Learn the Four Steps for Designing Sales Playbooks That Win Deals
How to Create Killer Sales PlaybooksSales playbooks are delivery mechanisms that reinforce all of the investment made in sales process, content, messaging, systems and other training.
Download your free guide and discover:
- Best practices for creating Sales Playbooks
- The ABLE methodology - four steps for designing Sales Playbooks
- Why Sales Playbooks work for increasing sales effectiveness
- By following the ABLE steps laid out in this guide, you’ll get your first sales playbooks up and running in no time.
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Table Of Contents
Pg 2 - Introduction to Sales Playbooks
Pg 4 - Why Sales Playbooks Work
Pg 6 - Step 1: Assess
Pg 8 - Step 2: Build
Pg 10 - Step 3: launch
Pg 11 - Step 4: Evolve
First 3 Pages
HOW TO CREATE
You’re a quarterback and you’re down by five points. It’s fourth and goal at the seven yard line with 13 seconds remaining in the fourth quarter. You need a touchdown for the win—you need a play.
A series of questions enter your mind:Have I seen this situation before? Do I have the right
personnel on the field? How might the opponent respond? What play should I call? This is when you rely on the playbook prepared by your coaching staff for this very game, before making your next move.
Like a game-day playbook to a quarterback,
digital sales playbooks can provide the
pivotal next move to a salesperson. They can
shorten sales cycles, increase win rates, ramp
up new salespeople, bolster deal sizes and
optimize overall sales performance. In other
words, they help salespeople win.
Sales playbooks are a collection of your
organization’s sales processes supported by
the content, tools, messages and strategies
a sales team needs to close business at
each stage of the buying process. They
provide salespeople with the guidance
and situational coaching they need to advance and win deals. And they can be developed for any recurring selling situation in which you want to drive repeatable behavior and remain agile. A winning sales playbook consists of a series of “plays” that are based on what’s proven to work in previous sales engagements.
2How to Create a Killer Sales Playbook
FOR THE RIGHT
OPPORTUNITY AT THE
In business-to-business (B2B) selling
environments, sales managers and their teams
are bombarded with a multitude of tools,
content, methodologies, training guides,
territory plans, pipeline reviews, curve-ball
prospect questions, objections, competitor
analysis and a myriad of other material and
systems to help them sell better.
They attend sales methodology certification
classes and sales kickoffs and receive coaching
strategies from managers or subject-matter
experts, often retaining only a small fraction
of what was thrown at them. The experience is
similar to taking a drink out of a fire hydrant.
While each of these resources has the potential
to improve a salesperson’s performance,
the challenge is giving them a way to access the
right resource at the right time; aligning to
individual buyer needs—just when they need
it to sell.
The sales enablement experts at CSO Insights
once addressed this pressing challenge, “
If you are going to invest in training your salespeople,
then the follow-up processes need to be in place
for their managers to ensure that the training is
being applied consistently and effectively by the
reps in their daily workflow, so that it becomes
ingrained into how they sell. Failing to do so will
minimize the ROI your company sees from your
Sales managers must make sure their team can
take all the sales training, tools and content
available and apply each consistently and
effectively. What’s missing is a “smart” delivery
vehicle that serves up whatever information is
needed at the right moment in the sales cycle.
A sales playbook can make order from the
portal, content and tool chaos that exists in
most organizations today, as well as
give a salesperson the confidence he or she needs to
make decisions about their next steps.
Just like the quarterback who relies on
a playbook to play his best game, sales
professionals can have confidence in their sales
playbook as a proven guide on how to engage
and execute with prospective customers in
specific selling situations.
Check out our infographic for more
3 How to Create a Killer Sales Playbook