The more and more complex world of the sales makes us presage big changes owed not only to the technological advances, but to the professional evolution of the persons who compose the different commercial teams.

We are conscious of that the real value of the companies at present is in the talent of those who form them and have been started to manage, in addition to the proper assets of the company, the human capital and the knowledge. It is precisely here where the sale force and all the persons who include the commercial activity acquire a major leading role.

In this situation, to justify the existence and need for the manual is completely necessary since the essential thing is that the company realizes that, on having put it in hands of the seller, he is helping to facilitate to him a tool of work that will help him not only to reach the success in his negotiations but to improve his «knowledge to do». It is for it therefore it is essential that the company transmits the seller that the manual is not the end, but the way to achieve this goal, which will come any time the exposed guidelines are taken to the practice.

2.1. Why does a sales manual serve?

The manual of the seller must be a living, current document and of consultation. It is not a question of praising the reached achievements, but his approach is eminently practical. It cannot be considered to be a closed document, since the proper dynamism of the company, as well as the evolution that should experience the market will be indicated by a series of changes that have to be got in the moment that is considered to be opportune.

The priority target that has the company on having put in hands of the seller the manual is to benefit him at personal level, since the different norms are offered him, of organized and joint form, you add and limit and useful to develop successfully his professional work. With the manual of the seller one tries to offer a handlebar that helps the seller to obtain a major efficacy and positive results in his work, with the immediate aftereffect in the profitability of the company. In him there must be all the norms, suggestions and topics of marketing for the satisfactory development of the daily work.

The manual of the seller is necessary in all the companies that commercialize products or services, especially those who have a wide commercial network and in which it is difficult to know, to control and to encourage the human team. The manual of the seller must fulfill this daily contact with the managing staff that would be desirable in any sales network.

For his flexible and dynamic character, the targets of the manual will change according to the priorities that every company has, the characteristics of the product and of the market to which it is directed. Every company will include in the manual the contents that he considers to be opportune, any time there includes all that that reverberates in the best fulfillment of the daily work and the activity in general. In global terms, the targets of the manual are those who are exhibited next:

• To transmit the business philosophy.
• To specify the concept of attention to the proper client of the activity, and that the adviser will have to develop, between other functions.
• To present and to specify all kinds of commercial actions that the seller has to develop for a correct management.

2.2. How to use the manual?

Given the dynamism of the environment in which the company is going to move, with new products and services, application of new technologies, like the computer science and the communications, and in a changeable economic - social situation, we must do a manual that easily is actualizable and remains always alive. To the being a tool eminently practical, dynamic and flexible, the document will be updated when the company considers it opportune across internal bulletins, which must come to all in the minor possible time.

These characteristics make to think about the need to create a reading matter presented in so many quinternions like chapters that they should exist or, of more operative form, in a rings folder with each of the bound paragraphs separately. Logically if the support is computer, it has to have an attractive, informative and interchangeable format. Important thing is to notice that the web of the company is not a substitute of the manual. The used language will be colloquial and kind, using the third person and involving permanently the reader in the content. He will have spaces in target, for example, in the margins and internal places, to be doing notes or references and to clarify the visual space. It will present also drawings or vignettes that will illustrate attitudes, presentations …