The sales manual is the guidance document for the sales team and the name of the company’s entire sales team. It contains all relevant data about the company’s sales process.
Standardizing the sales pitch is an important strategy for any company.
However, here, don’t interpret “in alphabetical order” as a closed or decorated script. This is to ensure that the presentation will always create value for customers. In turn, he will get all the necessary data, which will make him safe and confident to buy.
But we go further: complete control of all sales is essential for the company, right? All managers undoubtedly pursue it every day (or at least they should).
Therefore, the sales manual is the decisive factor for the successful completion of this task. Combined with digital transformation, it has become indispensable for companies to grow by selling more and better products.
Today in this article, we will introduce the concept of scripts more broadly. We also provide some practical tips to build this valuable document for your business.
I wish you a happy reading!
After all, what is a sales manual?
The sales manual is a document that contains all relevant information in the sales process. It covers everything from potential customer acquisition strategies to after-sales-from any company.
Its function is not just to standardize processes. Accelerating the knowledge of the entire sales team is essential-especially for new employees joining your team.
That is, it is used as a guide.
After all, it represents the company’s business culture. At the same time, it provides tips, shares good practices and records achievements over the years.
The strategies that bring the best results should always exist so that the team can replicate them.
Therefore, it is a collection of knowledge and strategies to ensure that you focus on your customers.
These strategies can also ensure that every contact with him will bring value to potential customers and make him feel more confident. Therefore, the sale is only the result of these strategies.
Most importantly, it will become easier to certify and train sales staff.
Knowledge will spread and in practice will become something that everyone at all stages of the sales pipeline can replicate.
Sales brochure, living organisms in the company
In order to improve efficiency, the script must contain content from different media and formats.
They will teach how to approach potential customers in a preaching way. How to live in harmony with him? How to negotiate to win opportunities?
For these reasons, the document is a living organism. This is why he needs to be constantly updated to keep the process up to date.
After all, the client’s priorities and methods of persuading him are always changing, right?
You know, the ultimate goal is negotiation. Persuasive, can create value for him, and can effectively identify and help his customers overcome pain and challenges.
Don’t forget to include some successful cases of your company in the file.
This will help sales people (whether novice or veteran) show how the company can help customers with the smallest details. This will also be a way to convince potential customers.
Therefore, it will be very effective to resolve the customer’s possible objections. This will help speed up or start negotiations that seem to be stalled.
7 tips for making sales brochures
Before we expand the walkthrough of how to assemble a script in your company, it is important to be clear about this. Knowledge management within the enterprise is essential.
She is responsible for controlling and sharing all the knowledge the company has learned in the sales department over the years.
Another important point: this management must be proactive. It must seek solutions that reduce costs and increase productivity and efficiency in business processes.
When this happens, you can avoid: rework and unnecessary expenditures, especially on tools that cannot help your team sell more and better tools, okay?
That said, check out the 7 steps to build this guide:
1- Define where to create and how to display the sales brochure
The script must be both business-related and attractive, and it must be easy to read for the people who use it.
For this, it is essential to use images, graphics and short texts that expose concepts, processes and strategies.
After all, you want salespeople to be interested in content. And they use documentation as a guide when necessary.
A good habit to make this document more attractive is to create it in a PowerPoint presentation and then convert it to PDF.
2- Introduce the company to team training
It is necessary to take a step back in this step and (obviously) come up with some basic concepts for everyone.
Here, explain in detail the company’s mission, vision and values. This has brought huge benefits to employees. In terms of customer service, it can make a difference.
Talk about the history of the company, the niche market in which it operates, and its market share. Quickly name major competitors, etc.
Always remember to use short text to do this. This will ensure that they will be read and absorbed.
Therefore, summarize the items mentioned above and the services and products sold. After all, all of this needs to be everyone’s “automatic” knowledge.
3- Draw and describe departments and processes
Don’t forget to provide the company’s organizational chart and flowcharts of the main processes owned by each department.
This is very important because it can make the sales team aware of their role in the organization. Show how everyone’s work is related to each other.
As for the process, please indicate which process is the responsibility of the commercial department.
4- Draw and describe the focus on sales
This is one of the most valuable steps in building a sales manual. There is no doubt that the seller will have a lot of consultation on this.
All previous research on market positioning will serve as the basis for creating buyer persona and ideal customer image (ICP).
Now it’s time to introduce the channels (sales, pre-sales, post-sales, etc.) and all their stages. In addition, of course, there is a shopping journey for each character.
It also details which triggers the salesperson will use to attract potential customers through the channel. Share phrases in a more persuasive way… in short, everything that worked in the past and helped the company sell more products-and continues to help in the present.
do not forget:
- List the channels used to acquire customers;
- Cite strategies on how to attract consumers;
- Place subsequent templates;
- Write sales scripts to assist sales staff in the negotiation process.
Record important information and activities in the daily activities of each team member. What will you do every day? where to put it!
In addition, encourage your team to improve the CRM system owned by the company. Especially because technology is a strategic ally and can increase the usage rate of sales manuals.
5- figure out the relationship between marketing and sales
Marketing and sales must always go hand in hand. They always need to talk and focus on how to create valuable content to attract more and more potential customers.
One department needs another. This is the case in theory and needs to be done in practice. This is why we discussed the flow chart of the production process above, remember?
Discuss how the baton will pass and the requirements that must be met in this case. Everyone must understand that the company is a unit, which is very important: everyone depends on everyone.
6- Clarify results, indicators and sales reports
It’s time to explain the company’s main sales indicators. Discuss the ideal conversion rate percentage for each step of the funnel. Also mention the benefits of monitoring existing indicators in CRM.
Real-time management based on data is essential. It guarantees that it is correct and effective, and can correct possible (and will) problems in the process.
7- make it available to everyone
After completing all other steps, it’s time to save the file and make it available to everyone.
We recommend creating the file in the .ppt file above to convert it to PDF later. But, of course, you can do it wherever you feel best.
The key is to share it with the entire company and ensure that it is always consulted (and updated).
This is a living organism, right?
Therefore, it must comply with current best practices.
Another tip (we promise, the last tip): Have regular meetings with your team. In this way, you can always keep the process up-to-date and consistent with the needs of your customers.