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CORPORATE

COMMUNICATIONS MANUAL

LAST UPDATED IN NOVEMBER 2016


Written by Amanda Birard

Table of Contents
Welcome Letter ........................................................................................................ 1
Overview ................................................................................................................ 2-3
Mission Statement .................................................................................................. 4
Internal Communication ............................................................................... 5-10

Dress Code ...................................................................................................... 5


Email .................................................................................................................. 6
Company Newsletter .................................................................................. 7
Phone Call ........................................................................................................ 8
Memo .......................................................................................................... 9-10

External Communication ........................................................................... 11-17

Social Media ......................................................................................... 11-12


Face to Face Calls ....................................................................................... 13
Phone Calls .................................................................................................. 14
Advertising ................................................................................................... 15
Inquiry Letter ...................................................................................... 16-17

Welcome Letter
Dear New Employee,
We would like to take the time to thank you for your interest in our
company. We are so excited to have you on the team and to help you learn
everything about this company. We value communication, both internally and
externally. You have in your hand our corporate communications manual,
which will guide you on the different policies in place in terms of
communicating with others.
We believe in the quality of products that we sell and the level of
service that we provide to every customer. We strongly believe that you fit
the role that we are looking for to be a face of the brand. With that being said,
we are here to support you along your journey within the company. If you
ever have any questions regarding anything written in this manual, please
feel free to reach out to me.

Company Overview
This year 2016 is a unique moment in the history of Sherwin-Williams,
its our 150th anniversary. We are proud to honor our founders Henry
Sherwin and Edward Williams, and the thousands of men and women who
have shaped out company since 1866. Thank you to all of our loyal
customers. We couldnt have reached this milestone without you, and were
committed to providing you with great products and exceptional service for
generations to come.
Over the past 150 years, Sherwin-Williams products have beautified
and protected many of the worlds most iconic structures:
o
o
o
o
o
o
o

The White House, Washington, DC


Freedom tower, New York, NY
Arena Castelao, Fortaleza, Brazil
USS Yorktown, Mount Pleasant, SC
American Flag Mural, Philadelphia, PA
Birmingham Library, UK
The Burj Khalifia, Dubai, UAE

o The Golden Gate Bridge, San


Francisco
o Heathrow Airport Terminal 5,
London, UK
o The Hollywood Sign, Los Angeles, CA
o The Shard, London, United Kingdom
o The USS Arizona Memorial, Hawaii

The Signature Ask Sherwin-Williams tagline made an unexpected and


memorable appearance during a basketball game in 1996. The center fielder
for the Cleveland Indians, with his back against the outfield wall, leaped as
high as the Sherwin-Williams logo in
his successful attempt to prevent a
home run. How high did he hump to
get that one? asked one announcer.
I dont know, his broadcast partner
responded. Ask Sherwin-Williams!
Ask Sherwin-Williams is a rallying


call that has stood the test of time, from its inception in the 1980s to the
present day. The memorable words speak to our companys focus on
providing customers with a highly trained, knowledgeable and enthusiastic
work force.
There are many different career paths that individuals can pursue within
Sherwin-Williams, just on the store level. To begin, you can start out in many
different positions such as a part time sales associate, an intern, or a store
truck driver. From any of these positions, employees can apply for the
Management Trainee Program, which in 8 short weeks prepares you for an
assistant manager position. Once you feel comfortable and prove your
success in this position, you can move up to become the store manager. With
this position becomes a lot of responsibility. After a store manager, you can
choose to stay at the store level or take the path of sales. This means that you
can either move to a high volume store manager, city manager, and distract
manager, or become a sales rep and sales manager.

Sherwin-Williams Mission Statement:

For over 140 years,


manufacturers have trusted
Sherwin-Williams for innovative
coatings and exceptional service.
And you can count on us for the
expertise and the support you
need to get better results, from
start to finish.

Internal Communication
DRESS CODE POLICY
At Sherwin-Williams we value looking professional and uniform at all
times. In order to do this, you will be provided with a uniform top upon hire.
This will be a short or long sleeve blue polo and will consist of the official
Sherwin-Williams logo along with your name. For pants you must wear tan
khakis, a black or brown belt, along with black or brown professional and
heavy duty shoes. We do not allow sneakers or open toed shoes due to the
high risk of dropping heavy objects.


Figure 2: Proper Attire Example

Aside from the clothing, we believe that all employees should look
professional and clean cut. This means no excessive tattoos, facial piercings,
or colored hair. For men, your facial hair should be kept clean and controlled.
Your clothes should remain clean and crisp, since there is a high level of
interaction with the customers.


Emails
Emails are a major component of daily communication here at
Sherwin-Williams. It is important to be professional at all times when
sending an email. You should also be as clear and detailed when writing the
email to try to avoid any confusion. When sending the email, you should
make sure to include everyone needed by using the Cc: function. In the
subject line, you should be as specific as possible and include all necessary
information, such as Meeting today (01/01). Inside the email, you should
include a heading addressing the person that you are communicating with,
making sure to be professional and polite. After the body of the email, you
should conclude with your name and store or personal contact information.
See below for a sample email.
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Figure 3: Sample Email


COMPANY NEWSLETTER
Sherwin-Williams values informing our employees about exciting news
happening in the district that you work in. Every month, we send out a
newsletter to every store in each district. With that being said, there are
many import elements of the newsletter. First, Sherwin-Williams takes pride
in promoting our employees from within, so we make sure to acknowledge
everyones hard work and determination. We are very proud of those that get
promoted internally, for example going from an assistant manager to store
manager. Along with the current employees being promoted, we like to
announce all of the new employees and their positions. We will state the
employee name, store they are going to be working in, and their job title.
(Make sure to look for yourself in the next newsletter!)

Along with providing information regarding new and existing
employees, we like to keep our employees up to date with essential
information about the business. One major component of this within the
newsletter is revealing the most popular colors. This is something that is
important to our customers, hence we must share that information with our
employees. Also, employees are the first to know the next years color of the
year towards the year end. We include information about different events
that are going on within the district, such as community events.

Lastly, we like to let the stores know how they are doing in comparison
to each other. We believe that if we share the numbers with everyone, we can
work together and determine what stores are stronger and what they are
doing to achieve such success. We strongly encourage you to read over each
newsletter to keep yourself up to date with all current news and events.


PHONE CALLS

As stated previously, we always keep things professional at SherwinWilliams. We have come up with a step by step guide on answering and
dealing with phone calls within our community of stores.
1. When calling other stores, you must first state your name and the store
that you are calling from.
2. If you are calling to check inventory, you should first check the
inventory system through POS to see if the store shows inventory for
the product you are calling about.
3. Clearly state your purpose for calling.

1. When receiving calls from other stores, you should answer the phone
with a greeting, such as, Hello, thank you for calling Sherwin-Williams.
This is ____ speaking, how may I help you?
2. Listen to the needs of the caller and take notes.
3. If you are unsure what the caller is asking for, dont hesitate to ask a
member of management or another employee. Make sure to get the
persons name and store before placing them on hold, in case things get
disconnected.

As a new employee, we understand that it is difficult to answer phone


calls, especially from other stores. Some terms that will be used, you may not
have been exposed to yet. We encourage you to shadow other employees and
members of management during your training in order to learn the different
functions and processes when taking a phone call. Other stores may not be
familiar with you, being a new employee, so they will automatically ask if a
manager is available.



MEMO

Sherwin-Williams encourages their employees to use formal
communication in the form of memorandums.

Figure 4: Sample Memo


When sending anything more formal than an email, you should follow
this template to send a memo. First, you should use the company template
that you can find within Source. Within Source, it can be found in the
template section under resources. The template should open with the
signature Sherwin-Williams logo in the top left hand corner. You should enter
the recipient name, followed by your name, and then anyone that you would
like to include, or address, in the memo. Make sure to keep the text very
formal, but communicate your message effectively.
The body of the memo should contain a statement of purpose in
which you explain the purpose for writing the memo. Next, you should give
background information, or an overview, of what you are going to be
talking about. In this section, you should not go in to full details. This is
followed by an optional section of criteria for the memo. This should be a
brief bulleted list. The body of the document comes in the next section,
evaluation and analysis. This is where you explain in full detail while
evaluating and analyzing the situation in which the whole memo is based
upon. Give specific examples and use pictures, such as screen captures,
wherever possible in order to guide the reader. Next, based off of the
evaluation and analysis you should make recommendations. This is specific
examples and can be neatly organized in a bulleted list. Lastly, you should
end the document with a conclusion. This is a brief summary of what you
discussed with your name and contact information. You should conclude
with inviting the reader to contact you with any questions regarding the
memo. Throughout the document, it is important to make good use of
headings and subheadings in order to organize your thoughts.

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External Communication
SOCIAL MEDIA

Here at Sherwin-Williams, we have a large presence on social media.
There are many different Facebook, Twitter, and Instagram posts that use in
order to show our customers and community what we do. We like to promote
to our customers the different events that we have going on within the
company, such as the internship and management trainee program, and also
show the different community events that we partake in. When creating a
post on social media, it is important to determine what channel is most
appropriate. For example, when advertising things that we are doing
internally, we like to use the specific Facebook pages. Below you will find
examples of Facebook posts from the specific page titled Sherwin-Williams
Careers- Management and Sales Trainee Program

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Figure 5: Internship Facebook Post













Figure 6: Community Involvement Facebook Post

These are two examples of posts that were done by team members to
show new members of the internship program and to show the community
involvement with some of the new store managers. On Instagram and
Twitter, we show customers some of the most popular colors, such as the
color of the month and color of the year. As an in store associate, you will not
be working with those major accounts, but rather working with Facebook to
show things like those shown above. You should make sure to describe the
project or big event that you are showing. You should include a picture to
show what you are advertising, especially when showing examples of
community involvement.

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FACE TO FACE CALLS
Face to face calls are an important function of daily life at SherwinWilliams. We value building and maintaining relationships with our
customers. Since you are a new employee, it is especially important for you to
make the most out of the face to face calls with customers. We have in place a
system, Lead Generation, that focuses on maintaining contact with our main
accounts. Similar to the job of a sales rep, you are expected to make face to
face calls with customers.
The best way to go about setting up a face to face call is making an
actual phone call. Figure out when the best time is for the customer to make a
visit to the store. On some occasions, you may set up a time for a face to face
call that will take place on the job site. It is important to listen to the
customer and figure out what works best for them. Before meeting with
the customer, make sure that you prepare yourself for what you are going to
discuss in the time that you spend together. Write down notes and important
information that definitely needs to be discussed.
When you meet with the customer, it is important to maintain
professional behavior because you are still representing the company. You
should let the customer voice any concerns that he/she is having first and
foremost. In the event that there is a concern, make sure to reassure the
customer that we value their business and are willing to do what it takes to
make them happy. After a face to face call, be sure to log in full detail on lead
generation in order to make the sales reps and other store employees aware
of how the meeting went. You should schedule a follow up meeting, or at
least a phone call, to discuss the progress of the topics that you discussed.

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PHONE CALLS
When answering the phone, it is important to first start with the
signature greeting, Thank you for calling Sherwin-Williams, this is ______
speaking. How can I help you today? You will experience for the first couple
months that people on the other end will usually want to talk to someone
that they are familiar with. Make sure when you are taking phone calls you
write down their name, phone number, and a short description of why they
called and if they need to be called back. When you are receiving a phone
order, make sure to repeat the order back to the customer to ensure that you
have heard everything correctly.


As stated in the face to face calls policy, phone calls are an important
function of our program called lead generation. This is where we stay in
touch with the big accounts that are within a 5-10-mile radius of the store.
The store manager, assistant, and store associates will complete lead
generation calls to these big accounts. When you are on the phone with these
accounts, there are some key points that you need to keep in mind.
1. Make sure to do your pre-call planning guide so that you know the
background on the account and what youre planning to say to them.
2. When on the call, we always ask three key questions:
a. How can we help you save money?
b. How can I help you grow your business?
c. What did I do to lose your business?
3. Thank the customer for taking the time to
speak with you and try to set up a time for
another call or a face to face meeting.
4. Log all of the necessary information into
the lead generation system.

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ADVERTISING

Sherwin-Williams is proud of all of the advertising that we produce to
show our customers the different events we have going on. Four times per
year, we have a major sale for our customers that they can receive 40% off
the price of all paints and stains. With this sale comes a lot of advertisements.
The advertisements will be on the television, newspaper, and on our website.
In the store you will not be dealing with a lot of creation of advertisements,
however you will be in charge of meeting the plan-o-gram with all of the
different signage that your store will receive in advance.

A major form of advertisement that you will deal with is coupons that
customers receive and bring into the store. We must make sure that the
coupon is really sent from Sherwin-Williams. Throughout your time working,
you will get to know the different types of coupons that we have circulating
so you will be able to determine if the coupon is real or not. If there are any
questions about coupon advertisements, make sure to ask for the help of a
manager. When you receive a coupon it is important to check that it is still
valid. Below is an example of one of the most popular coupons that is given to
customers and contractors.







Figure 7: Sherwin-Williams Coupon

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INQUIRY LETTER
On many different occasions you will have to communicate with
customers through an inquiry letter. At Sherwin-Williams, we deal a lot with
customization of pricing for different accounts. In order for a contractor., or
other major account, to receive special pricing, they must first express
interest to the stores and/or their rep. Much like someone applying for a job
and submitting a cover letter, the account representative must express to us
why they deserve to receive lower pricing on the jobs. When we receive the
letter from the accounts, we must then write a new inquiry letter using the
information provided in their letter and our knowledge of the account in the
store to provide top management with a reason to provide better pricing.

Some specific reasons to use an inquiry letter are:

Pricing
Payments from customers
Recommendations for employees
Product data sheets
Dealing with other (associated) manufacturers


When writing an inquiry letter, it is important to remember to be
professional at all times. You should include your name and information in
the top right hand corner. You should address the recipient with their name,
title, and information in the top left hand corner. This is a formal document
so make sure to formally address the recipient with a greeting to begin the
letter. The body of the letter should contain the purpose for inquiring and
should be as specific as possible. You should give your contact information so
they can reach out to you with any further questions. Make sure to thank
them and formally sign your name at the bottom of the document before
putting your title and information. See next page for an example.

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Figure 8: Sample Inquiry Letter

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The Opportunities Are


Endless.