FIRST
EDITION
SALES
REPRESENTATIVE
MANUAL
A GUIDELINE FOR ALL SALES REPRESENTATIVES TO
EFFECTIVELY APPLY SELLING TECHNIQUES & TOOLS IN ORDER
TO ACHIEVE SALES OBJECTIVES AND PROFITABLE GROWTH.
© Copyright 2017, ALADEGBAIYE ADEYINKA
Document is for internal use only. Its contents may not be divulged to third parties under
any circumstances.
SALES PROCEDURE MANUAL
March 2017
Page 1
Table of Contents
1.
INTRODUCTION ................................................................................................................. 3
2.
OBJECTIVE ....................................................................................................................... 3
3.
THE SALES REPRESENTATIVE ROLE ....................................................................................... 3
4.
WORK ORGANISATION ........................................................................................................ 4
5.
PROCEDURES ................................................................................................................... 6
5.1. VISITS PLANNING AND PREPARATION ..................................................................................... 6
5.1.1.
5.1.2.
5.1.3.
Planning Procedures ................................................................. 6
Visit Preparation ..................................................................... 6
Visit Requirements ....................... Ошибка! Закладка не определена.
5.2. IN STORE PROCEDURE ..................................................... ОШИБКА! ЗАКЛАДКА НЕ ОПРЕДЕЛЕНА.
5.2.1.
5.2.2.
5.2.3.
Announce yourself and make initial contact ..................................... 7
Discuss with a key person ........................................................... 7
Sell and influence orders ........................................................... 7
6 IMPROVING YOUR SALE
6.1.1
Prioritise your target ……………………………………………………………………………………8
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March 2017
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You have chosen to make a career with Primark insurance brokers limited, and specifically
within the important area of sales!
At PRIMARK we have a commitment to ensuring our staff enjoy and succeed in their jobs.
For this to happen you need to be fully informed and trained about our Company and its
products
Information or knowledge is power in the hands of a sales person. Without information
you cannot sell!! We want you to enjoy your chosen career, but you will only enjoy selling
if you become knowledgeable and skilled as a professional Sales Representative.
As a Primark sales Representative you will need to know various details about sales
procedures and our policies.
1. Introduction
This manual will assist you in delivering the expected level of service and serve as a
reference tool for everyday use. It describes our “go to market” practice and serves as
the reference document for all sales personnel when dealing with our customers.
The purpose of this document is to assist and enable us to apply the best selling practice
in order to:

Have an effective utilisation of sales resources
2. Objective
The objectives of this selling manual are to:


Provide you the Primark Sales Representative with a guideline to marketing
procedures.
Assist all sales staff to achieve their respective sales objectives
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March 2017
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3. The Sales Representative role in Primark
Primark’s success as a Company is directly related to the effectiveness of the Management
Team. As a member of that Sales Team you have a crucial role, which influences both the
security of the Company and its employees.
All this may seem an incredible responsibility. It is!! But selling can also be a lot of fun. It
is a challenge to manage your sales territory effectively, and a great satisfaction to
achieve your goals and objectives by using your acquired knowledge.
Your main responsibilities are related with the following areas:

Sales Performance
o
o

Achievement of agreed sales target/objectives for the defined
territory/accounts which are set by your direct manager
Maintain good relationship with customers
Competitor/Market Information
Provide Head Office with information on potential new customer, new leads and
competitors’ activities rate changes

Administrative
o
o
o
o
o
Plan journey
Update customer information
Prepare and send marketing reports
Preparation for marketers and sales representatives meetings
Provide all relevant or requested reports to HO
4. Work Organisation
Daily organisation
A total of 8.25 hours per day has to be performed and it is up to you to organise your day
accordingly (Please refer to the Human Resources guidelines)
Weekend and holidays
Work on Weekends and holidays can be asked in specific cases when a clients or
customer request for urgent coverage event is being made. For these special cases each
day of work during weekend and/or holiday will be compensated with one day off during
the two subsequent months.
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Absences
Each absence that is not motivated for professional reasons has to be communicated as
soon as possible to HO.
Illnesses, accidents or other non-expected events must be communicated immediately to
the HO. When an absence is for more than three days a formal declaration is required.
Car & Other materials
As a Sales Representative you may be provided with:
 Car
 Laptop
 Portable phone
 Camera
For these items there are specific guidelines and instructions, make sure that you fully
understand their content and implications.
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5. SALES PROCEDURES
The sales procedures are described in three main steps:
Identify
Prospects
And
Preparation
Identify
Best product
Selling
5.1. Selling Planning and Preparation
To ensure you achieve your sales objectives assigned by management you must plan out
how you will achieve them through effective planning procedures
5.1.1.
Planning Procedures
It is extremely important that you ensure you get enough details about the prospect
constructively.
Therefore, being effectively prepared in what you present in terms of products becomes
very important if you are to achieve your sales objectives.
Sales period planning
1.
Review Activity your plan based on your documentation provided by information’s
gathered about the prospect
2.
Break down your plan objectives (Pre-visit) visit the location, site, company, school,
and ministry.
3.
Analyse activities to be performed to achieve objectives
- Pre-sale visit to know about the establishment
- Get vital information from staffs of the organisation
- Get names of the CEO, director or manager from staff or via social media
website etc.
- Identify and create the product to sell to the organisation
4.
Discuss with your team head marketing or management about the potential leads
/objectives to be accomplished.
Weekly/Daily planning
5.
Enter the weekly plan of locations and organisation to visit
6.
Review and update this plan on a daily basis before you start your visits.
-
Achievement of assigned Pre-sales
Distribution (i.e. presentation of new product)
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5.1.2.
Visit Preparation
To be successful you must plan what you are going to do before you walk into the
company.
Before you enter a company, set clear objectives that you can measure your success
against. Write them down and cross them off as you through with the meeting.
Remember: “If you go in with nothing and come out with nothing, then you have
achieved nothing”.
5.2.
Personal meeting
This section will go over procedures that you will encounter as a Sales Representative. To
assist you in achieving your overall objectives the following approach is recommended:



Announce yourself and make initial contact
Discussion with a key person in the establishment e.g. HR, MANAGER, CEO etc.
Sell and influence orders
5.2.1.
Announce yourself and make initial contact
Sign in or announce yourself in every office you visit. If you have the opportunity, make
initial contact with the decision maker so that he knows you are there for business
5.2.2.
Discuss with a key person
May include:
 Head of unit
 CEO
 MANAGER
 HUMAN RESOURCE MNGR
5.2.3.
Sell and influence orders
In every visit the sales representative should be attempting to make sale and should be
able to do follow-ups.
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End of the day tasks



Refresh the list of prospects
Forward appropriate administrative information’s to necessary departments such as
new business marketing reports within stipulated deadlines.
Input sales and remit cash with accountant.
6. Improving your sales
As a Sales Representative, you must be at all times, looking for ways to improve the
position of Primark’s production. Therefore, these are some specific points to take into
account:
 Maximise your prospects list
 Target competitors in organisations
 Make an impression in the market
 Join clubs and social groups to help expand your prospects list
 Meet prominent people e.g. councillors, lawyers, senates etc.
 Work on referrals
Prioritise Your Targets


Select the most important product
Plan alternatives for each of these
- alternative positions to make more production
- Choose your best product for sale (car, life, group life SWIS etc.)
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