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What Makes a Great Sales Playbook?

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What Makes a Great Sales Playbook?

  1. 1. WHAT MAKES A GREAT
  2. 2. DEFINE YOUR AIM A reason why Sales Playbooks fail is because their aim is too broad. Don't try to be all things to all people. Is your aim to... Train new salespeople Support a new product launch Educate staff about your customers Train resellers and partners While it's tempting to try and cover everything in your playbook, keep the aim narrow. It's better to have a small, successful playbook, than a 100-page, complex manual that never gets read.
  3. 3. IT'S A PLAYBOOK, NOT A FAIRYTALE Your playbook needs to be realistic, useful and effective... Don't be tempted to turn it into a marketing brochure that doesn't address the 'difficult' issues. Don't be scared to put in REAL customer objections - don't just put in 'safe' questions that customers don't actually ask. Here is your chance to really make a difference to your sales activities - don't be bland, be BOLD. Don't avoid the 'difficult conversations' - but DO avoid the cheesy marketing speak. Make it real - based on real conversations and real customer situations.
  4. 4. GET YOUR TOPIC IN FOCUS What will your Sales Playbook focus on? Playbooks lose their impact when they have too many topics to focus on - and the message gets muddled. Industry trend Product Business challenge Solution portfolio Customer segment Company overview
  5. 5. WHO IS THE PLAYBOOK FOR? Salespeople? Resellers? New hires? Technical staff? Be specific about who your playbook's audience is - are they technical? Are they experienced? Do they need educating on your company? Create different Sales Playbooks for different audiences - a playbook for new hires will have a different tone to one designed for experienced, senior staff.
  6. 6. FOCUS ON THE CUSTOMER The Sales Playbook is about your customer, not about you! Don't go on about the product, focus on the "why". Document your customers' typical journey.
  7. 7. THINK ABOUT THE JOURNEY The market opportunity Customer challenges Business objectives How your product aligns to business challenges Target customers Common objections Questions to ask Call to action Product pitch Buyer profiles
  8. 8. Get a FREE guide to creating your Sales Playbook over at contemsa.com/sales-playbook Download templates and resources to create your playbook over at contemsa.com FIND OUT MORE

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