Sales Playbook: What It Is And 8 Tips On How To Make One For Your Sales Team


Sales Playbook

Do you know what sales playbook is?

Aligning employees with the company’s strategic objectives, the values ​​it cultivates and the method it operates is one of the biggest challenges for anyone managing a sales team.

Bonus: make your team achieve high sales performance with our CRM platform

Agendor is a CRM and business management platform that works as a control panel and personal assistant for B2B sales teams.

In this regard, in order to ensure that the work is carried out with quality, support material can be very useful. And that’s where playbooks come in.

In the next few lines, we’ll explain what a sales playbook is and how it can help your salespeople tread the paths in search of more satisfying results.

What is a sales playbook?

Have you ever heard the expression “play by the book”? Translated into Portuguese, it would mean something like “following the rules”, “doing according to the agreement”.

That’s the principle of the sales playbook. We can define what a sales playbook is as a guide with all the guidelines that salespeople should follow during their work routines.

It is a material that contains information such as methods to approach customers, the main sales pitch, the way to behave in a meeting, the profile of the main customers, how to act at each stage of the sales funnel, etc.

The playbook is a tool that also serves to standardize the sales process, making it more effective and efficient.

With the set of best practices present in the sales playbook, salespeople will know what to do in different situations. This material is extremely beneficial for new employees, who are now joining your sales team and will undergo a sales ramp up process (learn more here: What is Sales Ramp up? Understand the concept and how to apply it on your team! ).

The playbook is a document that supports the sellers’ arguments. It enables the salesperson to assess whether the product or service in question is, in fact, the solution the prospect needs. Thus, greater assertiveness in conversion attempts is guaranteed.

In addition, sales professionals are better equipped to deal with the objections that their future customers may have to the solution offered.

11 Benefits of Creating a Sales Playbook

But is it really worth using a sales playbook? Check out why you should use:

  1. Standardization of sales processes ;
  2. Possibility of escalating sales;
  3. Greater employee engagement;
  4. Increased conversion rate;
  5. Decrease in Customer Acquisition Cost (CAC);
  6. Easy adhesion and dissemination among the team;
  7. Optimization of efforts;
  8. more successful attempts at persuasion;
  9. Adaptation of the sales pitch to the type of customer;
  10. Greater alignment between the sellers’ discourse and the company’s positioning.

The playbook is a way to organize sales teams, but there are other things that need to be done.

8 tips on how to make a sales playbook

1 – Choose the format for your playbook

How will you playbook be presented? Which platform is best suited for hosting this type of content?

Generally, a playbook is made in PDF format or as a slideshow. You can also opt for a physical format, but this will prevent you from placing rich content, such as audios, videos, links to customers’ websites, etc.

Choose the format that you find most convenient for your sellers and that fits your budget.

2 – Reserve a space to talk about your company

After choosing the format, it’s time to start writing the content.

It is essential that you set aside an introductory space to introduce the company to the reader. Put information about the company’s history, mission, vision and values ​​in the playbook. Also be sure to write a brief profile about the directors.

The intention is to make the salesperson fully aware of the company he is working for.

3 – Make an overview of the market

Sellers also need to understand the market in which their company operates. Therefore, make a general overview of the market, without forgetting to talk about the main competitors.

4 – Describe the ideal customer personas

Buyer personas are fictional representations of the company’s ideal customers.

That way, sellers will know exactly what features to look for when prospecting for customers. Also, during the qualification process, they will be much more assertive.

See more details in this post:  What is a buyer persona and how it will help your sales process

5- Sales support materials

Another important point that must be highlighted in the sales playbook is: what materials the sellers have at their disposal and where to find them.

Thus, presentation, contact and proposal templates, success stories, testimonials from satisfied customers, e-books, info graphics,  everything else that the company uses to help its salespeople close more deals must be listed in the playbook, with indications of where to get them.

6 – Make clear the role of each person in the company

It is essential that each salesperson understands their role in the company.

After all, in a sales team, different roles are occupied. And it is necessary that each employee knows where their responsibilities end and where those of their colleagues begin.

Sales managers have a role, field salespeople another, inside salespeople, SDRs and BDRs perform other tasks.

7 – Describe all sales processes in detail

We’ve arrived at the center of your playbook. In this tip, you should describe in as much detail as possible how your sales processes work.

The seller needs to have a full understanding of each step, from attraction to post-sale. It is necessary that they understand not only their role in this process, but also that of their colleagues and how their work affects the company’s results.

Drawing a flowchart can be very helpful for the salesperson to clearly see how everything works.

Also, set aside a topic to talk about the main tools used, such as CRM software.

It’s also important that your sales playbook contain simulations so the salesperson can know how to react to potential objections from future customers.

Thus, he will be better prepared to deal with different situations.

8 – Explain the results measurement mechanisms

Your sales playbook must have the tools and mechanisms used to monitor and measure salespeople’s results.

It is important that they know how their work will be evaluated. Thus, it is also possible to assess which practices have been most effective.

With performance indicators, salespeople will feel more motivated to pursue better results.

Sales Playbook Examples

It is not easy to find examples of sales playbooks because many companies prefer to “hide the gold”. Thus, they prevent the competition from having access to their sales techniques.

Even so, Meetime people know the importance of helping companies to sell, so they have made their sales playbook available on this link: Playbook Meetime

Now that you know more about sales playbook, how about producing this type of material for your company? Do this and get more consistent sales results.


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