The document discusses recommendations for American Furniture Warehouse (AFW) to improve sales through a "Personal Touch" seminar for sales associates. The 3-day seminar would teach associates about AFW's product lines and customers, how to match customers to products based on their personality and needs, and personal selling skills. The goal is for associates to build relationships with customers and increase education, satisfaction, foot traffic among younger customers, and sales by 15-35% over 6 months.

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3. Giving back to the community$330 million in profit

8. Sets for every room in the houseGen X: Value tangible assets that seem to be customized to their lifestyles. Baby Boomers:Looking for pieces that express social status, where money is less of a concern.

11. “personal touch” seminar is aimed at alleviating impersonal and cold environment

13. Customize sales experience: Life stage Income level Personal style

14. Personal Touch Seminar Day 1: Product and Customer Knowledge Product Knowledge Educate all sales associates on the different lines carried, Customer Knowledge Learn about the different types of customers they may encounter. In depth explanations and real life examples of the customer buying process. Better recognize exactly which stage their customer lies. Demonstrate learning in role playing activities as well as written proficiency exams.

15. Personal Touch Seminar Day 2: Matching Your Customer to Their Product Associate Interaction Identify different customers and how to provide them with product suggestions and knowledge. Our consultants will provide positive and constructive feedback All aimed at ensuring sales representative is comfortable with the selling process.

16. Low Responsiveness Low Assertiveness High Assertiveness HighResponsiveness Personal Touch Seminar Day 3: Selling to the Four Personality Types Lessons will focus on teaching of the four personality types. Master the ability to tailor the sales presentation. Group role-play /individual written explanations .

18. Ability to implement the new selling position

19. Emphasize AFW’s interest in customer education

21. Thank You for Your Time…..

22. Sources Consumer Behavior- Building Marketing Strategy, by Hawkins, Mothersbaugh, and Best. McGraw – Hill Irwin, 11th Edition, 2007 Selling/Building Partnerships, by Weitz, Castleberry, Tanner McGraw-Hill Irwin, Seventh edition, 2007 American Furniture Warehouse. November 14, 2009 <http://www.afwonline.com/home.asp>