A sales playbook is a valuable asset in many situations. Whether it’s on-boarding new hires or even launching a new product. This guide will manage operations behind the scene and assist with upfront sales activities. 

Getting Started

Organizations benefit greatly from new sales playbooks. You no longer should rely on that old document with outdated tips and tricks to have the best sales experience. 

Benefits of a sales playbook:

• Faster onboarding process
• Better access to resources
• Consistent sales process
• Shorten sales cycle

Things to think about:

1. What aspects of the sales cycle need improvement?
2. What are the primary goals of your playbook?
3. Who should assume responsibility as project lead? 

This isn’t a quick process in the sense that you print out your booklet and all your problems are solved. Along with a new playbook, you need the right personnel to guide new users to use the book to its advantage. For example, when forming the playbook your focus should be on the user’s needs. A focused playbook directs each step to fit consumer needs which then leads to a successful sales cycle. 

Elements

1. Overview
   • Start with a timeline of your company to address the ups and downs of your business. It’s important to highlight your toughest and best times to show what worked and what didn’t.
2. Market
   • It’s vital to address who your company attracts. Knowing your market upfront is easier than trying to figure it out along the way. Don’t let new hires waist time with guessing who likes your business. Instead, provide them with this information so they can brainstorm new leads for future business. 
   • Include graphs or demographic descriptions of buyer personas for optimal information processing. 
3. The process
   • Include a description of your companies’ sales process to ensure everyone is on the same page. Did you change your process? Include both the old process and the new sales process to show which improvements your company is trying to make and why.
   • Tip: This is a great discussion topic as it will bring many opinions that could secure or challenge your idea. 
4. KPI’s
   • Which metrics does your company pay most attention to? Key point indicators are vital to keeping your team on track. Things to be discussed are the sales methodology and the message your company wishes to portray. How should your team converse with clients?
5. Resources 
   • Change usually happens for a reason! Provide stats and facts in your new sales playbook to show how your business has grown. Things like deficits and defeats are important to include to show how you bounced back and why your tactics worked. 
   • You can also provide specific taglines, marketing strategies, and references. 

Overall, building a sales playbook isn’t a one-and-done process. To maximize the benefits of a sales playbook, you must keep it up-to-date and ensure your team is benefiting. 

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