SALES
Building Your Sales Team
Developing a Sales Playbook
A sales playbook is a comprehensive guide for the sales team, outlining processes, scripts, and best practices to ensure consistency and success.
Why it's Important
Standardizes sales processes across the team.
Reduces onboarding time for new reps.
Provides a reference for handling objections and closing deals.
How to Implement
Document each stage of the sales cycle.
Include scripts for outreach, discovery, and closing.
Develop objection-handling guides and qualification criteria.
Incorporate customer stories and use cases.
Regularly update the playbook based on team feedback.
Available Workshops
Sales Cycle Documentation: Map out each stage and its steps.
Script Drafting: Write and refine outreach and call scripts.
Objection Handling Brainstorm: Role-play responses to common objections.
Customer Story Review: Identify impactful case studies to include.
Playbook Feedback Session: Gather input from team members.
KPI Mapping: Align playbook sections with measurable outcomes.
Deliverables
Comprehensive sales playbook.
Objection-handling guide.
Scripts and templates for common scenarios.
How to Measure
Consistency in sales process adherence.
Improved win rates across the team.
Reduced onboarding time for new hires.
Real-World Examples
HubSpot
Created a detailed playbook that helped scale their inbound sales team.
Pipedrive
Developed a playbook centered on its CRM features to guide customer conversations.
Slack
Focused on use cases and customer success stories to win enterprise deals.
Get It Right
Involve the team in creating the playbook.
Keep the playbook concise and actionable.
Regularly update content to reflect changes.
Train reps on how to use the playbook effectively.
Include real-world examples and case studies.
Don't Make These Mistakes
Overloading the playbook with unnecessary details.
Failing to update the playbook as processes evolve.
Creating a playbook without team input.
Neglecting to train reps on its contents.
Ignoring feedback from the sales team about its usability.
Provided courtesy of Whitney Elenbaas, Fractional CRO