Sales Training Manual

Charity Division

Welcome Aboard
Millennium Organisation –

Millennium Organisation which has had a humble beginning from one office in Mumbai has now
grown into a giant Organisation which now spreads across the country. We have been pioneering
all the divisions from Charity, Telecom, Insurance, Health, Hospitality, Entertainment and Finance
with a strong workforce of approximately 1200 indivusal contractors.

Every day, we speak to thousands of people and deliver many new customers for our affiliated
blue chip and charity clients. Millennium Organisation has grown and has been looked up to the
pinnacle of quality sales and service under the leadership of Business Head Mr. SaiPrakash
Kuckian He now seeks to pass on this mantle to whosoever proves worthy.

Objectives -

The objective of this module is providing entry level Training with the tools and the information they
require to get to the next level in the Millennium organisation.

The basic outline is designed to alter your attitude on how the sales process works and gives an
introduction to the basic systems that are used in the business and have proven to be the very
foundation of our success.

Keeping time in interest this manual will provide you the required knowledge and the
understanding on how you must maintain your attitude and the resources provided to you to
access your daily, weekly and monthly progress in the company.

Environment -

Although we encourage a fun and enthusiastic environment, we take our responsibilities towards
our affiliated clients and to you very professionally and seriously, The basic do’s and don’ts are
what separate us from any other company. Think of the environment as your classroom; the more
efforts you put into learning will ensure better results, however always bearing in mind the factors
of Non-negotiable, Customer service as the Heart of our business

As with all the coaching and training provided to you both practical and theoretical it is
recommended that you familiarise yourself with this manual as this information will guide you
through your success in this organisation regardless of what role your are handling.

Enjoy.

All the best on your first step to being an Entrepreneur -

Kindly Document your Company's Name _____________________________

 Here are a few tips to help you in your journey with us

1 – Have a learning mentality, this might be a new industry for you so be open to learning from
different people.

2 – Strive to Improve constantly, every day in a new way.

3 – Field is a matter, it teaches you many things. Understand that every customer and every
situation good or bad is a learning experience. Tough situations and customers are better
teachers.

4 – Don’t run after sales, follow the systems and LOA, you will definitely get results.

5 – Your trainer is there to help you and guide you so learn from them. But don’t depend on them
for sales and become a burden.

6 – be wary of negative people on field and in office. Avoid them as they will drain your energy and
enthusiasm.

7 – Respect time and always be on time.

8 – When on filed, always take initiative in dealing with customer.

9 – Smile: Always carry a smile on your face. It’s free. If you face a challenge in the office, discuss
it with you owner directly.

10 – This is your office, keep it clean and tidy. If you find any rubbish, please pick it up and trash it
in the bin.
 Introduction to Sales

Understanding the Marketing Industry

Why do a Marketing Campaign?

All companies want to sell a higher volume of their

products or causes to generate revenue, increase their
market share and ensure long term survival. To make
profit, a company must choose a strategy that increases
sales and profitability.

There are three aims of any marketing campaign to promote and sell a product or a cause:

1. Create Impact

2. Provide Exposure

3. Generate Return on Investment (ROI)

A successful marketing campaign is one that will meet all these main criteria. Which means, a
marketing campaign needs to be remembered by the people who see it (Impact), be seen by a lot
of people (Exposure) and that the income generated from the sales made as a result of that
marketing campaign should be greater than the cost of making and producing the campaign

(Return on Investment).

Marketing Options: There are, in general terms, two main types of marketing:

Indirect Marketing (Above the line)

1. it’s expensive.

2. There is no guarantee that they will reach their target audience.

3. Cannot guarantee return on investment (ROI).

4. Rely on the Donors to respond/take action.

5. Difficult to monitor their effectiveness and inflexible to changes in the market.

6. Over exposure and desensitization (Thousands of adverts are shown every day, because
there are so many adverts we mentally or physically switch off to them).
Direct Marketing (Below the line)

1. Less expensive compared to other marketing channels, its cost-effective.

2. Field Representative can respond to the Donor’s individual needs and answer questions.

3. Guaranteed return of investment (ROI) for the client.

4. Delivers results in a time-critical environment.

5. Its people selling to people: the human touch is far more effective.

6. Reinforces brand awareness, educating the Donor and delivering causes effectively and
professionally.

7. Delivers large-scale, immediate and localized exposure.

Understanding the Sales Process

Applying your Sales Skills: A solid sales presentation to influence Donor decision making;

1. The Product or Cause – 15%

2. The Company behind the product (Brand) – 25%

3. The Person behind the product (Salesperson) – 60%

The Product or Cause– 15%

With consideration to the above breakdown, it is necessary for the salesperson

to be well equipped in their knowledge of the product/ cause they are selling.

The Donor assumes that the sales person has thorough knowledge of the product they are selling.
Therefore;

 Be familiar with each feature of the product/cause

 Learn how to highlight the potential benefits for each Donor
 Familiarize yourself with all the necessary Terms and Conditions
 Be familiar with similar products from other suppliers/retailers/organizations
 Be aware of the key points of difference between yours and similar products available in the
market
 Be well versed in dealing with typical Donor questions and objections

The Company behind the product (Brand) – 25%

The Donor seeks reassurance that the product is from a reputable and reliable company – who
will be able to deal with any potential issues should they arise. Therefore;
  Spend time familiarizing yourself with the company you represent
 Develop an understanding of other products/projects that the company offers
 Speak confidently and with conviction about the company you represent
 Keep yourself up-to-date with the latest development and news of the company

The Person behind the product (Salesperson) – 60%

This is where everyone can make the most difference. You cannot change the product or the
client, but you can change your sales presentation. Therefore;

 Spend quality time in practice and rehearsal of your sales presentation

 Learn how to engage people in conversation
 Develop a variety of presentations to allow you to engage different types of Donors
 Show confidence in the product and conviction in your presentation
 Practice with different people, seeking feedback from each to improve
 Learn from each exchange with a Donor to affect/improve your performance
 Be more aware of the body language you are using
 Learn how to develop rapport and trust from Donors
 Develop the skill of leaving the Donor on a high note. (Good rehash!)
 Direct sales

“No one can learn it from a book”

This section of the book is to help people in the direct sales and marketing industry, which is one
of the few industries wherein everyone should start from the bottom and learn. Unless you have
been out there in the field, dealing with prospective Donors, learning how to turn negatives,
dealing with rejections and closing deals, you cannot really know what it is like. It is a bit like
driving, you can study as much as you like in the classroom but you don't really start learning until
you are behind the driving wheel.

Most successful business and sales teams are lead by people who have a real understanding of
direct sales. Good sales managers do not mean that they are necessarily great sales people, like
football managers are not always great footballers.

Staring out in direct sales can really be quite daunting, but the benefits of what you learn are
something you can take with you no matter what you do in life. Much of the skills you will develop
from direct sales help you develop some of the following skills:

1. Confidence

2. Public speaking

3. Developing a positive attitude

4. Goal setting

5. Taking control

6. Relating to people

7. Handling challenging situations

8. Good work ethics

9. Leading from the front

……………… and many more

We will help you, advice practical suggestions and guide you to develop your skills. The one thing
you need to remember when in case you feel lonely that there are 100,000's of other people doing
exactly what you are, right now. Some will be having a great day, others will be having a bad day
and others quitting.

We will give you the tools to help you along the road, but you must pick them up and use them.

Sales Success – Mentality

Attitude

Your attitude is the way that you perceive things - your outlook towards events, people and
situations. ATTITUDE is the word that you will hear all the time in the office, and it is a word that
you must understand to achieve success in the field and with team building. The way that you will
look at things will determine how much money you make daily in the field. It is important that you
approach every person as if they are going to be a sale, because people pick up and are attracted
to positivity. Likewise, your Donors will notice if your spirit is low. Learning to control your attitude
will be the most important thing you should do as in a way it will be an achievement that reaps the
most rewards.

Do not let other people dictate your day or future.

Never let your sales determine your attitude but your attitude determines your sales.

STICKABILITY – Never give up. NEVER!!!!

Stick ability is the ability to face challenges and not give up, it is your mental will power. It is a fact
that 80% of people that are working here today will not be here in 6 months‟ time. The rest 20%
will be on their way to a management position where they will be given an opportunity to run their
own office. It is up to you, which group you chose to put yourself in. It is important that you
understand that you cannot fail to get into management- you can only quit!!!

Reality

The road to ownership is not an easy one and to achieve success you must overcome many
obstacles. It may in fact be the hardest thing you ever have to do. There are qualities
however that will facilitate you on your way to ownership, and if you work hard at developing these
qualities, they are bound to make your journey a little easier.

 Be honest and trustworthy

 Work hard, never be lazy
 Be reliable and consistent
 You need to be in every day giving 100%.
 Be motivated
 Be ambitious
 Be disciplined
 Set goals and think big
 Systems - Pillars of the Business

Law Of Averages –

The principle behind the Law of Averages (L.O.A) is that the more people we present to, the more
chance we have of securing a sale. This principle only applies when you are doing the right things
in your sales presentation!

How many people would sign-up to a representative who had a ripped shirt and gave the Donor no
eye-contact? Even speaking to 100 prospects, it’s unlikely the representative will secure any sales
because his presentation is flawed. (He then loses faith in the „Laws of Averages‟!) To use the
Law of Averages to your sales advantage, you need to practice your sales presentation with a
range of people in the office, and then refine it further each day.

Note: If your presentation is poor (i.e. Lacks confidence, conviction, product knowledge, unable to
build and secure rapport, etc.) You would struggle securing any sales, no matter how many people
you see.

Law of averages is the first system a Trainee needs to incorporate within them, Repetition increase
the chance of favourable outcome

Resources - The Test and measure card provides you a division between the Events and the trails,
Any trainee who practices the law of averages will give 100 successful introductions, if this is
followed then the averages of presentations given will be 25 this also completely depends on how
precise the Presentation and close is, based on the effectiveness of the Pitch the trainee should be
able to crack 5 sales at regular intervals.

The test and measure card is an effective tool for the trainee and the trainer to understand how the
trend of the day was and what conversion rate was in effect and to analyse the total sales on the
performing individual.

Non Negotiable - Each representative regardless of their hierarchy must maintain a Test and
Measure card and duly submit it back to the Owner /Trainer.
Training –

Pitch/Ditch

Walk/Talk

Few basic principles –

 Let your attitude determine your sales, not sales determine your attitude.
 Do not take rejection personally. (when a donor says yes he says it to you, when he says no
it is to the organisation)
 Have a sense of urgency.
 LOA works if you are working, LOA carries forward
 Qualify people early in each conversation and do not pre-judge.
 The more people you see the more sales goals you will hit.
 Apply the systems shown to you.
 Be prepared so that you will avoid delays in getting to the filed early.
 Aim to go around your territory twice in the afternoon and three times in the evening (This
will depend on your territory)

Every person you meet is either your:

1. Definite sales
2. Probable sales
3. Possible sales
4. Definitely not sales
Different Types of People we meet on the field:

1. Housewife 6. Youngsters

2. Business man 7. Senior citizens

3. IT professionals 8. Celebrities

4. Working men 9. Special People

5. Working ladies

Different types of Aces!

1. Birthday or anniversary in the house, Son, Daughter, Mother or Father.

2. Educated Housewife whose children are staying/studying away.

3. A widow or Divorcee

4. Housewife whose children have come to meet her.

5. Businessmen Looking for Tax Exemption

6. Businessman who keeps his office staff very happy.

7. Who does not make you wait a lot

8. Who’s made good profit lately.

9. IT Professional Newly moved into the city

10. Working for a start-up

11. Just got a promotion

12. Who has a good looking wife.

13. A music teacher, tattoo artist, DJ, Photographer,

Faison Designer.

14. Someone who travels a lot

15. A freelancer

16. Was working overseas, recently came back.

17. A school/college teacher.

18. Recently Married.

19. Has a special child.

 20. Just came back or going for a holiday

21. Fresher’s, who just started working.

22. Who do a lot of online shopping.

23. Just returned back from overseas studying.

24. Who have a tattoo

25. Retired Teacher.

26. Banker living on Pension.

27. Who have fulfilled their responsibilities of life, kids are married and settled.

28. Happy couple who is still physically fit.

29. Who are regular donors.

30. Very Famous celebrities.

31. Cricketers

32. Musicians

33. Someone who is deaf, blind, dumb or disabled.

 You only have to find 3/33 each day to keep the doctor away!

 Don’t sit for more than 5 minutes with people not from this list.

The Next system has been a helpful tool in breaking down a presentation into five steps.

Step 1 - Introduction

Introduction has to be exciting, short, should amuse the person and must include an ice breaker.

Key Points:

 S - Smile - Donor is a mirror image of yourself

 E - Eye to Eye to build trust

 E - Enthusiasm - To excite the person to let you in

Focus -     To get an Entry

Purpose -     To give a presentation

 Ice breaker - Hi, Don't worry nothing serious

 Who are you? My Name is _____________

 Why are you here? we are just going around and talking to everybody for this (Occasion,
Season, General, Client specific)

 What do you want? Two minutes of your time, i'll quickly step in and speak to you? Shoes
are okay or I’ll remove it outside.

Negative Conversion –

Smile

Close Agree

Re-
impulse

1. What is this about? We are just trying to do something special for these (Elderlies, Blind
children, and destitute) just require two minutes of your time, Close!!!

2. Someone had come here the other day? Oh that's great so have you already filled out the
form? Let me quickly explain what it is about, we don't want anyone to miss out on this, I'll
step in and speak to you.

3. Not Interested - Well our objective is to speak to everyone who is not interested or busy as
they tend to miss out on such events, just two minutes of your time. (Don't plead, Sound
assertive)
Write your Introduction here:
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_________________________________________________________________________

As you have acquired entry into the house/office kindly allow the person to sit first, refrain from
getting too comfortable and physically accessing the donors/buyers possessions.

Your body language is the only way that you can demonstrate a strong sense of urgency, the
person you are speaking to must know that you are dedicated to the cause and the product.

Tips:-

Always sit at the edge of the chair/sofa/couch

Be proactive in dealing with the merchandise and always take care of it

Involve animation - Involving body gestures in your pitch is an effective way to close a sale.

Rapport building - To create a comfort zone and to understand the spending potential.

Key Features -

F.O.R.M

Family. Occupation. Recreation. Motivation.

 Tips, Look out for aroma of food

 Kids, Awards, Painting, Newspaper.

 Complement genuinely or don't do it all

Step 2 Short Story -

A short story is to express the cause and the condition of the charity you are representing,
Children, Elders or visually impaired. However the major purpose of your short story is to gain the
customer interest and his sympathy towards the cause, this is a good way to create unsaid
indifference with slight statements that show how as a society we are ignorant, also explaining the
importance of the difference their support will make.

G.I.F.T.S

Guilt

Indifference

Feels Good

Tone of Voice

Sense of urgency/Sheep
Focus - To paint pictures

Purpose - To build impulse

1. Greed / Guilt / Generosity

 Most people are motivated about receiving tax exemption.

 We personally can‟t go and help them out.
 If we don‟t support them they will miss out an entire academic year.
 Provide education (Primary & Secondary)

2. Indifference:

People are often turned off from supporting when they feel pressured, therefore we can help ease
any tensions by coming across as indifferent towards their acceptance of our offer, and make them
feel more relaxed about agreeing with us- because we don‟t need their sale to keep the campaign
afloat.

 Use indifference in your „Body Language‟, „Tone of Voice‟ as well as „Choice of Words‟.
 Don‟t be Pushy
 Doesn‟t sound or act like a sales executive?

Ex: Even housewives and retired people are coming out and supporting us.

 Educated people who understood us, came forward and supported.

 Everybody who loved their parents supported us.

3. Fear of Loss / Feel good factor:

 One of the key reasons why people support is their concern for the missed
opportunity.
 No one wants to miss out on something so by telling Donors of the limited opportunity to
support, we can create „Fear of Loss‟ in them, and create a reason.
 A person of your heart and potential can easily come forward and support.

4. Tone of Voice (T.O.V)

 Introduction: High
 Pitch: Excited
  Sheep factor: Excited
 Hook Lines: High
 Indifference: Low
 Guilt: Low
 Generosity: Sweet
 Impulse line: Low

5. Sense of Urgency:

- To keep the sales process short–and-simple, we need to approach our day with a sense of
urgency.

- We need to have a real purpose to our sales activity. We only get 4-5 hours on the field so we
need to maximize our field time.

- We need to do 15-20 presentations in a day so we can find qualified Donors and those who want
to support.

- We need to be aware of the time wasters on the field and avoid them.

 Keep your pitch simple

 Keep conversation flouring
 Don‟t take long breaks
 Don‟t convince the donors, Move on!

The Jones Theory / Sheep Factor:

- People often base their perception of the cause based on the acceptance of other Donors.

- People always want to fit into a group.

 Already your colleagues / neighbours have already supported.

The indicators that indicate that donors are interested.

Introduction:
 Welcoming and hospitable.
 Gives you an easy entry.
 Smiling back at you.
 Let’s you get comfortable, offers a glass of water.

Short story:
 Nodding his head
 Agreeing to the cause
 Asking question related to projects
 Ready to build in relations
  Answering your questions

Close:
 Carefully viewing the pitch card
 Asking about the initiatives
 Asking about the minimum amount of donation
 Checking the application forms.

1. Once you recognize a buying sign it’s time to close.

2. No buying signals indicate less likelihood of sales.

3. Move through your sales pitch quickly and get to close, if you don’t get any buying
signals, move on.

4. It will help you to focus on positive donors.

G.R.A.S.P

Qualities of a successful leader

1. Get with the right people

It is important that you learn from others in the office and maximize your resources.

E.g. Sales, observations, team building, team meetings, etc.

2. Responsible and Reliable

It is your responsibility to set a good example for your team and everybody in the office.

 Take responsibility for your actions as well as your teams.

 Be reliable for your team, your leader and your owner.

3. Accountable

Make yourself accountable for hitting your goals. Accountability is the first step to success.

4. Systems

Know the systems, apply the systems and teach the systems. Systems will help you replace
yourself.

5. Profitability

Maintain consistence in sales every day. Show everybody there is money to be made and get
your name read out every day. People will look up to you.

Step 3 – Presentation
Your presentation is the key on how you represent yourself and the client, it follows a flow of action
in synchronization with your pitch, offering the prospective donor with the Brochure, the form and
the pitch card will play a significant role in closing the deal.

Key Features – K.I.S.S

Keep It Short and Simple – Your presentation needs to be short and simple, don’t play around with
words or the merchandise – Impulse the donor by telling them they are part of a difference in the
making, be assertive and Pitch BIG.

If the donor asks a direct question avoid beating around the bush.

Tone of Voice – Normal Speaking tone and Speed

Relevance – Relate it to daily observation we as humans make.

Step 4 – Close

Closing is the most essential part of your pitch and it needs to be a continuous part of the Pitch, if
you have given the pitch in an effective manner the close should be just a statement as it is the
part where in you are asking for their support, Sometimes a close need to be personalized to the
person you are speaking to, Access well and sound confident and not pushy, bring it to a natural
conclusion

Key Features –

A.B.C – Always be closing

Upon getting confirmation from the donor, take your form questions and start asking.

Whom would you like to dedicate this to?

Would you like to take tax exemption?

What bank do you bank with?

I’ll just use this table to fill the form?

How do I spell you first and last name?

Do you require regular information? Post or Email? – Which address?

Which initiative would you like to support for?

Ill marks you for a batch of 10/20/50?

Step 5 – Rehash

Rehash is an effective tool to maximize the resources a representative can get from the donor; it
helps you up-sell the cheque amount also to get references.

Rehash acts more like a conclusion in which a representative must re confirm all the details on the
form and what the customer has supported for, explain to the customer what happens next, this
stage is also an effective way to build further trust by presenting your ID card and keeping the
donor informed that he may receive a call for verification or Email.

Clarify whatever doubts the donor has and always leave at a good note, do not leave the donor in
a dilemma.

Buying signs –

As well as verbal objections, body language can also help assess whether someone is positive or
negative.

These are few hints the donor/customer will show you, be quick in picking them up as your
responses will make the difference

Asking question? ________________________________________

Agreeing ________________________________________

Smiling ________________________________________

Door not fully open ________________________________________

Unfolding Arms ________________________________________

Saying no to a “yes” question ________________________________________

Inviting you in ________________________________________

Approaching podium ________________________________________

Eye-to-eye contact ________________________________________

Asking for merchandise ________________________________________

NEGATIVES AND YOU SHOULD LEAVE”

Common Negatives:

1. Not Interested

Sir, I understand talking about elderly people / children is not the most interesting thing to do. But
your 2 minutes can save someone’s life, its important otherwise I wouldn’t have bothered you.

2. Busy

Uncle, I understand that you are busy. Today we are talking to all busy people only, because we
strongly feel you are the best person to understand the importance of time. Believe me I won’t
take more than 2 minutes of your precious time. You have liberty to throw me out, if I take more
than 2 minutes.

3. I will think about it / I will do it later

Oh, that’s great. I appreciate that you already started thinking about it. The reason why we have
come down to meet you personally is that earlier we were sending mailers to people by post. But
we are all busy with our work and we have such tight schedules that we usually don’t read a
mailer. And even if we read it, we are like “I will think about it” or “I will do it later”. And tomorrow
never ends up coming. Today, we are here to convert those tomorrow’s into today and today into
now.

You can wait, I can wait. But these Children can’t wait. They are more than sick / orphans. I need
your support today itself. I will just fill up a form for you. Which Bank you bank with?

4. I am already doing it / I am already supporting other charities.

That’s wonderful...!! That means I am at the right place. You are a family member. We look
forward to meeting people like you only who believe in the cause. We are not here to break any
commitments of yours. Please continue with the same. We just need a small extension from your
side. The other charities are fortunate to have supporters like you. The elderly people / children
will also be blessed by your timely consideration.

5. But you need to catch those people who are not doing any charities Sir, you tell me who is the
best person? The one who believes in charity or the one who, Doesn’t? Of course, the one who
believes in it? Right? So, you would like to support on your company name or personal name?

6. it’s the Government’s Responsibility

Mr. XYZ I totally agree with you. But you tell me. What is government? But you tell me, what is
Government? Right? If government is not doing what it is supposed to do, then should we also
turn blind eye and a deaf ear to the plight of these children / elderly?

We are a NGO. We can’t take funds from the government. If we involve government into it, you
understand where the money would go. It will be used either for the Z-level security of politicians,
their administrative salaries and scams, international travels, etc.
Also, it’s our hard-earned money which we pay as taxes to the government. We are just asking
you to divert the same amount for these children / elderly, only once in your life time and get the
real value for your hard-earned money. Do you think we are asking much from your side? Not
really. Right?

So, I will just fill up the form for you.

7. Leave the forms behind

Oh, that’s great. I would just leave the form behind. But these are serially numbered registered
forms and I am personally accountable for them. We can’t even take them back home.

8. Why are you doing it / do you get paid for it?

Sir, we get a nominal fee that is enough to sustain ourselves, but more important is the underlying
cause. It’s very satisfying to work for these children. I am sure you can easily support two children.
Can I have your cheque details so I can fill up a form for you?

9. I need to ask my husband

Oh, that’s great!!! I appreciate that you believe that you believe in a joint decision. That’s the
Indian culture. We are doing this campaign especially for housewives. I will just ask you one
simple thing. Out of the total Indian population how many percentage of women are literate and
independent decision makers? Only 20%, right? I am sure; you are amongst those 20% of
independent women.

I am just asking you to sacrifice one saree or a dress from your side. If we go for Shopping and we
like some dress or saree, do we wait for our husband’s permission? No. Right? A sacrifice of a
dress from your side can give health care and education to a child.

10.I am not carrying my cheque book / come tomorrow I will do it Oh, you are not carrying your
cheque book. Which bank are you banking with? How many children are you looking forward to
support? At what time, do you leave your residence for the office? What’s your mobile number?
What’s your landline number? I will give you a call at 8:30 (If the donor leave home at 9) to just
remind you to bring your cheque book. It’s a standard practice that we follow in the morning as we
are rushing to office and at times keeping the cheque book is the last thing on your mind.

I would be coming tomorrow specifically for you.

We just want to make sure that these children get supported. Thank you so much! It was nice
meeting you. We look forward to meeting you tomorrow at 11 am then I would want one more
favour from your side. When you support tomorrow, I would need reference of some of your
likeminded friends, relatives, colleagues and peers who can also support. Bye! Take Care!

11. I will do it directly

Oh, that’s great! I appreciate that you want to do it directly. The reason why we have come down
to meet you personally is that earlier we were sending mailers to people by post. But people
always complained that this is a very impersonal approach. “You send me a mailer, I send you a
cheque; but I don’t know what you are doing with my money” That’s why we are coming down to
your doorstep personally so that we can give you the right information.
We work right from micro to macro level. Not only metro cities, but we are taking care of tribal and
remote places, Adivasi areas, slum areas as well. There is an easy access to needy people in
metro cities, but what about the people staying in distant places, where even government
transportation facility is not available. I am sure you are already doing a great job by supporting
the local or nearest area people. We are trying to reach the most neglected interiors of our country
with your help.

So, meanwhile you decide how many children you want to support, I will fill up a form for you. How
do you spell your first name?

Donor Buying Signs / Signals

How do you know when to ask for the sale? The donor will tell you when they are ready to give.
They will give you clues. These are called buying signals.

Buying signs are communication signals that suggest the potential donor is now ready to discuss
how they can take can be a part of your campaign, in other words, they are now proverbially sold
on cause and are ready to discuss donation with you.

Buying signals usually take on the form of statements or questions from the potential donors or
prospect. If you fail to recognize the buying signs, you run the risk of overselling your product and
missing the window of opportunity when a prospect is most receptive to becoming one of your
clients.

Buying signs can show up within the first few minutes of a conversation; or they may not emerge
until the end of your meeting. In short, they can show up at any time. It is up to you to hone in on
these signals so that you can adjust your pitch accordingly and approach the close when it is most
appropriate to do so. Closing the sale is more about timing than style. The

Right timing is more important than a gimmicky close. If the Donor is ready to buy, they will let you
know.

Three common types of days

DAY #1: Fast Morning – Slow Afternoon

On this day, you will make sales early. This is the easiest day. You have an indifferent attitude
when pitching Donors and will continue to make sales as the day progresses because you are
more confident.

DAY #2: Consistent Sales All Day

This Day is also easy, because every for 10-15 people you make a sale, the results during the day
are more consistent.

DAY #3: Slow Morning – Fast Afternoon

This is the day that makes or breaks you. You get 2 – 3 hours of

People saying NO. You start to question your area, product and Recognize what day you are
having and simply work the system. ALWAYS!!!

Ability, everybody as days like this. This is where you must learn to keep your attitude so you can
find sales in the afternoon. You will make sales towards the end, due to the LOA and sense of
urgency.

Major benefits of working on the field!!

1. Can develop good COMMUNICATION and Interpersonal skills

2. Understand various Donors‟ PERSPECTIVES and mind-sets

3. To develop a good WORK ETHIC

4. To develop strong LEADERSHIP skills

5. To develop excellent PEOPLE management skills

6. To UNDERSTAND various aspects of the business ground up

7. To develop strong PERSUASION skills

8. To learn to handle various SITUATIONS and people

9. To learn to maintain positive ATTITUDE even in negative situations

1. Field is the best TEACHER for all future Entrepreneurs

Sales Success – Mentality

Your attitude is the way that you perceive things - your outlook towards events, people and
situations. ATTITUDE is the word that you will hear all the time in the

office, and it is a word that you must understand to achieve success in the field and with team
building. The way that you will look at things will determine how much money you make daily in
the field. It is important that you approach every person as if they are going to be a sale, because
people pick up and are attracted to positivity. Likewise, your Donors will notice if your spirit is low.
Learning to control your attitude will be the most important thing you should do as in a way it will
be an achievement that reaps the most rewards.

Do not let other people dictate your day or future.

“ATTITUDE is like

a Magnet, what you think is what you attract”

Never let your sales determine your attitude but your attitude determines your sales.

STICKABILITY – Never give up. NEVER!!!!

Stick ability is the ability to face challenges and not give up, it is your mental will power. It is a fact
that 80% of people that are working here today will not be here in 6 months‟ time. The rest 20%
will be on their way to a management position where they will be given an opportunity to run their
own office. It is up to you, which group you chose to put yourself in. It is important that you
understand that you cannot fail to get into management- you can only quit!!!

Reality
The road to ownership is not an easy one and to achieve success you must overcome many
obstacles. It may in fact be the hardest thing you ever have to do. There are qualities however that
will facilitate you on your way to ownership, and if you work hard at developing these qualities,
they are bound to make your journey a little easier.

 Be honest and trustworthy

 Work hard, never be lazy
 Be reliable and consistent

- You need to be in every day giving 100%.

 Be motivated
 Be ambitious
 Be disciplined
 Set goals and think big

Body language – Seven observables

1 - Eye contact – always keep eye contact unless you are asking the
prospective donor to do something e.g. Look at an image on the
presenter card.

2 - Stance – Always relaxed

3 - Gesture – unthreatening, Step back from the door after knocking.

4 - Facial expressions – Always happy and smiling, Animation is the

key

5 - Movement – Direct, Guiding. Avoid fidgeting or distracting donor

with irrelevant items in your hands E.g. Cell phone, handkerchief and
pen.

6 – Dress – Always professional – Neat, No smoke smell or stains

7 – Posture – relaxed and assertive / Proud and confident

Always use three of your senses

 Eyes: look around to find possible topics of interest for the prospective donor. E.g.
Painting, garden design, cards.

Ears: Listen to the sounds around you E.g. Music, children their accent.

Nose: Smell whether they are cooking, flowers in the garden

Time Management

Daily Office Routine –

 08:00
Owners Crew meet

08:15
Mentality training
Stage 1/2/3

08:40
Mechanics
stage 1/2/3

09:10
Developement cycle,
sales training

09:30
Team meetings and
morning meeting

10:15
Observation set-ups

10:30
Field
Important points –

 If you are going to be delayed coming to the office, or your plans change – Please call us as
a lot of preparation goes into organizing the day
 Being punctual indicates that you are committed and you have strong work ethics qualities
of a leader
 Collateral and territory need to be coordinated in advance. Proper preparation prevents
poor performance.

Territory Management -

Territory is defined as any geographical location which has residential commercial or corporate
buildings with humans. In order to become a leader at sales, one must learn how to work in all
types of territory. We essentially do 5 type of campaigns:

B2B: Business to Business (Corporates and commercials)

B2C: Business to Consumer (Residential)
B2G: Business to Government
Road trips: Sales trip outside current city.

Events: Mall/ Exhibitions etc.

TPS (Territory Planning Sheet) – The TPS booklet helps you keep a track of
your entire territory, list of places visited and the response of each and every call. A TPS helps you
create a database which can be used in the future for you and your team mates. Also, it can be
used to access your potential donors who wanted you to come back at a later date.

TPS is an essential tool; it is designed keeping in mind how we can maintain our daily activities.
It is highly recommended that the TPS be maintained on a booklet rather than a smartphone.

How to maintain:

1. always mention essential details like date, time, area type, start
time finish time.
2. Write down clearly building name, flat no. , donor name, reviews of
1st visit 2nd visit and 3rd visit.

3. Conclude the day by drawing a straight line after the last entry.
4. Use the TPS meticulously. Maintain it in a neat and legible manner.
THREE TRENDS OF THE DAY:
1. Fast morning slow evening:
On this type of day you should make sales by afternoon, this is the easiest day.

2. Consistent sales all day:

This is also an easy day, because one in every 10-15 qualifying people results in a sale.

3. Slow morning Fast Evening:

This is the day that tests your ability to maintain your positive attitude. You get 2-3 hours of people
saying “No.” You start questioning your territory, the cause and your ability. Everyone has days like
this. This is where you have to learn to keep your positive attitude so you will be able to find the
sales at the end of the day.

Recognize and figure out what type of trend you are having and simply work the system.
ALWAYS!!
It is important that you:
- Do not waste time with negative people.
- Spend more time with positive people.
- Do not take rejections personally.

TYPES OF TERRITORY:

Territory is generally classified as A type B type and C type

A type: High security residential complexes.

B type: Business Corporates and Commercials

C type: Low security residential quarters.

Things to remember:

1. Territory is purely a state of mind. There is no such thing as good or bad territory.
2. No territory is covered until you have covered it yourself.
3. No territory follows a routine.
4. You must pitch every door every store every floor.
5. Never pre-judge the territory.
6. Never jump territory. Approach every territory at least twice until you get a final response from
every door.
7. Mark convenient locations where you can meet your team mates for a quick sales impact
to learn what is working for the high roller.
8. Remember the trends of the day and keep following your Law of Averages.
9. LOA takes you to the right place at the right time.
10. Understand how to rework your territory and how to give pre-empting introductions.
11. Enjoy working every territory and remember, people buy from happy people.
12. Every no brings you closer to a yes.

SITUATION AND SOLUTIONS:

1. Lost my attitude:

Solution: It’s either a skill problem- for which you can go on a sales retrain.
Or it’s a will problem- for which you need to work on your mentality and motivation.

2. Can’t get my introduction out to the prospective donor:

Solution: Call up the high roller and check which introduction they are using and incorporate that.
Sometimes maybe your introduction is lacking excitement or an ice breaker.

3. I’m losing sales after my close:

Solution: Ineffective closes are generally due to providing thinking time to the prospect donor, or
failing to build proper impulse. Closing too early or too late also results in losing the sale. Watch
out for buying signs and close in an assertive manner. NEVER PAUSE DURING A CLOSE and
ALWAYS BE CLOSING.

4. I got to the territory late, because of traffic or train delays:

Solution: This is purely a mentality related situation. During any part of the day, you’re on the field;
task is to do Law of Averages. It doesn’t matter at what time you start. If you’re excited, then you
can close at any time of the day.

5. It’s raining/ it’s too hot

Solution: This is a great positive. People tend to entertain more during days of rain or summer.
This adds to the pity factor. Give an excited introduction and use the fact that you’re carrying out
the campaign despite the rains/heat!
Do’s and Don’ts

The image you create through body language, your professional conduct and the way you explain
the product, creates the image that the potential donor has of the charity you are representing. The
following behaviour will lead to complaints and cancellations, which leads to a loss of income for
the charities and loss of income for you as a FR.

Must Never

 Suggest that the money raised is to be spent in the local area, unless you are 100% certain
about it
 Tell potential donors the names of other people who have signed up
 Use humour that could be negatively interpreted by a donor
 Tell a prospective donor that they can afford the donation or cannot
 Compare the cost of donation to alcohol or cigarettes
 Insinuate that cash collections are not safe

The following conduct reduces complaints and cancellations which ensures on-going budgets from
the charities and a greater opportunity for you as the FR

Must always

 Make it clear to the donor that they are making long-term commitment to donate by
completing the form
 Make your points clear and maintain a high level of professionalism
 Advise the donor of “what happens next” and an estimated time frame
 Promote the benefits of our method of fundraising
 Present your identity card to the donor
 Disclose that you are a paid FR and that 100% of the money goes directly to the charity

Customer Service

Customer service is the heart of the business; follow these simple steps to ensure that you are
efficient and effective.

 Always reiterate on the essentials, Cheque, Amount, Pan, Address and date.
 Check the forms and cheque for signature (Over writing on the cheques)
 Provide the receipt to the donor and inform that he will receive another one in the mailer

EXPENSE SHEET:
***ACLM – According to Last Month
Selling yourself
As we come close to the conclusion of your training manual we have understood that it is an art
and the entire agenda revolves around how you are able to sell yourself.

Understanding the importance of your body language and how to use it to enhance your sale.

Your trainer and others around you are the best critics allow them to critically analyse you and help
you, Take important observations from them and apply it in your daily efforts.

Voice –
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Eye Contact –
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Facial Expressions –
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Gestures –
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Posture –
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Stance –
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Movement –
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Dress –
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Daily Office Schedule

Morning –

07:30 AM – Office Opens

08:00 – 08:30 AM – Sessions

08:30 – 09:15 AM – Pitching Practice – (Prime Time)

09:15 – 09:45 AM – Morning Meeting

09:45 – 10:00 AM – Crew Meeting

10:00 – 10:15 AM – Observation/Hit the Field

Evening –

05:00 – 05:30 – New guys come back / Prime Time

05:30 – 06:00 – Owners with new guys

06:00 – 07:00 – Leaders meeting

Tues Eve Wed Eve Thurs Eve Fri Eve Sat Eve

Recruitment Retraining GHD - Leaders mentality GHD

- Territory Mngt

- competitions for
 weekend

Sunday Evening

Office Party

/Outing

What I want, should over Rule What I have

-Saiprakash Kuckian