Welcome To John Deere University

1. Welcome To John Deere University This is part of a series of courses designed to increase your knowledge and effectiveness when selling John Deere Equipment

2. Selling to the Walk-In Customer Purpose of the Course: The purpose of this course is to provide you with the sales tips & techniques to help you match the Right John Deere Equipment to do the Right Job for your Customer. This will help you close more sales and create More Satisfied Customers.

3. Course Outline & Navigation Instructions The Major Sections we will be covering… • The 3 Main Customer Segments • The 4 Behavior Styles of Buyers • The 7 Steps of the Sales Process Navigation Instructions for the Course…

4. The 3 Main Customer Segments John Deere has defined three main Customer Segments. You may have heard this term before, but what Customer Segmentation really means is that different people have different grounds care equipment needs based on a variety of factors. One main factor is the size of the property they have to maintain. We begin to define a customer segment by the three types of customers. • The small property owner who has usually 3 acres or less to maintain. • The large property owner who has more than 3 acres to maintain. • The commercial/business owner who maintains other people’s property.

5. The 4 Types of Small Property Owner Customer Segments For small property owners, there are different motivations in how and why they complete the job of maintaining their property. An example of this might be whether the person looks at maintaining their property as just a task to be completed or as enjoyment. The 4 Types of Small Property Owners are defined as follows: a. Creative Growers, who enjoy yard work as a creative process. Personal satisfaction is important to them. b. Admiration Seekers, who complete the job for the satisfaction of having others appreciate their well-maintained property. Getting noticed and their reputation is important to them. c. Solitary Fixer Uppers, who do the job to relax and have some quiet time to themselves. d. Reluctant Achievers, who do the job because it needs to get done, but don’t enjoy yard work as a hobby or interest. Efficiency is important to them. • It is important to determine which of these customer segments best describes the people who walk-in your dealership, because it starts to direct us to the right equipment that meets their needs. We will focus on some types of questions to ask them later in the course. • For right now, we want you to be aware of these different types of Customer Segments.

6. The Professional Salesperson Approach Customers want to feel like we understand their situation and that we as salespeople care about providing solutions to their equipment needs. This professional approach builds Customer Satisfaction that leads to Customer Loyalty. In this way, we continue to Retain Customers and sell additional products in the John Deere Equipment product line. Anything less than this professional approach puts our customer at risk for going to the competition.

7. The 4 Behavior Styles of Buyers Our objectives in this section are to: • Recognize the 4 Basic Behavior Styles • Understand the Behavior as it relates to Buying Motives • Know our own Style & Know our Prospects’ Styles • Regardless of the situation, know how to avoid bad first impressions • Significantly improve every relationship with Prospects & Customers

8. The 3 Dimensions of Observed Behavior Assertiveness (The desire to control others or the situation) Responsiveness (The degree of self-control) Versatility/Flexibility (Our Willingness To Adapt To Others)

9. Assertiveness Measured on a scale of ASK 0____________________________________10 TELL

10. Responsiveness Measured on a scale of Reserved 0 ____________________________________10 Outgoing

11. The 4 Behavior Styles Now we merge these two lines to establish: The 4 Behavior Styles

12. The Analytical Behavior Style • Slowest Decisions • Seeks evidence in writing • Wants 3rd Party Proof • Works carefully & alone • Cautious Action • Does not like mistakes • Desires to be viewed as an Expert • Lots of Information & details

13. The Driver Behavior Style • Fast Decisions • Seeks Power & Control • Wants Options & Choices • Works quickly and alone • Direct Action • Does not like failure or excuses • Wants Results, NOW • Doesn’t waste time

14. The Expressive Behavior Style • Fastest decisions • Seeks Personal Recognition • Wants involvement • Works quickly and with others • Impulsive actions • Does not like criticism • Buys add-ons and extra options • Least loyal • Wants to be First & a Risk Taker

15. The Amiable Behavior Style • Slow decisions • Seeks Approval & Acceptance of Others • Wants guarantees • Works slowly and with a team • Supportive action • Does not like conflict • Most loyal • Follow Up is critical

16. 3 Dimensions of Behavior Remember there are 3 Dimensions of Behavior • Assertiveness • Responsiveness • Versatility/Flexibility • How willing are you to be versatile and adapt? • This can be challenging for some people. • Top Sales Performers know that being versatile is extremely important in adapting your sales approach to the specific type of Behavior/Buying Styles that best represent your prospects & customers.

17. Which of the 4 Behavior Styles best represents you, the salesperson? You can determine your own style in 3 easy steps. • Draw the chart shown in the previous slide. (show example) • Rate yourself from 0 to 10 on the Assertiveness Scale by marking an X on the scale. Then draw a line from top to bottom that intersects your mark. • Rate yourself from 0 to 10 on the Responsiveness Scale by marking an X on the scale. Then draw a line from left to right that intersects your mark. Wherever your two lines intersect will represent which quadrant you fall into and you will see which of the 4 Behavior Styles you best example.

18. Recognize The Behavior Style of Your Prospects & Customers Based on your own style, what other styles would you get along well with and Why? What styles would you have a challenge communicating with and why?

19. Versatility Versatility comes from being willing to adapt to your Prospects & Customers Style if it is different from your own style. Are you willing to be versatile and flexible to make good first impressions with prospects and to build solid business relationships with customers and co-workers??? These 4 Behavior or Buying Styles represent the major tendencies in how people process information and make purchasing decisions. It is not intended to be an exact or precise determination of each individual, but merely a way of addressing the buying motives and tendencies of our prospects and customers.

20. TEST QUESTION Match the Speed of Decision with the Behavior Style Analyticals Slowest Decisions Drivers Fast Decisions Expressives Fastest Decisions Amiables Slow Decisions

21. TEST QUESTION Match the Key Motivators with the Behavior Style Analyticals Seek Respect As Experts Drivers Seek Power & Control of Situations Expressives Seek Recognition Amiables Seek Approval of Others

22. TEST QUESTION Match the Low Tolerance Aspects with the Behavior Style Analyticals No Mistakes Drivers No Failure or Excuses Expressives No Criticism Amiables No Conflict

23. Recognizing & Responding to the Behavior Style of Prospects & Customers is an important part of communicating knowledge about your John Deere equipment. Match the Behavior Style with the Specific Customer Segment and you begin to see what, how, & why people make their purchase decisions. Creative Growers can at times be considered Analytical Behavior Styles. Admiration Seekers can at times be considered Expressive Behavior Styles. Reluctant Achievers can at times be considered Driver Behavior Styles. Now let’s move on to the actual Sales Process.

24. The 7 Steps of Selling • Product Knowledge • Prospecting • Gaining Appointments • Discovery Meeting • Presentation • Closing the Sale • After Sale Service

25. Step #1: Product Knowledge a. Knowing what products you offer b. Knowing what the products can do c. Knowing how the products meet your customer’s needs

26. Step #2: Prospecting • The 3 Key Elements of a Prospect • Financial Ability to Make a Purchase • Authority to Make a Decision • Need for our John Deere Grounds Care Equipment “In Short, We Want to Make Sure We Are Talking To THE F.A.N.”

27. Step #3: Gaining Appointments a. Selling Ourselves As Concerned Sales Professionals b. Selling The Value of Gaining An Appointment with a Prospect

28. Step #4: Discovery Meeting a. Getting the Prospect to Tell You Their Needs versus You Telling Them b. Being More Interested In The Prospect and Their Problems, Issues, etc. than Selling John Deere Equipment

29. Step #5: Presentation a. Involve the Prospect b. Use Visual Aids c. Use 3rd Party Proof & Testimonials d. Talk the Customer’s Language e. Careful Use of Company Jargon f. Watch for Reactions g. Make It a Logical Presentation h. Arouse Their Desire To Own John Deere Equipment

30. Step #6: Closing the Sale a. ALWAYS Ask For the Order • Make It Easy for the Prospect to say “YES” • React to Buying Signals • Prepare to Overcome Objections

31. Step #7: After Sale Service • Let the Customer Know You Still Care, Even After You Have Closed the Sale. Proper After Sale Service Can Lead to the 3 R’s of Selling • Repeat Business • Referrals • References

32. Steps of focus for Walk-In Customers When Working with Walk-In Customers and “We already have An Appointment” we Focus on steps 4 – 7 of the sales process… Step #4 The Discovery Meeting Step #5 The Presentation Step #6 Closing the Sale Step #7 After Sale Service

33. Step #4 The Discovery Meeting This step is the most important of all The 7 Steps. This is where you determine the key information you will need to make informed equipment recommendations that meet your prospect’s needs. Key Stages of the Discovery Meeting are… • Initial Meeting & Greeting the Prospect • Asking Questions to determine • Customer Segmentation • Behavior Style • Confirming if they are a F.A.N.

34. Meeting & Greeting Prospects At Your Dealership Your initial greeting is critical to correctly kicking off the Discovery Meeting. Here are some keys things to remember when greeting walk-in prospects. • Acknowledge Their Presence • Make Eye Contact • Offer a Firm Handshake • Ask Their Name

35. Meeting & Greeting Prospects continued Upon entering the dealership make sure you acknowledge the prospect with some type of greeting, even if you are on the telephone with another customer. “Welcome to Mean Green Equipment, what brought you in today?” “Thanks for stopping in. How can I help you today?” “Hello, I will be right with you.” “What type of equipment interests you?” “How did you hear about our dealership?” All these are examples of Open-Ended questions. Open-Ended questions cannot be answered with a Yes or No response.

36. Meeting & Greeting Prospects continued Don’t start off your conversation with Closed Ended Questions that can only be answered with “Yes” or “No”. The worst thing we can do when greeting the customer is to say “Can I help you?” This usually prompts the prospect to respond with “No, I am just looking!” Pick a greeting that includes an Open Ended question that fits your style and that works for you.

37. Asking More of the Right Questions Now that we have the Prospect Talking and Engaged in our conversation, we need to determine information about… • Their Customer Segment • Their Behavior Style • Their Financial Situation, Authority to Buy, & Specific Needs

38. Types of Customer Segmentation Questions How much lawn do you have to cut? How much time does it usually take to get the job done? What do you want to do with the equipment? What do you like about maintaining your property? How much time would you prefer to spend taking care of your lawn? How important to you is the appearance of your lawn? These types of questions should help you determine which Specific Customer Segment fits your prospect and then which equipment options you should offer to fit the job.

39. Determining Your Prospect’s Behavior Style You will be able to observe many things about the prospect’s behavior to determine their Behavior Style Watch what they do & how they do it Listen to what they say & how they say it during your conversation Analyticals Ask questions about details on specifications Drivers Tell you their expected results from the equipment Expressives Are animated & use hand gestures & facial expressions Amiables Are friendly & cooperative and may ask your opinion

40. NOW… Let’s get some additional information ARE THEY A Prospect? or a Suspect? Remember… A prospect must be a F.A.N. • Financial Ability To Purchase the Equipment • Authority to Make the Decision • Need for John Deere Grounds Care Equipment If they are missing any one of these conditions, we define them as Suspects and NOT Prospects!!!

41. Questions to Determine a Prospect is the F.A.N. Financial Ability To Purchase How much money did you plan to spend on equipment? Would you prefer to pay cash, by credit card, or finance your purchase? What dollar range did you have in mind for the equipment? Authority to Make the Decision Who else other than yourself will be involved in this purchase decision? Is this a purchase for yourself or are their others involved? Need for John Deere Equipment This is where your Product Knowledge of the John Deere Equipment Product Line will really come into play. Make sure you have visited the other sites on John Deere University to learn more about all the Features, Advantages, & Benefits of the broad range of products & services John Deere offers. What equipment are you currently using for grounds care? How long have you owned your current equipment? What features do you like & don’t like about your current equipment? If money is not an issue, what features would you really like to have on your grounds care equipment? How soon did you need this equipment? How much do you enjoy maintaining your equipment?

42. Summarizing the Discovery Meeting Most of the time, all this information can be determined in a short time period. Depending on the situation, it may take several trips for you and the customer to accurately determine what the right equipment is for their specific needs. When you feel you have enough information to make recommendations on the right equipment, you are ready to go to the next step in the sales process… Step #5 The Presentation

43. TEST QUESTION What are the 3 Elements that define a Prospect? • ___Need for our John Deere Equipment • ___Authority to Make the Final Purchase Decision • ___The names of additional people we can sell to • ___Financial Ability to Buy • ___A list of references to check their credit background • ___Dissatisfaction of owning a competitive brand of equipment

44. TEST QUESTION What type of questions should we focus on asking to gain information about our prospects’ needs? • ___Leading Questions • ___Suggestive Questions • ___Open-Ended Questions • ___Closed-Ended Questions

45. TEST QUESTION What is the Most Important reason to determine the Specific Customer Segment of our Prospect? • ___To find out how the prospect heard about our dealership • ___To make sure we know where to advertise our products • ___To help us match the right equipment for the right job • ___So we can sell the customer all the equipment they can afford

46. Step #5 The Presentation Well, here we are!!! We have enough information from the prospect to begin offering options & choices on specific models, specific features, and add on options like John Deere Maintenance Plus, Extended Warranties, and Home Service Kits. It’s time to present this information in the best manner suited to the specific Behavior Style and to meet the specific Customer Segment our prospect matches. Let’s review the key principles of The Presentation. * Involve Your Prospect * Talk the Prospect’s Language * Use Visual Aids * Watch Their Reactions * Use 3rd Party Proof * Make It Logical * Arouse Their Desire * Careful Use of Jargon

47. Top Four Principles of Effective Presentations We will focus on the Top Four Principles of Effective Presentations • Involve Your Prospect • Use Visual Aids • Use 3rd Party Proof • Arouse Their Desire

48. Involve Your Prospect Involve Your Prospect, by asking them questions and gaining their agreement on the models, options & choices you recommend. (This makes it fun & interesting for your prospect)

49. Use Visual Aids Use Visual Aids available at your dealership • The specific model of equipment • The key features & options as you do your machine walk around • Spec sheets, brochures, manuals, & other available literature • Your dealership (Service Dept. Parts Dept. Service Trucks, etc.) • Displays of other types of equipment • Attachments • Walk Behind Equipment • Portable Power Equipment • Utility Vehicles (This will help your prospect remember the key points in your Presentation)

50. Use 3rd Party Proof Use 3rd Party Proof to support any claims you make • Letters or testimonials from Happy, Satisfied Customers • Articles from Trade Journals that support John Deere Quality • List of references from other customers who do business with your dealership (This will help your prospect believe your presentation)