Sales Training Manual

Jed Caraan
Marketing Economics - Academy For Business and Finance
Sales Training Manual-2016

1
 Table of Contents

A. Pre-Approach.Page(s) 3-4

B. Company Policies.Page(s) 4-6

C. Legal and Ethical Issues.Page(s) 6-7

D. Merchandising
a. Sales Floor Responsibility of SalespersonsPage(s) 7-8

b. Merchandise Display Design...Page(s) 7-8

E. Customer Buying Motives.Page(s) 8-10

F. Steps of the Sale..Page(s) 10-11

G. Determining Needs..Page(s) 12-13

H. Presenting the Product..Page(s) 14-15

I. Overcoming Objections.Page(s) 16-20

J. Closing the Sale...Page(s) 20-21

K. Suggestion Selling..Page(s) 22-23

L. Relationship Building/ Marketing...Page(s) 24-25

M. Bibliography.Page(s) 26-_

N. Appendix.......Page(s) 26-_

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 A. Pre-Approach

Introduction/ Description of Product

The compact solution to your bulky key ring. This swiss style key holder will create the
perfect pocket organizer and minimalist keyring. Incredibly versatile with a wide
selection of accessories our KeySmart key organizers can fit up to.

Includes loop piece to attach car keys.

USB takes up 2 slots. Loop piece takes up one slot.

Patent D705533 & other Patents Pending

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MATERIALS

- Aircraft Aluminum

- Stainless Steel Hardware

- Laser Engraved logo

- Polished loop for car fobs

B. Company Policies
Selling Environment:

Main focus of trade show will be to display the different types of keys the product can hold and also
how many

Have locks present to unlock: -car door, house door, safe, school door, container

Have product present and regular key ring w/ same number and type of keys for product comparison

Setting: -Home Depot-feel, Red & White Main Colors, One booth holding products, door examples
present, 4 workers present: 1 handling booth, 2 giving demonstrations, 1 attracting customers

Music: Elevator Music; perhaps Jazz; Lounge Music

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Requirements for Employees: What are you seeking in a brand representative?

Assertive, Happy, Professional

~Able to Grab Potential Customers Attention
~Loud Speaking Voice
~Cheerful Aura; Happy Energy yet able to stay professional
~Not Shy
Quick-to-the-Point
~Able to discuss products features and benefits quickly
~Not too complex w/ product description
~Able to explain the product to several customers at once
~Able to answer questions quickly w/ detail

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Employee Expectations, Protocol & Dress Code:

Uniform: red hat w/ white keysmart logo, red long sleeve w/ white stripes on side, red pants w/ black
belt, formal dress shoes
Nametag: single name; easy for customers to remember
Piercings: none
Attitude:
Assertive: Happy Virus, Professional
Quick-to-the-point: not complex
Product Catchphrase:
Welcome to KeySmart! The compact solution to your bulky key ring!

C. Review of Legal and Ethical Considerations

Liabilities Section:

Do not use gender specific language

Do not use racist language
Think of product
Think of things that could go wrong
What your employee could do while representing your company
Swallowable by children?
Sexual Harassment

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 D. Merchandising

a. On-The-Sales Floor Responsibility

Have employees be able to demonstrate product

Have employees only have closed liquids at kiosk
Have customers sign waiver before using KeySmart
No Hidden Cameras at Booth(if there are, let employees know)

b. KeySmart Merchandise Display

1) KeyChain Style 2) Camera Holder Style

Regular boring boxes wont appeal much to customers and will feel cheap
Have inexpensive, yet creative and unique packaging
Possible Materials:
Aluminum w/ Plastic
Metal w/ Plastic
Leather w/ Plastic

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Features and Benefits Chart

(Product Name) Features (Product Name) Benefits

Compact size is smaller than a pack of gum No more pocket bulge or thigh poke

Eliminates any key jingle Effectively silences your keys from making noise

Lightweight Eliminates the struggle to search for your keys

Unique S design allows you to hold between Eliminates the possibility to lose your car keys
(1-100) keys w/ expansion packs

Universal, will fit almost any key found at your local Eliminates possibility to lose your favorite USBs
hardware

Ultra strong and can withstand anything your life Design feels comfortable to hold and carry
throws at it

Hides the jagged teeth while exposing the smooth Wont poke holes in your car keys
back of the keys for easy access

Handmade in Chicago Easy to assemble

Includes loop piece to attach car keys Sleek design makes you look sophisticated

Incredibly versatile with a wide selection of Comes in many colors, so you can choose your
accessories favorite color as a design

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 E. Customer Buying Motives
Summary:(What compelling reasons to persons have to purchase your product?)

Want to know how to sell like a pro? Follow these guides to learn how to sell thousands of dollars worth of
products.

Rational Motives:
Define

Conscious, logical reasons for a purchase

Product dependability, time or monetary savings, product quality, and good customer service

Scripted Pitch

Dont waste any more time trying to find the correct keys to your home or workplace and buy KeySmart
today!

Emotional Motives:
Define

Feelings experienced by a customer through association w/ a product

Feelings such as: social approval, fear, power, love, and prestige

Scripted Pitch

Do you hate the struggle of bumbling and jumbling to find your keys and wish for an easy solution? Dont you
fear, KeySmart is here!

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Patronage Motives:

Define

-Reasons for remaining a loyal customer of a company

-Trust and confidence

Scripted Pitch

Were the smallest, most compact key holder in the game! KeySmart, remember that name.

Multiple Motives:
Define

-For example, people buy car tires for dependability(rational motive) and fear because they care about the
safety of loved ones(emotional motive).

Scripted Pitch

KeySmart will always get you through a locked door fast without ever feeling late to work.

F. Steps of the Sale

Approaching The Customer

This section focuses on how to approach your customer. These several approaches will help you determine
what approach to use. The several approaches that you will learn is the service approach, greeting approach,
and the merchandise approach. Each one of these approaches are designed to approach the customer in the
most appropriate way.
Summary:
One important key to remember is to pay attention to your customers body language. Your customers body
language will show you if theyre interested in the product, if they have objections, ect.

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Service Approach:
Define:

Salespeople ask customers if they need assistance

Suggested Script:

Hello! How may I help you?

Greeting Approach:
Define:

The salesperson welcomes the customer to the store.

Suggested Script:

Hello! Welcome to Key|Smart! We are the compact solution to your bulky key ring!

Merchandise Approach:
Define

The salesperson makes a comment or asks questions about a product in which the customer shows an
interest.

Suggested Script:

That keyholder comes in several other colors as well!

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 G. Determining Needs of The Customer
Summary: When to determine needs?
In order to make a sale, you first must determine the needs of your customers. A customer is only going to
want to buy somethings they really want or need that is going to improve their life. These next steps are going
to teach you how to determine the customer needs by observing, listening, and questioning the customers in
an appropriate way to make the best out of it.

Observing the Customer:

Learn to read customers by observing them

Facial expressions, hand motions, eye movement, and other forms of nonverbal communication can
give you clues about a customers interest in a product

Ex 1: Customer says, My copier is ten years old. As my business grows, I find that I need color copies more
and more.

Listening to the Customer:

During conversations with customers, you can pick up clues about a customers needs and wants

Ex 1: Customer:

My copier is ten years old. As my business grows, I find that I need color copies more and more.

Questioning the Customer:

Build your questions around who, what, where, and how

Once you have an idea about the customers general needs, then you can ask more specific questions

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10 Open ended questions for determining the needs of a potential (product name) customer
1
Does your job require you to unlock a lot of doors?

2
What emotions do you feel when having to unlock doors?

3
How do you carry your keys around?

4
Would you rather keep your key holder or get a new one?

5
How many keys do you own?

6
How long does it take you to look for your keys?

7
What kinds of keys do you carry around?

8
Do you need to unlock doors only at home, or also at work?

9
What kinds of emotions do you feel when you cant find your keys?

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 10
Would you rather have noisy keys or silent keys?

H. Presenting the Product

Product

The way you physically present a product to the customer presents an image of its quality. Handle it with
respect and use hand gestures to show the significance of the KeySmarts features. For example, when
presenting the KeySmart, show off the KeySmarts ability to expand its size and make sure to take note how its
design will benefit the customer.
When presenting the product make sure to take note of these 4 steps in presenting the KeySmart:

Demonstrate: Use the KeySmart to unlock some sample doors and to grab their attention even more,
show much time you save using the KeySmart rather than a regular key ring.

Display: Show off the different colors and accessories the KeySmart can come with.

Technology: Describe the KeySmarts expansion ability.

Participate: Have customers try using a key ring first then a KeySmart afterwards, and have them
compare the times for customer testimonial.

Price(s) and Range of prices and Options available:

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Handling the product

It is very easy to handle the KeySmart. The design is very durable and can withstand drops, but may receive
scratches so make sure not to drop it. Make use of its sleek and slender design to show off how easy it is to
carry the KeySmart and how lightweight it is.

Displaying the product

The product will be in two places: In the hands of the presenter and inside a glass case. The display for the
product will be found in a glass box that requires an employee to unlock to get to. Make sure that every
potential customer tries out the product on the demonstration station so they get a sense of ownership over
the product. You want to make sure the customer feels like they are the owners of the product so they know
exactly how they can benefit from it. During this part, you want to emphasize the products design and ask
them questions regarding its design.

Sales Aids

The Sales Aid we will use is a friendly competition between the presenter and the customer. We will set-up a
timer, background music, and a buzzer, to make the competition more exciting. We will make use of the
demonstration doors and have the presenter and customer compete to see who can open the doors the
fastest using the KeySmart. Beforehand we will show a timer of the fastest speed using a key ring and
compare them to the times when using the KeySmart. The winner will win a free KeySmart accessory.

Demonstrating how the product works.

This is where you want to refer back to the four steps of selling which are demonstrate, display, technology,
and participate. Have the demonstration keys available and also have more keys to show how many keys the
KeySmart can hold. Afterwards, demonstrate how easy it is to find which key you need to open the
demonstration doors.

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 I. Overcoming Objections

Objection Analysis Sheet

Types of Objections
Prospects may object for any reason, but there are five major categories into which most objections fall. When you are prepared for

all these types of objections, you will be able to successfully handle them.

Need objection

Product objection

Source objection

Price objection

Time objection

Need

Objections related to need usually occur when the customer does not have an immediate need for the item.
They may happen when the customer wants the item but does not truly need it. They may say things like, I
already have a keyholder at home, I put it on a lanyard as well. A comment, such as I like my current
keyholder, but I really dont need another one, is an objection based on a conflict between a need or want.

Product

Objections based on the product are more common. They include concerns about things such as ease of use,
quality, color, size, or style. I dont buy keyholders that are blue is a product objection.

Source

Objections based on source often occur due to negative past experiences with the firm or brand.

Price

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Objections based on price are more common with high-quality, expensive merchandise. You might hear
statements such as Thats more than I wanted to spend.

Time

Objections based on time reveal a hesitation to buy immediately. These objections are sometimes excuses.
Customers usually have a real reason for not wanting to make a purchase on the spot. A customer might say,
I think Ill wait until July to buy those sandals when you have your summer sale.
You will probably hear many different kinds of objections once you begin selling. You should note them for
future reference.

Four Step Process

Successful salespeople have learned to use a very basic strategy when answering all objections or complaints.
It consists of four basic steps: listen, acknowledge, restate, and answer.

Listening:

Remember to be attentive, maintain eye contact, and let the customer talk. Also watch for nonverbal cues in
order to interpret the true meaning of what is being said.

Acknowledging

Acknowledging objections demonstrates that you understand and care about the customers concerns. Show
empathy for the customers problem. Some common statements used to acknowledge objections. Include the
following: I can see your point or Other customers have asked us the same question.

Restating

To be sure you understand a customers objection, restate it in one of the following ways:

I can understand your concerns. You feel that Am I correct?

In other words, you feel that
Let me see if I understand. You want to know more about

Do not repeat the customers concerns word for word. Instead, paraphrase the objections.

Answering

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Answer each objection tactfully. Never answer with an air of superiority or suggest that the persons concern
is unimportant.

Think of yourself as a consultant, using the objections to further define or redefine the customers needs. In
some cases, you will have to get to the bottom of the specific objection before answering it completely. For
example before answering the price objection, revisit the features on the more expensive model. Then see if
the customers needs can be met with a less expensive model.

Specialized Method of Handling Objections

Introduction:

Objections are always welcomed. These specialized methods are a more advanced way to handle an objection
other than answering them directly. These specialized methods are optional and can be used at your own will.

Boomerang Method
Define:

An objection can be returned to the customer in the same way that a boomerang returns to the thrower. The
boomerang method brings the objection back to the customer as a selling point. Here is an example.

Scripted response:

Customer: This keyholder is so tiny. It cant possibly hold all of my keys.

Salesperson: The keyholder is tiny because it has not had the expansion tools installed. When you need
more space to hold your keys, you can install an expansion tool to allow the KeySmart to hold more
keys.

Superior Method
Define:

The superior-point method is a technique that permits the salesperson to acknowledge objections as valid,
yet still offset or compensate them with other features and benefits. This method is often used when price is
an objection.

Scripted response

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 Customer: Your price is too high compared to regular key rings.
Salesperson: Thats true. Our prices are slightly higher, but with good reason. Our key holder can hold
more keys than the average key holder and can hold more than just keys. The KeySmart can hold car
keys, USB Flash Drives, and more!

Demonstration Method
Define:

The demonstration exemplifies the adage, Seeing is believing. This is where the customer questions the
truth behind the products features or benefits and where you show the evidence. The demonstration method
can be quite convincing and should be used when appropriate. Conduct only demonstrations you have tested,
and make sure they work before using them on a customer in a sales situation.

Scripted response

Customer: I cant believe this KeySmart can hold up to 100 keys.

Salesperson: Im glad you brought that up. Let me demonstrate how easy it is to expand the carrying
capacity of the KeySmart in order to accommodate 100 keys.

Question Method
Define:

The question method is a technique in which you question the customer to learn more about his or her
objections. To uncover their real objection, you can simply ask, Why do you feel that way? Their answer may
unearth a lot of information that will reveal the real reason for the objection. Additional questions could be
used to re-define the customers needs in this case.

Scripted response

Customer: I dont feel like buying this right now.

Salesperson: Why do you feel that way?
Customer: I dont think its an item that I currently need at the moment.

Direct Denial Method

Define:

The denial method is when the customers objection is based on misinformation. It is best to provide proof
and accurate information in answer to objections. This method is also used when the objection is in the form

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of a question or inquiry. When using the denial method, you must back up your reply with proof and accurate
facts.

Scripted response

Customer: Will this key holder rust?

Salesperson: The KeySmart is made with stainless steel. Stainless steel does not readily corrode, rust or
stain with water as ordinary steel does.

Third Party Method

Define:

The third-party method involves using a previous customer or another neutral person who can give a
testimonial about the product.

Scripted response

Customer: I cant see how this keyholder will benefit me.

Salesperson: Jo Mama, one of my customers, questioned the same point when he bought his KeySmart
a month ago. He now praises its efficiency and says that he no longer stresses about bumbling and
jumbling to find his keys.

J. Closing the Sale

General rules for closing the sale.

Some customers are ready to buy sooner than other customers; therefore, you must be flexible. You might
show a customer a product and almost immediately detect an opportunity to close the sale. Other times, you
may spend an hour with customers and still find that they are having difficulty making a decision. You should
never feel pressured to complete an entire sales presentation just because you planned it that way. The key to
closing sales is customer readiness.

Specialized Close:
Which close do you use when and why?

These specialized closing techniques are designed to give you different options on how to close the sale. Keep
in mind that several of these techniques are situational so its 100% your choice on which one you would like
to use on the sales floor to finalize your sale.

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Standing room only close.
Define:

The standing-room-only close is a method used when a product is in short supply or when the price will be
going up in the near future. This close should be used only when the situation honestly calls for it because it
may be perceived as a high-pressure tactic. The standing-room only approach is often used in selling
high-demand real estate. Customers must often be prompted to act on a hot property that will be off the
market quickly. Keep in mind that this approach can turn off a customer if he or she feels that you are
pressuring them into a sale.

Scripted response

Salesperson: Im sorry, but I cant promise that Ill be able to make you this same offer later.

DIrect Close
Define:

The direct close is a method in which you ask for the sale. You would use the direct close method when the
buying signal is very strong.

Scripted response

Salesperson: Can I assume that were ready to talk about the details of your order? It appears you
like everything I have shown you. Now we just need to discuss the quantity you will need.

Service Close
Define:

The service close is a method in which you explain services that overcome obstacles or problems. Such
services include gift wrapping, a return policy, special sales arrangements, warranties and guarantees, and
bonuses or premiums. Special sales arrangements are used to close the sale when the customer needs help
paying for the item or order.

Scripted response

Salesperson: Let me remind you that your order would come with a guaranteed 1 year warranty if you
ever damage your KeySmart, we will send you a replacement in exchange for the broken one.

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 K. Suggested Selling

Benefit Sales
Define:

Benefit sales is the act of giving the customer the benefit of the sale. Giving the customer the benefit of the
sale means making sure the customer gets everything they want and that theyre satisfied after the sale.

Scripted response

Suggestion selling benefits the salesperson, the customer, and the company. You benefit because customers
will want to do business with you again, so your sales will increase. Your customers benefit because they are
pleased with their purchase. The company benefits because the time and cost involved in suggestion selling is
less than the cost of making the original sale.

Suggestion Sales
Define:

Suggestion selling is selling additional goods services to the customer. It involves selling other items to
customers that will ultimately save time and money or make the original purchase more appreciated.
Suggestion selling benefits the salesperson, the customer, and the company. You benefit because customers
will want to do business with you again, so your sales will increase. Your customers benefit because they are
pleased with their purchase. The company benefits because the time and cost involved in suggestion selling is
less than the cost of making the original sale.

Scripted response

Salesperson: For you to fully utilize the KeySmart, I suggest transferring all of your keys from your
current key holder to the KeySmart.

Offering related merchandise

Define:

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Suggesting related merchandise, also known as cross-selling, increases the use the customers original
purchase. Cross-selling is probably the easiest suggestion selling method. The related merchandise can be a
good or service. For example, accessory items can be sold with the original purchase--perhaps a blue KeySmart
carrying bag to match the blue KeySmart they are purchasing.

Scripted response

Salesperson: Thank you for deciding to shop with us! I would like to suggest that you purchase the
KeySmart USB Flash Drive extension as it will come in handy some day!

Recommending larger quantities

Define:

Suggesting a larger quantity is often referred to as up-selling. This method works in retail settings when selling
inexpensive items or when savings in money or time and convenience are involved. The salesperson may
suggest a larger quantity so that the customer can take advantage of lower prices or special considerations
like free shipping.

Scripted response

Salesperson: One KeySmart costs $20, however we have a special offer going on today which includes
an Expansion Pack, USB Flash Drive, Bottle Opener, and Quick Connect Accessories all for a total of
$40.

Special Sales Opportunities

Define:

Salespeople are obligated to communicate special sales opportunities to their customers. In retail sales,
routinely inform your customer of the arrival of new merchandise. In organizational sales situations, sales
representatives show new items to their customers after they have completed the sale of merchandise
requested.

Scripted response

Salesperson: Were having a one-day sale on all items in this department. You might want to look
around before I process your purchase.

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 L. Relationship Building / Marketing
Introduction

Making a sale is the first step in maintaining and building a clientele. Maintaining a clientele is necessary for
repeat sales, which are necessary for businesses to be successful. Also, satisfied customers often help
generate new customers by telling others about their positive experiences.

Taking the order:

Define:

In organizational selling situations, order fulfillment is based on the purchase order or sales order. If a
purchase order involves special instructions, salespeople need to communicate those special instructions to
other company employees. This helps to ensure that everything is done to the customers precise
specifications.

Scripted response

That will be $20, thank you for shopping with us! Please come again!

Receiving Payment
Define:

Receiving payment is self-explanatory. You give them the product, they give you the money. This part is
important when making a sale.

Scripted response

Your total is $20, thank you have a nice day!

Departure
Define:

Always thank your customers. Even when a customer does not buy, express your gratitude for the time and
attention given to you. Invite customers back to the store, or ask for permission to call again in the near
future.

Scripted response

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Thank you for shopping with Key|Smart! The compact solution to your bulky key ring!

Follow-Up
Define:

The follow-up includes making arrangements to follow through on all promises made during the sales promise.
If you promised to give the customer a special deal at a later time, make sure to follow-up with the prior
arrangement.

Scripted response

Salesperson: Hi this is Jeff from Key|Smart! I am calling to remind you that your special deal will be
delivered to you in about 2-3 weeks! I hope to see you again and thank you for shopping wtih
Key|Smart!

Evaluation
Define:

Evaluate your sales effort. Asking yourself these following questions can help you improve your selling skills as
well as your business skills in general.

Scripted response

What were the strong points of your sales presentation?

How could you have improved your performance?
What would you do differently next time?
What can you do now to solidify your relationship with your customer if you made the sale?

Closing Summary

Congratulations. You are now a trained Key|Smart salesperson. Make sure to read over this
manual once in a while to further develop your skills in making sales. Now get out their
champ and show the world the compact solution to a bulky key ring.
Were not just regular smart. We are Key|Smart.

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 M. Bibliography

http://2012books.lardbucket.org/books/powerful-selling/s14-02-types-of-objections-and-h
ow-to.html

"MsFregosa.com." MsFregosa.com. Web. 17 May 2016.

"The Four Major Steps in Sales - The Missing Piece to Sales Success - Sales Blog by
Alen Mayer."

The Missing Piece to Sales Success. 2011. Web. 17 May 2016.

http://www.getkeysmart.com/

N. Appendix

Google Form Sales-person Post Quiz - 20 questions based on the manual & Training Video. - Taken by one
peer who has read your manual

8-10 minute training/ infomercial video URL

EC: Photos of you with product or doing research of competition, showing off your sales
3D Mini Model & Photo of display/ product or trade show.

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