Green Apple Active Wear SALESMANSHIP SARAH PARILLO
Table of Contents Analysis of Overall Sales Effort ................................................................................................... 2 Main Selling Points ................................................................................................................................. 3 Company Image/Reputation (presentation) ...................................................................................... 3 High Production Standards (presentation)........................................................................................ 3 Comparison to Competitors (demonstration).................................................................................... 4 Product Features (approach, demonstration, meet objections) ......................................................... 4 Key Motivators ........................................................................................................................................ 6 Post Sale Follow-up Plan ........................................................................................................................ 7 Consumer Analysis ..................................................................................................................... 8 Primary Consumer ................................................................................................................................. 8 Secondary Consumer .............................................................................................................................. 8 Behavioral Analysis .................................................................................................................... 9 Favorite Restaurants ............................................................................................................................ 10 Automobile............................................................................................................................................. 11 Media...................................................................................................................................................... 12 Hobbies .................................................................................................................................................. 13 Athletic Activities .................................................................................................................................. 13 Electronics ............................................................................................................................................. 14 Favorite Shows ...................................................................................................................................... 15 Favorite Brands..................................................................................................................................... 16 Social Events .......................................................................................................................................... 17 Hygiene Products .................................................................................................................................. 18 Grocery Stores....................................................................................................................................... 19 “Day in a Life� ...................................................................................................................................... 20 Buying Motivators ................................................................................................................................ 21 Product Analysis ........................................................................................................................25 Green Apple Active ............................................................................................................................... 25 Appendix A ...............................................................................................................................35 Client Dialogue ...................................................................................................................................... 35
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Analysis of Overall Sales Effort The sale scenario will be held with a new customer visiting the store. She is a career woman in her early thirties and she was referred to the store by a friend because of the organic apparel that is available. The sale will begin with an overview of the company’s achievements and the explanation of their image. This will establish Green Apple as a reliable source for organic athletic apparel. A comparison will then be made of this active wear company and a popular competitor; illuminating the technological features that Green Apple products have. The focus will then be turned to specific products and the client’s senses will be the judge of what they want to purchase. Green Apple consumers are looking for products that fit into their healthy lifestyles. They would opt for organic goods because they have a less harmful impact on the environment, plus the guarantee that they do not contain chemicals that could be harmful to the wearer’s health and skin. The majority of this target market are college educated and stay up-to-date on the global impact that apparel and merchandise production have on the environment, as well as other subjects that affect the environment and the health of the people. Emphasizing the company’s support of the “Green Movement,” as well as the certifications and safety standards that the company has reached, are key selling points when approaching these consumers because they verify that the company is being truthful in their mission. Identifying Green Apple as a retailer that stands above the competition is also important. Consumers need to know that they are purchasing merchandise that is safe, affordable and possesses the same technical advantages as their competitors. These aspects reinforce consumers purchasing decisions by making it easy for them to make the “safer” choice without any regrets or inconvenience.
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Main Selling Points Company Image/Reputation (presentation) The image of Green Apple is built upon the fact that the company cares for the health of their clients, employees and the environment. The certifications that they have achieved are proof that they are taking the necessary steps to generate merchandise that is safe to produce and wear. From Maslow’s hierarchy of needs, safety is ranked number one on Green Apple’s consumer’s and product’s scale of needs. Esteem is also a need on Maslow’s scale that is in demand. Esteem’s importance is not as highly rated as safety, but it is the fulfillment and gratification that a consumer feels when they can be a part of “the Green Movement.” The company image directly identifies with the consumer’s need for safety on Maslow’s hierarchy of needs because it sets the bar high for the apparel production processes, which ensures that consumers are getting a product that has done the least possible damage to the environment and is safe to wear. High Production Standards (presentation) A major part of the company image is based upon the strict production standards that Green Apple has set for themselves. The company has earned the ECOCERT and the Oeko-Tex Standard 100 (presentation-company reputation). ECOCERT is internationally known and considered the most important organization which supplies “Organic Certifications”. Its standards are very strict, and it supervises the entire production - the creation of formulas, the manufacturing, filling and packaging process etc. ECOCERT certification is only given after a thorough and long procedure, and it demands from the company the most serious and respectful attitude towards the consumers, the products, and the environment, from an ideological point of view. The Oeko-Tex Standard 100 is a “globally uniform testing and certification system for textile raw materials, intermediate and end products at all stages of production.”1 These test for harmful substances which are prohibited or regulated by law, chemicals which are known to be harmful to health, and limits which are included as a precautionary measure to safeguard health. The foundation of Green Apple is built upon the standards that these organizations set. This
1
http://www.greenappleactive.com/index.php?page=about&id=4
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selling point further explains the production processes and cleanliness of the fabric that the consumer wants, which directly relates to safety on Maslow’s hierarchy of needs. Comparison to Competitors (demonstration) Staying on top of product features and production standards are not the only factors that keep Green Apple ahead of the competition (demo-comparison/similarities). They also provide organic clothing at the most affordable prices and provide wholesale options. Allowing retailers to purchase wholesale has given Green Apple the advantage of selling at gyms and yoga studios in areas that their target market frequent. It has also increased the exposure for the young brand. Product Features (approach, demonstration, meet objections) There are an abundance of product features offered in Green Apple’s apparel, included are all of the technical features that their competitors offer as well (demo-comparison/similarities). Green Apple has the advantage of claiming that their products are tested for hazardous chemicals (approach-product). Esteem is important for our customers to achieve because they are educated on the affects that our lifestyles are having on the environment. Choosing companies like Green Apple give them a sense of satisfaction because they know they are picking a business that strives toward making the Earth a better place and offering products that are safe for consumers (presentation-company reputation). Listed below are Green Apple’s product features: BIO-DEGRADABLE Our exclusive Green Apple textiles utilize natural plant-based materials & technology that will allows the garment to biodegrade in nature. Less waste for our planet & a healthier option for your skin!
ECO-FRIENDLY All Green Apple garments are created with natural, organic plant-based materials that are processed utilizing the cleanest & most eco-friendly closed-loop technology available. This minimizes the chemicals used and greatly reduces waste into the environment. We also use the highest level of eco-friendly dying & printing methods available. MOISTURE WICKING Our Green Apple performance Support fabrics are treated to allow for maximum moisture transfer that pulls perspiration away from the skin, allowing it to evaporate quickly. This highly breathable natural fabric fabric keeps you sweat-free & beautiful through your whole class!
ODOR-FREE Our Green Apple exclusive textiles are made from plant-based materials that naturally inhibit the growth of bacteria. This keeps you odor free for the lifetime of the garment.
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ORGANIC Green Apple textiles are made from GOTS Certified organic cotton and from organically grown Bamboo that is processed utilizing the cleanest & most eco-friendly closed-loop technology available. This minimizes the chemicals used and greatly reduces waste into the environment.
PERFORMANCE SUPPORT Our exclusive Green Apple Performance Support fabric is a perfect choice for all your active lifestyle needs. Made with organic plant based materials, this fabric is a highly breathable & more comfortable alternative to synthetic fabrics. Treated for maximum moisture management, wicking away moisture as you sweat. Combined with Lycra for maximum stretch, this fabric gives you support where you need it most. Ideal for high-impact activities. THERMAL REGULATING Green Apple fabrics use organically grown bamboo, which naturally regulates your body temperature. This means you stay warmer in cold weather, and cooler in the heat. This amazing quality, along with high level of breathability, has given bamboo the name "The Air-Conditioned Textile" in parts of Asia.
UVA/UVB PROTECTED Green Apple fabrics use organically grown bamboo, which contains naturally inherent qualities to block harmful UVA/UVB rays from the sun. Our fabrics have tested to block up to 98% of all harmful rays. So go ahead, get out in the sunshine & enjoy!
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Key Motivators Once the needs are established for this client, the sales associate can begin working towards the sale (assume the sale). To close the deal, the key motivators used will be the exclusivity and versatility of the product. Offering organic bamboo and organic cotton bottoms that can be worn for exercise and everyday use are important factors for a women on-the-go; especially a consumer that is interested in supporting their health and the health of the environment. The fibers themselves create an exclusivity that this type of consumer wants to invest in. An added value will be incorporated with the product in that the stock is limited and only two of their size will be available (standing room only). Versatility is found in the product color, which is black. This color can be paired with an infinite amount of patterns and styles. The classic styling of the pant also allows for the wearer to sport several “looks,” ensuring the transition through seasons and never allowing the pant to become outdated. Comfort and style are also important when a consumer is shopping. Closing up the sale on these key notes allow the consumer to be confident that they did not just purchase a “green” product, but they also got something that is high quality and fits their everyday needs.
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Post Sale Follow-up Plan Following up with clients will be made possible once they become an e-newsletter subscriber and member of the Green Apple Club. This will allow Green Apple’s clients the opportunity to gain exclusive savings and stay updated on local “green” events, as well as new merchandise and product features. In an effort to reduce waste and support the “Green Movement,” Green Apple will only distribute the newsletter through email. The newsletter will allow Green Apple to identify who their loyal clients are and the ability to contact them with ease, as well as building relationships between the community, clients, and other retailers that support “going green.”
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Consumer Analysis Primary Consumer The primary consumers for Green Apple active wear are women ages 18 to 34.2 Over 60 percent of this market is estimated to be college educated and 25 percent to be taking steps towards living a healthier lifestyle and taking environmental needs into consideration.3
Education GRAD SCHOOL
21%
COLLEGE
46%
NO COLLEGE
33% 0%
10%
20%
30%
40%
50%
Green Apple
www.quantcast.com Secondary Consumer The secondary consumers are adult males under 35 years of age.4 They are the spouse/boyfriend of our loyal consumer base. Understanding the thought process behind their significant others’ buying choices brings these men to our shop to purchase gifts.
2
http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=5598 IBID 4 IBID 3
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Behavioral Analysis Media Profession(s)
Favorite Restaurants
Automobile
-Fitness Instructor
-AmeRAWcan Bistro
-Toyota Prius C
-Homemaker
-California Pizza Kitchen
-Ford Escape Hybrid
-Sales Manager
-Chili Thai
-Ford Fusion Hybrid
-Run Keeper App -Local News Channels -E: The Environmental Magazine -Organic Gardening Magazine
Hobbies
Electronics
-Reading
-iPod mini
-Gardening
-Samsung Galaxy Note
-Sewing
-Lenovo Yoga13
-Photography
-Fit Bit
Favorite Brands -American Apparel -Patagonia -Go Lite -XOB Upcycled
Social Events -Jazz on the lawn -Monthly art walk -5k/10k running events
Athletic Activities
Favorite Shows
-Yoga
-Amazing Race
-Hiking
-Grimm
-Jogging
-Chopped
Hygiene Products
Grocery Stores
-Tom’s toothpaste
-Whole Foods
-Weleda deodorant
-Farmers’ Markets
-Badger Body Care
-Trader Joes
-Burt’s Bees
Green Apple’s consumer is conscious of the environmental impact their buying choices make. They would be willing to pay the same price or slightly more for a product that is guaranteed safer for the environment and their family than one that is not. These clients are also educated and will conduct research to understand the factors that they need to evaluate when purchasing. Clients of Green Apple are also active in their communities and have very social lives, leaving their buying intentions open to change due to social pressure. Green Apple makes products available in locations where their loyal clients and their social groups would be located, like yoga studios.
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Favorite Restaurants Green Apples’ target market is drawn to restaurants with unique attributes like AmeRAWcan Bistro which offers organic and raw cuisine. Consumers that are concerned about what clothing does to impact the environment and our health will also be more likely to embrace restaurants that take it into consideration as well. Educated consumers understand that most chain restaurants do not offer specialty foods with organic ingredients and would feel more comfortable eating at a place like AmeRAWcan Bistro.
Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.5
Experiencers from the VALS survey are a consumer that enjoy trying new things. 6 People with these attributes fall into Green Apples’ target market and can be found eating at culturally diverse restaurants like Chili Thai. Busy lifestyles demand convenience sometimes and this is why Green Apples’ target market can be found dining at iconic American restaurants like California Pizza Kitchen. Restaurants like this continuously offer innovative recipes and seasonal specials which keeps the target market excited and ready to come back.
5 6
http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml IBID
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Automobile This diagram displays the amount of Hybrid-Electric vehicle sales within the past two decades. This information is provided by the U.S. Department of Energy.
The growth in popularity of hybrid cars is apparent due to the increased availability of models that have hybrid features and the evident savings that an owner can achieve from owning a hybrid.7 Practical vehicles for Green Apples’ target market are the Toyota Prius C (costs less than $20k), the Ford Escape (fits the whole family), and the Ford Fusion Hybrid (less than $30k and seats five). Reducing the carbon footprint that their “daily driver” produces allows consumers to feel at ease while they use their vehicle every day.
7
http://eartheasy.com/blog/2013/05/hybrid-cars-going-mainstream-sales-up-40/
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Media
Organic Gardening
Magazine
E: The
Environmental Magazine
Run Keeper App Leading a healthy lifestyle is important to Green Apple customers so they are constantly surrounding themselves with media that supports this. For example, they will monitor their workout progress with an app like Run Keeper and stay up-to-date about events going on in the organic gardening world by subscribing to the magazine. Keeping up to date on local and global events is also important, meaning consumers can be seen watching the local news, reading the paper and surfing news broadcasts on the web like CNN.
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Hobbies Despite the fast-paced lifestyle that Green Apples’ consumers lead, they do find time to pursue hobbies like reading, photography, gardening and sewing. These activities provide the opportunity for creativity as well as relaxation, which is a perfect contrast to demanding work days.
Athletic Activities Other ways to relieve stress are physical activities like yoga, hiking and jogging. These are also considered to be hobbies by some and do have similar benefits. These activities also directly affect a person’s health which is important to Green Apples’ target market. Green Apple consumers use athletics to stay healthy and for socialization. Often they will participate in charity 5k and 10k runs to help out causes and spend time with friends.
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Electronics Technology is important for Green Apples’ target market. There are many aspects of consumers’ lifestyles that make electronics necessary. For example, gaining information about the latest environmentally friendly practices and communicating for work are easiest to perform through the internet.
Green Apple consumers are among the 58 percent of smart phone owners and 28 percent that own Android phones.8 Due to their interest in exercise and outdoor activities, they have many uses for their mobile devices, like tablets and smartphones, and portable music players, like the iPad Mini.
8
http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx
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Favorite Shows Entertaining shows for this consumer consist of programs that mimic aspects that they enjoy in their lives and involve adventure. There is an added plus for programs that include information that is practical and can be applied to the consumer’s lifestyle.
Programs like Amazing Race and Chopped offer excitement and relate to the lifestyle of Green Apples’ consumers. Grimm is an example of an adventurous show that would appeal to the Experiencer aspect of their consumer’s personality.9 It allows them to witness danger and mystery while in the comfort of their own homes. These shows are also considered to be popular for men and women, making them more convenient programs for Green Apple’s consumer and their spouse/significant other to enjoy together.
9
http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml
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Favorite Brands Brands that take the environment and consumer’s health into consideration are popular among these consumers. They appreciate companies that go out of their way to display their credibility, like the B Certified Corporation10 or GOTS,11 and/or are made in the USA.12
Generation Y consumers were born after the mid-1980’s and estimated to make up over 70 million people.13 They are also a part of Green Apples’ target market and are the ideal consumer because they are willing to pay more for green products.
http://blog.airdye.com/goodforbusiness/tag/green-products/
Made in USA brands that they trust are American Apparel and XOB Upcycled. B Corporation Certified brands that they would likely choose are Patagonia and Go Lite. These brands offer high quality goods that care about their consumers. The products that they offer are also available at reasonable price points like $50 for a dress and $35 for a t-shirt.
10
http://www.bcorporation.net/ http://www.global-standard.org/ 12 http://www.sba.gov/content/starting-green-business 13 http://legalcareers.about.com/od/practicetips/a/GenerationY.htm 11
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Social Events Green Apple consumers are very social and active in their communities. Any chance to get out and have a good time with friends is what they love to do, especially if the events support local businesses. Fun events like Jazz on the Lawn and the monthly community Art Walk are events that they attend. Registering for running events is also an ideal activity for these consumers. They look at this opportunity to give to a charity and maintain their physical fitness.
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Hygiene Products Organic hygiene products are just as important as organic clothing for this target market. They have a thorough understanding of the effects that ingredients in toothpaste, deodorant and all other hygiene products can have on their body internally and externally. Thorough research allows these customers to choose brands that are free of hazardous chemicals. Some brands that they would consider using are Tom’s, Weleda, Burt’s Bees and Badger. If the product is made in the USA they are also more likely to purchase because they want to support the American economy and they trust these businesses. Badger creates body care products in New Hampshire and has a vast, inexpensive product offering that Green Apple consumers would embrace.
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Grocery Stores Knowing what they are putting inside their bodies as well as on them is very important. This target market would rather spend extra money on organic foods for themselves and their family than take the risk of putting harmful GMO’s inside their bodies. The amount of consumers that are becoming aware of the positive attributes of eating organic are growing every year. A quote from the Organic Consumers Association describes the increased demand of organic foods: “Forty percent of Americans said organic food will be a bigger part of their diet within one year and 63 percent buy organic foods and beverages at least sometimes, according to a Roper survey released Monday. "The trend for organics is growth, more and more people are choosing organic produce and food products and especially in the last ten years it's been growing at healthy rates," Miles McEvoy, organic program manager for the state of Washington. "In the last four years in Washington we've gone from 290 farmers to 520 because of the increased demand."14 The growth in sales of Organic foods vs. total food sales in the U.S. from the past decade shows the increasing demand for organic food each year.
http://2012books.lardbucket.org/books/the-sustainable-business-case-book/section_17_04.html
As was said before, Green Apple consumers put in their best effort to support their local community which includes purchasing food and goods from local farmers’ markets.
14
http://www.organicconsumers.org/Organic/marketincrease73001.cfm
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“Day in a Life” Sue woke up to the soft vibration of her Fit Bit Flex on her wrist. It was letting her know that it was time to get up and moving or she would miss the 6 a.m. yoga class. Since she works all day this is the only convenient time for her to go. Sue smiled as she put on her Green Apple yoga top and pants and Feelgoodz flip flops, wishing that she could wear this comfortable outfit all day. As she headed out the door she grabbed her Manduka yoga mat, work clothes, Samsung smartphone, and car keys. The yoga studio was a few miles from her apartment so she had to drive her Toyota Prius C to get there. After class, Sue stopped at Emerald City Smoothie to get a protein shake for breakfast. She then went to work at American Apparel where she has been a Sales Manager for one year. She chose this company because she likes their products and wants to support the “Made in USA” cause. Sue left work at 5 p.m. and went home to change. She was going to the Pioneer Square Artwalk with friends and wanted to wear her new Go Lite dress. At the artwalk she got to visit many local retailers and see lots of beautiful art. She immediately fell in love with one piece and purchased it for $50. After the artwalk, Sue and her friends stopped in AmeRAWcan Bistro to get some food. This was their favorite place to eat because it was organic and everything had such a unique flavor. While they ate they planned the next running event they would be able to attend together. They decided to support the Susan G. Komen Breast Cancer Foundation and discussed possible supporters that they could count on. With their plans made and the meal over, Sue decided to head home. It was a long day and she was tired. As she walked in the door to her apartment, Sue was greeted with a big hug and kiss from her boyfriend. He had worked a 12 hour shift that day, making it impossible for them to see each other until now. They relaxed on their Stanton sectional and talked about their day. Once it was time for bed, they hopped on their queen size Serta mattress and snuggled up under their Gaiam organic bamboo sheets.
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Buying Motivators
http://www.simplypsychology.org/maslow.html
Self-actualization and safety are the buying motivators from Maslow’s Hierarchy of Needs that bring consumers to shop at Green Apple. These consumers are aware of the effects that chemically processed clothing can have on the wearer’s skin, as well as the environmental impact the production of fibers, fabrics and clothing can have. Green Apple has addressed these issues by adhering to strict production standards and achieving certifications from global textile industry leaders. Their commitment to consumer’s safety and the health of our planet are apparent, while they continue to offer safe, comfortable clothing at an affordable price.
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GREEN APPLE ACTIVE Attribute Class
Guarantee
Feature 100% Oeko-Tex Certified OCIA/NOP Certified
Benefit I Highest standards for processing & testing fibers
Benefit II
Maslow Reference
Fibers are free of
Safety
harmful chemicals
Esteem
Plants that create
Positive impact on
fabrics are 100%
environment,
organically grown
farmers, & wildlife
Safety Esteem
World’s leading standard for GOTS Certified
processing textiles made from organic
Fibers are free of
Safety
harmful chemicals
Esteem
fiber Safety
Natural Fibers
Chemical-free
Does not affect
fibers are safe for
highly sensitive
skin
skin negatively
Company is History
Founded in 2004
centered on the Green Movement Exclusive patented
Introducing
anti-microbial &
Natures Textile
anti-bacterial
Technology (2013)
technology from nature
Safety
Creating innovative, organic
Self-actualization
products for active
Esteem
lifestyles UVA/UVB protection, moisture wicking,
Safety
quick dry, odor-
Esteem
inhibiting & biodegradable 22 | P a g e
Technical
UVA/UVB
Properties
Protection Thermal Regulating Performance Support
Block up to 98%
Keeps skin safe
of harmful rays
while enjoying the
from the sun
outdoors
Bamboo naturally
Versatility
regulates body
throughout all
temperature
seasons
High breathability
Safety
Safety
Stay cool while you
Safety
exercise
Esteem
Performance
Lycra provides
Support for high
Support
max stretch
impact activities
Esteem
Minimizes Organic
Cleanest & most
chemical use &
eco-friendly
reduces
technology used
environmental
Safety Esteem
waste Plant-based Odor-Free
materials naturally
Keeps wearer
hinder bacteria
odor-free
Esteem
growth Fabric absorbs Moisture Wick
perspiration from
Keeps wearer dry
Esteem
body Highest level of Eco-Friendly
eco-friendly dying & printing methods
Minimizes chemical use &
Safety
reduces
Esteem
environmental
Self-Actualization
waste
Plant-based Bio-Degradable
materials biodegrade in
Reduces waste
Esteem Self-Actualization
nature Materials
Vegan Organic
No fertilizers,
Bamboo
pesticides, or
Safe for wearer
Safety Self-Actualization
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irrigation used to grow No fertilizers, Organic Cotton
pesticides, or irrigation used to
Safe for wearer
Safety Self-Actualization
grow Spandex Price
Versatility
Education
Allows fabric to have 4-way stretch
Maximum mobility
Competitive
Cost is similar to
Exclusive product
Pricing
competition
features add value
High Quality
Long product life
Save money
Casual & Active Wear Green Apple blog
Can be worn for exercise or running errands Tips for healthy living Understand the
Eco Certificates
performance Motivational
Esteem Self-actualization Esteem Esteem Belonging
Concern for
Safety
consumers & the
Esteem
environment
Belonging
First-hand product
Gain insight from
Esteem
knowledge
other consumers
Belonging
consumers to join
Inform others of
Self-Actualization
the Green
the positive effects
Esteem
Movement at
of “going green�
Belonging
high standards that the company holds itself to
Reviews
Ultimate
Esteem
Allows passionate Instructor Program
Green Apple Newsletter
Sign up for email newsletter
Get special product offers & technology updates
Esteem Belonging
Available at a large Distribution
Retail
variety of retail
Convenience
Esteem
locations
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Independent Wholesale
retailers can sell the product
Unique product
Self-Actualization
offering
Belonging
Product Analysis Green Apple Active
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LULULEMON ATHLETICA Attribute Class
Feature
Benefit I
Benefit II
Maslow Reference
Apparel and Guarantee
Guaranteed
technical
Product Life
properties will last
Reduces waste
Self-Actualization
Holds products to
Self-actualization
a high standard
Esteem
for five years High Product Standards
Reduces waste and offers savings for consumers
Works with deBrand to reuse
The company is
The company
& recycle products
working to reduce
cares about the
that don’t meet
waste
environment
Self-Actualization
standard Technical features Craftsmanship
are weaved into products
The company takes care in manufacturing its products
High quality product with unique features
Self-actualization Belonging
Provide a location
History
Founded in 1998
for members of
Creating
community to
innovative
Self-actualization
embrace healthy
products for active
Esteem
living & athletic
lifestyles
comfort Continuously Developing Technical Fabrics
Designs are tailored towards runners, yogis and cyclists
Common attributes are moisture-wicking, quick dry and
Safety Esteem
odor-inhibiting
Moisture-wick, 4Materials
Luon Fabric
way stretch fabric
Comfort &
comes in a variety
support
Esteem
of thicknesses 26 | P a g e
Swift
Silverescent
Lightweight running fabric Anti-bacterial
Stretch & moisture-wick
Esteem
provide comfort Keeps away odor
Esteem
Run in comfort
Esteem
Long product life
Save money
Self-actualization
High-tech fabrics
Find products that
suit a large variety
fit your specific
of consumer needs
needs
fabric Lightweight & stretchy, while
Mesh
allowing more coverage than regular mesh
Price
High Quality
Innovative Fabrics
Versatility
Apparel styles
Items are made for
created for
yoga, running or
different activities
cycling
Ultimate performance
Self-actualization
Esteem
Annually the company gives funds to its Philanthropy
Metta Movement
members to
The company
launch/support
cares about the
projects that
community
contribute to social
Self-actualization Safety Belonging
and environmental health Education
Lululemon Blog Reviews
Tips for healthy living
Motivational
Esteem Belonging
First-hand product
Gain insight from
Esteem
knowledge
other consumers
Belonging
Show others the
Self-Actualization
positive effects of
Esteem
healthy living
Belonging
Involved in Ambassador
community &
Program
teach the lululemon lifestyle
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Available at Distribution
Retail
Lululemon stores & select studio
Exclusivity
Esteem Belonging
locations Select fitness & Wholesale
yoga studios can purchase products
Team Sales Program Yoga Hard Goods Program
Help teams get technical athletic gear Provide studios with yoga essentials
Unique product
Self-Actualization
offering
Belonging
Supports
Self-Actualization
community
Belonging
Opportunity to
Self-Actualization
test the product
Belonging
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GAIAM Attribute Class
Maslow
Feature
Benefit I
Benefit II
Conduct Fair
Supports the
Product
Self-actualization
Trade Operations
artisan and their
manufactured by
Esteem
With Artisans
craft
hand
Belonging
Supporting the
Self-actualization
growth of our
Safety
economy
Belonging
Reference
Guarantee
Craftsmanship
Strict Select products are manufactured in the United States
manufacturing regulations to ensure safety & comfort in workplace
Safety
Natural Fibers
Chemical-free
Good for
fibers are safe for
consumers with
wear
sensitive skin
Safety
Company image is
History
Founded in 1988
focused on eco-
They provide
friendly,
products to
sustainable living,
support this
while leading
lifestyle, including
healthy lifestyles
housewares and
and sustaining the
body care goods.
Self-actualization Esteem Belonging
economy. Attend global Exclusive Product Offering
industry trade shows to find unique, highquality products.
Materials
Eco Shipping: Use
100% reclaimed,
Recycled Shipping
100% recyclable
Boxes & Supplies
boxes
Gaiam Uses
Select apparel
Recycled Fibers
Gaiam produces
Support customers & businesses that
Self-actualization
have a similar
Esteem
image to Gaiam Reduces impact of waste in landfills Reduces waste
Self-actualization Esteem Self-actualization Esteem
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contains recycled polyester Sustainable &
Promotes a healthy
Safe for consumers
Organic Fibers
environment
to wear
Safety
No fertilizers, Organic Cotton
pesticides, or irrigation used to
Safe for wearer
Safety Self-Actualization
grow Spandex Price
Allows fabric to have 4-way stretch
Maximum mobility
Competitive
Cost is similar to
Exclusive product
Pricing
competition
features add value
High Quality
Long product life
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Independent Wholesale
retailers can sell the product
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Appendix A Client Dialogue SA=Sales Associate C=Client Time
Speaker
Script
:03
SA
“Welcome to Green Apple”
:05
C
“Hi!”
Action
Primary
Secondary
Objective
Objective
Method
Walking around, looking at the merchandise
:09
:15
SA
C
“Have you visited the store before?”
Approach
SA
C
cotton apparel and everything we carry is held
Presentation
impression
Company
confidence in
acceptance
product /
Company respect / Reputation
company
“What standards are there?”
Build
100 and the internationally recognized SA
Product
Build
“We have achieved the Oeko-Tex Standard
:50
first
because I heard you have organic products.”
to the highest production standards.”
:35
presentation
Make good
“No, this is my first time actually. I came
“Yes, we offer certified organic bamboo and :30
Prepare for
ECOCERT, which ensure that all of our products are produced through the safest, cleanest production processes available.”
Presentation
Company
confidence in
acceptance
product /
Company respect / Reputation
company
“Oh, wow! I never knew there were such strict standards for organic materials.”
1:15
C
Approach the tops and look at the tag “I really love your athletic wear. These product features remind me of lululemon, but at half the cost.”
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Pick up top “We are proud to say that we offer similar technical features as lululemon in our products, like moisture wicking and SA
Demonstration
competition
performance support.”
1:35
Presentation
SA
Deal with
“What are your hobbies? Do you do yoga or play any sports?”
Approach
Establish
Comparison /
benefits with
Similarities
facts
Acceptance as
Establish
sales associate
trust
Qualify the prospect
Educate for bragging rights
Establish dyadic
Question
relationship
Put down top and look at other products “With my work schedule I don’t have time for 1:45
C
sports, but I like to do yoga and run outside when I have time.”
1:50
SA
1:55
C
“Awesome, have you ever tried hot yoga? I’m addicted at the moment.” “Yes I have! It is great, isn’t it?” “Definitely, you just have to drink plenty of
2:00
SA
water afterward! So you said you have a busy
Approach
schedule, where do you work?”
2:05
C
SA
Qualify the prospect
common
Question
ground
“I work at Microsoft in Human Resources. I love my job, but I don’t get a lot of free time.” “Ah I know how that is. My schedule is very busy as well.”
2:20 SA
Identify
“So what are your athletic wear needs?”
Approach
Prepare for presentation
Identify common
Question
ground
“I need pants that I can wear comfortably all 2:30
C
day and still provide excellent support at the gym or running.”
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2:35
SA
“You should try these! I have a pair myself.”
Presentation
Hands client a pair of black pants
Demonstration
Demonstration
Prepare for
Establish
demonstration
trust
Personal experience
Show proof of
Establish
Transfer of
benefit
benefit w/ fact
ownership
Present idea
Appeal to
clearly
senses
Custom fit
Appeal to
Add senses to
prospect
senses
proposition
Tell, show, try
“They provide amazing support and feel silky 2:45
SA
smooth. I find myself choosing these as my go-to pant for errands and working out.”
“Sure, I’ll try them.”
3:25
C
Demonstration
Client tries on pants “These feel terrific and I like the style, but they seem a little long.” “I’m glad you brought that up! The bottom of
3:40
SA
the pant is actually left raw, making it easy to
Meet objections
Allay prospects fears
hem if you want to adjust the length.”
Remove
Boomerang
barriers
Showing raw edges of pant to client
3:45
C
“Oh yeah, that’s convenient. Do you offer alterations here?” “We aren’t able to offer alterations in the
3:55
SA
store, but there is a tailoring and alterations store down the street. If you mention us, they will give you a discount.”
Meet objections
Answer valid question
Anticipate buyer
Compensation
resistance
“Awesome, so if I do buy these, have them 4:05
C
altered and later change my mind- would I be able to return them?” “So how do you like the fit?” Client turns around, admiring the pants
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4:20
C
4:25
SA
4:30
C
“They are perfect! I don’t even want to take them off!” “Great, would you like me to bag them up for you or do you want to wear them out?”
Close
Get the order
Verbal cue
Answer valid
Custom fit the
question
prospect
Prepare for
Remove
close
barriers
Assume the sale
“Actually, do you have them in any other colors?” SA grabs a different style of pant and hands to client “In this style we only carry black, but we have
4:40
SA
another style that comes in blue and teal. They are a thicker fabric and have rear pockets,
Demonstration
Tell, show, try
would you be interested in trying those on?”
4:45
C
“No, I wouldn’t want the pants to be any thicker.” Client hands pant back
4:55
SA
5:00
C
“That is understandable. The black is a great choice anyway since it is so versatile.”
Meet objections
Boomerang
“Yeah, black is easy to pair with other items.” “Since it is so late in the season we only have
5:15
SA
two pairs in that size left in stock. I can hold your pair at the register until you are ready to
Close
Get the order
Always be closing
Standing room only
check out?”
5:25
C
6:10
“Here, let me change out of these and I’ll meet you at the register in a second.” SA & Client meet at the register
6:15
SA
6:20
C
“So have you heard of the Green Apple
Post sale
Newsletter?”
follow-up
“No, I haven’t.”
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“We offer exclusive savings and merchandise 6:30
SA
updates. Sign up on this sheet and you can become a member.” “I would love to. Do you get involved with
6:40
C
local events that involve the Green Movement?” “Yes, that information will also be sent out in our newsletter and we keep updates in store.”
6:50
SA
Client signs form “By the way, my name is Sarah.”
6:55
C
“My name is Kat, nice to meet you! Thanks for all the great information.” Shake hands
7:00
SA
“Nice to meet you too, enjoy your purchase! We look forward to seeing you again!"
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