Trump University’s ‘playbooks’ show aggressive tactics to sell its seminars
Trump University instructed employees on how to play on people’s emotions to get them to buy more expensive seminars for succeeding in real estate, according to nearly 400 pages of court documents unsealed Tuesday.
The “playbooks” for the now-defunct business owned by Donald Trump, the presumptive Republican nominee for president, offer detailed sales scripts and tell employees how to overcome obstacles such as potential customers who have reached their credit card limits or want to check with a spouse before buying.
The documents unsealed in San Diego were part of a lawsuit by customers who say they were defrauded. Last Friday, a judge agreed with attorneys for the Washington Post that the public had a right to know what was previously confidential.
See the most-read stories this hour >>
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 Trump University “sales playbook.”
Trump University’s core customers are identified in the documents as male heads of households 40 to 54 years old with annual household incomes of at least $90,000, a college education and a net worth of more than $200,000.
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.”
TRAIL GUIDE: All the latest news on the 2016 presidential campaign >>
Trump has maintained that customers were overwhelmingly satisfied with the offerings. His attorneys didn’t immediately respond to a request for comment Tuesday.
The 6-year-old case in San Diego is scheduled to go to trial shortly after the November presidential election.
ALSO
182 pounds of cocaine found on bus that traveled from Mexico to Wilmington
Woman bitten by shark off Corona del Mar was training for Ironman competion
San Fernando Valley special education assistant charged with child molestation
Inside the business of entertainment
The Wide Shot brings you news, analysis and insights on everything from streaming wars to production — and what it all means for the future.
You may occasionally receive promotional content from the Los Angeles Times.
