Creating a Sales Manual

Build a winning sales force by giving your team a tool to live by

By Amy Gesenhues, Director of Marketing, Autodemo LLC

Your company sales manual is your sales department's "how-to" guide for achieving success. It tells your sales reps not only what you sell, but also where, why, how and to whom. So if you don't already have one, it's time to write one. Your sales force — and your bottom line — will surely thank you, because a sales manual will:

Put new and seasoned sales staff on the same page
Help your sales team align itself properly with the rest of your company
Educate your sales reps on your marketing goals and initiatives
Motivate and energize your salespeople with the tools they need to seal deals

Detail what you sell

Your sales force can't sell a product it doesn't understand, or about which it can't answer questions. Be sure to cover in detail, among other things: product features and benefits, sales volume, production cost, wholesale and retail price, manufacturing specifications, potential defects and return policies.
Try: Illustrate your manual with product shots to show your sales reps what they're selling, from a variety of angles and at various stages of production. All you need is a digital camera, which you can buy online from Wolf Camera, and photo editing software, such as Adobe Photoshop Elements, which has most of the features of Photoshop, but at a much lower price.

Explain to whom you sell

To be effective, your sales reps must know who to target. Help them develop actionable leads with information on: customer demographics (gender, age, income, etc.) and psychographics (lifestyle and personality), current and potential clients, consumer expectations and market potential.
Try: Include in your manual instructions for using your CRM software. If you don't already have software, try Salesforce.com, which is an inexpensive and easy-to-use online solution for managing client contacts and sales leads.

Outline how you sell

By detailing your sales methodology, values and procedures, you'll enable your sales team to maximize conversion rates of prospects to customers. Find out what works with your customers - including your preferred method of contact and how you collect sales leads - and continually update your manual as needed.
Try: It's a good idea to include in your manual a collection of proven sales scripts, to improve the success rates of cold calls; consider purchasing a few script templates from ScriptingPower.

Describe where you sell

Equip your team with the knowledge it needs about your place of business. Are you a brick-and-mortar business? Or do you sell online? If you're the former, explain your location strategy, real estate profile and stocking procedures. If you're the latter, provide a site map of your Web site, as well as detailed instructions for finding products online, using your e-commerce tools, etc.
Try: Make the process of putting your sales manual together easier by purchasing a template, which you can customize with your own information; Go-To-Market Strategies offers a Sales Training Manual template for less than $10.

Communicate why you sell

Your salespeople aren't just selling your products - they're selling your company, too. Provide a company history in your sales manual, complete with your mission statement and values.
Try: Consider providing in your manual sales forecasts and goals with which to motivate your salespeople. CrystalGraphics provides sales-specific Excel templates with which to create forecasts and manage leads.

Manage who sells

A complete sales manual includes information especially for your sales team on human resources procedures, including sales-specific policies on hours, travel, expense reporting and compensation, particularly if your team works on commission.
Try: Include in your manual copies of all the forms your sales force will need, as they may not spend a lot of time in the office.

Write your sales manual as if it were an instruction book or recipe so that anyone can pick it up and easily make a successful sale for your company.
Keep your sales manual updated; when your team learns new lessons about your sales methods and targets, log them for future versions of your manual.
Keep your manual confidential; make sure employees sign a confidentiality agreement, just in case.
Use your manual as a complement to, not a replacement for, hands-on training.