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Sales Playbook - The Ultimate Guide



Sales Playbooks - The Ultimate Guide

Is your sales team performing at their highest level? Chances are high that they aren't.

In today's fast-paced environment, sales teams need to be agile and efficient in their sales processes to stay ahead of the competition.


One method to help sales teams achieve this are sales playbooks.


By following the steps outlined in this guide, you can create your own playbooks that will help your sales team succeed.


Done right, your sales playbook can become a key asset in your organization's success.


The Importance of Sales Playbooks


Sales playbooks are used by the world's most successful companies to align everyone on the team on the ideal processes of selling and ensure that all sales reps are aligned with the organizations sales strategy.


A sales playbook is a comprehensive guide that outlines the sales process.


It's very common that companies have not only one big Sales Playbook but several smaller one's. This includes the sales process, company overview, ideal customer profile, value framework, best practices, tactics, and templates for various stages of the sales cycle.


And don't forget a set of training playbooks such as:

  • how to sell value instead of features

  • how to do outreach at scale

  • how to do prospecting

  • how to do cold calling

  • how to do sales meetings

  • etc.


But let's have a look why sales playbooks are so crucial:

  1. Consistency: we covered this one already but let's repeat it since it is so important. Sales playbooks provide a consistent approach to selling, ensuring that all sales reps are aligned and executing on the same strategies.

  2. Efficiency: With a clear set of guidelines and best practices, sales playbooks can help reps save time and avoid wasted effort on ineffective sales tactics. Don't let your sales reps look for the ideal processes themselves. It will cost them years.

  3. Sales Training & Onboarding : Sales playbooks can be used as a training tool for new sales hires, helping them to get up to speed quickly and learn the best practices of your sales team & everything about the company.

  4. Customer & Partner Onboarding: For new customers or partners, sales playbooks can provide an onboarding process to help them understand your products or services and get the most out of them.

  5. Flexibility: Sales playbooks should be customized to fit the organizations & teams needs. You will have unique playbooks for your industry or target audience.

  6. Improved Sales Performance: Remove guesswork out of the process. Every sales rep has their opinion about best processes. You don't want your company to turn into a circus where every rep does whatever they want. By providing a structured and repeatable approach to selling, sales playbooks can help improve overall sales performance, increase win rates, and reduce time-to-close.

  7. Collaboration between Teams: Sales playbooks can be used to facilitate collaboration and communication between sales reps and other teams, such as marketing or customer success.


Playbook Examples: Types of Sales Playbooks


There are several types of sales playbooks that sales teams can use to improve their sales processes. You have to differentiate between enablement & training playbooks.


Some of the most common types of sales playbooks include:

  1. Ideal Customer Profile & Target Accounts: If you don't provide your sales team a set of who they should be targeting, then they are going to fail. They will simply target everyone

  2. Value & Messaging Playbook: Most companies focus their efforts on selling features. You don't want this to happen. Every product delivers a value which you will need to teach to your sales reps. What products do you offer and what value do they provide?

  3. The Sales Process: What does the typical sales process look like? from lead to opportunity. How should they approach new prospects & how to move them forward to opportunities? How to deal with incoming leads (Inbound Process) & how to approach new leads (Outbound Process).

  4. Prospecting Playbooks: These playbooks provide guidance on how to identify and qualify leads, and how to initiate contact with them.

  5. Outreach at Scale: How to automate your outreach to contact more people with highly customized messages in less time.

  6. Meeting & Discovery Playbooks: These playbooks provide guidance on how to run sales meetings to understand the customer's needs and pain points, and how to position your product or service to solve their problems. And don't forget how to deal with Objections.

  7. Demo Playbooks: These playbooks provide guidance on how to conduct a product demo and showcase the product's features and benefits.

  8. Proposal Playbooks: These playbooks provide guidance on how to create a compelling proposal that addresses the customer's needs and provides a solution to their problems.

  9. Closing Playbooks: These playbooks provide guidance on how to close deals and handle objections.

There are a couple more playbooks that you can create. Find the full list here but these ones are already a very good start.


Who needs Sales Playbooks?

Do you have a sales team? or do you sell yourself? & do you want to sell more? Then playbooks will help you to do so.


Companies such as Slack, Salesforce, Hubspot and many more were so successful because they followed special playbooks. Just have a look at Mark Benioffs book - Behind The Cloud where he describes every phase with the company with a playbook that they have used.

So basically any sales team that wants to improve their sales processes and increase efficiency can benefit from sales playbooks.


Sales playbooks can be used by startups, small and medium-sized businesses, and large enterprises such as Salesforce. They are especially useful for sales teams that have a complex sales process or sell to multiple industries.


Who is Responsible for Creating Sales Playbooks?


When you want to build sales playbooks that create impact, it's important to start by defining the goals and objectives of your playbook. You should also determine the scope of your playbook, including the products or services you are selling, your target audience, and your sales process.


This is absolutely essential. Once you have it, you can begin to create a team to help build it. This obviously depends on the size of the company. If you are just one person or a small team then you will be responsible to do so. If you are part of a bigger cooperation then you should involve the following people: 👇


  1. Sales Leadership: Sales leadership should be involved in the development of the sales playbook. Why? Well, they are responsible for driving sales performance and ensuring that the sales team is aligned. Their job is it to provide guidance and support throughout the process and help ensure that the sales playbook aligns with the overall sales strategy.

  2. Sales Representatives: Sales representatives should also be involved in the development of the sales playbook as they have valuable insights into the sales process and the needs and pain points of customers. They can provide feedback on the sales process, objection handling techniques, and sales messaging.

  3. Marketing: The Marketing team can provide the target account list and can help develop effective sales messaging. They can also provide resources such as customer personas, market research, and competitive analysis.

  4. Product Management: This team can provide information around products and / or services being sold such as features and benefits, competitive differentiation, and product positioning.

  5. Operations: They are mainly focused on the sales process and can help identify inefficiencies and areas for improvement. They can also provide feedback on sales metrics and KPIs.

Building a sales playbook requires collaboration between various departments within the organization.


How to Create Sales Playbooks - Getting Started:

Building a sales playbook is a complex process that requires careful planning and execution. Here's a step-by-step guide to help you get started:

  1. Set up a weekly Meeting & bring the right people into one room: You want to bring the key stakeholders into one room and work together on the goals & the plan forward. Having the right people on board will build urgency and help to get the playbooks build & applied across the entire org. The team should meet weekly to check-in on goals, next steps and deadlines. It is important to make someone to the project manager.

  2. Set clear Goals: What do you want to accomplish with sales playbooks? Aligning your team on best in class processes? or training your team to deliver better results?

  3. Set clear roles & responsibilities: We discussed it already above who you should involve. Now make sure that the right people work on the right things. Marketing can work on the Ideal Customer profile playbook, Sales Operations together with sales leadership on the perfect sales process, Product can work on the product playbooks & someone should also spearhead the training playbooks

  4. Define Milestones, Deadlines & KPIs: Milestones will be important to get the work done. If you don't provide a clear path forward, no one will work on it. Which playbooks do you want to get ready until when.


Start Building Your Playbooks

But now the question is, where to start? Here are the steps we suggest should be done first.


Identify & Analyse Your Ideal Customer Profile

Who is it that buys from you? Look at the closed one opportunities and customers that are really happy.

  • What industry are they in?

  • Who are the people involved?

  • What are their job titles, responsibilities and

  • Where can you find them?

Build Your Value Framework

Why are your customers buying from you? what is the value that your products deliver?


Identify Your Sales Process

Break down your sales process into clear stages, from initial prospecting new leads to closing the deal, and defining the actions and metrics associated with each stage. Your sales process should be aligned with your target audience's buying behavior and incorporate best practices for selling in your industry.


Create Sales Messaging

Once you've identified your sales process, the next step is to create your sales messaging. This involves developing clear and compelling messaging that speaks directly to your target audience's needs, goals, and challenges. Your sales messaging should be aligned with your sales process and incorporate best practices for selling in your industry.


Outline Objection Handling Techniques

Objection handling is an essential component of selling. What are the common objections your sales team encounters and create responses that address them in a constructive and empathetic manner. Your objection handling techniques should be aligned with your sales messaging and incorporate best practices for objection handling in your industry. Read more here


Provide Sales Training

Developing a comprehensive training program is critical to the success of your sales playbook. Your training program should teach your sales team the strategies, tactics, and techniques outlined in your playbook. It should include both classroom training and on-the-job training, with plenty of opportunities for practice and feedback.


Establish Sales Metrics and KPIs

Measuring the effectiveness of your sales playbook is essential to ensuring its success. The next step is to establish sales metrics and key performance indicators (KPIs) that you can use to track your progress and identify areas for improvement. Some common sales metrics and KPIs include win rate, deal size, sales cycle length, and pipeline velocity.


Create Sales Tools and Resources

Sales tools and resources can help your sales team work more efficiently and effectively. This includes things like sales scripts, call scripts, email templates, and product demos. Creating a library of sales tools and resources that your team can access and use as needed can help streamline your sales process and ensure consistency across your sales team.


Integrate with Your Sales Technology Stack

Your sales playbook should be integrated with your sales technology stack to ensure that your team has the tools and data they need to succeed. This includes your customer relationship management (CRM) system (e.g. Salesforce, Close), marketing automation platform (e.g. Hubspot), and any other sales tools you use.


Refine and Iterate Your Playbook

A sales playbook is a living document that should be refined and updated over time based on feedback from your sales team, changes in your target audience, industry, and competition, and new best practices for selling. It's important to regularly review and update your playbook to ensure that it stays relevant and effective.



Rolling Your Playbooks Out


Rolling out a new sales playbook requires careful planning and execution. Here are the steps you should follow to ensure a successful rollout:


1) Develop a Communication Plan

Before rolling out your sales playbook, you need to develop a communication plan that outlines how you'll introduce the new playbook to your sales team. Your communication plan should include the following:

  • A clear and concise message explaining why the new playbook is important and how it will benefit the sales team and the organization

  • A timeline for rollout, including key milestones and deadlines

  • Details on how the new playbook will be integrated into the sales process, including any changes to existing workflows or systems

  • Information on how sales team members can access and use the new playbook

2) Train Your Sales Team

Training is a critical component of rolling out a new sales playbook. Your sales team needs to understand the new sales process, messaging, objection handling techniques, and any other elements of the playbook that are relevant to their role.

Training should be tailored to the needs of each individual sales team member.


3) Provide Ongoing Support and Coaching

Rolling out a new sales playbook is just the beginning. To ensure that your sales team adopts and uses the new playbook effectively, you need to provide ongoing support and coaching.

This can include regular check-ins with sales team members to review their progress and address any challenges they're facing. It can also involve providing additional training or coaching to help sales reps improve their skills and performance.


4) Monitor Performance and Make Adjustments

Finally, it's essential to monitor the performance of your sales team and the effectiveness of the new playbook. This involves tracking key performance metrics such as win rates, deal size, and sales cycle length to see how they change over time.

If you notice any issues or areas for improvement, you may need to make adjustments to the playbook or provide additional training or coaching to address these issues.


Remember that a sales playbook is a living document that should be updated and refined over time based on feedback from your sales team and changes in your target audience, industry, and competition. By continuously improving your sales playbook, you can ensure that your sales team is always operating at peak performance.



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