|  Sales Playbook
In football, a playbook is a master list of all the plays
that a team will use during the season. Each player must learn
to execute each play, and their execution must be precise
and flawless. The coaches decide what specific plays to use
for each particular game and for each unique situation that
arises during the game.
When you build a sales playbook, you are providing your sales
representative with a road map to winning a sale. A sales playbook should
be developed for every product you sell.
To assemble a sales playbook, first create flowcharts of
the company’s sales process and the customer’s
purchase process. Then provide something tangible for the
sales representative to use at each stage of the sales process.
A complete sales playbook should include sections on your
company’s:
Background information
- Revenue goals
- Market segmentation
- Target market
- Business terms and pricing
- Delivery and after-sales service
Product knowledge
- Technology description
- Features and benefits
- Value proposition
- Specifications
- Supporting product manuals and documentation
- Competitive information and positioning
Customer insights
- The buying process
- Prospecting
- The ideal prospect
- Identifying pain
- Arousing interest and creating preference
- Purchase factors
- Purchase process
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Selling factors
- Sales process
- Product demonstrations
- Frequently asked questions and answers
- Benefit stories or testimonials
- Sales proposal templates
- Contract templates
- ROI templates
- Case studies
- Pricing
- Bid response process
Support materials
- Product literature
- Ads
- Direct mail
- Trade show schedule
- Web site
- Testimonials
- Demonstration equipment
- PowerPoint presentations
- White papers
- Promotion schedule
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