Afw Final Presentation(Final Draft)

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Afw Final Presentation(Final Draft)

  1. 1. Presented By:<br />
  2. 2. Company Overview<br />(AFW) was taken over in 1975 by Jake Jabs <br />Now has 12 locations<br />Focus<br /><ul><li>Giving the customer the best value
  3. 3. Giving back to the community</li></ul>$330 million in profit<br />
  4. 4. Current Practices <br />Target Market<br /><ul><li>3 primary generations
  5. 5. Defined by: </li></ul>Life stage<br />Income level<br />Personal style<br />Store Environment<br /><ul><li>Large warehouse style
  6. 6. Open floor plan</li></ul>Gen Y: Expects companies to understand their needs and values<br />Promotion<br /><ul><li>Focus on company strengths
  7. 7. Constantly reinforce core competencies</li></ul>Selection<br /><ul><li>Large price range
  8. 8. Sets for every room in the house</li></ul>Gen X: Value tangible assets that seem to be customized to their lifestyles.<br />Baby Boomers:Looking for pieces that express social status, where money is less of a concern.<br />
  9. 9. Recommendation: “Personal Touch”<br />Selection<br />Largest core competency<br />“Personal touch” seminar<br /><ul><li>improve sales
  10. 10. increase knowledge </li></ul> of products<br />Pass this knowledge onto the customer.<br />Store Environment<br /><ul><li>Impractical to change store model
  11. 11. “personal touch” seminar is aimed at alleviating impersonal and cold environment
  12. 12. Personal and individual sales</li></ul>Target Market<br /><ul><li>Ability to identify 3 primary target markets
  13. 13. Customize sales experience: </li></ul>Life stage<br />Income level<br />Personal style<br />
  14. 14. Personal Touch Seminar<br />Day 1: Product and Customer Knowledge<br />Product Knowledge<br />Educate all sales associates on the different lines carried, <br />Customer Knowledge<br />Learn about the different types of customers they may encounter.<br />In depth explanations and real life examples of the customer buying process.<br />Better recognize exactly which stage their customer lies. <br />Demonstrate learning in role playing activities as well as written proficiency exams.<br />
  15. 15. Personal Touch Seminar<br />Day 2: Matching Your Customer to Their Product<br />Associate Interaction<br />Identify different customers and how to provide them with product suggestions and knowledge.<br />Our consultants will provide positive and constructive feedback<br />All aimed at ensuring sales representative is comfortable with the selling process. <br />
  16. 16. Low Responsiveness <br />Low<br />Assertiveness<br />High<br />Assertiveness<br />HighResponsiveness<br />Personal Touch Seminar<br />Day 3: Selling to the Four Personality Types<br />Lessons will focus on teaching of the four personality types.<br />Master the ability to tailor the sales presentation. <br />Group role-play /individual written explanations .<br />
  17. 17. Personal Touch Seminar<br />Day 4: Personal Selling<br />Link the past three days of learning. <br />AFW Sales Associates Will Have Learned<br /><ul><li>Overall strategy of personal selling/ know the process
  18. 18. Ability to implement the new selling position
  19. 19. Emphasize AFW’s interest in customer education
  20. 20. Create semi-personal relationships with their customers</li></li></ul><li>Performance Measurement<br />Within the 6-month time frame our goal is to increase overall sales by 15%.<br />Increase in foot traffic of customers between the ages of 18-34 by 35%.<br />Build a lasting, reliable and trustworthy relationship boosting long-term customer retention by 25%.<br />Provide education to the customers increasing customer satisfaction by 30%.<br />
  21. 21. Thank You for Your Time…..<br />
  22. 22. Sources<br />Consumer Behavior- Building Marketing Strategy, by Hawkins, Mothersbaugh, and Best. McGraw – Hill Irwin,<br />11th Edition, 2007 <br />Selling/Building Partnerships, by Weitz, Castleberry, Tanner McGraw-Hill Irwin, Seventh edition, 2007  <br />American Furniture Warehouse. November 14, 2009 <http://www.afwonline.com/home.asp><br />

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