Don’t rely on the company handbook to pass along the critical knowledge every new employee should have about your company. Make sure your new hires know the right things about your company that make a difference.

So you have an employee handbook, all fresh and full of company policies, procedures, rules and regulations. You hand it out like clockwork to all new hires and send them on their way to start their career with your company.

Let me share with you the one thing most employee handbooks fail to cover – how the company gains new customers.

It’s important that any employee that comes into contact with a prospect or customer understands the marketing basics of your company. That means salespeople, customer service reps, call center operators, and field technicians…anyone dealing with prospects or customers.

If your employees know how to represent your organization properly and professionally, you’ll make more sales.

Here are things your employees need to know:

1. This is who we sell to

Let your new employee know exactly the type of clients you sell to. Give them a written description of your buyers (personas) and include as much relevant information as possible (age, sex, job title, interests, concerns, etc).

2. Why people buy from us instead of the other guy

Give your employees a simple one or two sentence statement that explains in a compelling way why a prospect should pay their hard earned money with your company instead of the other guy. Marketers call this your unique value proposition and it should be your core marketing/selling message. Have your employees role-play until they can deliver this message in a sincere, comfortable way.

3. This is what our clients think about

Employees need to understand that clients rarely say they need your product or service. What they do talk about is what they need or what they want.

Let me give you an example. A small business owner isn’t likely to say “I need a camera surveillance system.” They’re more likely to say “I need to stop employee theft and shoplifting.”

Statements like these reflect needs or desires and can be a way of identifying ideal prospects. Teach your employees how prospects express their specific problems or desires, and how they should respond to create a sales opportunity.

4. Here is how we communicate with customers

Employees should clearly understand and apply company approved communication protocols, standards, channels and branding.

They should understand and apply company policies regarding social media use and information disclosures.

Your goal is a consistent look and tone amongst all employees in how they communicate with prospects and clients. Explain acceptable fonts, brand logos, colors, etc. they may use. Your goal is a uniform look and approach with every prospect and customer.

5. This is what we are communicating right now

Your employees should be able to answer questions about what’s happening in your business at all times.

Teach them to follow the company on Facebook, Twitter, LinkedIn and any other social network. Have them subscribe to the company blog. Explain to them the proper ways to share company created content with their social connections, networks, prospects and customers.

Make sure your employees know about current company promotions and ad campaigns. It will help them sell more and it will help you to better serve your prospects and customers.

6. Here’s how we service our customers

Every employee should clearly understand your client care procedures. Have them review and comprehend everything you do with a new customer. Define for them your customer complaint resolution guidelines and procedures. Let them know how you measure your impact at providing quality customer care.

7. Here’s how you contribute to our success

Make sure employees know how your company defines and measures success. Share your key performance indicators and how you communicate current information.

Employees should understand that it is their responsibility to be on the lookout for new business opportunities. Teach them a process to follow to convert opportunities into legitimate prospects and sales.

Employees need to know how their role contributes to the success of your company. The more they understand the importance of their contribution, the more connected they’ll be to your business mission.

Go beyond the company handbook and make sure your employees understand the essential information about your company they need to know so both the company and the employee turn up winners!