Increasing Sales with Increasing Sales with Improved Displays & Improved Displays &

Customer Service Customer Service TechniquesTechniquesPam RyePam Rye

Area Small Farm SpecialistArea Small Farm Specialist

Marketing Mix (The 4 Marketing Mix (The 4 P’s)P’s)

ProductProduct Variety, Quantity, Variety, Quantity,

Features…Features… PricePrice

Retail Price, Wholesale Retail Price, Wholesale Price, Discounts…Price, Discounts…

PlacePlace Supply Chain, Logistics, Supply Chain, Logistics,

Assortments, Locations…Assortments, Locations…

PromotionPromotion Advertising, Personal Advertising, Personal

Selling, Public Selling, Public Relations…Relations…

Composing an Attractive Composing an Attractive DisplayDisplay

FoundationFoundation SignageSignage Preservation of ProducePreservation of Produce Seasonal InterestSeasonal Interest Whimsical TouchesWhimsical Touches

FoundationFoundation

SignageSignage

Allows you to stand Allows you to stand out in crowded out in crowded farmers market. farmers market.

Simple & Simple & inexpensiveinexpensive

How to attach?: How to attach?: Use large clamp on Use large clamp on

each side of table and each side of table and wood scraps with wood scraps with braces to stabilize the braces to stabilize the sign.sign.

SignageSignage

Label ProductsLabel Products List PricesList Prices Offer Suggestions, Offer Suggestions,

enticeentice Keep it Consistent!Keep it Consistent! Use re-useable Use re-useable

blackboard or blackboard or plastic signs for plastic signs for pricesprices

Preserving Your ProducePreserving Your Produce

Higher quality = Higher quality = longer lifelonger life

Shade, shade, shadeShade, shade, shade Keep delicate fruits, Keep delicate fruits,

perishable items on perishable items on ice or in coolers ice or in coolers In transitIn transit On display if possibleOn display if possible Flowers in fresh Flowers in fresh

water at all timeswater at all times

Produce That Can Be IcedProduce That Can Be Iced

ArtichokesArtichokesAsparagusAsparagusBeetsBeetsBroccoliBroccoliCantaloupesCantaloupesCarrotsCarrotsCauliflowerCauliflowerEndiveEndiveGreen OnionsGreen OnionsLeafy GreensLeafy GreensRadishesRadishesSpinachSpinachSweet cornSweet cornWatermelon Watermelon

Produce Damaged by Produce Damaged by Direct Contact w/ IceDirect Contact w/ Ice

StrawberriesStrawberriesBlueberriesBlueberriesRaspberriesRaspberriesTomatoesTomatoesSquashSquashGreen BeansGreen BeansCucumbersCucumbersGarlicGarlicOkraOkraBulb onionsBulb onionsRomaine LettuceRomaine LettuceHerbsHerbs

Seasonal InterestSeasonal Interest

Masses of Masses of color or color or product product are very are very

effective at effective at grabbing grabbing attentionattention

Seasonal DisplaySeasonal Display

Change colors and Change colors and hues to reflect the hues to reflect the season. season.

Blues & yellows in Blues & yellows in summer. Lavender summer. Lavender and sage in spring. and sage in spring. Fall use golds, Fall use golds, oranges, reds, earthy oranges, reds, earthy colors. colors.

Keep storage items Keep storage items and trash in truck to and trash in truck to avoid clutter, etc. avoid clutter, etc.

A Bit of WhimsyA Bit of Whimsy

Add whimsical touches that are also Add whimsical touches that are also functionalfunctional wagons, decorative baskets, cute and also help wagons, decorative baskets, cute and also help

transfer items from truck and use in the displaytransfer items from truck and use in the display

Attention gettersAttention getters WindchimesWindchimes Fresh flowersFresh flowers Relaxing musicRelaxing music Water featureWater feature

Whimsical TouchesWhimsical Touches

Things to Know about Things to Know about CustomersCustomers

Customers rebel againstCustomers rebel against PressurePressure SurveillanceSurveillance Lack of TrustLack of Trust Stupid QuestionsStupid Questions

20% of sales lost due to a “Turn Off”20% of sales lost due to a “Turn Off”

TimingTiming

Learn the flow of the saleLearn the flow of the sale 1. Advance1. Advance

Greet quickly with meaningful dialogueGreet quickly with meaningful dialogue

2. Retreat2. Retreat Be patient, Wait for the sale (“permission”)Be patient, Wait for the sale (“permission”)

**Stay busy, but attentive** **Stay busy, but attentive**

Meaningful DialogueMeaningful Dialogue

Learn the power of YES and YOULearn the power of YES and YOU

Remove the NegativeRemove the Negative Avoid questions that get negative answersAvoid questions that get negative answers Avoid “HAVE TO”, “NEED TO”, (even on Avoid “HAVE TO”, “NEED TO”, (even on

signs)signs)

Don’t answer DEVIL QUESTIONSDon’t answer DEVIL QUESTIONS Give them reasons to buy insteadGive them reasons to buy instead

Meaningful DialogueMeaningful Dialogue

Learn ‘One Liners’ to shut them up Learn ‘One Liners’ to shut them up or close a saleor close a sale

Take compliments!Take compliments! Tell them what you want: Them to tell Tell them what you want: Them to tell

other peopleother people

Meaningful DialogueMeaningful Dialogue

Once you have “permission” CRANK Once you have “permission” CRANK UP THE VOLUME”, b/c Everyone is UP THE VOLUME”, b/c Everyone is listeninglistening

NEVER say “thank you” until you NEVER say “thank you” until you get the $$$get the $$$ Say you appreciate it and why, but not Say you appreciate it and why, but not

“thanks”“thanks”

It Takes the Whole It Takes the Whole PackagePackage

ProductProduct PricePrice StoryStory

Catch Them in Your WebCatch Them in Your Web

Encourage people to use their Encourage people to use their sensessenses If they touch it they’re 4 times as likely If they touch it they’re 4 times as likely

to buy itto buy it Pleasant sounds, tastes, etc, enticed to Pleasant sounds, tastes, etc, enticed to

lingerlinger Demonstrations, recipes, etcDemonstrations, recipes, etc

Seeing is BelievingSeeing is Believing

Create Effective DisplaysCreate Effective Displays The ZoneThe Zone

the belt buckle to 6” above eyesthe belt buckle to 6” above eyes

Make it BrightMake it Bright Improve or enhance lightImprove or enhance light

The StoryThe Story

Take an active role in the sales processTake an active role in the sales process Learn to talk about your products and Learn to talk about your products and

articulate their benefitsarticulate their benefits Features about the productFeatures about the product Benefits on how it improves/enhances their Benefits on how it improves/enhances their

liveslives Helps to up-sale or get a 2Helps to up-sale or get a 2ndnd sale sale

Project energy and enthusiasm about Project energy and enthusiasm about your work or businessyour work or business

Respect & PatienceRespect & Patience

Make and maintain eye contactMake and maintain eye contact Believable, sincere, and the head nodBelievable, sincere, and the head nod

Treat your customers as individuals Treat your customers as individuals Be patient and help them make up Be patient and help them make up

their mindstheir minds

Men, women, & childrenMen, women, & children

Men: side to sideMen: side to side Women: face to faceWomen: face to face Children: Set limits w/o offendingChildren: Set limits w/o offending

Energy SellsEnergy Sells

Project positive body language (aura)Project positive body language (aura) If you can’t, hire someone who can!If you can’t, hire someone who can! Use your hands in the selling processUse your hands in the selling process Avoid the Change Rattler SyndromeAvoid the Change Rattler Syndrome

Sellers: take it out of the pocketsSellers: take it out of the pockets Buyers: give them something to do, eat, Buyers: give them something to do, eat,

etc.etc.

No, No’sNo, No’s

Don’t SitDon’t Sit Don’t ReadDon’t Read Don’t Talk on the PhoneDon’t Talk on the Phone Don’t Open late or Close earlyDon’t Open late or Close early Negative talkNegative talk

Practice Makes PerfectPractice Makes Perfect

Practice salesmanship like it is a Practice salesmanship like it is a musical instrumentmusical instrument

Be willing to evolveBe willing to evolve Concentrate on what works & have Concentrate on what works & have

fun!fun!

Pam RyePam RyeArea Small Farm SpecialistArea Small Farm Specialist

1030 Cumberland Heights Rd.1030 Cumberland Heights Rd.

Clarksville, TN 37040Clarksville, TN 37040

931-648-5725931-648-5725

Prye@utk.eduPrye@utk.edu