---
title: "Gold Standard Salesperson Professional Training Courseware, 120-Page PPT with Download Link, Take It Free!"
description: "Salesperson management often only covers product knowledge, lacking professional training on scripts, standard actions, and handling customer objections. This article shares part of a 120-page 'Gold Standard Salesperson Training' PPT. To download, reply '导购' in the official account. The content covers why salespeople are needed, their roles, responsibilities, basic qualities, and more."
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published: "2015-08-05"
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# Gold Standard Salesperson Professional Training Courseware, 120-Page PPT with Download Link, Take It Free!

> Salesperson management often only covers product knowledge, lacking professional training on scripts, standard actions, and handling customer objections. This article shares part of a 120-page 'Gold Standard Salesperson Training' PPT. To download, reply '导购' in the official account. The content covers why salespeople are needed, their roles, responsibilities, basic qualities, and more.

Salesperson management, enterprises generally only stay at the level of product knowledge introduction, professional scripts, standard actions, customer objection handling and other aspects lack professional and effective training content. Today, the editor has published part of the 120-page "Gold Standard Salesperson Training" PPT. Friends in need can reply **"**_**导**_ _**购"**_ in the official account to get the PPT download link.
**Table of Contents:**
**Lecture 1**
**I. Why are salespeople needed?**
**1. Definition of a salesperson:**
A member at the retail terminal who guides customers to purchase through on-site service and promotes product sales. (Also known as a promoter)
**2. Enterprises need salespeople:**
Foreign statistical analysis shows:
28% of customers make planned purchases, i.e., they have already decided before buying;
72% of customers make casual purchases, i.e., they are influenced by on-site salespeople.
**In an era of abundant products, salespeople are needed to attract customers' attention.**
**3. From the consumer's perspective:**
Salespeople can help consumers choose; customers are not experts, do not understand the product, and cannot make up their minds.
Salespeople can overcome the psychological barriers customers face when purchasing for the first time.
**II. What is the role of a salesperson?**
1. A salesperson is:
The "spokesperson" of the corporate image
The "matchmaker" between the product and the consumer
The "ambassador" serving customers
Sales rule: 1:8:25→
2. Salespeople must understand:
**III. What are the responsibilities of a salesperson?**
IV. Basic qualities of a salesperson
IV. Basic qualities of a salesperson
IV. Basic qualities of a salesperson
**1. Strong sales awareness**
**2. Warm and friendly service**
Enthusiasm accounts for more than 95% of sales. A sales expert said: You may lose one deal due to excessive enthusiasm, but you will lose 100 deals due to insufficient enthusiasm.
Image of an unenthusiastic salesperson: a face tense as if in class struggle, eyes wide with vigilance, speaking coldly, and treating customers harshly.
Three-heart service: Make customers feel warm before the sale, warm during the sale, and warm after the sale.
TCL's six-heart service for salespeople:
More heart: With an extra heart, think more about problems, do more, and solve more problems.
Concentration: Ensure the quality of products and services, ensure brand quality, and ensure consumers' quality of life.
Care: Communicate fully, pay attention to consumers and society.
Sincerity: Let consumers experience that all our service behaviors are sincere from the heart.
Confidence: Be full of confidence in our product brand.
Joy: Become a joyful part of consumers' lives.
**3. Proficient sales skills**
Sales skills are the basic skill of a salesperson.
Including: product knowledge, customer psychology, sales knowledge, and innovation ability.
[Case] Marketing expert Cassel: "In business, regardless of the size of the deal, what is sold is wisdom. Daring to speak and act is a basic condition for an excellent salesperson; being able to speak and act is a necessary condition; speaking well and acting well is a sufficient condition."
**4. Diligent work spirit**
KFC staff always have a rag in hand, cleaning and tidying up at any time.
We also see this situation:
Product display cabinets are covered with dust;
Samples are outdated, and trademarks are invisible;
POP leaflets cannot be found in the store.
**Four S principles:**
**Settle: samples, POP, demonstrations; Standing: maintain good habits.**
**Lecture 2**
Basic knowledge salespeople should master
**The three points of a product: FABE**
**1. Features;**
**2. Advantages (disadvantages);**
**3. Benefits (buying points and selling points);**
**4. Highlights.**
**What is seen are features, what is spoken are advantages, persuade with benefits, grasp the focus, and make them remember one point.**
**Understand three:**
Competing products: main products, selling points, performance, price, display, sales skills.
**Understand four:**
Store knowledge:
Ten principles of display, three key points;
Pop advertising
**Understand five:**
Customers (see Lecture 3 for details)
Two masteries:
Master sales theory and sales skills
2. The beauty of pop advertising
**Lecture 3**
Customer purchase psychology
I. Who is the customer?
Customers are the foundation of the sales business; they are the people who give us money.
Question: Why are customers called God?
Answer: Because the salesperson's hand receiving money is below, and the customer's hand giving money is above, so they are called God (i.e., "shang di" meaning "upper hand").
**Related link: Four notes for salespeople:**
When feeling low, do self-psychological adjustment to avoid displeasing customers;
Even for customers you dislike, be grateful from the heart, otherwise your words and actions will reveal your aversion;
When customers are unreasonable, be tolerant; customers are always right;
Do not win arguments at the expense of offending customers; customers are our bread and butter, not opponents for intellectual battles.
**II. Basic knowledge of customer purchases**
Walking routes:
95% of customers walk through one-third of the store before stopping;
90% of customers do not like to walk a lot or backtrack;
Most customers prefer to walk straight and turn left at corners;
Customers avoid noisy, dirty, dark corners;
If the store entrance is too crowded or too familiar, customers will not stay.
**3. In purchasing behavior:**
Customers tend to look to the right or take items from the right; customers do not like to search or reach for products with great effort; customers do not like to bend down or stand on tiptoes to get items.
**III. Customer purchase motives**
**IV. Customer types**
Tips for judging customers at a glance
**Looking around aimlessly: mostly browsing;**
Countermeasure: Do not neglect them; seize the opportunity to recommend.
**Taking notes in a small notebook: The customer intends to buy but will not decide immediately; they are more likely comparing quality and price. They are usually salary earners or picky scholars.**
Countermeasure: Introduce your product's advantages and guarantees in detail to completely eliminate their concerns.
**Browsing the counters in order: Intends to buy**
Countermeasure: Introduce yourself to them to make them repeat customers.
**Heading straight to another brand's counter, comparing and then focusing on a certain brand but not yet decided, hoping for more suggestions;**
Countermeasure: Once they come over, provide even better service and introduction, striving to change their original brand preference.
**The whole family browses together, and the family decides to buy together.**
Countermeasure: Pay more attention to the accompanying family members, and indirectly influence the buyer's decision.
**Lecture 4**
**Professional sales skills for salespeople:**
**1. Smile**
**Three musts: Smile when seeing customers approach; smile when introducing products; smile when customers buy or leave empty-handed.**
**Three must nots: Do not sneer, making customers panic; do not giggle foolishly, making customers embarrassed; do not smile insincerely, making customers at a loss.**
**2. Compliment customers**
Compliments are the joy fruit; Shakespeare said: Compliments are sunshine sprinkled on the human soul.
**Three factors affecting trust:**
Trust in the salesperson: Customers will trust the salesperson's professional quality (product expertise), especially valuable professional opinions.
Business location: Trust in large stores and time-honored brands;
Trust in the product (manufacturer): Young customers often trust brands.
**3. Pay attention to etiquette: Use more honorifics**
1) When referring to what the other party carries or their opinions: your bag, your clothes, your opinion...
2) When referring to the other party's actions: your words
3) Although it is your own words, if related to the other party: I will send it to you, I will contact you, I will visit you...
4) When receiving: Welcome...
3. Pay attention to etiquette: Use more honorifics
5. When keeping guests waiting: Sorry for the wait, I apologize for keeping you waiting...
6. When introducing products: I think this one is better
7. When handing the product to the customer: Sorry for the wait
8. When seeing off guests: Thank you for coming, thank you
9. When asking customers: Excuse me? May I ask your surname, please leave an address
10. When exchanging or returning products: I am really sorry...
11. When apologizing to customers: Sorry for the trouble...
**3. Pay attention to etiquette: Use fewer disrespectful phrases**
1) Look for yourself
2) This problem cannot happen
3) This is definitely not our fault
4) I don't know
5) We don't have the one you want
6) You can't understand even this simple thing
7) I'm only responsible for selling; I don't care about anything else
8) All products are the same; there's nothing to choose
3. Pay attention to etiquette: Use fewer disrespectful phrases
9) Have you decided? If so, pay quickly
10) Can't you see I'm busy? Come one by one
11) Others use it fine!
12) We have never found this problem
13) How can you talk like that?
14) Do you believe me?
15) Stop talking
16) You are wrong
**4. Pay attention to image**
Four beauties: Beautiful clothing / Beautiful grooming / Beautiful demeanor / Beautiful emotions
**5. Listen to customers**
Listening wins customer trust and helps understand customer psychology. How to listen?
Be prepared to listen, pre-design customer scripts, and be ready to answer all questions with wonderful responses.
Give customers the opportunity to speak. Inexperienced salespeople always think that selling requires non-stop talking, which is wrong.
Focus attention and obtain information from the customer's conversation.
Listen with expression and interest, nod, smile, and interject one or two questions.
Do not interrupt customers; never interject easily.
**6. Cooperate with tacit understanding**
Hisense TV case: 11, 9, 8
**II. Sell benefits to customers**
Surveys show that only one in eight salespeople can do this. A common mistake salespeople make is feature selling (including internal quality, performance, external color, packaging, etc.).
2. Convert product features into customer benefits FABE
Keywords: Its feature is...
That is to say... (advantage)
It means... (benefit)
**Third-rate salespeople talk about product features**
**Second-rate salespeople talk about product advantages**
**First-rate salespeople talk about product benefits**
**Gold standard salespeople talk about product highlights (extended benefits)**
**3. Use plain language to "translate" the "three points" of the product**
Common problems: 1) Salespeople use abstract, vague vocabulary, such as reliable quality; 2) Too professional, profound and difficult to understand, such as hydrophilic aluminum foil, flowing light and changing colors.
**III. Sell products to customers**
Three key points in selling products
1) How to arouse customer interest and make the introduction more attractive?
2) How to resolve customer objections, turning worry into confidence and doubt into belief.
3) How to persuade customers to generate desire and thus complete the transaction
I. Methods of product introduction
If the deal fails, it's because the words are not enough; when the words are right, sales triple.
If you can speak, you will succeed.
**There are three methods of product introduction:**
1. Verbal introduction 2. Demonstration 3. "Five senses" to impress
ABCD introduction method
A (Authority) B (Better quality)
C (Convenience) D (Difference)
Vivid description "9:1 rule": Salespeople use 1 part effort to persuade customers and 9 parts effort to move them. A saying circulates in Hong Kong business circles: Move the customer's heart, not the head; the wallet is closest to the heart, the heart is emotional, the brain is rational.
Speaking skills:
Use affirmative sentences instead of negative ones.
Use requests instead of commands. Use "Please... okay?"
Mention the negative first, then the positive; talk about disadvantages first, then advantages.
Do not assert; let customers decide for themselves, and stop at the point.
Speak within your responsibility; do not overstep.
**II. Demonstration method**
I hear — I forget half;
I see — I remember half;
I do — I understand and remember.
Also: Application of sales tools
Tool types: pictures, photo albums, leaflets, manuals, POP, expert opinions, customer testimonials, authoritative institution reviews, newspaper clippings, etc.
Salespeople can design and create sales tools according to their own situation.
**Resolving customer objections:**
Sales begins with rejection.
Customer reactions are four: **acceptance, rejection, doubt, indifference.** The latter three are actually objections.
Rejection does not mean not buying; "Those who complain are the buyers."
Prepare in advance: Compile standard sales scripts, collect various customer objections, and formulate standard answers to customer objections is a good way to resolve them.
Agreement and compensation method. "I am ugly, but I am gentle."
If the customer's objection is only verbal, skillfully change the topic.
**The most common objection salespeople encounter is price. How to handle it?**
**A. Emphasize product value.**
Emphasize benefits; benefits are value for money; emphasize advantages; worth the money; compare advantages; what competitors do not have.
**B. Tailor to the individual, prescribe the right medicine**
**Direct refusal, side attack (hesitant customers)**
Countermeasure: First refuse directly, while choosing a lower-priced, fewer-featured model to compare.
**Light words, stop here (opinionated type)**
Countermeasure: Do not refuse directly, but tell them your authority is limited.
**Look at the whole market, seek common ground (those who know the market)**
Countermeasure: Talk about fierce competition, transparent prices, low profits, emphasize common points, shorten distance, and facilitate the sale.
**Bring in the boss (tough type)**
Countermeasure: Let the supervisor talk, making them understand there is no discount, and give them a way out.
**Make the price seem not high**
1) Time analysis: Combine price with service life. For example, one year ** money
2) Advantage comparison: Equivalent to the cost of a pack of cigarettes
3) Benefit comparison: Combine with value.
4) Advantage decomposition: Quote in the smallest unit.
Facilitate the customer's happy payment; after payment, the price objection naturally disappears.
**Never argue with customers**
A/ Praise: 1. Customers are always right; 2. If the customer is wrong, refer to the first rule.
B/ Restraint: Turn around and touch your nose, cough twice, pick up an item, etc.
C/ Divert: Hand over a flyer to divert their attention, talk about other things, change the subject, ask the customer to wait, pretend to have urgent matters, and then talk about other things later.
D/ Show weakness: "High opinion," "I admire you," "I can't argue with you," to disrupt the argumentative mood.
**Persuade customers to close the deal**
A sales expert pointed out: Selling a product to a customer without asking for the sale is like aiming at a target without pulling the trigger.
**I. Closing principles:**
Once a salesperson detects a customer's desire to buy, they should proactively ask for the sale. According to surveys, 71% of salespeople do not ask for the sale. A sales expert pointed out that selling a product without asking for the sale is like aiming at a target without pulling the trigger.
(1) Proactive: When you detect a customer's desire to buy, proactively ask for the sale.
Sales is an activity aimed at closing; without closing, there is no sale. Product presentation and objection resolution are means; getting the customer to buy is the goal. If you introduce the product and answer questions but cannot quickly get the customer to decide, you are not a true salesperson but just a talker.
(2) Confidence: Confidence is contagious, and at the final moment of closing, confidence is absolutely necessary.
Because confidence is contagious. If the salesperson is confident, it will influence the customer's desire to buy.
If the salesperson has an attitude of "buy it or not," how can the customer make a decision?
One of America's top ten sales experts, Xie Feiluo, said that at the final moment of closing, confidence is an absolutely necessary component.
(3) Persistence: When rejected, still skillfully guide the customer to close again.
When a salesperson asks for the sale and is rejected, do not give up; still skillfully guide the customer to close again.
According to surveys, 64% of salespeople give up after one rejection.
4) Action
Execute, shoot, kick, strike.
**II. Identify customer buying signals**
When the customer stops asking and starts thinking,
When the customer nods repeatedly in agreement,
When the customer focuses on after-sales service,
When the customer bargains for a discount,
When the customer discusses with companions,
**Salespeople should do three things:**
1) Boldly ask for the sale; do not miss the opportunity;
2) Do not introduce other products to prevent interest shifting; too much talk leads to mistakes.
3) Emphasize benefits and preferential conditions.
**III. Closing methods**
1) Direct request method.
When the customer's desire to buy is strong, you can directly ask for the sale.
A salesperson, after introducing the product, says to the customer: "Buy one?"
(2) Assumed close method.
A smart salesperson always assumes the customer will buy, then asks questions about payment, warranty, etc., or takes out the product to prepare for packaging, or writes a sales slip to test the customer's intention. For example, the salesperson says: "Let me wrap it for you; you can pay over there." If the customer agrees to packaging, it means the deal is closed.
The greatest power of the assumed close is its ability to persuade hesitant customers to buy, so salespeople must master this technique.
(3) Alternative close method.
The salesperson offers two or more purchase options for the customer to choose. Whichever choice the customer makes means the sale is successful.
For example, the salesperson says: "Are you looking at the 25-inch or 29-inch TV?"
"Do you like this one or that one?"
"Do you want the silver or the black?"
"Do you want this one or that one?"
(4) Small point close method (foot-in-the-door method).
The salesperson continuously asks for a series of small agreements from the customer.
(5) Three-step close method.
The three-step close method involves the salesperson introducing one advantage and benefit of the product, then gaining the customer's approval, and then asking for the sale. If the customer refuses, the salesperson pretends not to hear and continues introducing a new advantage, repeating the steps until the sale is closed.
(6) Recommend one item method.
The salesperson carefully observes the products the customer likes, such as items the customer touches repeatedly, pays special attention to, or mentions often, and then strongly recommends that product.
(7) Elimination method.
The salesperson eliminates products that do not match the customer's preferences from the alternatives, indirectly prompting the customer to decide. For example, the salesperson says: "Maybe this color is a bit dark," and then takes the item away from the customer. This makes the customer carefully examine the preferred item and decide, "Then this one!"
(8) Action appeal method.
This uses certain actions to work on hesitant customers to make them decide. For example: "Take another look—" "Please try it more" (then hand it over), by letting the customer try the product and touch it personally to make a decision.
(9) After asking for the sale, stop and wait for the customer's response; do not say a word before that.
(10) Last chance close method.
The salesperson tells the customer that stock is limited, and if they do not buy now, they may not be able to buy it later, or they cannot get this preferential condition again.
IV. Sell service to customers
The first sale relies on product appeal; the second sale relies on service appeal.
Customer dissatisfaction can arise from many aspects: the manufacturer, the store, the product itself, or improper use by the customer. Regardless of the cause, the salesperson must strive to resolve it, doing the following:
Chapter 5
On-site sales operation steps
**I. Waiting**
1. Correct waiting posture: Hands naturally hang down or lightly crossed in front of the chest, or hands lightly stacked on the counter, feet slightly apart, body straight...
2. Waiting position: Stand in the product area you are responsible for and in a position easy to contact customers.
3. When there are no customers, maintaining a standing posture is tiring. Salespeople can do the following to create a busy and lively store atmosphere.
A. Check the display area products
B. Tidy and replenish products, check sales records, replace POP, etc.
C. Wipe the counter and sample machines
D. Pay attention to competitors' market activities
4. When a customer approaches, stop what you are doing and greet the customer.
5. Incorrect waiting behaviors:
A. Hiding to apply makeup, eat snacks, read magazines
B. Gathering to chat
C. Putting arms on products, hands in pockets
D. Wandering around
**II. Approaching customers**
1. Timing: Too early creates pressure and wariness; too late makes customers feel neglected and lose interest.
2. Choose the right time:
a. When the customer is looking for a product; b. When making eye contact with the customer
c. When the customer puts down belongings; d. When discussing with companions;
e. When the customer touches a product.
3. Master the initiative in sales
When seeing a customer approach, the salesperson should:
Naturally walk over as if nothing is happening; walk over as if inspecting the store.
4. Choose the appropriate approach method
A. Product approach: If the customer is looking at a product, say: "Hello, what you are looking at is our company's new product... This product is..."
B. Greeting method: "Good morning, welcome."
Note: Be enthusiastic and look at the other person, with eye contact and a smile, greet in a friendly manner; do not be insincere, routine, absent-minded, or helpless.
C. Service approach:
For blind questions, professional service: "Hello, what product would you like to see?"
If a browsing customer says: "I don't want anything, just looking."
With a sincere tone: "It's okay, take your time. If you need help, please call me anytime." Then do not follow closely or stare at the customer's actions; observe with peripheral vision.
D. POP approach: "Hello, please take a look at our latest product."
**III. Recommending products**
**1. Understand customer needs**
A. Observation method: Customer actions, expressions; whether the customer seems hurried or casual; whether the customer picks up and puts down items, or leaves and comes back; whether they are just looking or genuinely buying.
B. Product recommendation method: "You are very interested in this product, aren't you?" Then introduce the product.
C. Inquiry method: Open-ended: "What do you think of **?"
Restrictive: "Buy one pack or two?"
Listening: Hear clearly + understand + respond
Hear clearly: Maintain eye contact, focus attention;
Understand: Analyze content, grasp meaning, identify key points;
Respond: Ask back, repeat.
**2. Product introduction**
A. Let customers understand the product's use value
B. Encourage customers to touch and try as much as possible
C. Show customers two or more products to give them a choice
D. Introduce product market conditions E. Cite examples
**3. Advisory recommendation**
Stand from the customer's perspective, help customers compare, be realistic, and let the product speak.
**4. Handle customer objections**
1) Do not argue with customers (generally difficult to do)
2) Find out the customer's understanding
3) Explain the advantages of your product
**IV. Closing the sale**
1) Seize the closing opportunity: Once the signal appears, stop introducing and shift to guiding the purchase.
2) Ask for the sale:
3) Complete the closing behavior
4) Sell related products: For example, for shoes, related items: shoe lifts, shoe polish, shoe brushes, etc.
**V. After-sales service**
1) Collect customer information as much as possible and file it
2) See off customers
3) Coordinate with the delivery person to send the product to the door
4) Chat with customers a bit more while they wait.
The first second and the last second of receiving a customer are equally important.
**Editor's PS:** From the nearly 1,900 articles published in this official account, the editor selected 1,067 quality articles, divided them into 14 categories and 57 knowledge points, and systematically compiled frontline marketing management content into a library for everyone to learn. From market to customers, focusing on practical combat and management, all are dry goods. Follow the official account and reply with the number "1" to browse and view related content.


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