Two roofing directors who gave salesman a guidebook on how to trick vulnerable customers out of thousands of pounds have been jailed for two-and-a-half years each.
Sarah Beadle, 40, and her co-director Martin Evans, 58, gave workers a 'how to' training manual detailing manipulative sales techniques.
Together they ran Summit Roofguard Ltd, a £4million-a-year roofing company operating in the West Midlands.
Prosecutor Mark Jackson told the court the swindle, which was set out in the scripted 14 step guide, involved establishing an inflated reference price.
After a pitch lasting up to six hours and a call to a sales manager, customers would then always qualify for a 'grade A subsidy' as long as they agreed to take part in a fake marketing promotion.