ACKNOWLEDGEMENTS While it may be an idea that is the inspiration for a manual it is the people that contribution to that idea that brings that manual to fruition. And for that John Kane, Scott Gorrell, Steve Pokrzyk and Miriam Leatherman would like to acknowledge and give thanks to the fantastic team that helped put this manual together. 2007 2008 Advisory Board Advisory Board Members Members

Canada: Margaret Przybyla Queenie Li

Northeast Region: Alicia Anderer Alicia Anderer Justin Kim Jeffrey Paul Bobrick

Eastern Region: Jamie King Jamie King Andy Jeanty Mara Berghoff

Mid-West Region: Annie Kaftan Annie Kaftan Jason Jeffrey

Central Region: Katie Fingerhut Katie Fingerhut Nick Najjar

Southwest Region: Leeanne Lambert Kristin Brindley Robert Danbury Ryan Whiten

Western Region: John Israel Deanna Scortino Shane Nagel Michael LeMaster Thank you to Jeffrey Paul Bobrick, Josh Mueller, Mindy Juliana and John Israel who put countless hours going through the manual editing and rearranging to make sure the sequence was correct. Finally thank you to Hal Elrod and John Berghoff who gave inspiration and helped pave the path to the Service Call Program.

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Contents INTRODUCTION ..................................................................................................... 3

GETTING STARTED ............................................................................................... 5

Sharpening Set Includes: ............................................................................... 5

Setup for DD Edged Knives: .......................................................................... 5

Sharpening DD Edged Knives: ...................................................................... 5

Setup for Straight Edged Knives: ................................................................... 6

Sharpening Straight Edged Knives: ............................................................... 6

Use and Care: ................................................................................................ 6

HOW TO GET SERVICE CALL LEADS .................................................................. 7

Service Call Program ..................................................................................... 7

Rep of Record ................................................................................................ 8

SCHEDULING SERVICE CALLS ............................................................................ 9

Phone Approaches .............................................................................................. 9

Sales Call to Service Call ............................................................................... 9

Standard Service Call Request .................................................................... 10

Handling Objections ........................................................................................... 11

THE SERVICE CALL ............................................................................................ 13

Two Part Service Call Concept .......................................................................... 13

Service ............................................................................................................... 13

Part 1: Service the Knives & Review the Guarantee.......................................... 14

Connecting ..................................................................................................... 14

Service ........................................................................................................... 14

Review the Guarantee .................................................................................... 17

Part 2: Sales Opportunity .................................................................................. 17

Share Your Goals ........................................................................................... 17

Create a Wish List .......................................................................................... 18

Sample Wish ListAnother Wish List Sample .................................................. 19

Another Wish List Sample ............................................................................. 20

Upgrades ........................................................................................................ 21

Block Upgrades ........................................................................................... 22

Accessories ................................................................................................. 22

Closing ............................................................................................................... 23

Dropping Down .................................................................................................. 24

Referrals ............................................................................................................ 25

ADDITIONAL TIPS, BONUS POINTERS and REMINDERS ................................ 25

FINAL THOUGHTS ............................................................................................... 26

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INTRODUCTION For almost 60 years, our company’s motto has stated: “At CUTCO, we stand behind our products with a FOREVER satisfaction guarantee. We want every CUTCO customer to be a satisfied customer FOREVER.” You may recognize these words from calling the 800 customer service number, but they are more than just words on a recording. They are the promise our company makes to each and every customer, and therefore, the responsibility of each and every salesperson that represents our company. We have a competitive advantage in the market; we not only offer the best product of its’ kind, but we go the extra mile and back up our product with an unrivaled service. Often this is the reason why we are able to get our customer’s business in the first place. We have an opportunity to not only be the best sales reps, but also the best SERVICE reps as well. All CUTCO products are covered with the Forever Guarantee. CUTCO knives will remain sharp for many years, but after extended use they may need to be touched up or factory sharpened. As the number of CUTCO owners continues to increase, the need and opportunity for service calls continues to grow. Service calls are a great benefit to our customers while also benefiting our representatives. They provide an additional area to build and grow your business. One powerful benefit of learning the service call is that you now have a valid reason for stopping by to see previous customers. You can offer them a valuable service by sharpening or “touching up” their knives right in their home versus having to ship them back to Olean to be serviced. Another benefit is that most service call appointments result in a sale. People who already have CUTCO are very likely to buy more because they love the product line and may not have bought everything they wanted the first time. In addition, at a service call, we can introduce gifts, new products and new programs (like business gifts and the wedding/gift registry). There’s also a good chance that the customers we service will want to recommend us to others. After all, current CUTCO owners provide the best testimonials. Service calls will also strengthen your product conviction. Many top reps like to begin their day with a service call to reinforce their confidence and belief in the product and how it benefits customers. Dealing with established customers who love CUTCO is very positive. Scheduling appointments with them on the phone will result in a higher number of “yeses”! Remember, service calls allow you to work in your local area and can be a great source of daytime business. Many of our most successful representatives attribute a great deal of their success to conducting service calls. There are examples of Field Sales Managers and

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CUTCO Sales Professionals who can attribute 50% or more of their yearly volume to service calls and service call leads. Some have personally sold more than $100,000 on service calls in a year. Service calls offer variety, fun and more presentations. By adding service calls to your business you will increase your income. How much is up to you!

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GETTING STARTED In order to conduct service calls it is recommended that you review this manual completely and understand the sharpening procedures and the approaches. One-on-one field training locally with a qualified Service Call Representative is also recommended. There are also several video resources available currently and several that are in development that will be helpful. You can also find quite a few audio recordings on VectorConnect from past Rep Development Conferences that would add great value to listen to.

Instructions for Using the CUTCO Service Call Sharpener (FS102)

Sharpening Set Includes:

A. Oak Base B. 2 Fine White Ceramic Stones C. 2 Medium Grit Gray Ceramic Stones D. 2 Stainless Steel Safety Rods.

• Before sharpening, visually inspect each piece and put aside anything that may be defective. Also put aside any pieces where the DD edge is badly worn and needs to be returned to the factory for retooling. Don’t feel bad about having them send back their own product(s). It is not your responsibility, and company policy not to take it)

• Begin servicing their Cutco by touching up all the double-d edges. Explain to

the customer what you are doing is removing the burrs and touching up inside the points. If you think it will be of interest, take out your blue book to show the customer what you are doing and remind them of the advantages of the double-d edge. Remember to use the white stones only on the DD edge.

Setup for DD Edged Knives:

1. Place the first white stone to your left. The flat side without the grooves should be facing toward the center. Note: Always use both safety rods.

2. Place the other white stone to your right with the grooved side facing center.

Sharpening DD Edged Knives:

1. Keep the blade straight and perpendicular to the base. 2. To sharpen the DD edge, use the white stone to your right. Starting at the

heel of the blade, place the teeth of the DD edge in the grooves and slide the blade straight down the length of the stone.

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3. Repeat 6-8 times. 4. Remove burrs by using the flat side of the white stone on the left. Keep the

blade perpendicular to the block and move it up and down the flat side of the stone as you move from the back of the blade to the front. Do this until there are no more burrs.

Setup for Straight Edged Knives:

1. Place the stainless steel safety rods in the two holes behind the stone holder. Note: Always use both safety rods.

2. Place the two gray stones in the two hexagon shaped holes with the corners facing each other, toward the middle.

Sharpening Straight Edged Knives:

1. Keeping the knife blade straight and perpendicular to the base, draw the blade toward you as you “slice down the stone.” Always sharpen the entire blade from heel to tip.

2. Apply medium pressure pressing hard enough to remove metal. 3. Sharpen the blade by taking 30-40 stokes on each side. Alternate the

strokes from one stone to the other.

Use and Care:

After every 8-10 service calls, clean the steel from inside the grooves on the white stones. Use a toothbrush and a household cleaner such as Ajax or Comet. BEFORE USING THE SHARPENER FOR THE FIRST TIME, BE CERTAIN TO WATCH THE INSTRUCTIONAL VIDEO.

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HOW TO GET SERVICE CALL LEADS

1. Your Past Customers a. Contact Field Service for Past Customer List

2. From Demos

a. “Who do you know that owns CUTCO?”

3. From other Service Calls a. “Who else do you know that has CUTCO?” b. “Who referred you to CUTCO?” c. “Who else did you refer last time to CUTCO?”

4. On the Phone While Calling Recommendations. (see phone approaches) 5. Service Call Program Leads From Your Manager.

Service Call Program The Service Call Program allows current Vector sales reps to contact prior owners and service their CUTCO. This program allows the rep the ability to form new contacts with previous customers. Only active District and Division Managers may request service call leads. To receive a listing of CUTCO customers who may require service, managers must fill out the Service Calls Request Form on VectorConnect along with your manager. The maximum number of leads that can be requested is 400. The leads are filled consecutively in order of zip codes requested. For example, if the first zip code generates 300 leads, then a maximum of 100 leads would be provided from additional zip codes. Requests are limited to 5 zip codes at a time. Once leads are generated for a specific zip code, it is required that six months pass before leads can be generated again for that zip code. Service Call leads on these lists are CUTCO customers who have owned their CUTCO for more than 5 years and who DO NOT currently have an active sales rep taking care of them. The Service call list is normally generated within three days of Olean receiving a valid request. The list is normally sent with regular manager mail on Fridays. Request must be submitted to Olean by 5 p.m. on Wednesday to make that Friday’s manager mail. Please do not expect same day service on service call requests.

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NOTE: The Service Call Program automatically filters all previous customers who are listed under the National Do Not Call Registry.

Data processing can fax the first ten pages of a service call list, or the list can be emailed at a manager’s request. The entire service call report will be put in manager’s mail.

Rep of Record A representative may become the “rep of record” on a service call in one of three ways.

1. New Rep Association Occurs: when new order for additional CUTCO is processed in Olean.

2. No New Order: Representative services what they can, but some CUTCO product needs to be sent back to Olean for service. Service Request Form (L164) must be included with the package. Current rep number must be included on the form (preferably on the top of the form above the order number).

3. No New Order: Representative services all merchandise. No merchandise needs to be sent back to Olean for service. Service Request Form (L164) must be sent to Olean. Current rep name and rep number must be included on the form (preferably on the top of the form above the order number). Attn: Service Dept.

NOTE: New Rep Association can only occur if the current rep of record is inactive. Once the service call representative is associated with the customer, the new representative is then afforded all the benefits as with their current customers, e.g. reps may block these customers from catalog mailings, and the customer will not show up on any service call list as long as the representative remains active. In order for the representative to be the “rep of record” in time to be blocked for the fall catalog mailing, the information must be received in Olean by June 15th. In order to become the “rep of record” to block a customer from the spring catalog, the information must be received in Olean by December 15th. Service Request Forms (L164) are available to order through Literature at a cost of $5.00 (pkg. of 25).

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SCHEDULING SERVICE CALLS When scheduling an appointment it is advisable to ensure that the customer will be present at the appointment (not a maid, kid, etc) – if the customer cannot be present, let them know it’s not just a sharpening but a knife “use and care appointment” and find another time if initial time does not work for them. If this is a problem, make sure they know that it doesn’t take long and you will be in and out quickly, you just want them there for the service.

“You don’t need to be there the whole time watching while I sharpen if you don’t want to, but I do need you there for at least a couple of minutes to go over the use and care of the knives. So…” (ask again).

It is also a good idea to call during the same time period that you want to conduct the service call. For example, calling customers Friday morning is a very effective way to schedule service calls for the following Monday, Tuesday, and Wednesday mornings. Most representatives schedule their service calls 1 hour to 1 hour and a half apart.

Phone Approaches

Sales Call to Service Call

(finishing sales approach)

“I am going to be in your area on Saturday. Would 9:00 am be good for you or would 1:30 pm be better?” “What are you selling?” “It’s called CUTCO. Have you ever heard of it?” “Sure. We already own CUTCO.” “That’s great. How long have you owned it?” “We purchased our set about twenty years ago. We also purchased a pair of shears several summers ago from one of our daughter’s friends. We are very happy with everything but we are really not interested in seeing another presentation.” “I can understand that. I am pleased to hear that you are happy with everything. By the way, when is the last time your set was sharpened?”

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“I do not think they have ever been sharpened. They are still quite sharp.” “Mrs. Customer, just so you are aware, we do recommend having your CUTCO sharpened every two to five years. If you have had your set for ______ years I highly recommend that you have them touched up. This is a service you already paid for when you bought the knives so it is absolutely free. What happens is that over the years the knives do lose their sharpness but it takes place very slowly and gradually. As a result, you may not have noticed that they are not cutting as well as they once did. Once they are sharpened you will notice a big difference in their cutting performance. What is new about our sharpening service is that in most cases we can now do everything that is necessary right in your kitchen. This is much more convenient than having to return them to our factory and going without your knives for several weeks. It is also a free service so it will not cost you anything. When you consider the amount of money you spent to purchase CUTCO it just makes sense to keep everything in top condition and our customers really love this service. Would it work well for me to do the sharpening at 9:00 on Saturday or would 1:30 be better?” “I guess 9:00 would be OK. About how long will it take?” “Usually about thirty to forty minutes to sharpen. Anything else would depend on how many questions you may have. Let me get some directions from you…”

Standard Service Call Request

“Hello, may I speak to ________________? Hi __________ this is ______________ from CUTCO Cutlery. How are you doing? The reason I am calling is because you have now owned your CUTCO for_____ years which means that you are due for a service call. It is free by the way, and what we do is quickly stop by and professionally sharpen everything. As a matter of fact, it is actually something that you paid for when you originally purchased the products. I am going to be in your area on ________ and __________ and I wanted to see when would be a good time to stop by and touch everything up for you?” NOTE: ADDITIONAL ADVANCED PHONE APPROACHES CAN BE FOUND IN

THE ADVANCED SECTION OF THE MANUAL

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Handling Objections 1. “My knives don’t need to be sharpened.”

“Betty, most customers I talk to feel that their CUTCO doesn’t need sharpening, and that’s because it dulls so gradually, but what I find is that once I’m done sharpening your knives, people always notice a big difference and they are really happy that they got it done. Besides, it’s a completely free service and I’d (totally) love to see you!”

2. “How long does it take?”

“Service calls take about half the time of a regular appointment; I have to do 3

steps:

1. Sharpen the knives, double-d (the ones that look serrated) and straight-edge.

2. Go over the guarantee. 3. Go over the new stuff.

It takes about 30 minutes, unless you like me a lot.” ☺

3. “I am not interested” (if you think they misunderstood)

“Mrs. Customer, I’m not calling to sell you anything. This is a courtesy reminder call about a service you already paid for when you bought your CUTCO. It’s totally free. What I do is I stop by and sharpen all your knives for free, including the knives that look serrated. “Betty, most customers I talk to feel that their CUTCO doesn’t need sharpening, and that’s because it dulls so gradually, but what I find is that once I’m done sharpening your knives, people always notice a big difference and they are really happy that they got it done. Besides, it’s a completely free service.

NOTE: THIS IS POTENTIALLY A LITTLE RISKY, BUT WE’RE PUTTING IT IN BECAUSE IT WORKS FOR REPS AND PEOPLE DON’T ALWAYS LISTEN SO IT’S IMPORTANT SOMETIMES TO STRESS WHY YOU ARE CALLING.

4. “I am really not interested.”

“Mrs. Customer, I just wanted to give you a call and let you know that the sharpening service is available. Let me give you my name and telephone number (or website for those of you who have one) and if you need any service in the future you can give me a call.”

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5. “I don’t know if they really need it. They still seem pretty sharp.”

“Mrs. Customer, it is your decision, but if you are uncertain it is probably a good idea to have it done. What happens is that over the years the knives do lose their sharpness but it takes place very slowly and gradually. As a result, you may not notice they are not cutting as well as they once did. Once they are sharpened you will probably notice a big difference in their cutting performance. When you consider the amount of money you spent to purchase CUTCO it just makes sense to keep everything in top condition. Would Friday or Saturday work better for you?”

- or -

“Mrs. Customer, it is your decision, but if you are uncertain whether they need sharpening, it probably makes sense to get it done. It is basically like preventive maintenance. Similar to the fact that you regularly have the oil changed on your car to maximize the engine’s performance and to help to prevent future problems. Keeping the knives in top condition and having them sharpened from time to time before they really “need” it helps you to always get optimal performance from your CUTCO. Would Friday or Saturday be better for you?”

6. “You are not coming over just to try to sell me more, are you?”

“Mrs. Customer, if you want to get more, I am not going to try to stop you. However, our primary purpose is to provide you with this sharpening service that you have coming to you. You are not required to get anything. Would Friday or Saturday work better for you?”

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THE SERVICE CALL

Two Part Service Call Concept While there is no one “right” way to do a service call, the majority of service calls can be divided into two parts.

1. Service the Knives & Review the Guarantee 2. Sales Opportunity – Great Deals on More CUTCO & Recommendations to

Other Great People. The first part of the appointment is all about the customer and all about the knives. Make sure you not only sharpen the knives but provide useful information in a warm and professional manner. Once you have sharpened the CUTCO and provided useful information, the customer will be much more likely to want to hear about you and also about new products. While the parts of the service call are occasionally reversed and often integrated together, it is useful to think of a service call in this way. As you read on, you will see various intentions and transitions that will help make your service call effective.

Service The first and main objective of a service call is to provide extraordinary service. As a part of that service, you want to connect with your customer and really be there for your customer. For efficiency and later disclosed closing purposes, it is recommended to have a notebook to keep track of your appointments. On the top left corner write:

Date: Name: Address: (skip line) Phone: Email:

Sometime during the beginning of the service call, ask customer to fill out their information so that you can keep track of all the sharpenings you do.

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Unlike a demo, it is not necessary to sit with the customer and visit before getting started. Keep in mind that you explained to the customers on the telephone that you are stopping by to sharpen their CUTCO. Similar to anyone else who may be coming to their home to provide a service, the customer expects you to get right to work. Make sure to check that the customer has taken out all the CUTCO in the home for sharpening. While you are sharpening, you can build rapport with the customer. Focus the conversation on them, their family, their neighborhood, etc. It is great if you can find some things that you both have in common to talk about (i.e. knowing the same people, attending the same school as their children, shared interests, etc.). If they ask you a question, answer politely and then bring the focus back to them. The service section of the appointment is all about the customer.

Part 1: Service the Knives & Review the Guarantee

Connecting

"Hi _______, How are you today? Thanks for having me over. How has your (morn/day/eve) been so far?”

You have most likely been in the business long enough to know how to establish rapport with your customer. Treat customers the way they would like to be treated, as a valued person and customer. Make sure they know you are there for them and will do an excellent job sharpening their knives. Let your customer know that it is best if they are in the room the whole time while you’re there, something like:

“Throughout the appointment I’ll be reminding you about what you can use each knife for to make sure you’re getting the most use possible for your money. That way I can also answer any questions you might have and make some suggestions.”

Service Service the knives with Care and Professionalism. Understand the Customer’s personal uses for the knives, their preferences and the kind of cooking do they do. If they are a new customer to you, it is also important to understand some of the background in how they first bought their CUTCO.

Suggested KEY QUESTIONS to ask during sharpening:

1. How did you hear about CUTCO?

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2. Do you remember your first CUTCO rep? 3. How long have you had your CUTCO? 4. How do you like it? 5. So do all your friends and family have it too? 6. How many people do you think you know that own CUTCO? 7. It must have been a big decision when you bought it, would you do it all

over again if you could go back? 8. What do you feel like is missing when you’re preparing food/is there

something you still have a tough time cutting? 9. Have you ever bought CUTCO as a gift? 10. Do you have a summer/winter home, trailer, boat, etc? 11. Which do you use the most? 12. Which do you use the least? (resell on items they are not familiar with

usage of)

While you are sharpening each piece, visit with the customer. You can also explain the sharpening process and even take out your prospectus to show the Double-D edge in close-up. Once you have finished with each piece take the time to ask how they have been using each piece. For example, while sharpening the trimmer.

“So Mrs. Jones, how long have you lived in the neighborhood?.... Do your children attend the school down on the corner?... (now that you are finished sharpening the trimmer). By the way, Mrs. Jones, this trimmer (hold it up) is the most overused piece that we sell. Many customers think that it is an all purpose knife. What do you use it for?

It is very important that you cover the uses of each piece after sharpening all the knives. This is necessary because the customer will not remember from the first sales call how everything is to be used. They were initially thinking about price and “Should I buy it?” more so than what each knife is used for. By educating your customer you will accomplish two important objectives.

1. After you have explained the uses of each piece the customer will more clearly understand how to properly use what they have. You will find that the customer will be very appreciative not only of the sharpening service itself, but also the fact that you took the time to help them realize the maximum value of what they own. This builds value in your service and creates trust.

2. Clarifying how each piece is properly used, the need for the other pieces becomes clear. For example, the customer who owns a paring knife, trimmer, petite carver and turning fork and understands not only how they are used but also their limitations will then be able to see the need for the spatula spreader, slicer, chef’s knife, etc.

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Here are some simple steps to follow:

STEP 1: How have they been using each piece? STEP 2: Compliment them on the fact that they are using the piece

and mention that you have some suggestions on how they could be using it better/differently.

STEP 3: Point out suggestions on how to use the pieces they have. Sometimes it will be using one piece (like a chef knife) for something they are overusing another piece for (like the trimmer or paring knife).

STEP 4: If they are using a knife for the wrong job and are missing the proper knife, mention that there is a piece they don’t have that would be perfect for that job and you’ll be sure to show it to them before you’re done.

Following this step-by-step process accomplishes 3 things:

1. It makes them feel good because you complimented them rather than made them feel bad for using the piece incorrectly.

2. It creates the understanding that you are a “Knife Professional” and builds trust because they begin to understand you’re there to help them.

3. It opens the door for them to be interested in new pieces that you suggest.

If they’re showing interest in any pieces, take out notebook and get them to write things down (or write down for them if they are a little timid):

“Obviously you don’t need to get everything today, but if you make a list I can give you an idea of prices. And I haven’t even mentioned my Past Customer Special or the upgrade program.”

This list is often called the “Wish List” or the “If CUTCO Were Free” list. Note: If the customer is restless and/or wants to buy during the service part of the appointment, this is a beautiful thing! Just go with the flow.

“I’m sure watching me sharpen your knives isn’t the most exciting thing in the world!! Most people like to look thru the catalog while I finish up….” Grab your book and share goals, etc. (see below) while you sharpen.

After you have serviced and explained each piece, deal with the items that you previously set aside for return to Olean. Complete a service request form (Literature item: L164) for the customer and help them package the knives for return shipment to Olean (this can be done after reviewing the guarantee or at the end of the

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appointment) Some representatives carry small, sturdy boxes and packaging materials in their car in case the customer does not have any. Others may not carry the material with them but may choose to help the customer pack the items for servicing. It has been proven that customers will send their knives into Olean if the knives have been packaged by the service call representative. If you just tell them how to do it many times the customer will not take the time to package the knives themselves and send them in. Once they are ready to ship it is the customer’s responsibility to send their CUTCO in. It is strictly against company policy for you to take the package and ship it for the customer. Recommendation: Wash/rinse knives for customer to get off sharpening dust. If short on time, make sure to suggest that Mrs. Jones to clean the knives before putting them away. Many reps make sure to at least put the knives in the sink for cleaning after they leave.

Review the Guarantee

• “Mrs. Jones, now I’m going to review your Forever Guarantee.” • Take out your blue book if you haven’t done so already. • Review the Guarantee point by point. Remind them of how it works and how

it can benefit them and anyone they may give Cutco to as a gift.

Part 2: Sales Opportunity At this point in your appointment, you have most likely spent close to 30 minutes sharpening knives as the customer looks on. During this time your attention and focus has been on the customer and on quality service. For example, if the customer asks you a question, you answer briefly and then bring focus back to the customer (perhaps by asking a question or just by being open to listen to the customer). You have shared useful information and tips and the customer feels taken care of. You can now, with the customer’s complicity, shift into the second part of the service call, the Sales Opportunity.

Share Your Goals

• INCREASE EXCITEMENT when introducing goals. • Goals include Scholarships, Trips, Awards, Personal and Professional Goals

give them a reason to want to buy if they see something they like.

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“Mrs. Jones, do you mind if I take a moment and tell you about my goals?”

• When sharing your goals you want to make it fun and friendly.

“Mrs. Jones, if you don’t see anything you like, I’m not going to cry, but if you do see something you like, I’d love for you to get it today, because you’ll be helping me with my scholarship/contest and I can give you a great deal!”

• Build excitement through your enthusiasm about the things you want to

accomplish.

• Be confident and don’t be afraid to let them know that they will probably see “a bunch” of “NEW STUFF” they are going to want to get.

• Remind them they don’t have to buy and you ARE NOT a high pressure sales person.

• Let them know that IF they do decide to get something, it will definitely help you get a step closer to hitting your goals.

Create a Wish List At this point you have established yourself as an expert. The customer knows that this is not JUST any demo. Your service and expertise makes you unique and because you have done a good job and the Cutco product line is excellent, you should have no objections about covering new products. If you do run into objections consistently, it means you did not do a good job establishing rapport and trust. After covering the guarantee and sharing goals, you can transition to the names and uses page by saying:

“Mrs. Jones you have a start towards owning a complete set because you already own…. (mention the pieces they currently own). Based upon what you are now using, there are some pieces that I would highly recommend that would nicely complement what you currently have. The first piece is the ….”

- or -

“Mrs. Jones, the BEST time to get Cutco is on a service call because of the specials we can offer on these appointments. Most of my customers have been getting great deals on Cutco at their service checkup. “Mrs. Jones, now that I am finished, let’s go ahead and make a wish list for you. In other words, if CUTCO

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were free, what items would you like to have for yourself or as a gift for someone special?”

Sample Wish List

Wish List Ultimate Woodblock $288 4 Table Knives 112 Ice Cream Scoop 33 (free) Cheese Knife 63 Petite Santoku 87 Fisherman Solution 71 Pizza Cutter 35 Weeder 29 Hardy Slicer 104 (free) Vegetable Knife 108 CHOOSE $793 + S&T $930 +S&T $200 (free)

3 way = $264.34 + S&T 3 way = $310.00 + S&T

or or

5 way = $158.60 + S&T 5 way = $186.00 + S&T SAVE $139.50 + S&T- 15% SAVE $213.90 + S&T- 23% Note: In this example the rep is giving the customer two choices. Either get a discounted price on wish list items (left side) or pay full price and get an additional $200 of free CUTCO.

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Another Wish List Sample

Most reps use a notepad or book to create a Wish List with the customer. It works well to briefly walk through the prospectus with the customer and write down everything that they liked.

� Start with homemaker, pieces they don’t have. Stories for knives. � Ultimate pieces. Use homemaker pieces to transition to ultimate pieces.

Introduce these pieces as our “customer recommended pieces” (see key transitions).

� Whenever one of my customers upgrades they can get flatware at 25% off…

� Entertainers pack – most popular gift set, here’s why… � Garden tools… � Kitchen tools, BBQ tools, cookware (whenever one of my customers gets

cookware = kitchen tools come for free.) � Pocket knives, fish, hunt � Gift sets

• Thoroughly cover the uses and benefits of the pieces that you are

recommending. Help the customer to understand how the recommended pieces would work together with what they currently own. Have your samples with you so that they can hold and use each piece. Demonstrate exactly how the chef’s knife is used and then let them try it until they become comfortable with it.

• After explaining the recommended pieces, review with the customer the uses and

benefits of all the remaining items in the product line that they do not currently

Gifts

Party Favorites - Annie Ent. Pak - Aunt Grace Garden Tool Set - Betty

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Santoku 4” Paring Knife Flatware (8 pc.) Super Shears

Wish List

Free

Cheese Knife Petite Santoku Pizza Cutter Hardy Slicer

Note: This can be a fun way to build a wish list, especially with highly qualified customers. Either you or the customer can create the column structure on a piece of paper or note pad. Encourage the customer to put things in the free column that they really love. And close with the more traditional (if CUTCO were free) close.

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own. Carry as many samples with you as possible and remember to promote gift buying.

• It is also helpful to include the typical cutting presentations in your service call. Cutting leather with the table knives and a penny with the shears will make a dramatic difference in whether they purchase these items. Encourage the customer to try the vegetable peeler on a carrot, use the slicer to cut bread, etc.

• Make it light hearted and fun.

Upgrades

• Completing a Homemaker, Galley or Ultimate set for the customer. • Keep current knives • Get any combo of knives that fit in the block. • Give the best deals when people upgrade – let them know that upgrades are

the best deal. • Just trade in their block, take the value of it and put it towards the new block.

Use bonus points to discount the order for the value of the block. • Add up pieces they want individually + the block + the super shears if they

don’t have them. Mostly start with Ultimate upgrades though sometimes people will only want a homemaker upgrade.

From Guarantee to Knives if Own Less than a Galley Set

“This is the basic set that home economists said has the basic tools to get the different jobs done in the kitchen.” Review homemaker pieces they have (quickly) and the pieces they don’t have.

- or - “I just want to take a minute to remind you what your CUTCO knives are used for, most of my customers completely forget what some of those big knives are used for” (Really casually tone)

From Guarantee to Knives if Own Galley or More

“The reason so many people are upgrading to the complete set is because, they don’t pay the 2900 it normally costs, they keep what they have and subtract the price of that from the set price getting the preferred customer

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discount. The other reason a lot of my customers upgrade to the complete set is because of the customer requested knives...”

“People wrote in letters requesting that CUTCO make certain pieces.”

For example: Compare Paring knife to 4” Paring knife. Compare Chef knife with Petite Chef and 5” Santoku Compare Petite Carver with Butcher knife

• Go over Veggie knife, Bird’s Beak, Petite Slicer, Cleaver, then 2 favorites:

Hardy Slicer & Cheese knife.

• Build value in blocks, with the Ultimate block mention:

“Size of block is only the size of the page here.” Mention “scissors fit in block, everyone wanted place for the scissors. Cuz they are use everyday”

• “Complete upgrade is something to keep in mind as we go through the rest of

the stuff.”

• From Homemaker to Ultimate pieces:

“The reason so many people upgrade to the complete set is because of these pieces here, they are the customer requested knives.” (Ultimate pieces)

• From ultimate to flatware:

“Whenever one of my customers upgrades they can get flatware at 25% off.”

Block Upgrades

“One of the neat things about CUTCO is that we actually give you a credit for trading in your old block. A lot of people do that if they see a few things they like and we just give them a credit towards upgrading to a new block (show blocks). “Now you don’t have to fill up the whole thing right away, but just for fun I can show you what that looks like.” It is advisable to have a Homemaker or an Ultimate block on your appointments to show.

Accessories (show price comparison of what people spend in their kitchen).

“Now as far as our accessories go, you may already have some of these things around your house (as they are pretty common). Did you know that

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the average American spends $1520.00 on Kitchen accessories over a 20 year period ($78 yr). Most of which is spent replacing things that break or wear out. So, let me show you some accessories that you’ll never have to replace again.”

Cookware – The best time to sell cookware is on a service call. For more information, consult your Cookware training literature.

Gift Building – Ask “Who do you know?” questions

a. “Have you started noticing other people’s knives in their kitchens now that you have CUTCO?”

b. “What’s your favorite piece of CUTCO?” c. “If you had an unlimited supply of those, how many could you give

away for Christmas?” d. “Have you thought of getting CUTCO for your kids?”

Once the list is complete add up the prices for the items that they chose and begin the closing process. Remember to utilize the power of service call specials (free merchandise) as an incentive to close the sale. Hint

• Wish lists are huge. Generally speaking, the larger the initial Wish List, the larger the final order.

• It is important to keep track of these wish lists and follow up with them (When you use the notebook, it is very easy to reference this client by the date you saw them for future appointments, phone calls, or relatives needing to get them a gift).

• Customers have been known to put their wish lists on 5 pays and every 5

months add another $300-$400 because their rep follows up with them.

Closing Closing at a service call is a lot of fun because you are basically offering customers a great deal on Cutco sets, gifts and items that they already want anyway.

“If CUTCO was falling from the sky into your yard, what would you go out and grab before the neighbors could take it? ☺

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“It’s going to take me a few minutes to figure out the best deals possible. While I’m doing that you can just look through the book (or goal sheet), or hang out, or do whatever ☺ I’ll be done in a couple minutes.”

Remember…the best close is no close at all. That said; here is a common basic close for service calls:

“What I’m going to do is show you how good of a deal I can give you today, as opposed to what it would cost you getting it later”

- or - (if they have a sales catalog)

“You get really awesome deals from this special sales catalog. What I am going to try to do is beat these prices, if it’s possible.” (Emphasize the word try)

“I know you may have not been planning on getting these all today, but if you’d like to add these on eventually, it’ll save you $_______, if you take care of it right now. And the best part is you only have to pay 1/5 today, and the rest over the next 4 months with no interest. You wanna go ahead and do that today?” w/ GIFTS “I know you may have not been planning on getting these all today. But if you’re going to spend that $ on Christmas gifts anyways, I can save you $_______, if you take care of it right now. And the best part is you only have to pay 1/5 today, and the rest over the next 4 months with no interest. You wanna do that?”

Dropping Down If they say “NO” to wish list.

“No problem ☺ most people don’t get the WHOLE wish list.”

Make them feel comfortable about dropping down; this also prevents them from gaining control and asking questions like:

“There is no way I can afford that, what’s just “this and this” cost?” Your response: “Well (laugh) most people don’t get the whole wish list, what I usually do is help them get what’s most important. This is the next step. Did you like the flatware?”

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Then refigure deal without flatware. Then without table knives or whatever you think is best.

- or -

“Since this is a little out of your budget, if we were to take out one or two items which one(s) can you get by, for now, without?” Make sure to drop down slowly and maintain control.

Referrals

No one gives better leads than previous customers. In addition to asking for new prospects, it is also suggested that you ask the customer for service call leads.

“Mrs. Jones, who else do you know that owns CUTCO and might benefit from this sharpening service?”

“By the way, do you remember how I mentioned earlier that I get paid every time I sharpen CUTCO?? Well the same thing goes for whenever I show it to anyone who’s never seen it before, and I only show people that I’m recommended to from my customers. So what I was going to have you do while I’m cleaning everything up is jot down 3 - 400 people…Just kidding! If you could just jot down ______ people, not necessarily anyone who’d be interested in buying, just anyone really nice, like you, who would take a look. You can just jot them down here. You can start with the ones who have CUTCO and then anyone else who’s really nice that may not have it yet.”

Finishing up the appointment: write up the order, leave a business card and arrange a follow-up time for recommendations

ADDITIONAL TIPS, BONUS POINTERS and REMINDERS

1. Transitions are Key – learn them step by step. Little by little, get them down.

2. When you see someone who has a Homemaker have them write you a testimonial. Upgrade this customer to an Ultimate and share the story with every other owner you see.

3. Names & Uses is where it is at:

• Find out what they’re using all their knives for.

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• Be confident enough to point out incorrect uses. Do this on all the pieces at once, after they’ve explained what they use each of them for. Treat it like you’re giving a “Knife Skills” lesson.

• Make suggestions as to what they should be using • Teach them the Chef Knife • “Mrs. Jones, I noticed that you have most of the pieces on your wish

list for an upgrade from your set to the Basic Set (or complete set). When you upgrade you actually get a great deal, so if you’d like I’ll go ahead and price what the upgrade would be for you.”

4. Show EVERYTHING. The more you show the more they buy!!!

Have fun. Don’t be salezy. Remember enthusiasm sells!! Show the ice demo on the Ice Cream Scoop

5. “So do you want to go ahead and get that today?” (Don’t be afraid to ask).

Mention how the last package was $730 and now it’s under $600; only $135/month as opposed to $160.

“What do you think about that?”

- or -

Be confident enough to tell them “Just get it”

6. Emphasize somewhere that many people reorder from you because of the excellent deals you give.

FINAL THOUGHTS In 1925, Napoleon Hill published the first ever study of its kind on success. After 20 years, Napoleon had distilled the commonalities amongst the world’s most successful business people to walk the earth thus far. Of all the principles Napoleon studied, he found a special conviction and confidence in one of the key qualities of the world’s most successful: They always give more value than they are paid to deliver. The CUTCO Service Call opportunity is exactly that. An opportunity. An opportunity to give tremendous value to a customer, oftentimes beyond their expectations. While not always immediately apparent, this opportunity to create tremendous value for a customer is, quite literally, a built in opportunity for the CUTCO Service Rep to position themselves with integrity, expert status, and to come from a pure place of service.

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It is no wonder so many reps across the county turn to service calls to support their business throughout the year. The inevitable result of putting this universal truth to work – when we give more than we ask for, the world will turn around and reward us – is that customers choose to purchase, offer a testimonial and refer additional customers, because of their renewed sense of gratitude for the CUTCO product, and the service behind it.