MacBook Pro 15 inch Retina Display - …manuelcarrasco.weebly.com/uploads/5/3/7/5/53752013/mesalesmanual...A. PreApproach Introduction/ Description of Product Surely you have heard

MacBook Pro 15 inch Retina Display

“Sales Training Manual”

Manuel Carrasco Marketing Essentials

Sales Training Manual2015

1

Table of Contents

A. PreApproach……………………………………………………….Page(s) 3

B. Company Policies………………………………………………….Page(s) 45

C. Legal and Ethical Issues………………………………………….Page(s) 56

D. Merchandising a. Sales Floor Responsibility of Salespersons……………………Page(s) 67

b. Merchandise Display Design…………………….……………..Page(s) 7

E. Customer Buying Motives…………………….…………………Page(s) 8

F. Steps of the Sale………………….…………………………….Page(s) 1012

G. Determining Needs…………………….……………………….Page(s) 1214

H. Presenting the Product…………………….………………….Page(s) 1415

I. Overcoming Objections…………………….…………………Page(s) 1620

J. Closing the Sale…………………….…………………………..Page(s) 2021

K. Suggestion Selling…………………….…………...………….Page(s) 2122

L. Relationship Building/ Marketing…………………………...Page(s) 2224

M. Bibliography……………………………………………………….Page(s) 25

N. Appendix…………………….……………..……………..….…….Page(s) 25

Manuel Carrasco MESTM MacBook Pro Page

2

A. PreApproach Introduction/ Description of Product

Surely you have heard of the brand MacBook that has

been around since 2006. This product is a brand for

mac notebook computers, which there are two types of.

First you have the MacBook pro which is a computer

with a thick base and larger. Then you have the

MacBook Air which is the same thing but with a smaller

base making it thinner and lighter than the MacBook pro. It also has a smaller display size that only

runs from 11inches to 13inches, while the MacBook pro ranges from 13 to 15 inches. The newest

version of the MacBook Pro has retina display. Retina meaning you can’t see pixels like you can on

most computers, but here is why the 15inch is the better computer, it weighs 4.46 pounds and it’s

height when closed was cut to 1.8 centimeters. This MacBook pro was released July of 2014 and

there has been many models of the MacBook before this one. What makes this one better than the

rest is the new 2.5GHz quad core intel core i7 processor, new plug ins such as an Hdmi port, along

with the usb and thunderbolt ports. It is thin and light but has a very large scale. It has 16GB of RAM.

It has a 2880 by 1800 resolutions and a 178 degree view of everything on the screen. The trackpad

is multitouch and the keyboard has a backlight. This MacBook also has an HD camera built in and

802.11ac Wifi with bluetooth. It also includes the apps like any other MacBook has plus a long lasting

battery.


3

B. Company Policies

Selling Environment

The selling environment should be clean so the customer feels comfortable. If they feel at

anytime uncomfortable, it is most likely they will not buy. The employees should also be on their best

behavior even if they have a problem with another employee or customer.Your selling environment is

an “opportunity to not only present your product but to do so in a way that evokes the essence of the

lifestyle your customers are either accustomed to, or aspire to.”

Requirements for Employees

● Employees must show respect to their customers and can’t argue with them

● Employees should always dress in business casual

● Wash their hands before they enter the sales floor

● “Confidence: The confidence to make eye contact and strike up a conversation with strangers

is absolutely essential.

● Innate friendliness: Customers don’t want to deal with sales associates who have to force

themselves to be pleasant and nice.

● Flexibility: When dealing with the public, things can go wrong. You have to be flexible enough

to roll with the punches and think outside the box sometimes.

● Ability to multitask: Sales associates have to juggle customers and their questions and

needs, and at the same time attend to their other store duties.


4

● Patience: Dealing with people means that you will have to take the good with the bad. The

patience to deal with all types of customers is vital.

● Articulate: Sales reps must be conversational and have the ability to formulate answers and

provide information when asked.

● Respectful: The customer might not always be right, but she is always the customer.

Customers must be treated with respect, even in the most challenging situations.

● Proactive: It’s never a good idea to wait until a customer is stressed or agitated before offering

assistance. Being one step ahead to gauge when someone needs help is the best way to

minimize a brewing situation.

● Positivity: The ability to smile in the face of a long and possibly chaotic day can make a world

of difference to customers.

● Empathy: Being able to look at a situation through the eyes of a customer is an extremely

valuable skill that can enable you to provide the highest degree of service.”

Employee Expectations, Protocol & Dress Code

Employees should be dressed in business casual but mostly business. You want the customer

to feel comfortable but you also want to show that you mean business. You should be ready to sell at

anytime and shouldn’t be distracted. “It is important to give your potential customers an image of

allaround professionalism as part of a good marketing plan.”

C. Review of Legal and Ethical Considerations


5

Some considerations are are laws and regulations, safety issues, legal liability, and image.

Laws and Regulations you should consider are the state and federal labor laws. “Know the rules and

regulations governing any limitations on hours worked, overtime pay, wrongful termination, workplace

harassment, discrimination, right to organize and equal opportunity regulations as you add

employees.”

Safety issues “whether you run a restaurant, professional services office or factory, you will

need to know the rules governing workplace safety.” “Work with your insurance provider to implement

all state and federal safety regulations. Visit the website of the U.S. Office of Safety and Health

Administration additional for information. Contact your local fire department to inspect your workplace

and guide you on your legal obligations. Businesses such as restaurants, hotels and daycare centers

will need to stay up on the latest health regulations.” You want to make sure your product won’t harm

the customer or even a member of the public. “Make sure you set up your company as an entity that

protects you from personal lawsuits.”

“When you, your employees or agents act unethically, even if you don’t break the law, you can

damage your business. If the public believes you discriminate against customers or employees, try to

skirt environmental laws, don’t honor contests you hold or act in other inappropriate ways, individuals

might stop patronizing you or groups might organize boycotts.”

“Some unethical behavior is also illegal, such as baitandswitch advertising, sexual

harassment, age, sex or racial discrimination, and intimidation of workers who want to organize a

union. If you break your word or a handshake agreement with one vendor or client, word can spread


6

in the marketplace, making it more difficult to operate. Creating a detailed company policy and

procedures guide and distributing it to each employee will help you avoid many legal and ethical

problems.”

D. Merchandising

A. OnTheSales Floor Responsibility

● “Greeting customers who enter the shop

● Be involved in stock control and management

● Assisting shoppers to find the goods and products they are looking for

● Being responsible for processing cash and card payments

● Stocking shelves with merchandise

● Answering queries from customers

● Reporting discrepancies and problems to the supervisor

● Giving advice and guidance on product selection to customers

● Balancing cash registers with receipts

● Dealing with customer refunds

● Keeping the store tidy and clean, this includes hovering and mopping

● Responsible dealing with customer complaints

● Working within established guidelines, particularly with brands

● Attaching price tags to merchandise on the shop floor

● Responsible for security within the store and being on the lookout for shoplifters and fraudulent

credit cards etc.


7

● Receiving and storing the delivery of large amounts of stock

● Keeping up to date with special promotions and putting up displays”

B. MacBook Pro Merchandise Display

Features and Benefits Chart

MacBook Pro Features MacBook Pro Benefits

15inch retina display Thin and light

5 million pixels Trackpad is tough, huge, and made of glass

2880 by 1800 resolution Has a larger size screen then the 13inch

178degree view of everything on the screen Sharper display than most laptops

Fourth generation dual core Intel mobile processors

Two usb and thunderbolt ports, plus an HDMI port.

Multitouch trackpad and backlit keyboard Faster than previous MacBooks


8

HD camera Iris graphics for better quality

802.11ac Wifi and bluetooth Other MacBook pros have been continued

apps Same features as 13inch MacBook pro but with a little more

Longlasting battery Fits easily into handbags

E. Customer Buying Motives

Summary

It is the latest version of the Macbook pro and is better than any other model made in the past.

It works so much faster than any other computer. Easy to use for older generations. It has a clear

resolution that doesn’t show any pixels on the screen.

Rational Motives A conscious, logical reason for a purchase

Employee: Hello sir/ ma’am can I help you with anything today?

Customer: Yes, I really need a laptop because I’m starting college next week. I don’t know which one

to purchase though.

Employee: Well let me show you which laptop is the most worth purchasing and why you should

purchase it.

Emotional Motives A feeling expressed by a customer through association with a product

Employee: Have you ever had a different version of your computer?


9

Customer: No I have only ever had this version. I’m kind of attached to it and don’t want to upgrade.

Employee: Well have you seen our latest version of the computer you have, it is 10x faster with a

larger screen, which makes reading the screen easy.

Patronage Motives A reason for remaining a loyal customer of a company Employee: Would you like to sign up for our V.I.P access card?

Customer: What do I get when I sign up?

Employee: When you purchase something in our store you earn points and when you reach a certain

amount of points you can get like a huge deal on your next purchase. We also send you emails of

when our store is having a deal on items.

Multiple Motives Having different reason for buying

Employee: Here at apple, we feel like we have all the needs you want it a computer from how clear

your picture is on a screen to how big you want your laptop.

F. Steps of the Sale

When making a sale one must understand what the sale steps which are having knowledge of

the product, Prospecting, the approach, The needs assessment, the presentation, The close, and


10

lastly would be the follow up. All of these steps are very important when making a sale because they

can make or break your sale.

Approaching The Customer

When it comes to selling approaching the customer may be the most important part. It sets the

mood of the customer when trying to make a purchase. You want to make sure you are presenting

yourself as a proper sales person, so the customer will trust you more.

Service Approach A retailselling method in which salespeople ask customers if they need assistance

Employee: Hello sir/ma’am is there anything I can help you find

today?

Customer: No thank you, thank you though.

Employee: Okay if you need anything just call for me, my name is

(name). Over there is my coworker (name), he can be of

assistance as well.

Greeting Approach A retail approach method in which the salesperson welcomes the customer to the store


11

Employee: Hello, welcome to apple. Customer: Hello, thank you. Merchandise Approach A retailsales method, also called the theme approach, in which the salesperson makes a comment or

asks a question about a product in which the customer shows an

interest.

Employee: Hey there sir/ ma’am I see you have been checking out

our latest laptops

Customer: Yeah, well I’m kind of looking for something new to

replace my old laptop, and

I really like the design of the new Macbook Pro you have right here.

Employee: Well let me tell you why you should buy this is the top of line laptop to replace your old

laptop.

G. Determining Needs of The Customer

Summary: When to determine needs?


12

This is very important when trying to make a sale. You want to determine their needs, so you

can help in the best way possible. The best way to determine the needs is when the customer is

having a hard time deciding what to buy.

Observing the Customer

You should observe the customer to also determine needs that they have. Maybe by what

they’re wearing, or what they’re they are looking at. They may have a look on their face like they don’t

know what to buy. You want to look for these key aspects about the customer.

Listening to the Customer

Listening to the customer is really important because in order to find out the customer needs

you need to understand what they're specifically looking for. Pay attention to what he/she is saying to

you because it will then be your job to tell them the information. If you try to interrupt them they may

just end up walking out of the store causing you to lose a sale.

Questioning the Customer

Giving questions for the customer is for more information and when we collect the answer we

can recommend something better for the customer. It is also a good way to determine the customer's

needs.

10 Open ended questions for determining the needs of a potential MacBook customer


13

1 What type of computer do you own?

2 Have you ever used a MacBook Pro?

3 How often do you use the computer?

4 If you could buy any computer you want, what would you buy?

5 What are some new things you have tried recently?

6 How have computers benefited you in the past?

7 What was the first computer you ever owned?

8 Are you on the road when working?

9 How much are you willing to pay for a new computer?

10 How often do you use the computer?

H. Presenting the Product Product


14

MacBook Pro 15 inch Retina Display Price(s) and Range of prices $1,999.00 2,499.00 Options available 15 inch with 2.2 GHz 15 inch with 2.5 GHz Handling the product

This product is easy to carry and can fit in something easy to carry such as a handbag or

backpack. You should handle it carefully as it may break if you do happen to drop it. Let the customer

handle it and try to gently explain how to handle it properly.

Displaying the product

The way this product is displayed may also have an impact on if the customer’s decision to

buy. If it looks nice it will most likely get the customer’s attention. It’s like a framed signed jersey it

looks nice because of the proper display case.

Sales Aids


15

In our store it is our job to answer any questions a customer may have and is to be ready when

they ask this question. You have to aid the customer in the most helpful way as possible and do

whatever it takes to satisfy their needs.

Demonstrating how the product works

When you demonstrate how to use this product make sure to include all the unique features

that will get the customer more interested in the product. You want to be as clear as possible

depending on who the customer is.

Involving the Customer

One way to get the customer involved is to let them try the product and get a feel for it.

Especially for someone who has never owned a laptop before or is buying a new version of the

computer. This is also so they can figure out if they really want the laptop or not.

I. Overcoming Objections

Objection Analysis Sheet

You want to know what an objection analysis sheet is, but first you must know what objections

are. An objection is a reason or concern that a customer may have for not wanting to purchase a

product. What an object analysis sheet does is that it helps make a list that customers may have for

not wanting to purchase a certain product and along with that are a list of possible responses.

Need


16

Objection can be immediately related to an objection because that is what can be keeping a

person from purchasing a product. When a customer says “I like this laptop but I’m already

comfortable with the one I have” is an objection based on the conflict between a need and a want.

Product

The customer may have an objection based on the aspects of the laptop. Another example of

this would be “I want a new laptop but I don’t want my teenager using it”. They include concerns

about such as ease of use, quality, color, size, or style.

Source

The customer might not think you are a reliable source, which is an objection based on

information they are unsure of. You want the customer to trust you so they can count on this place

and product being a good source for purchasing their needed goods.

Price

Sometimes the product might be out of the customer's price range, so you want to make sure

you can help them with that as well. You shouldn’t ask how much they make, that is a personal

question that might take a wrong turn in the sale. Ask something like what price ranges are you

looking for, and then point them in the right direction.

Time


17

Objections will be based on time reveal a hesitation to buy immediately. Objections can also

be based on timing because often you might hear that a customer does not want to buy something on

the spot or that they simply want to keep looking.

Four Step Process

1. Listening

Being an attentive listener helps listen in on the clues that a customer is giving you while they

are talking. It also makes a customer feel that they are able to talk more freely. Take a look out on

what they're really trying to say because some people can really talk like a jerk but they could really

trying to tell you something important.

2. Acknowledging

You should give some of your input and let them know that your understanding

everything the customer is saying. Acknowledging the customer and their concerns makes the

customer feel like their comment and concerns are valid. The way to respond to a customer's

concerns might be by respond by say “ I understand what you’re saying...”

3. Restating

Restate the customers concerns but do not phrase their concerns exactly the way that

they stated. You are doing this in order to understand the customer's concerns.

4. Answering


18

When answering a person's questions don’t disregard what the customer is asking.

Don’t make their questions or concerns seem like they are not important. You shouldn’t try to

change the subject if you don’t know what the answer to the question is. You should know how

to answer any question they ask.

Specialized Method of Handling Objections Introduction: There is several different kinds of directions you can come at your customer with

objections such as: boomerang, superior, demonstration, question, direct denial, and third party

method.

Boomerang Method “Brings the objections back to the customer as a selling point.” This can work when a customer asks

a question about a concern that they have and the seller answers their question with a response that

makes that a selling point.

Scripted response: Customer: How much does this laptop cost, it might be too much and out of my price range? Employee: This actually might be in your price range. How much are you willing to spend on a laptop? Customer: Anywhere from $1,999.00 to $2,499.00 Superior Method “It is a technique that permits a salesperson to acknowledge objections as valid, yet still offset or

compensate them with other features and benefits”.

Scripted response: Customer: It seems kind of expensive just for a laptop. Employee: Yes, but this one offers you the most you could ever get out of a laptop….(start naming important and cool features) Demonstration Method


19

“Demonstration exemplifies the adage, “Seeing is believing” When trying out this method be sure that

what you are trying to prove is something that you have tested out yourself.

Scripted response: Employee: This laptop is the top of the line in laptops as in speed, size, and clarity. I even tested this out myself along with other laptops. Customer: Wow! Really? I want to take a look for myself though. Question Method “It 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?” By doing this you can

gain the knowledge as to why that person really doesn’t want to purchase something.

Scripted response: Employee: Is there any other specific reason why you feel that way? How can I help you in trying to make a decision to buy? Customer: Yes, there is. Thank you for being so patient with me. Direct Denial Method “It is when the customer’s 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 of a question or inquiry.”

Scripted response: Customer: I heard any other laptop would be better than this one. Employee: Have you tested this one? According to our recent studies this is the best one on the market. Third Party Method “Involves using a previous customer or another neutral person who can give a testimonial about the

product.”


20

Scripted response: Employee: I purchased this laptop for my own family and honestly it was the best decision I ever made. We also have reviews on our website if you need more proof on why you should buy this laptop.

J. Closing the Sale General rules for closing the sale

When you guys come to an conclusion to make final decisions. It is hard for a customer to

make a decision sometimes that they end up deciding for hours. Make sure that you close the sale

with a good ending. The general rules of closing the sale are looking out for buying signals, and to be

able to recognize closing opportunities as well as to help a customer come to a decision.

Specialized Close

The close you use for this type of product is the service close. You use this close because it is

a premium item which should deserve a warranty if they pay for it. This product is very expensive and

the sales policy should be lenient.

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 method should not be used all the time as it can be seen as being high pressure

Scripted response: “It's that time of the month where we have all our laptops 10% off but the deadline

comes around the corner, so watch the clock!”

Direct Close


21

“Is a method in which you ask for the sale.You would use the direct close sale method when the

buying signal is very strong.”

Scripted response: “We have other accessories that come with the laptop.. Would you like to check

that out?”

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 arrangement, warranties and guarantees and

warranties or premiums”.

The scripted response would include things like the down payments on the car and the cars monthly

payment. In this part is also where you would state the special offers or bonuses.

K. Suggested Selling Benefit Sales Are sales that are made that are made mainly on the benefits of driving this type of product Scripted response: Employee: “The benefits of buying this product are……” Suggestion Sales “Is selling additional goods or services to the customers. That will ultimately save time and money or

make the original purchase more appreciated. It is important to the sales process because it helps to

improve customer satisfaction, and it increases sales for the businesses”.

Scripted response: Employee: “Would you like to try out our older version it was much faster maybe should check into that.” Offering related merchandise


22

“Increases the use or enjoyment of the customer’s original purchase. Cross selling is probably the

easiest suggestion selling method.”

Scripted response: Employee: “We have a new MacBook Pro, its same one as this one but a little bit

better.”

Recommending larger quantities “Is often referred to as usselling. This method works in retail settings when selling inexpensive items

or when savings in money or time and convenience are involved.” This can be done when people are

buying one thing and you can upgrade what you are buying.

Scripted response: Employee: Would you like to see our latest version of the top of the line laptops? Did you also know if you purchase one you can get 20% off if you buy a second one? Special Sales Opportunities You as a salesperson are required to inform the customer of our special sales or promotions and

must also inform the customer of when their arrival of new shipment is.

Scripted response: Employee: Did you know today everything in our store is half off if you sign up for a membership? Customer: No, I didn’t but thank you for telling me!

L. Relationship Building / Marketing We build relationships with our customers by give us our full attention and making sure and and

conversation with them that can start a relationship. Trying to gain a bond with your customer. It is

mainly focused on the customer and how to make their overall experience better. An important part to

selling being able to build customer loyalty with a customer.


23

Taking the order

Define: Taking the order means being able to take the customer's order and being able to assess

what their needs are.

Scripted response: Employee: “Hello how may I help you”

Receiving Payment Define: Thats when you ask the customer what type of payment they will be using.

Scripted response: Employee: “Now what type of payment method would you prefer to use.” Departure Define: Before your customer makes their final decision. Educate the customer on the product that

they are getting and give details. Spend the extra time on the customers like tell them how the handle

breaks work.

Scripted response: Employee: “Would you like to see the extra components it comes with? it will only

take a second.”

FollowUp Define: When following up on a customer you're coming up on agreements that we made during the

initial purchase. This would include the customer's interest.


24

Scripted response: Employee: “Hello I sent you an email about the MacBook Pro you previously

bought, and wanted to let you know that we are having a discount sale in our store this weekend.”

Evaluation Define: Many benefits can come from observing your own sales efforts. It will help you realize where

you are the best at. You record yourself and give your own self feedback to also get better.

Scripted response: Employee: “What were some best things I did in my presentation that I could work

harder on?”

Closing Summary

Being a good salesperson can be mastered through different information that is received. All

the information that you have received all lead up to what essentially is being a good salesperson. All

starting with following the company's basic policies that include the selling environment, dress code,

Legal and ethical considerations. It doesn't end there it continues to you're a salesperson's floor

responsibility, including things like merchandise display. When being a salesperson you will see

different reasons that a person might want to purchase a car and It is important to be able to

recognize all of them such as a rational motive, emotional motive, patronage motives, multiple

motives.Being a good salesperson comes in naturally. It's not hard to be good at, but all the

information I gave is really useful this will come naturally once you start getting things going.

Following through the dress code is not hard all you need is a polo shirt and some tan pants and you

would be set. This comes with all companies selling environment, policies, legal and ethical

considerations. There's additional things like having good responsibilities comes big things. Finally


25

make a relationship with your customer to keep them in notice or in contact and be sure to advertise,

and inform them on the latest new thing.

M. Bibliography

● http://www.retailcustomerexperience.com/articles/the10essentialstrengthsoffrontlineretailemployees/

● http://www.dayjob.com/content/salesassistantjobdescription429.htm

● http://yourbusiness.azcentral.com/potentiallegalethicalissuesbusinessownersface10733.html

● http://www.retaildoc.com/blog/creatingtherightretailenvironmentforluxurysales ● http://www.adavidcreation.com/tag/salesstaffdresscode/

● Farese, Lois, Grady Kimbrell, and Carl A. Woloszyk. Marketing Essentials. New York, NY: Glencoe/McGrawHill, 2002. Print.

N. Appendix MIN: Required Google Form → Salesperson Post Quiz 20 questions based on the manual & Training Video. (This will be taken by 5 student members, one adult, alumni, or teacher) and their scores will count towards their grade. The quiz should include assessment or scripting, at least one roleplay and important information about the product.) Students should be able to get all information from your manual and video to answer these questions.) Data Summary Included Copy of form included EC: StoryBoard for training video Photos of you with product or doing research of competition 3D Mini Model & Photo of display/ product/ cross section URL to Youtube Training Video


26

http://www.retailcustomerexperience.com/articles/the-10-essential-strengths-of-front-line-retail-employees/

http://www.retailcustomerexperience.com/articles/the-10-essential-strengths-of-front-line-retail-employees/

http://www.dayjob.com/content/sales-assistant-job-description-429.htm

http://www.dayjob.com/content/sales-assistant-job-description-429.htm

http://yourbusiness.azcentral.com/potential-legal-ethical-issues-business-owners-face-10733.html

http://yourbusiness.azcentral.com/potential-legal-ethical-issues-business-owners-face-10733.html

http://www.retaildoc.com/blog/creating-the-right-retail-environment-for-luxury-sales

http://www.adavidcreation.com/tag/sales-staff-dress-code/

Documents

MacBook Pro 15 inch Retina Display - …manuelcarrasco.weebly.com/uploads/5/3/7/5/53752013/mesalesmanual...A. PreApproach Introduction/ Description of Product Surely you have heard