Pottery barn Sales plan
Elyse Filigree Lantern
By: Sarah Janssen September 11, 2013
Table of Contents Product Analysis Company History: Pottery Barn Product Features and Benefits Competition Company History: Restoration Hardware Product Features and Benefits Company History: Z Gallerie Product Features and Benefits
1 2 3-5 6 7 8-10 11 12 13-14
Consumer Analysis Primary Consumer Psychographics 15-19 VALS 20-21 PRIZM NE 22-23 Educational Assessment 24 Maslow’s Hierarchy of Needs 25 Secondary Consumer Psychographics 26 VALS 27 PRIZM NE 28
Strategic Analysis The Selling Process Overview Analysis Main Selling Points and Key Motivators Follow Up Plan
29 30-34 35-36 37
Appendices Appendix A: Sales Script Appendix B: News Articles Appendix C: Works Cited ! ! ! ! ! ! ! !
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Pottery Barn was founded in 1949 and the company was built on the prospect that home furnishings should be “exceptional in comfort, quality, style and value”. From bedroom to bath, the kitchen to the home office, the entryway to the backyard, they offer everything a person would need to make their dream home – and to entertain in it. They have stores in Canada and the Middle East, as well as the ability to ship to over 90 countries worldwide. This year, 2013, they will open in Sydney, Australia. Their Passion They believe that a home should be a haven. It is a place to play, to dine, to work, to sleep and to dream. They are there to inspire beautiful decorating for every room, easy entertaining for every occasion and thoughtful present ideas for everyone. Complimentary Design Services Pottery Barn offers special services to its customers. Their Design Studio Specialists are trained to give expert decorating and entertaining advice in their stores, in the customers’ homes and on the web through email and live chat – without a charge. In addition to this, their Specialists host over 50 complimentary decorating and entertaining in-store classes and events yearly. On their website, they offer an extensive library with hundreds of exclusive articles, videos, decorating tools and a custom room planner. Exclusively Designed Pottery Barn sells exclusive products. Their in-house designers and expert craftsmen draw inspiration from “time honored designs from all over the world to create unique collections at an excellent value”. They hold themselves to the highest standards of quality. !
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"#$$%&'!()&*+,! !
ELYSE FILIGREE LANTERN
Overview: Place a pillar candle inside our filigreed lantern to bring out the warmth of the weathered wood and the detail of the handcrafted roof. The lantern’s wide design makes it perfect for propping on ledges and mantels – or it can be hung from the loop attached to the decorative finial. • Small: 11" wide x 6" deep x 23" high • Large: 14" wide x 9" deep x 31.5" high • Handmade of die-cut metal. • Cypress wood frame with gray hand-washed finish. • Glass sides. Dimensions and Care: Wipe with a soft dry cloth.
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Elyse Filigree Lantern By: Pottery Barn Attribute Class
Feature
Benefit’
Benefit”
Maslow’s Hierarchy
Inspiration
World inspired design
Cultural influences
Knowledge
Esteem/Self Actualization
Locally made
Job Opportunities
Attention to detail
High Quality
Perfect design
No imperfections
Non-flammable
Will not set on fire
Superior finish
Allows for hand washed finish
Production
Materials
Hand crafted in America
Die cut metal
Cypress wood frame
Self Actualization
Esteem/Safety
Esteem Will not decay
Visibility
Sheds light
Enclosure
Keeps candle in
Glass panels
Esteem/Safety Keeps objects out
Cost
$149
Quality over quantity
Esteem/ Belonging
Valuable
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Elyse Filigree Lantern Cont’d By: Pottery Barn Attribute Class
Feature
Benefit’
Benefit”
Maslow’s Hierarchy
Used as table center piece
Size
14” wide 9” deep 31.5” high
Great for multiple placements
Candle variations
Handcrafted roof Weathered wood Appearance
Unique and interesting to look at “Homey” touch and a “worn” look
Used as mantel décor Placed on floor by fireside or entry way
From a 2x4 pillar candle to 1x12 pillar candle
Added ambience to room or outdoor presence Designs upon wall reflected Enhances the home
Glass panels
Placement
Candle options
Seasonal displays
Ornamental elements added to back
Enhanced visual image
Versatile
Can be set indoors to be enjoyed when inside and vice versa
Indoor/ Outdoor
Can be placed indoors for a mantelpiece, a table center, etc. Multiple functions
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Esteem/ Belonging
Esteem/ Belonging
Esteem/ Belonging
Can be placed outdoors for parties, dinners, etc.
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Elyse Filigree Lantern Cont’d By: Pottery Barn Attribute Class
Feature
Benefit’
Benefit”
Maslow’s Hierarchy
Functions
Light Source
Light
The ability to see
Safety
Decorative piece
Added style to home
A more entertaining home
Esteem/ Belonging
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"&-.)&'!/#*,0.%&! ! Behavioral Analysis Professions
Brands
Shops
Electronics
Cosmetics
Marriage and Family Therapist Nurse Practitioner HR manager Post Secondary teacher Marketing and Sales manager Music
Apple T-Mobile Comcast Canon Lufthansa
Banana Republic Ann Taylor Pottery Barn The Land of Nod Nordstrom Lucy
IPhone 5 IPad IPod MacBook Pro
Bobbi Brown Bare Minerals L’Oreal Lancôme
Sports
TV
Movies
Books
Jazz Movie soundtracks Alternative Easy Listening
Hiking Skiing Running Yoga
Bones Greys Anatomy Downton Abbey NIkita
Under the Tuscan Sun Eat Pray Love Les Miserables Skyfall
The Forgotten Garden The Tea Rose The Shoemaker’s Wife The Thirteenth Tale
Magazines
Websites
Family Time
Friends
Vacation
ELLE InStyle Martha Stewart Living Eating Well All You
Pinterest Facebook Healthy Mama Info Etsy Twitter
Nature Walks Seasonal Crafts Movie nights Local fair Children’s theater
Movie night Cocktail hour Coffee Girls night in Theater
Italy Morocco Spain Dubai Netherlands
Social Events
Transportation
Hobbies
Restaurants
Coffee Shops
Charity Events Weddings Fashion Shows Cooking classes
BMW Ford Focus Acura Honda Fit Audi A3
Making cards Charities Hot yoga Spending time with kids
Wild Ginger Bar del Carso Metropolitan Grill Anthony’s Ray’s Boathouse
Macrena Starbucks Local Café Ladro
Foods
Drinks
Snacks
Activities
Pets
Asian salad Dark chocolate Mandarin oranges Brussel Sprouts Salmon
Champagne Coffee Herbal Tea Power Smoothie Lemonade
Celery Almond Butter Mixed Nuts Cranberries Dried Fruit
Beach Museum Art Walk Ferry Local market
Cats Dogs Bunny Turtle
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“Day the Life” Week Day 6:30am
7:00am
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Alarm from iHome playing “Not Too Late” by Norah Jones
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Awakens refreshed and with a positive attitude
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Puts on lounge clothes from Lucy
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Morning yoga
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Takes the dog on a walk down the block
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Shower: Paul Mitchell Tea Tree Shampoo and Conditioner and organic soap from Pike Place Market vendor
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Checks that 13 year old daughter is getting ready for school
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Makes a power smoothie for her and her daughter
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Gets dressed in a dress from Banana Republic with a cardigan from Ann Taylor
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Puts on makeup from Bobbi Brown
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Slips into a pair of Vince Kamuto heels
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Leaves for work in her Ford Focus
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Drops her daughter off at school on the way
8:30am
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Arrives at work: marketing and sales manager
2:00pm
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Lunch break
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Orders an Asian salad from local lunch café
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Takes out iPad and checks her personal email
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Calls her husband at work on her iPhone
3:00pm
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Back on shift
5:30pm
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Shift ends
6:30pm
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Back home
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Switches into another Lucy outfit
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Prepares dinner for her family out of Eating Well magazines
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Sits down with family for dinner
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Go around and share about their day
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Reviews her daughters homework
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Takes the dog out for a bathroom break
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Eats a few pieces of Godiva dark chocolate
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Watch an episode of Nikita with her husband
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Goes onto Facebook on her iPad and messages a few friends
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Washes her face with Bobbi Brown product
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Brushes her teeth with Sonicare
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Puts on Soma pajamas
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In bed
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Reads a complete chapter of The Tea Rose
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Lights out
7:30am
8:00am
7:00pm
7:45pm
8:30pm
9:30pm
10:00pm
10:30pm
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“Day in the Life” Week Day Margaret awakens to her alarm “Not Too Late” by Norah Jones at 6:30am. She has had a good night’s sleep and is feeling refreshed. Her attitude for the day is positive as she looks at her bedside table and sees quote card she received from a friend. She walks to her closet and puts on a pair of Lucy yoga pants and a simple t-shirt. She then proceeds to put her hair into a ponytail as she sits by the windows to do yoga. She then goes down the stairs with her dog, Finley, in tow. This morning the weather was decent as she took her dog on a walk around the block. When she gets back around 7:00am, she jumps into the shower and uses Paul Mitchell hair products to wash her hair. Afterward, she checks on her daughter, Paige, to make sure she is up and getting ready for school. At 7:30am, Margaret makes her way to the kitchen where she pulls out the ingredients to make a power smoothie for her and her daughter. She had learned how to make it from her previous Martha Stewart Living magazine. After taking a few sips, she heads back to her room to get dressed for work. Today, she puts on a dress from Banana Republic accessorized with jewelry from Nordstrom and a cardigan from Ann Taylor. Margaret puts a light amount of Bobbi Brown eye shadow and foundation on to top the look. At 8:00am, she has her Vince Kamuto shoes on and is driving her daughter to school in her Ford Focus. At 8:30am, she arrives at her office at a Marriage and Family therapy center. When her 2:00pm lunch break rolls around, Margaret walks down to a local lunch café and orders an Asian salad. Once she’s comfortably seated, she pulls out her iPad to check her personal emails. She is reminded that her best friend is having a Cabi party soon and needs to reschedule an appointment. Margaret routinely checks in with her husband on her iPhone who is also at work. After her one hour lunch break, she is back on schedule with her next client. By 5:30pm, she is able to leave for home. 6:30pm she arrives back home due to the traffic on the way over. Feeling a little uncomfortable in her day outfit, she switches into her Lucy yoga pants. Her daughter says hello to her and asks when dinner is so Margaret begins preparing their meal inspired by the Eating Well magazine. By 7:45pm, she and her family have eaten, she has reviewed her daughter’s homework and has taken the dog out for a potty break. Ready to crash, she pulls a few pieces of Godiva chocolate from the cabinet and sits with her husband to watch an episode of Nikita. During the commercial breaks, she turns her attention to her iPad where she messages a few friends over Facebook. At 9:30pm, the show is over, Margaret uses Bobbi Brown to remove her make up and brushes her teeth with a soni care toothbrush. For bed, she wears a Soma pajama set and decides to read a chapter of her book, The Tea Rose. Lights go out at 10:30pm.
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“To find out about a person’s product ownership, media preferences, hobbies, additional demographics or attitudes”, VALS helps us to better understand our target customer. These traits that best describe Pottery Barn’s customer are categorized as: “Believers” and “Thinkers”
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Believers are motivated by ideals. They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many Believers express moral codes that have deep roots and literal interpretation. They follow established routines, organized in large part around home, family, community, and social or religious organizations to which they belong.1 As consumers, Believers are predictable; they choose familiar products and established brands. They favor U.S. products and are generally loyal customers.2! ! ! Our shopper is somewhat traditional yet utilizes modern sophistication. She places high value on family and community life. She is likely to have a structural routine in the mornings and evenings. Our consumer cares about the well being of her immediate family as well as extended family. She is in touch with what is going on locally and nationally. Her interest in local charities and community events is prevalent. She uses brands that are well known and highly sophisticated. She puts trust in companies that have a good reputation and are known for being “all-natural”, good for the environment, and good for the people involved.
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VALS VALS!
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Thinkers are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decisionmaking process. They are well informed about world and national events and are alert to opportunities to broaden their knowledge.3 Thinkers have a moderate respect for institutions of authority and social decorum but are open to consider new ideas. Although their incomes allow them many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products that they buy.4 The Pottery Barn consumer is mature with high values, wisdom, and various responsibilities. She has an outward perspective instead of seeing everything through a narrow lens. This allows her to be continuously observant, connect with others quickly, and solve problems with ease. Our consumer tunes in to world events as well as what happens in her own country. She understands how all these factors tie in to her and her family’s life. She did well in Middle School and High School, graduating with honors. She went on to college and graduated from post-secondary school with a bachelor’s degree or higher. Her education has allowed her to enter the working world with dignity, pride, and the ability to work alongside other professionals. When shopping, she is smart about her buying decisions. She looks for everything in a product. How long will it last? Is it of good quality? Where was it made and by whom? She only buys when she knows she needs it or would find good use for the product.
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VALS VALS!
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Educational Assessment There are definitive benefits that are associated with higher education. Our consumer has completed high school as well as post-graduate school, which put her within this category. As working professionals in high industry jobs, these women have the discretionary income and the desire to buy our product.
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! Our primary, as well as secondary, consumer has an associate’s degree or something greater. This means that they are making at least $785 a week and up to an average of $1,600 a week. She comes to our store for her home dÊcor needs and wants. We can fulfill her order because we have quality products that are personal and cost more than that of Ross, Target, or Macys. The job opportunities for those with a higher degree of education is higher than that of those without. This comes to show that the women we reach out to are not in danger of losing their job as the opportunities are always there. They are educated and well=trained so finding a job will always be attainable. According to the U.S Department of Commerce, the majority of employment goes to those with a bachelor’s degree or higher.9 This means that the potential consumer base is wider since the jobs are more available.
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www.commerce.gov
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Buying Motivators Pottery Barn touches on almost all levels of Maslow’s Hierarchy. From basic needs to self-fulfillment needs, our company provides the essentials and the longings of our customers. In specific, this particular product does. This lantern provides safety by keeping a burning candle within its four-panel enclosed structure. Women sometimes place their “security” in the collection of things so a lantern would have to this safety measure. This lantern provides “love” because it is a piece for the home. When she buys it and adds it to her home, it brings her newfound peace and pleasure. She feels acceptance by her peers and friends because she has an item that stands out in her house. There is a sense of belonging to her home, to others who have similar lanterns in their homes, etc. It is a piece for entertaining when guests are there. She feels a sense of pride for buying this item. When her friends and/or family come over, she has it lit for all to see. It adds life and an “atmosphere”. Having this lantern expands the consumers’ learning. She can use different candles of various shades and sizes within the lantern. She can learn about who made it and from what article it was inspired by. The aesthetic is high from this product. Pottery Barn’s lantern is a stunning piece that adds beauty to wherever it is placed – in the home and outside of the home. Lastly, it is possible to tap into the self-actualization stage. When our customer can make a connection with the product then she may find qualities about herself that weren’t as pronounced previously. She may be more in touch with her passion for locally produced products, more aware of her “host” like character, and even realize that she can see the beauty in the little things.
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The Selling Process Overview
[1] The Approach
[4] Meeting Objections
Primary Objectives 1. To qualify the prospect 2. To awaken needs
Primary Objectives 1. To allay prospects fears 2. To answer valid questions
Secondary Objectives 1. To establish a dyadic relationship 2. Identify common ground with consumer
Secondary Objectives 1. To anticipate buyer resistance proactively
Methods 1. Here and Now observation 2. Question
Methods 1. Boomerang 2. Questions 3. Trial offer
[2] The Presentation
[5] The Close
Primary Objectives 1. To establish dissatisfaction with current situation 2. To prepare for demonstration
Primary Objectives 1. To prepare for the next order 2. To continue the client relationship
Secondary Methods 1. To establish trust with prospect 2. To build confidence in company Methods 1. Cite personal experience 2. Conservative claims
Secondary Objectives 1. Look for non-verbal cues 2. Listen for verbal cues Methods 1. Special concession 2. Close on a secondary point
[3] The Demonstration Primary Objectives 1. To present ideas clearly Secondary Objectives 1. To use appeals to the senses 2. To custom fit the prospect with the product Methods 1. Set and setting 2. Be excited, enthusiastic for the prospect 3. Add senses to the proposition
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[Strategic Analysis]
The Approach In order to begin the sale, it is necessary to first initiate with the customer. By qualifying the prospect and awakening needs, the associate will be able to establish a dyadic relationship and identify a common ground with the consumer, therefore be utilizing the questions and here and now observation techniques. In this situation, the customer comes in wearing a light summer dress with a semi-fitted cardigan and Vince Kamuto leather patent shoes. She wears her hair naturally wavy and has a dewy complexion from carefully applied make up. She carries a Michael Kors Spring 2013 collection tote. She is smiling as she checks something on her iPhone. The associate, Sarah, recognizes the customer as she has been in several times before thus their relationship has already been established. They connected last time because they both have kids and this really hit off their relationship. Sarah understands that in Kelly’s life, as well as her own, family is valued above all things. From previous conversations, she has discovered that Kelly enjoys being apart of every step of her daughter’s journey.! Sarah’s son started school last Wednesday and assumes that Kelly’s daughter has as well. Using this attained knowledge and observation Sarah approaches Kelly. By first greeting Kelly by her first name, Kelly will feel personally welcomed. This has tapped into her need for recognition. When the associate asks Kelly how her daughter’s first day of school went, Kelly will be happy that she remembered and even more so, will want to chatter about her treasured child. The report from PRIZM determined that this customer is extremely involved in her children’s life. Sarah will be able to share about her son, therefore continuing to connect with the client. After asking about Kelly’s personal life, Sarah will launch into the sale. She will assume that Kelly has come in for Pottery Barn’s Fall Event. Last time she came, they were having the Pottery Barn Part II Summer launch. Sarah will ask Kelly if she is back for the Fall Event and by listening closely to Kelly’s response, she will be able to determine what she is looking for this time. This has opened the sale.
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[Strategic Analysis]
The Presentation The next step in this process will be to understand the customer’s reason for coming in so that the sale can be focused around what she wants and needs. By establishing her dissatisfaction with her current situation, the associate will be able to cite a personal experience. The associate will also build confidence in the company by using conservative claims which will ultimately guide the customer to the product. At this point, the customer will be able to view the product. The associate finds out that Kelly is back in for the Fall Event. She just browsed the Pottery Barn LookBook online the other day. Kelly was caught up with the whole back-to-school scene and the YWCA School Days drive as well as working that she has not had time to prepare for fall. Sarah can relate. She, too, has been busy with work and having to be at several weddings and family reunions in the past several weeks. When Sarah mentions this, Kelly adds that that is another stress on her. She and her husband have decided to host a few parties in the next few months and her family will be visiting intermittently. She wants something to liven up her home. As noted in VALS, Sarah can identify the following: It is evident that her consumer cares about her extended family and enjoys serving others. Knowing also that she is an avid Pottery Barn shopper, Sarah is aware that Kelly has an appreciation for home décor. She also has an appreciation for companies that are trustworthy and have a high reputation, like Pottery Barn. Using this as a reference, Sarah will suggest the perfect solution. Sarah will reassure Kelly that she is in the same situation. Yet she has already made the effort to prepare her own home for fall thanks to Pottery Barn. Sarah will highlight that Pottery Barn is always prepared for the oncoming season with beautiful products that work wonderfully for the home. Recalling from their conversation that Kelly will be having people over a lot, Sarah will place an emphasis on Pottery Barn’s passion to “inspire effortless entertaining for every occasion”.13 She will then proceed to ask Kelly if she liked the cover of the LookBook and how Pottery Barn merchandised the layout. Kelly, having viewed it the other day, will say she did and point out what she liked specifically. Taking this as her cue, Sarah will lead Kelly to several products that relate to cover of Pottery Barn’s Fall 2013 LookBook.
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[Strategic Analysis]
The Demonstration At this stage in the sales process, the associate will be excited and enthusiastic for the prospect and will incorporate senses to the proposition and the set and setting in order to present ideas clearly that will custom fit the prospect with the product. Sarah and Kelly will be in front of the table display at this point. Kelly will automatically be taken aback by how beautifully it is merchandised. Her lit up face and verbal expression will indicate to Sarah that this pleases her. As Sarah is aware of, Kelly has an eye for detail and for beautiful displays. Last time she came in, Kelly brought in the June issue of Living magazine that inspired her to shop for baskets. The associate will go on to talk about the overall setting and how it encompasses the idea of fall with its dried leaves, cinnamon sticks, pumpkins, and candles. Sarah anticipates that she will comment and further narrow her interest. When Kelly mentions she has cinnamon sticks and can gather leaves from outside, Sarah knows she will draw Kelly’s attention to the Elyse Filigree lantern instead. She will explain to her that Pottery Barn just received the Elyse Filigree lantern in that week. Sarah will emphasize its ornate detail that makes it unique as well as its attractive rustic color that is perfect for the cooler months. At this point, Sarah will even add the possibilities for variation by showing the candles and their effect on the lighting. Kelly will comment that it is stunning but will say no more as she continues to observe. This allows the associate to continue enlightening the client on its potential. She will point out that various candles can go inside and the warm light spreads through each of the panels. Sarah has used these as her selling points because she knows, according to VALS, that her client is not an impulsive shopper. In a short matter of time, she can evaluate whether or not the product is something that she would use often and have the effect she desires. That is why the associate has pointed out the lantern’s variations and its benefits.
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Main Selling Points and Key Motivators By identifying the main selling points, the associate has designated the specific customer’s key motivators for potentially buying the product. The following is a list of the main selling points the associate will use to encourage the customer to buy:
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It is time for fall and Pottery Barn has the perfect home décor pieces for the season. The Elyse Filigree Lantern: o It is golden brown and has ornate detailing and four glass panels. o It is 14 inches wide by 31.5 inches high and will not become overheated. o It can be placed in various locations to create a new ambiance. All products can be returned within 30 days of the original date listed on the receipt. At the Fall Event, all candles are buy one get one half off.
The main selling points stated above are analyzed below: 1.
It is time for fall and Pottery Barn has the perfect home décor pieces for the season. The customer has specific aesthetic needs. Her home is her art studio where she can decorate and create beauty, as she so desires. She has a family and wants there to still be symmetry and order in her home. By designing her interior space, she is able to do this. The lantern is a beautiful piece of art that can be seen as attractive on its own and as a piece of a larger presentation.
2. The Elyse Filigree Lantern is golden brown and has ornate detailing and four glass panels. This also relates to the aesthetic needs of the consumer. This lantern is all about the visual presence it has. The way it is structured and the attention to detail are significant features of this product that make the customer want to buy it. The buyer wants to see the beauty it can portray as well as the splendor that will be noticeable to others. 3. It is 14 inches wide and 31.5 inches high and will not become hot. The customer cares about the safety of her family. She has expressed that her daughter has been hurt by a similar product in the past and is concerned it may happen again. This falls under the “safety needs” category on Maslow’s Hierarchy. The associate can alleviate the customer’s fears by explaining that this particular lantern will not overheat due to its size.
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Main Selling Points and Key Motivators Cont’d 4. It can be placed in various locations to create a new ambiance. The consumer wants it to function in multiple ways – as a piece of entertainment for guests and to provide a welcoming setting for visitors and family. This desire taps into the esteem and belonging and love needs. The buyer wants to be remembered by those who come to visit her home. She also wants her family to feel comfortable and loved and that she in return will be loved and appreciated for her efforts. This lantern, when it is lit, provides comfort and enjoyment – for the purchaser as well as other viewers. 5. All the products can be returned within 30 days of the original date listed on the receipt. This allows the customer to explore her options without feeling inhibited. She can take home this lantern and put it in several places in her home. She is able to know more about the lantern and how it can play a role in her household. This falls within the cognitive needs and touches on the safety needs. She also feels secure in knowing that she can return the product if for some reason it does not work for her. 6. At the Fall Event, all candles are buy one get one half off. This relates to the esteem needs on Maslow’s Hierarchy. She is able to purchase these candles that her friends and family will most likely admire. The candles themselves are tall and of a cream color which is a neutral and pleasing tone that will be favored by many.
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Follow Up Plan It is necessary to continue the relationship built that way the customer will return to purchase time and again. Since she is a loyal Pottery Barn shopper, the associate already has her contact information as well as an ongoing list of her past purchases. At the end of this sale, the associate will take the necessary actions to follow up with her client:
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Express gratitude that she came in.
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Personally invite her to the upcoming Fall Workshop.
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Write down her most recent purchase in the client book.
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Prepare a thank-you card.
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Wait for an RSVP.
The follow up plan that is stated above are analyzed below: 1.
Express gratitude that she came in. The sales associate should be genuinely glad to have seen a returning customer, one whom she has gotten to know better and sees as first a friend and then a sales opportunity. By telling the client that she was glad to see her and help her will make the client feel valued at their company and on a woman-to-woman level.
2. Personally invite her to the upcoming Fall Workshop. An exclusive invitation to an event that a celebrity will be present at is a big offer. Not only will this keep the customer interested in the company and the product, it will also make her feel special and respected. 3. Write down her most recent purchase in the client book. By writing down what she bought, the associate knows what the client has, what other products she may be interested in for next time, and how her home is merchandised. She can better assist her the next time she comes in for a visit. 4. Prepare a thank you card. Once the client has left, it will be the associate’s responsibility and desire to send a thank you card to the client. In this way, the associate’s appreciate is expressed and the client will want to come back to see that specific associate.
5. Wait for an RSVP. The next time the associate will see her is potentially at the upcoming event. It will be important for the associate to stay in contact with the client and see if she is still interested and whether or not she can attend.
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Time Frame 00:00-00:45
Speaker Sarah Saasha
Kelly, it’s great to see you! Oh, hey Sarah!
Sarah
Tell me, how did your daughter’s first day of school go? Oh you know what, she loved it! I picked her up and she couldn’t stop talking about all the new friends she made and the things they did in class. Awh, that’s so sweet. My son was the same way last year when he started kindergarten. He wanted to tell me everything. Yeah, I’m just glad that it’s finally over. The last week has been nothing but orientations, PTSA meetings, and fundraising. Even though I enjoy it, it can be really draining. I totally understand. I volunteered this week at their school and it kept me on my toes. But... now it’s the weekend and you’re here! Have you come in for our Fall Event? Actually yes, I have. I was looking at your Fall Lookbook online the other day and realized how unprepared I am for this season! I’ve been so busy that I haven’t had any time to decorate my house. Plus we just had new wooden floors put in so the house has been a little disheveled. I’m right there with you. I’ve been to several weddings and family reunions this past month and haven’t had much time to think about my own
Saasha Sarah Saasha
Sarah
00:46-1:30
Script
Saasha
Sarah
Action
Primary Objective
Secondary Objective
Method
To establish a dyadic relationship To qualify the prospect
Here and now observation
Approach Identify common ground with consumer
To awaken needs
Presentation
To establish dissatisfaction with current situation
Question
To establish trust with prospect
Cite personal experience
Saasha
Sarah
Saasha Sarah 1:31-3:30
Saasha Sarah
Saasha
Sarah Saasha Sarah
house. Oh, that’s another thing too! We’re going to be having family over soon and my husband and I decided we’d host a few parties this time of year. I just want my home to look and feel welcoming, you know? Well, you know that Pottery Barn is always one step ahead of the rest of us. We constantly have beautiful seasonal products coming in – great for effortless entertaining. Didn’t you love the cover of the Fall LookBook? So many customers have been asking about the products. It’s stunning! I like the color combination and the mini pumpkins on the table. So cute. Me too, in fact. We have a similar set up right over here. Oh yes, this is beautiful. I just love the idea of the dried leaves and the glowing candles – bringing the outdoors in while still feeling cozy. Everything about this says fall – the colors, the scent… I agree - that’s so smart – putting out the cinnamon sticks. I think I have some in my cupboard at home actually. Isn’t it neat? And here is the Elyse Filigree Lantern that we just received. It is handcrafted with beautifully constructed die cut designs. Oh wow. Isn’t it gorgeous? With the ornate detail and the full glass panels? The rustic gold is such a lovely color for the cooler months. And the candles add such warmth to any room. It creates a lovely
Presentation To prepare for demonstration
To build confidence in Company
Conservative claims
Set and setting To use appeals to the senses Demonstration
To present ideas clearly
To custom fit the prospect with the product
Be excited, enthusiastic for the prospect Add senses to the proposition
ambiance. 3:31-5:00 Saasha
Sarah
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It is stunning. I love the top as well. I’m a little concerned though…the last time we had a lantern, my daughter was playing around with the clasp and it burnt her fingers. I didn’t realize how hot it could get. Oh, some can. I had the same thought too. But actually, because of the dimensions of this lantern and the size of the candles that you place inside, it won’t become hot. Oh, that’s good. I don’t want that to happen again. I’m just trying to think…I have one place in mind where I would put it…but otherwise….that’s it. Where were you thinking of putting it? Well one of my friends has a lantern by her fireplace and it looks lovely. She says she gets a lot of use out of it. I’m thinking that might be a good spot. I agree, what about your entryway? It’s such a stunning piece…think about when your guests arrive. Oh, yes. We have a beautiful round staircase, it would be great to have sitting on one of the steps! Does your guest bedroom have wooden floors as well? Yes Well what a great piece to set right in the corner across from the bed. It’s peaceful and relaxing, especially at night when you can fully appreciate the calming effect of the candles inside. You’re right. My mother-in-law would love that.
To allay prospects fears
Boomerang
To anticipate buyer resistance proactively
Meeting Objections
To answer valid questions
Questions
Sarah
Saasha 5:01-7:00
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She’s very particular when it comes to her sleeping arrangements…I think I should probably ask my husband first. For something I plan to have out for the next few months, I’m sure he’ll want to have a say. You know Kelly? In that case, why don’t you take it home and play around with it. See how you like it in the foyer and by the fireplace. You can always bring it back within 30 days. That’s a great idea, Sarah. That way I can get Bryan’s opinion too. Exactly, and why don’t you get the candles too? You can get two for the price of one right now. Well I suppose it looks better with them! I’d say so. I’ll have someone go to the back and receive your lantern. Why don’t you meet me over at the register? Ok, sounds good. Your total comes to $175.50….thank you. And Kelly, we’re actually having a spectacular workshop coming up in a few weeks – Kathy Banak, a local interior designer, is going to be here and she’s going to be talking about how to decorate for this season. I wanted to personally invite you. Oh really? Oh my gosh, that would be so much fun. Wow. I know, we’re extremely thrilled! So…here’s the invitation. You can email me or call to RSVP. Thank you, Sarah. My pleasure. Have a wonderful weekend, Kelly. I hope to see you soon!
To prepare for the close
To remove barriers through negotiation
To prepare for the next order
Trial offer
Special Concession Listen for verbal cues
The Close Follow Up
To continue the client relationship
Look for nonverbal cues Close on a secondary point