that help determine the wants and needs of
the customer.
4. Identify active listening skills or techniques for determining
needs and wants.
5. Identify and match potential needs and wants of the customer
to the products’ features and benefits.
6. Identify potential objections of the customer.
7. Identify potential concerns of each customer.

8. Team Preparation Effective Listening Communication Cooperation
Everyone listened
Distracted
Communication
Talk as a group
Side conversations
Cooperation
Written, Oral, Did together

9. Team Preparation Respect Participation Product Knowledge
Engaged, attentive, making notes for the full term of
event.
Product Knowledge

10. Team Event Questions
 1. Potential questions to build rapport for the scenario.
2. Common interests that team members have with the customers. (Things I can talk about with the Customer)
3. Identify questions that help determine the wants and needs of
the customer.
4. Identify active listening skills or techniques for determining
needs and wants.
5. Identify and match potential needs and wants of the customer
to the products’ features and benefits.
6. Identify potential objections of the customer.
7. Identify potential concerns of each customer.

11. Objections and Concerns
is a reason not to buy. 
Price, value, to big,
Concern
A worry customer may have.
Poor service, wont look right,

12. Active Listening
Active listening is a communication technique that is used in counseling, training, and conflict resolution. It requires that the listener fully concentrate, understand, respond and then remember what is being said.

13. Active Listening Active listening Paraphrase Summarize Clarify
Eye contact
Lean Forward
Reflect
Encourage Verbal and Non Verbal
Take Notes
Ask Open Ended Questions

14. Active Listening Active listening Paraphrase Summarize Clarify
Eye contact
Lean Forward
Reflect
Encourage Verbal and Non Verbal
Take Notes
Ask Questions

15. Hints Go find who sells the product to help
Do your prep work together and not rehearsed
List your answers and be obvious
Have your active listening skills ready
Before you come should have that question down
Be sure you explain why or give judges relevance of your answer.

16. Team Event Questions
 1. Potential questions to build rapport for the scenario.
2. Common interests that team members have with the customers. (Things I can talk about with the Customer)
3. Identify questions that help determine the wants and needs of
the customer.
4. Identify active listening skills or techniques for determining
needs and wants.
5. Identify and match potential needs and wants of the customer
to the products’ features and benefits.
6. Identify potential objections of the customer.
7. Identify potential concerns of each customer.

17. Your team is employed by the GLT Kubota Dealership in Anywhere, USA
Your team is employed by the GLT Kubota Dealership in Anywhere, USA. Today you are meeting with your team to do the pre-call planning to sell your products to a customer in a face to face situation.
Your customer is Ms. Alicia Adams. She is a mother and a local farmer/rancher who has a farming operation that consists of 500 acres which historically raised corn, winter wheat, and or grain sorghum depending on rainfall combined with a 250 head beef cattle operation on leased and owned land.
You will have fifteen (15) minutes to review and develop a pre-call plan for this customer and the UTV products you were previously given. During that time you are being judged on your teamwork and the quality of your pre-call plan. The pre-call plan should include:
At the conclusion of your fifteen minutes the judges will assess and score the teamwork from the first fifteen minutes. They will then have fifteen minutes to ask each of you specific questions for each of the components of the pre-call plan. At the conclusion, please return this paper and any notes you made to your judges.

18. Your job is to answer these questions for each customer.
 1. Potential questions to build rapport for the scenario.
2. Common interests that team members have with the customers.
3. Identify questions that help determine the wants and needs of
the customer.
4. Identify active listening skills or techniques for determining
needs and wants.
5. Identify and match potential needs and wants of the customer
to the products’ features and benefits.
6. Identify potential objections of the customer.
7. Identify potential concerns of each customer.

19. Individual Sales Activity
Participants will directly sell the product
Students will be given at least 5 minutes to read and review a preliminary customer profile
Participants will have 20 minutes to interact with the judge(s)
Students can use their 1“ binder

20. Individual Sales Activity
Judges will be playing the role of the preliminary customer
Two or three Judges per student
One participating Judge
One or two observing Judge(s) (who will can ask questions or give objections)

21. Individual Sales Activity
First impression
Build Personal Rapport
Work on the relationship
Build trust
Ask questions about them
About business but not what they are after

22. Individual Sales Activity
Business Questions
Probing
Clarifying
Needs and Wants
Discovered
Confirmed

23. Individual Sales Activity
Features and Benefit
Put features into benefits
Did they match the needs and wants
Trial Closes-
Does the customer understand
Trial Closes ask for your opinion.
Would this meet your needs?
How do you like the packaging?
How does that sound?
Would this be a good fit?

24. Individual Sales Activity
Objections
Student listens and clarifies customers objection.
Properly Addressed Objection
Feature and benefit

25. Objections Objections How to handle objection or concern
Given because the value of product or trust is not enough.
How to handle objection or concern
Acknowledge the objection
Ask open ended questions
Offer evidence, features and benefits
Trial close

26. Individual Sales Activity
Closes
Summary
Choice
Natural next step
Direct
Balance sheet
Benefit of making the decision now vs. not buying now (pros vs. cons)
Cost Analysis
Assumptive Close
What does no mean?

27. Individual Sales Activity
NOT YET!!!

28. Individual Sales Activity
You are about to see the following customer. Realize the information you have could be different since you last got information.
Mr. and Mrs. Young farm approximately 4000 acres of corn, winter and spring wheat, and soybeans. Additionally, they have 150 Angus cross cows that they calve each spring and sell the calves at weaning. They have 4 kids.

29. Thank you