Sales Manual
Papermate
Sales Manual
Papermate Clear Point Mechanical Pencil
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Selling for the
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By Jamie Martin
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Paper Mate Clear Point Mechanical Pencil
Sales Manual
Follow Up
Best Practices:
 Our company will check up on
the shipping of the order, and call
the company that we are selling to,
to make sure that they received all
of the products that they ordered,
and nothing is damaged.
 If the customer requested that you set up a display in
their store, make sure you follow up with that promise,
and help the store to sell your product.
 Make sure that you call the customer to make sure
that they are selling your product well, and make sure
that they will buy from you again.
Take good care of your customers and they will be sure to
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Paper Mate Clear Point Mechanical Pencil
Sales Manual
Follow Up
Table of Contents
Introduction:
The follow up is important to the selling process because
it lets the customer know that you care about them. You
didn’t just go in for a quick sale, but you were helpful
throughout the entire process, and now are helping them
close the deal by making sure everything got to them alright. This is important because it shows good customer
service, and the customers will want to come back to you
for more of their needs for your product.
History
4-5
Pre-Approach
6-7
Approach
7-11
Page 22
Determining Customer Needs
12-13
Product Demonstration
14-15
Handling Customer Objections
16-17
Closing Section
18-19
Suggestion Selling
20-21
Follow Up
22-23
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Paper Mate Clear Point Mechanical Pencil
Sales Manual
History
Suggestion Selling
Introduction to the Company
Paper Mate, with its recognizable two hearts logo, has
been providing progressive, performance-driven pens,
pencils and correction products for more than 50 years.
Paper Mate is part of the family of brands owned by Sanford, a leading manufacturer and marketer of writing instruments and art materials.
Additional Merchandise Suggestions:
1. If your customers are interested in this product, may I
suggest that your company also sell the refillable erasers
that customers may buy separately from the pencils?
2. We also sell Papermate lead that goes perfectly with
this product. The container is easy to open, and is easy to
get the lead out to refill the pencils. And it comes from a
brand that customers trust.
3. We also carry The Clear Point Ballpoint pen that looks
almost identical to the Clear Point pencil. It is a nice addition to the pencil, and customers would enjoy a matching
set.
Early in the 1940's a gentleman by the name of
Patrick J. Frawley acquired his first company
— a ballpoint pen parts
manufacturer that defaulted on its loan.
In 1949, the pen industry
witnessed a major technological breakthrough. The
Frawley Pen Company developed a revolutionary new
ink, which dried instantly. The pen that delivered this
ink was called the Paper Mate.
In 1953 , the Frawley Pen Company announced an advertising budget of $2 million — the biggest in pen history. Advertising campaigns used famous celebrities including George Burns, Gracie Allen and Zsa Zsa Gabor.
In 1955, the Gillette Company acquires the Frawley Pen
Company for $15.5 million and the Paper Mate Division
at Gillette was born.
In 1957, a new $1.5 million manufacturing plant opens
in Santa Monica where manufacturing continues today.
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Paper Mate Clear Point Mechanical Pencil
Sales Manual
Suggestion Selling
Philosophy
Selling Concept and Philosophy
As one of the world's most recognized and trusted
brands, Paper Mate touches virtually every stage of
your life - from your first day of school to jotting
down a quick note to the grandkids. Our Mission is
to provide the broadest range of contemporary
writing and correction products that assist in your
communication and self-expression.
Introduction:
The suggestion selling section of the sale is an important
part of the selling process because if the customer isn’t
entirely convinced of your product, then you can still
make a sale and benefit the company by selling another
product. Also, if the customer is really excited about purchasing your product, you can also suggest other products that go hand-in-hand with the product you are selling. This way, you are helping the customer by selling
them more products that would be useful to them. And
you are helping the company because they are making
even more sales.
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Paper Mate Clear Point Mechanical Pencil
Pre-Approach
Sales Manual
Closing Section
Introduction:
The pre-approach is
the most important
first step when one
is trying to sell a
product. It is very
important to do intensive background
research on the
product, because
you need to know
your product inside
and out to be able to sell it well. It shows you the best
methods on how to find the customers who need it so you
don’t waste your time trying to sell a product to someone
who will never buy your product. You also need to know
what the product does, how to use it, who needs it, who
is able to purchase it, and the pricing.
Prospecting Methods Used for Product Line:
The customers who will be purchasing the Paper Mate
Clear Point Pencil range from students to professionals,
and the product can be used on your first day of school,
to jotting down a quick note to the grandkids. So Paper
Mate would want to sell this product to office supply
businesses, online office stores, grocery stores, and retail or department stores.
Close Outline
General Commitment: You can see that this is a great and
useful product for all your customers, right?
Question: Do you have any other questions about the Paper Mate Clear Point Pencil?
Close: As you can see, this is a great product that will sell
well in your store. How would you like to get started on
the purchase order right now?
Purchase Order:
It is also important to fill out a purchase order for the
company that you are selling to.
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Paper Mate Clear Point Mechanical Pencil
Sales Manual
Closing Section
Pre-Approach
Introduction:
The closing is the most important part of the selling process. This is where you determine whether or not the customer is willing to buy your product. The salesperson has
been trying to convince the potential customer to purchase the product, and if they do not close the deal and
make sure that the customer buys it, their previous efforts have been wasted, and the company loses out on a
sale.
Possible Closes:
1. By what I have presented to you, how do you feel
about this product? Is it something that you think you can
sell well in your store?
2. As you can see, this is a great product that will sell well
in your store. How would you like to get started on the
purchase order right now?
3. Now you know all about the great features of this product. Are you ready to order now?
Steps to Sell the Company Name and Product:
It is necessary to know the product. Make sure to thoroughly research this product, and everything that it has to
offer. It is needed to know what makes this product
unique, and why people should buy this pencil over others. And this is because it has a retractable eraser, refillable lead that doesn’t need sharpening, and a comfortable
grip that will not cause your hand to cramp up when writing. The price is moderately priced for a budget that can
accommodate anyone.
Retractable!
Comfortable!
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Paper Mate Clear Point Mechanical Pencil
Sales Manual
Approach
Handling Customer Objections
Introduction
The approach to the selling a product is an important part
of the selling process. This builds rapport, and therefore,
you are building a relationship with the customer. The
customer needs to be able to trust you when you are trying to convince them to buy your product, so when you
are friendly with the customer, and you start to build a
relationship with them, they will enjoy the sales presentation more, and they will be more likely to consider buying
your product. Also, this will help you in the future when
you want to sell to them again; they will be much easier
to sell to because you have already established that trust
with them.
Customer: If the eraser lasts so long, why would customers need to buy refills?
Salesperson: Well, the erasers last a long time, which is
convenient, but obviously not forever, and the pencil
lasts a long time, so do you see how refills are necessary?
Customer: These pencils are more expensive that other
pencils we carry.
Salesperson: While they may be a little bit more expensive that the standard, no feature pencil, it is moderately priced, and actually much cheaper than other
pencils. Also you will gain a higher profit from them
because they have sold very well in other stores. Do
you see how this would increase your sales?
Customer: Many of our customers buy wood pencils or
are looking for the cheap ones that have bunch in
them.
Salesperson: Those are good for sales, but these, just one
or two pencils, are the same cost as a bunch of the
cheaper ones and people are still willing to buy them.
Do you see how that would be beneficial?
Customer: There are a bunch of pencils similar to this
with lots of good features that we are already selling.
Salesperson: This pencil is pretty unique and the eraser is
a great selling feature. There isn’t
a product out there quite like this.
Do you see how it would be an
asset for your store?
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Paper Mate Clear Point Mechanical Pencil
Sales Manual
Handling Customer Objections
Approach
Introduction:
Handling customer objection is any important part of the
selling process. Customers are always going to have objections to why they don’t need your product. So if you
combat those objections with reasons why the product
will actually work, and make sure that the customers understand that, they will overcome their
objections to the product and be more
willing to buy it.
Possible Objections and Corrections:
Customer: I like the mechanical pencils with the lead advance on the
top.
Salesperson: Yes, some people find
those to be more convenient, but
with it on the side, you don’t have
to stop to break your grasp to continue writing. Do you see how that
would be useful?
Retail Approaches
Greeting:
Greeter: Hello welcome to
[insert store name here]!
How are you today?
Customer: I am doing
mighty fine.
Greeter: Well great! Let our
salespeople know if you
need any assistance whatsoever while you are shopping here!
Service:
Salesperson: Is there anything that I can help you find
today?
Customer: Yes actually. I am looking for the Paper Mate
Clear Point Mechanical Pencil. Do you have them for sale?
Salesperson: Why of course! They are right over here on
aisle three with the office supplies. Let me take you there!
Customer: Why thank you! This is exactly what I needed.
Salesperson: No problem! Let me know if there is anything else I can help you find.
Merchandise:
Salesperson: Hello! I notice you are looking at pencils. Is
there a particular brand that you are looking for?
Customer: Well, I’m not sure. I am looking for a useful
and unique mechanical pencil.
Salesperson: I think that you would really appreciate the
Paper Mate Clear Point Mechanical Pencil. It has a retractable eraser that is over an inch long, so you rarely have
to refill your eraser, and plus it has a comfortable grip,
and a side lead advance.
Customer: Say, that sounds pretty handy! I could sure
use one of those!
Customer: The grip doesn’t seem like
it would be comfortable.
Salesperson: Yes, it doesn’t seem like it would at first, but
it was designed for comfort, and is actually contoured
to fit your grasp to be more comfortable, unlike many
other pencils. Do you notice this contouring in the
pencil, and how that would make a difference?
Customer: Why do I care if the pencil is retractable?
Aren’t all pencils like that?
Salesperson: Yes, most mechanical pencils are retractable. But the tip to this pencil retracts as well, unlike
most mechanical pencils. Do you see how this would
protect your purse or pencil holder better?
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Paper Mate Clear Point Mechanical Pencil
Sales Manual
Approach
Product Demonstration
Direct Approaches
 Present a problem:
Feature: Textured, over-molded grip.
Benefit: Provides added comfort and control
and reduces stress on your hand.
Demonstration: Show comments of people
who have experienced this and hands did not
cramp up when writing.
Commitment: Doesn’t this seem like a comfortable pencil that wouldn’t cause your fingers
to be sore, or your hand to cramp up?

Feature: Retractable pencil.
Benefit: Protects pockets and purses.
Demonstration: Show the customer how the
pencil retracts, put it in a pocket or purse, and
show that it doesn’t write on all of your belongings in there, and the lead doesn’t break off
either.
Commitment: If you have ever had pencil
marks on any of your belongings, wouldn’t it
be nice for that to never happen again?
Salesperson: Is it not the most frustrating situation when
you are furiously trying to write down thoughts and
ideas, need to erase, and suddenly realize, “My pencil is
out of an eraser!!”
Business: Yes it is pretty frustrating.
Salesperson: Well with our innovative new pencil from Paper
Mate, that will hardly ever be the problem anymore!
(proceed to explain the product in detail)
Make a Startling Statement:
Salesperson: We need to stop killing so many trees, and
preserve our environment!
Business: This is true.
Salesperson: And do you know one way that we can help to
save our trees?
Business: Do tell.
Salesperson: By not using wood pencils anymore! So many
people go through hundreds of these kinds of pencils,
wasting all of the valuable resources we have in the environment. If we all started using mechanical pencils,
the number of trees that would be cut down would be
reduced drastically.
Business: That is a good point. So what product are you trying to sell to me, and why should I carry it in my store?
Salesperson: (proceed to explain the product in detail)
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Feature: Refillable lead
Benefit: Allows you to keep writing longer.
Demonstration: Show how a normal wood
pencil would run out of lead and need to be
sharpened in just ten minutes, while the Clear
Point mechanical pencil keeps on writing with
the refillable lead, so your pencil never gets
dull, and you never have to waste your time
sharpening it.
Commitment: You’ll never have to waste time
sharpening your pencil again! Wouldn’t that be
a convenient time saver?
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Paper Mate Clear Point Mechanical Pencil
Product Demonstration
Sales Manual
Approach
Introduction:
Product demonstration is a very important process to any
business. After a salesperson has caught the attention
and interest of the potential customer by the approach,
and introducing the product, this is the time for them to
show the product in action. If someone just talks about
how great a product is, it can be somewhat convincing for
the customer to buy it, but if there are customers who are
not sure if they need the product or not, actually demonstrating how the product works, and showing all of the
great features of the products will really make the
customer want to buy it. This is the stage where the
customer will want to buy it, and so it definitely important to the company because this is how they
would make their money.
Important Features of the Product:
Feature: Jumbo, twist-up eraser.
Benefit: Allows you to not have to refill eraser as
often as any other pencil.
Demonstration: Salesperson would show the customer how that eraser works, and what it looks like.
They would twist the eraser so it goes up and down.
Commitment: Do you see how this extra-long
eraser would be useful by rarely having to refill it?
Feature: Click-advanced centered in the middle of the
barrel.
Benefit: Allows thumb to advance lead without
breaking grasp.
Demonstration: I will show the customer how it
writes, and when it runs out of lead, I will demonstrate how easy it is to click the side button to make
the lead come out.
Commitment: Isn’t it useful to keep on writing
smoothly, and when you run out of lead, you do not
have to break your grasp? This way you don’t lose
your train of thought.
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Direct Approaches Continued
 Appeal To Curiosity:

Salesperson: Have you ever wondered how different people
come up with such creative and innovative ways to improve any type of product?
Business: Yes. It is amazing how creative some people can
be.
Salesperson: Well our product from Paper Mate is definitely
a creative new kind of pencil that would suit the needs of
every type of customer that would walk through your
doors….
Paint a Picture of the End Result:
Salesperson: Imagine a day, when customers come to your
store, searching for the perfect writing utensil, and when
they ask for advice on the perfect pencil, your salespeople can easily respond by showing them the most innovative pencil of our generation!
Business: That would be a load off the shoulders of our employees.
Salesperson: Well let me introduce you to our product,
which will change all of that! …
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Paper Mate Clear Point Mechanical Pencil
Sales Manual
Determining Customer Needs
Determining Customer Needs
Introduction:
Similar Products
Determining the customer’s needs is a very important step in
making a sale, because without knowing the needs of a particular customer, you will have a hard time selling to them because
you don’t know what to sell to them. It is important to ask questions about what the customer is looking for. Don’t just assume
you know what they are looking for, and don’t assume that the
product they are looking at is for themselves.
You can avoid awkward conversations by first
asking questions to determine the customers
needs. Then they will be more willing to make
a purchase, once they know exactly what it is
they want when you help them find it. Determining the needs of the customer and their
motivations for buying a certain product will
also help the salesperson in the next step of
the sale when they are helping to select the
right product.
Paper Mate® Clear Point® Mechanical Pencils - $2.69
Available in .7mm or .5mm leads
Thumb advances lead without having to break
your grasp
Unique rubber-like grip
Pentel® Quicker-Clicker™ Automatic Pencils - $2.99
Available in .5mm, .7mm or .9mm leads
Features a rubberized comfort grip
Brass clutch guarantees consistent lead advance
Pentel® Twist-Erase® III Automatic Pencils - $8.49
Available in .5mm, .7mm or .9mm leads
Ergonomically designed barrel for comfort
Perfect for your desk, day planner or pocket
Pentel® EnerGize™ Deluxe Automatic Pencils – $1.99
Available in .5mm or .7mm lead
Tip conveniently retracts to protect pockets and purses
Latex-free rubber grip for writing comfort and control
Target Market for Paper Mate to Sell To:
The company that Paper Mate will be trying to
sell to is Staples Office Supply Store. They sell
a wide variety of products such as office supplies, electronics,
furniture, ink toner, and copy paper. So this store would be the
perfect carrier of the Paper Mate Clear Point Mechanical Pencils.
The target market of staples is for business people who work in
an office, and have needs for supplies to write with, paper to
print information on, and electronics such as printers and toners
so that this is possible for them. Typically business people who
would go to Staples would be in the middle class because of the
lower prices that Staples offers to their customers. Also, Staples
targets younger people who are students. They sell a wide variety of supplies necessary to be successful in school, and so many students who need inexpensive supplies will shop here. So the Clear
Point pencil would be a good addition to the many other pencils and
pens that they sell there.
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Questions To Ask Customers:
Can I help you find something today?
What kind of pencils do your customers purchase?
What kinds of customers buy pencils similar to this one?
What do customers typically say about what they are using pencils for?
How often do you write at your workplace? Do you think
your customers have the same writing needs?
Do customers complain about running out of erasers a
lot?
Do your customers complain about it being too much of a
hassle to carry around an extra eraser as well as a pencil?
Do your customers typically try to purchase the pencils
with the more comfortable grips?
What kind of price range are you looking for in purchasing
these pencils?
How many pencils are you looking to buy?
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