Sales Manual

Hayk Mkrtchyan

Sales Manual:

- Guides your Sales Team, Directs them

- Maximizes sales, improves productivity
- Must be Secure

Sales Manual Examples:

Edapt (Light Company)

- Starts with Introduction

- Key Features
- Targeting Audience general info
- How Edapt Works
(Specified energy use vs all time use)
- Detailed, Technical Product Representation
- Presentation Tips, Talking Points
(Storytelling, Competitor comparison)
- Gives Sales Approach
(Mock-ups – suggesting trial use of the product)
- Does Competition Analysis
- Tells Success Stories/to be used in Presentations

Comments on Edapt

- No price comparison (?)

- Too much text: FAQs, Simple (Customer Targeted) Tables, etc. (?)
- Is technical, but the customer is also technical (Government in this case) (!)
- The First part was similar to a User Manual; suggests better Customer Persona building
 - It told WHAT to sell, not WHERE, HOW, and WHOM; No Industry Specifics, Prospecting Script,
Objections/handling techniques, Sales funnel, Customer Persona and, How to SELL.

TJORAN LABOR (temporary labor company)

1. Starts with Industry Information; describes industry needs, problem, etc.

2. Company Locations/Branches
3. Sales Funnel* (Six Points to Every Sale)
 A. Preparation (90% of the Sales Preparation)
Questions about Preparation – Prospect specific needs; Values; Competitor Analysis;
Objection handling; Target Persona Analysis; Presentation Tips, keeping Interest;
Knowing the Decision Maker; Closing Deal details/skills
 B. Introduction/Rapport
Start with simple Introduction; Rapport, Empathy, Personal connection (compliment to
customer); Finding the Decision Maker;
 C. Investigation
Prefers Face-to-Face Sales,
Questioning techniques
- General Questions;
- Specific Questions;
- Key Questions: Who, WHAT, WHEN, WHERE, WHY);
Listening (90%)/ Note taking (Active listening, Ask Permission)
Overcoming Objections:
- Restate the Objection (to specify, or tell the Hidden Objection)
- Clarification (Anything else?), Specific Needs,
- Feature/Benefit (similar to Response Stage)
- Acceptance
 D. Objection Types
- You all are alike.
- We are satisfied with our current service, etc.
 E. Close
- Close Ended Question
 - Summary of Features
- Close Ended Questions (Can I call tomorrow at 7am? etc.)
- Open Ended Question
 F. Follow-up
- Open Options are better; (Loss aversion)
- Statistics (80% of sales are made after the fifth call, but 80% of salespeople quit
after the Second Call)

4. (3.2) Telephone Etiquette

 Answer Calls within 3 calls
 Specify Hold Reasons, etc.
 Specify Transfer Reasons, etc.
 Phrases To Use or Avoid during Sales

5. (3.3) Sample Sales Script

 Smile
 Be Sincere
 Build Rapport
 Transition
KEY Questions Skills to Ask
 Asking for their recent activity,
 Feedback, Story
Transition from Questions
 IF YES Stages
 IF NO Stages
 Closing or Objection Handling
 Objection: Suggesting Comparison, Trial Period, or just Sign-up for Later News, to have
Options Open
6. Additional Information
 Top Prospects (Always Updated, The Hardest Deals (depends on the
company/stage/business Case/ etc.)
 7. Mailing Script, Call Script, etc

Summary

- History
- Details
- Success Stories
- Funnel
- Script
- Objection Handling
- And Much, Much More
- Knowledge and Imagination are key

Comments

- This is a good Optimization

- Marketing in everyday Problem solving (selling the solutions)
- Techniques are important, Sales manual is just a Tool
- Hubspot
- Saturday, Sunday Sessions.
(Purpose: Objection handling, Sales Manuals)
(Time: 1 hour session, Doodle Timing)