Sales Training Manual for a Light up Bed Head


  • Introduction


  • The Market
    • Company Overview

Brisbane Furniture is among emerging competitors in the furniture industry. For ten years now, the company has cut a niche in the market, providing unique products in a bid to overcome the fierce competition in the industry. The company’s head office is located in Ann Street, Brisbane, and we have sales branches in Montague Road, Norman Avenue, and Raymont Street as well. This gives the company a wide coverage of Brisbane area and enables timely delivery. The company was founded in 2001 by Garry Moore and Risper Berry with the view of providing customers with unique furniture. At first the company dealt with different bedroom furniture but later specialized in light up bed heads after identifying a gap in the segment. The company sells to furniture makers as well as individual customers.

  • Furniture Market

Australian furniture industry is undergoing rapid changes in the recent past. As a sales person, you must identify the recent trends in the market to identify the dynamics. From 2018 to 2022, the Australian furniture market is expected to grow by 3.3% with the number of households expected to rise from 8,196.6 thousands to 9,160.3 thousands by 2022, which is a 1.8% growth (PRN News Wire, 2018). The residential household sector represents more demand for furniture. There is a growing demand for furniture, and as a company, this presents a unique growth opportunity.



Sales Training Manual for a Light up Bed Head

Sales Leadership
Type: Training Manual
Learning Objectives Assessed: 4, 5, 6

Weight: 20%
Task Description:
Individual Project – Sales Training Manual
Part of your responsibilities as a sales manager is to provide continual training, guidance and sales
materials for your sales force. …..In this assignment you will be producing some of this material for
your sales representatives and account managers.
….[as] a sales training guide, or manual, for your reps. It is critical that your salespeople know the key
benefits and features of your products, the unique advantages of your product, how to sell your
product, who their competitors are and which products are competing directly with yours (what are
their strengths and weaknesses). This will provide a basis for preparation as a sales representative …..
The maximum length is 10 pages (excluding cover page and appendices).
…. You therefore need to keep this manual as concise and hard hitting as possible without
compromising the quality of information.
The sales training manual should be based on the same product your team will try to sell in the Sales
Interview. …..
Criteria & Marking: MKTG3503 – Sales Training Manual Rubric 2019.pdf
Submission: ONE electronic copy is to be submitted to Turn-It In the Blackboard assessment link.

General Guidelines

IMPORTANT NOTE: You are encouraged to do this exercise for the same or similar company/situation that
is described for the group assessment exercise “Project Report Sales Interview, Critique, and Final
proposal” (see ECP). However it is NOT mandatory, and you are free to use a brand/sales situation of
your choice. Sales Training Manual for a Light up Bed Head.
10 pages of the main report implies, a main body of approximately 3000 words (12 font, Time New
Roman). Put lengthy exhibits, charts, illustrations, photographs, Templates, and other marketing collaterals
in the Appendix. Hyperlink them for easy navigation of user of the manual. Don’t make the main-report
text-dense, rather it should read like an interactive cook-book – use infographics generously.
Resources several of the lecture narratives, anecdotes, illustrations, activities, and concepts will also
give you ideas in scoping and execution of the project. Tutorial exercises will help you design some of
the collaterals. Use secondary/desk research and internet resources. If it is possible for you to access
consumers and professionals, feel free to reach out to them for a discussion and insights.
Data For all the segments of this report you may not have hard data and complete information. That is
fine. Make logical assumptions. As long as your report is conceptually coherent and your approach is
correct, creative, and well communicated, I am not too bothered about the exact facts and numbers.
Even fictitious but believable numbers and claims are fine (but do identify and indicate these situations
through a footnote or an in-text remark in your report).
If you need any specific input or resource, write to me, meet me during consultation hours, lecture
breaks, or set-up an appointment.

An INDICATIVE guide to preparing the assessment task (feel free to be creative)

Cover page

May also include quick navigation and search guide for users of your manual. (Ensure professional
presentation ALL through the report – including the Cover-page and Appendix)

Page 1-3

These introductory 1-3 pages should be an easy to read analytical background note with key
information about market, industry, company, competitors
Industry, company background, Market focus on those aspects that would matter to your buyer, will
impress and assure the buyer. Details that are simply facts with no relevance to the client/sales at
hand be avoided. General information be placed in Appendix. Also offer some detail about the
competitor (only those that matter in the sales situation of interest and not the entire competitive
Value Proposition – Product and service discuss the product/s and their features. Remember to
highlight the benefits (how does a product feature matter to the client). Rise ‘beyond product’ mindset
– and highlight the role of and sources of value. Try arrive at few strong and clear value propositions
that your salesperson can carry as a tag line/punch line. Remember these details will form the basis of
your selling strategy and the selling collateral that you would design. Sales Training Manual for a Light up Bed Head.

Page 4-5

Consumer/s insights While you can keep a focal consumer-type in mind –it is practical to believe that
the market will have more than one consumer segments for your product/s. Detail some of the key
segments, and their attributes, decision making process, typical buying process. Remember these
details will form the basis of your selling strategy and the selling collateral that you would design.

Page 6

Sales team and selling process Offer an overview of the sales organization and selling process. If it is a
B2B sales – use the pipeline framework for better tractability (lead generation, approach, presentation,
objection, closure). If it is B2C situation – draw content from one or more of the consumer decision
making framework and try to analytically detail the consumer-seller interactions (e.g., identification,
approach, sales, post-sales narratives to design the selling strategy).

Page 7-9

Aggregation Bring together the insights from the last three segments – product (in light of competitor),
consumer (and their decision process), sales process (different sales interfaces). Identify the key
activities and hurdles for the sales person. For each of these hurdles – step back, and think – what
kind of resource will help resolve it or help the salesperson move ahead in the selling process? If it is
brochure or information guide – offer some detail and append a content overview template (I don’t
expect you to design a full brochure); if it is approach stage related issue – indicate ways and sources
of identifying and qualifying leads (step-by step details/flowchart); if it pertains to presentation –
prepare a quick presentation guide through an infographics (refer to FEBA approach taught during
lecture). Also set-up FAQs and Objection questions along with possible resolutions. Last, review your
tutorials and prepare a checklist with some resource guide for your salesperson – key salesman skills,
resources for improving them, and general guide for professional development. Wherever possible you
should create a marketing and sales collateral.
Page 10

A quick conclusion about – sales profession, its challenges, salesperson goals, motivation, and
performance. The role and relevance of training and enhancing one’s skill. How does your manual
contribute to these objectives- write a well-balanced conclusion of your report.

Appendix (no page limit)

Please use Appendix liberally yet thoughtfully. Be creative in design of marketing collaterals – Sales
Tools/Collateral (e.g., Sales Person’s checklist, Market visit planner, Market intelligence sheet,
Performance tracker, Daily call reports etc.). Feel free to use QR codes, figures, photos, hyperlink and
host secondary assets, motivational and learning videos as soft copy if need be (these should be made
accessible to me so that I can provide you credit for your effort).
References, Acknowledgements (if any), END