Jump to content
The World News Media

Trump University ‘Playbooks’ Unsealed in Lawsuit: ‘You Don’t Sell Products, Benefits or Solutions — You Sell Feelings’


TheWorldNewsOrg
 Share

Recommended Posts

  • Member

SAN DIEGO (AP) — Trump University gave employees detailed instructions on how to entice people to enroll in its real estate seminars, from targeting people making at least $90,000 a year and choosing words of flattery that are most persuasive to picking music for the gatherings — The O’Jays’ “For the Love of Money.”

The “playbooks” for the now-defunct business owned by Donald Trump, the presumptive Republican nominee for president, were unsealed Tuesday in a class-action lawsuit by customers who say they were defrauded. Last Friday, a judge who has earned Trump’s scorn sided with attorneys for The Washington Post who argued that the public had a right to know what was previously confidential.

    Hello guest!

AP/Evan Vucci

The documents outline how employees should guide customers through “the roller coaster of emotions” once they have expressed interest.

“The motivation that they experienced can die quickly as the realities of their daily lives take over. It is our job to rekindle that motivation … to make them once again see the potential of achieving their dream,” according to a “sales playbook.”

A 2009 playbook quotes a Yale University study that found the most persuasive words in the English language are: you, new, money, easy, discovery, free, results, health, save, proven, guarantee and love.

“They share three characteristics: they are simple, familiar and dramatic.”

“The words ‘I noticed’ have a powerful subconscious effect on people because they send a subliminal message to them that they stood out in the crowd, that they are attractive or charismatic or that they impressed you,” the playbook continues. “People love recognition and attention.”

Trump University offered a three-day seminar for $1,495, using it as a springboard to sell more expensive “Trump Elite” packages for up to $34,995 a year.

“You don’t sell products, benefits or solutions — you sell feelings,” according to the sales playbook.

Trump University’s core customers are identified in the documents as male heads of households between 40 and 54 years old with annual household incomes of at least $90,000, a college education and a net worth of more than $200,000.

One way to identify buyers is to ask what they do for a living. “Let them know that you’ve found an answer and a way for them to change their lifestyles.”

During one-on-one conversations, “you may begin with some small-talk to establish rapport but do not let them take control of the conversation,” a playbook reads. “You must be very aggressive during these conversations to in order to push them out of their comfort zones.”

“If they complain about the price, remind them that Trump is the BEST!! This is the last real estate investment they will ever need to make.”

For those who have hit credit limits, employees are told to suggest they dip into savings or identify other “seed capital.”

“Money is never a reason for not enrolling in Trump University; if they really believe in you and your product, they will find the money,” a playbook reads.

Trump University is the target of two lawsuits in San Diego and one in New York that accuse the business of fleecing students with unfulfilled promises to teach secrets of success in real estate. Plaintiffs contend that Trump University gave seminars and classes across the country that were like infomercials, constantly pressuring customers to buy more and, in the end, failing to deliver.

Trump has maintained that customers were overwhelmingly satisfied with the offerings — a point that his attorneys repeated after the documents were unsealed. The documents included testimony from several satisfied customers.

“Much of the unsealed evidence, including declarations and surveys from former Trump University students, demonstrates the high level of satisfaction from students and that Trump University taught valuable real estate information,” said Jill Martin, vice president and assistant general counsel for The Trump Organization. “Trump University looks forward to using this evidence, along with much more, to win when the case is brought before a jury.”

The documents show meticulous attention to details such as seating at seminars. Room temperature should be set no higher than 68 degrees, and music should be The O’Jays’ “For the Love of Money” — which Trump also used on his reality TV show “The Apprentice.”

Employees are told to avoid speaking with the news media.

“Reporters are rarely on your side and they are not sympathetic,” a 2010 playbook reads.

The 6-year-old case in San Diego is scheduled to go to trial shortly after the November presidential election.

Trump has railed against U.S. District Judge Gonzalo Curiel, who ordered the documents unsealed. At a rally in San Diego on Friday, he accused the judge of being “hostile” and a “hater of Donald Trump,” and raised questions about his ethnicity.

“The judge, who happens to be, we believe, Mexican, which is great, I think that’s fine,” Trump said of Curiel, who was born in the U.S.

It was the second time Trump has brought up the judge’s ethnicity as he complained about his treatment.

Read more stories from TheBlaze

    Hello guest!

    Hello guest!

    Hello guest!

    Hello guest!

    Hello guest!

    Hello guest!

Link to comment
Share on other sites


  • Views 200
  • Replies 0
  • Created
  • Last Reply

Top Posters In This Topic

Popular Days

Top Posters In This Topic

Popular Days

Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.

Guest
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

Loading...
 Share





  • Recently Browsing

    • No registered users viewing this page.
  • Popular Contributors

  • Topics

  • Posts

  • Members

  • Recent Status Updates

    • misette  »  Gilles h

      Bonsoir Gilles
      S'il te plait, aurais-tu le samedi après-midi de l'assemblée régionale 2021
      Je te remercie
       
      · 2 replies
    • Eric Ouellet

      Soyons reconnaissant devant toutes ses oeuvres
       
      Le Dieu des dieux, Jéhovah, parle ;
      il convoque la terre
      depuis le soleil levant jusqu’au soleil couchant.
      De Sion, la perfection de la beauté, Dieu rayonne.
      Notre Dieu viendra et ne pourra pas garder le silence.
      Il y a un feu dévorant devant lui,
      et une violente tempête fait rage autour de lui.
      Il convoque les cieux et la terre
      pour juger son peuple :
       « Rassemblez auprès de moi mes fidèles,
      ceux qui concluent une alliance avec moi par un sacrifice. »
      Les cieux proclament sa justice,
      car Dieu lui-même est Juge. (Sèla.)
       « Écoute, ô mon peuple, je vais parler ;
      ô Israël, je vais témoigner contre toi.
      Je suis Dieu, ton Dieu.
      Ce n’est pas pour tes sacrifices que je te réprimande,
      ni pour tes holocaustes, qui sont constamment devant moi.
      Je n’ai pas besoin de prendre un taureau de ta maison
      ni des boucs de tes enclos.
      Car tous les animaux sauvages de la forêt m’appartiennent,
      même les bêtes sur mille montagnes.
      Je connais tous les oiseaux des montagnes;
      les innombrables animaux des champs sont à moi.
      Si j’avais faim, je ne te le dirais pas,
      car le sol productif m’appartient, avec tout ce qui s’y trouve.
      Vais-je manger la viande des taureaux
      et boire le sang des boucs?
      Offre en sacrifice à Dieu ta reconnaissance
      et acquitte-toi des vœux que tu as faits au Très-Haut;
      appelle-moi en temps de détresse.
      Je te secourrai, et tu me glorifieras. »
      Mais Dieu dira au méchant :
      « De quel droit récites-tu mes prescriptions
      ou parles-tu de mon alliance?
      Car tu détestes la discipline,
      et sans cesse tu tournes le dos à mes paroles.
      Quand tu vois un voleur, tu l’approuves,
      et tu fréquentes les personnes adultères.
      Avec ta bouche, tu répands le mal,
      et tu attaches la tromperie à ta langue.
      Tu t’assieds et tu parles contre ton frère;
      tu révèles les défauts du fils de ta propre mère.
      Quand tu faisais ces choses, je gardais le silence,
      alors tu t’es dit que j’étais comme toi.
      Mais, à présent, je vais te réprimander
      et exposer ce que j’ai contre toi.
      Réfléchissez à ceci, s’il vous plaît, vous qui oubliez Dieu,
      sinon je vous déchirerai et il n’y aura personne pour vous secourir.
      Celui qui offre en sacrifice sa reconnaissance me glorifie ;
      et à celui qui est déterminé à bien agir
      je ferai voir le salut de Dieu. »

      · 0 replies
    • Eric Ouellet

      Dieu aime les prières et la sincérité de ses serviteurs humbles
       
      Dieu aime la bonté de coeur envers autrui et non aux sacrifices et holocaustes d'animaux sauvages et domistiques.
      Dans ton amour fidèle, accorde-moi ta faveur, ô Dieu.
      Dans ta grande miséricorde, efface mes transgressions.
      Lave-moi complètement de ma faute
      et purifie-moi de mon péché.
      Car je suis bien conscient de mes transgressions,
      et mon péché est constamment devant moi.
      C’est contre toi que j'ai failli, oui j'ai fait le mal
      devant tes yeux.
      Ainsi, tu es juste quand tu parles,
      tu es droit quand tu juges.
      Vois ! Je suis né coupable
      et, depuis l’instant où ma mère m’a conçu, je suis pécheur.
      Vois ! Tu prends plaisir à la vérité dans le fond du cœur;
      enseigne-moi la vraie sagesse, au plus profond de moi.
      Purifie-moi de mon péché avec l’hysope, pour que je sois pur;
      lave-moi, pour que je sois plus blanc que la neige.
      Fais-moi entendre le son de l’allégresse et de la joie,
      pour que les os que tu as broyés se réjouissent.
      Détourne ton visage de mes péchés
      et efface toutes mes fautes.
      Crée en moi un cœur pur, ô Dieu,
      et mets en moi un esprit nouveau, ferme.
      Ne me chasse pas de ta présence ;
      ne m’enlève pas ton esprit saint.
      Redonne-moi la joie d’être sauvé par toi;
      éveille en moi la volonté de t’obéir.
      Je veux enseigner tes chemins aux transgresseurs,
      pour que les pécheurs reviennent à toi.
      Libère-moi de la culpabilité de meurtre, ô Dieu, mon Dieu sauveur,
      pour que ma langue puisse proclamer joyeusement ta justice.
      Ô Jéhovah, ouvre mes lèvres
      pour que ma bouche proclame ta louange.
      Car tu ne veux pas de sacrifices — autrement, j’en donnerais ;
      tu ne prends pas plaisir aux holocaustes.
      Le sacrifice qui plaît à Dieu, c’est un esprit brisé ;
      un cœur brisé et broyé, ô Dieu, tu ne le rejetteras pas.
      Dans ta bienveillance, agis pour le bien de Sion ;
      bâtis les murailles de Jérusalem.
      Alors tu prendras plaisir aux sacrifices de justice,
      aux holocaustes et aux offrandes totales ;
      alors on offrira des taureaux sur ton autel.


      · 0 replies
    • Eric Ouellet

      Dieu aime les prières et la sincérité de ses serviteurs humbles
       
      Dieu aime la bonté de coeur envers autrui et non aux sacrifices et holocaustes d'animaux sauvages et domistiques.
      Dans ton amour fidèle, accorde-moi ta faveur, ô Dieu.
      Dans ta grande miséricorde, efface mes transgressions.
      Lave-moi complètement de ma faute
      et purifie-moi de mon péché.
      Car je suis bien conscient de mes transgressions,
      et mon péché est constamment devant moi.
      C’est contre toi que j'ai failli, oui j'ai fait le mal
      devant tes yeux.
      Ainsi, tu es juste quand tu parles,
      tu es droit quand tu juges.
      Vois ! Je suis né coupable
      et, depuis l’instant où ma mère m’a conçu, je suis pécheur.
      Vois ! Tu prends plaisir à la vérité dans le fond du cœur;
      enseigne-moi la vraie sagesse, au plus profond de moi.
      Purifie-moi de mon péché avec l’hysope, pour que je sois pur;
      lave-moi, pour que je sois plus blanc que la neige.
      Fais-moi entendre le son de l’allégresse et de la joie,
      pour que les os que tu as broyés se réjouiss.
      Détourne ton visage de mes péchés
      et efface toutes mes fautes.
      Crée en moi un cœur pur, ô Dieu,
      et mets en moi un esprit nouveau, ferme.
      Ne me chasse pas de ta présence ;
      ne m’enlève pas ton esprit saint.
      Redonne-moi la joie d’être sauvé par toi;
      éveille en moi la volonté de t’obéir.
      Je veux enseigner tes chemins aux transgresseurs,
      pour que les pécheurs reviennent à toi.
      Libère-moi de la culpabilité de meurtre, ô Dieu, mon Dieu sauveur,
      pour que ma langue puisse proclamer joyeusement ta justice.
      Ô Jéhovah, ouvre mes lèvres
      pour que ma bouche proclame ta louange.
      Car tu ne veux pas de sacrifices — autrement, j’en donnerais ;
      tu ne prends pas plaisir aux holocaustes.
      Le sacrifice qui plaît à Dieu, c’est un esprit brisé ;
      un cœur brisé et broyé, ô Dieu, tu ne le rejetteras pas.
      Dans ta bienveillance, agis pour le bien de Sion ;
      bâtis les murailles de Jérusalem.
      Alors tu prendras plaisir aux sacrifices de justice,
      aux holocaustes et aux offrandes totales ;
      alors on offrira des taureaux sur ton autel.


    • Shirley Lowery

      Hello to all my Spiritual Brothers and Sisters! I haven't been on here in a while, because as of August 17, 2021, I moved to Commerce, Texas! I was on the Commerce Housing Authority Waiting list since 2019!  I was selected to receive my one bedroom apartment, with my Chihuahua, with my precious Babyboy, who is now 16 years old! and I signed my lease on August 5, 2021, and had my gas turned on! We have a very small Congregation of 71 publishers, including me!  I haven't been to our beautiful Kingdomhall yet, but I did take some photos of the outside of it! I'm praying that we are one of the Congregations, chosen to start attending in person, our pilot meetings that many countries are now attending! Puerto Rico, Chile, and Australia are a few chosen right now! There's three Shirley's in my Congregation!  Two elderly sisters, one is white, she's No.1 , and another  elderly sister who is black, she's No.2, and I'm ShirleyL3!  One sister lovingly named me that! I feel special now! I haven't been given an assignment yet, but soon I will!  I really enjoyed our "POWERFUL by FAITH" Regional Convention so much!  We needed all the Spiritual Encouragement which focused on all of us! Also, all those beautiful videos, and the real life experiences! July 29, 1972, was my baptism date! 49 years now, serving Jehovah! I was 15 when I dedicated my life to serve Jehovah! I'm 64 years young now, and still faithfully serving Jehovah! I do telephone witnessing now! Which lots of people hang up on me, but I'm used to it now! All that matters is that I'm giving Jehovah my best!  I'm so excited about our Special Campaign now!  Only Jehovah reads hearts!  Hopefully lots of people will show some interest!  This year 2021 is almost over! I received both doses of Moderna, and have to wait till I turn 65 in May, to receive my Booster shot! We lost over 17, 000 brothers and sisters to Covid-19! My prayers are with them and their families! Soon, as Jehovah has promised, they will welcome their loved ones back in their lives, during the resurrection! I love it here so much, everyone is very friendly! I just love my Congregation too! I hope everyone makes their personal decision to get vaccinated! Also I hope everyone has a great rest of 2021! Let's see what Jehovah has in store for us in 2022! Were having our Circuit Assembly on November 27, 2021!  Take care of yourselves, be safe, and always trust in Jehovah!!!  Have a great weekend everybody, agape love, Sister Shirley Ann Lowery! 
      · 1 reply
  • Forum Statistics

    • Total Topics
      64.3k
    • Total Posts
      135k
  • Member Statistics

    • Total Members
      17,140
    • Most Online
      1,592

    Newest Member
    Vincent Reyes
    Joined
×
×
  • Create New...

Important Information

Terms of Service Confirmation Terms of Use Privacy Policy Guidelines We have placed cookies on your device to help make this website better. You can adjust your cookie settings, otherwise we'll assume you're okay to continue.