Last Updated on February 14, 2024 by Ali Hamza
Achieving a big sale is not an easy task; it depends upon multiple factors that lead to the final result. For many people, especially those that are new in this field or industry, it’s like an exercise in trial and error.
Leading industries do not have any secret or weapon in their toolkit. They start by creating a product messaging template and use a sales playbook.
A sales playbook is a resource for salespeople, outlining their roles, responsibilities, methods, and tricks. A well-developed playbook empowers them to engage customers at every step of the buying journey.
A sales playbook is a vital resource to help maximize sales efficiency .50% of high-performing organizations have a closely monitored playbook.
Few things to consider
Playbook does not replace onboard training
The sales playbook should not complement your company’s onboarding and training to ensure alignment, and it is not a substitute. The playbook should serve as a resource of information for your salespeople to access the right information at the right time.
A successful playbook should not be created by a single person or a single business unit. The playbook should include input from team members across the company, including sales and marketing.
Every ship needs a captain.
Building on the last point, it is important to identify a few team members to hold elevated responsibility for an overview of the playbook. These project owners will ensure that content is delivered on time and everyone is able to review and propose edits through the process.
Start small with your first playbook.
A company can have a number of sales playbooks prepared for unlimited scenarios or targets.
(i.e., .new market opportunities, expansion in different sectors to compete against a specific competitor, etc.) We recommend starting with a sales process that is already highly successful at your company. With this base, you can scale the playbook and adapt it to the different sales scenarios.
Evaluate your people and process
Before putting anything on paper in the playbook, you should first assess the current state of affairs. Interview your top reps to learn more about what has contributed to their success and what resources they have used. Conversely, do the same with the members who may be currently underperforming, and understand the difficulties they face in the sale process.
Utilization of this Conversation:
Utilize this conversation as an opportunity to understand the environment in which your sales team operates. Your playbook should be built with these considerations in mind, making the content as actionable as possible.
Ideally, you will be able to aggregate the information from this conversation to document your sale processes, which you can align with the buying cycle, and create a map for your first sales playbook.
Your sales playbook can take many shapes, and no one should be right or wrong. The most important thing to remember is that playbook means to assist your salespeople in engaging buyers at every step of the journey.
The salesperson needs freedom to experiment with different styles and techniques, but the playbook should provide guardrails to stay on track.
Some sections you consider include:
Stages of the Cycle
Stages may include an exploratory phase to assess whether your product can solve business issues, collaborating with the decision-maker to align priorities in implementation, negotiating on final conditions
Essential Activities at Every Stage
The main stages of the pipeline to the responsibilities of your salesperson.
Point your salesperson to the right resource they will need to leverage, including links to internal documents or resources or external tools and applications that are frequently used.
Success stories not only recognize your top sellers but also encourage the rest of your team to strive for similar levels of creativity.
Research and questioner
You could suggest your salesperson research the global prospectus presence, brand attributes, competitive landscape, company growth, org charts, etc., so they will need to be armed with more concrete examples of actual technology and implementation.
Your playbook should be reviewed regularly to account for changes. We recommend quarterly cadence for review and then adjusting based on your company’s own unique needs. Besides that, you can use Content Camel, a highly useful Paperflite alternative to get more leads for your business.