Inside Sales Playbook: what is it and how to do it?


Sales Playbook

Sales Playbook is a document that serves as a guide not only for salespeople but for the entire sales force of the company. Learn all about playbook sales!

Sales Playbook is a document that serves as a real guide. But not just for salespeople, but for the entire company’s sales force. It contains all the knowledge necessary for an organization’s sales process. Using it is strategic and brings enormous benefits to the day-to-day of any business.

When your sales force starts to grow, it’s a sign that business is doing well. Having many people under your command brings some difficulties and expenses.

So there needs to be a way to guide this growing team towards the results you expect.

Want a Sales Playbook template to adapt for your team?

Organize your sales process and knowledge of your team. Accelerate sales, training and best practices with the ready-made, editable sales playbook.

Invest in constant sales training and CRM systems that help to make the day-to-day operational. Those are expenses are crucial.

Therefore, they must be taken into account when it comes to sales. Because of this, the concept of sales playbook was created. Also known as sales playbook.

It consists of creating a kind of sales guide. And it has standardized guidelines about your business’ sales process.

Next, you will learn a little more about the sales playbook concept. In addition, you will learn how to produce this document from scratch in 6 steps.

Let’s check it out?

Good reading!

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The concept of sales playbook (sales playbook)

sales playbook is a document with various data about a company’s sales process. This document aims to standardize these sales processes.

In addition, it acts to explain them to new sellers. Above all, it also serves as a guide. After all, it has scripts that make the job of sellers easier.

However, the playbook idea was not born in the business world. Yeah… did you not know? Its origin has to do with the world of sports.

In American football, it is quite common for coaches to have a “playbook”. What is it? A notebook with detailed descriptions of moves that can be performed in different situations. By the way, enjoy and hear how the sales playbook was born:

These playbooks, by translation, are personal and focus on the coach, even when he changes teams. It is a valuable document and one that can be crucial to a team’s victory.

Likewise with the sales playbook. It should be a document that presents a company’s business culture.

And it does this by bringing tips and indications of what has been done over the years. The purpose of all this? Achieving certain results and what to do to avoid others.

The sales playbook should be a compilation of all the knowledge your company has built up over time.

As well as having a record of the necessary strategies for the sellers, in a practical and easy-to-see way.

The benefits of playbook for businesses

It is common to consult guides and manuals in order to solve a problem with the product or service, right?

With the sales playbook, you and your salespeople will be able to avoid mistakes and problems during the sales process.

The purpose of the sales playbook is also to qualify salespeople and processes related to sales practice. With it, it is possible to develop more effective sales training.

Or direct the entire team to improve sales performance.

A sales playbook can contain content in a variety of formats and media. In addition, it should provide salespeople with useful tools and whatever else is needed to approach a lead, qualify them, and close a deal.

It is essential to keep in mind that the playbook needs to be a living organism. It must always be revised and updated.

Always need to point out errors in previous processes. At the same time, it must add new tips and applications in the sales process.

Just like a coach ahead of your team, right? It’s his mission to always be pointing out the best plays and attacking strategies.

Furthermore, it serves to show errors and what to avoid. You as the leader of your sales team must present all these concepts.

And the sales playbook is the medium for that. It’s the same logic. But what’s the best way to create a sales playbook from scratch?

How can I curate the content that will make up my playbook?

Below, we’ll show you how to start producing your company’s sales playbook.

Step by step how to make a sales playbook in 6 steps

It has a concept that must always be present. It should be part of the mindset of whoever is creating the sales playbook. What would he be? Knowledge management.

This is a well-known subject in Business and Management academies around the world. Maybe you’ve heard the expression, but in English: Knowledge Management.

Knowledge management consists of managing and sharing all the knowledge created and developed within the company.

As long as, of course, it is related to process improvement. That has a reduction in costs, increased productivity and profits.

The application of knowledge management in creating the sales playbook is crucial. It acts for the decrease in expenses.

That’s because it brings:

  • external sales training;
  • purchase of unnecessary tools;
  • Development of equally expendable processes, among others.

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Below, you will see some tips on how to make your sales playbook. You can use them as a checklist or follow some tips and not others.

What is essential is that your business’s sales playbook is in dialogue with the company’s culture and objective. Therefore, to materialize your playbook, you must follow the step by step in 6 stages.


1 – Define where to create and how the sales playbook will be presented

The sales playbook must be related to your company. At the same time, it needs to be attractive and easy to read. Try to use images, info graphics and short texts to present concepts, processes and strategies.

The mission here is to get your sales team interested in the content. And that you use it as a reference material on a daily basis, correct?

You can create a PowerPoint presentation, a PDF or any other format that allows you to present images, text and even videos.

Enrich the content of this document well and make the information as accessible as possible.

2 – Introduce the company during sales team training

Start with the basics. But don’t belittle him. Let’s take a few steps back to better understand this step. Instilling the concept of corporate identity in your employees has tremendous value.

It can be an important differentiator. Present the company’s mission, vision and values, as well as its history. You want your team to engage and understand the purpose of the organization, right?

It is also valid when approaching a client. Do not forget it! Say the positioning of the business, what the market segmentation is.

Write down main competitors, the differences in relation to them, etc. Tip: work with summaries! What does that mean?

Summarize the company in a few sentences and words. Likewise do this with your products or services offered.

This type of practice helps salespeople to pin down valuable information during their day-to-day lives. Take advantage and present the company’s visual identity.

Likewise, try to explain the meaning of the name and logo. Also present the slogan and why it matters. Thus, the company’s culture and objective will become clearer to the customer.

3 – Map and describe sectors and processes

Present the organization chart of the company. Show info graphics and flowcharts of the main processes adopted by each sector.

The sales team needs to understand where in the organizational scheme they are. Who does he need to report to and what types of tasks he is responsible for?

Regarding the processes, present which ones are from the sales sector. Don’t forget to state what data, information and activities involve each of these processes.

Again: do this briefly. Even in item form. For example, resorting to icons and emoji’s is a very attractive way of informing what you need. So, whim!

4 – Map and describe the company’s sales focus

This is a very valuable section and will be consulted a lot by sellers. At least at first. All prior market positioning research needs to be present.

After all, it will serve as a basis for:

  • draw persona ;
  • Define your company’s ideal customer profile (ICP).

These should be very well developed and presented in detail. This prevents salespeople from having doubts about their favorite lead type.

Likewise, it eliminates questions about the prospects they should work with. Here will also be presented a sales funnel and its steps.

Even better: in addition to explaining what they are, I detail each action and activity that takes place at each stage.

Don’t forget to make clear who is responsible for each step of the pipeline within the CRM used by the company.

You need to detail each persona’s buying journey. Need to provide triggers for conversion in the funnel. In addition, it should tell the patterns about when a lead will be ready to buy.

Show the best funding channels, approach and follow-up strategies. Share ready-made sales scripts that assist the salesperson during their sales.

Also show practical scripts for the moment of sale and for approaching the customer. List the main responses to the customer’s arguments and refusals.

That is, strategies to get around sales objections. Trust me, they always show up.

5 – Make the relationship and codependency between marketing and sales clear

Marketing and sales (for the sake of your company) must go hand in hand. They need to talk often. As a result, they are able to focus on bringing in more customers.

Better yet: spending less for it. Therefore, it is the mission of the two to think about joint actions to reduce CAC. Therefore, it is vital to understand that the sales sector will demand for marketing.

After all, he is in daily contact with the client and understands their pain very well. Okay. But what does this mean?

That marketing strategies need to respond to your customer’s pain. Its contents must be created with this north.

The sales team will demand content for marketing. Texts, eBook, videos. Everything really needs to make sense and have value for the customer.

In other words, within the sales playbook it is necessary to present the definitions of each of these sectors. And, of course: how should the relationship between them be. Detail the routine.

Will there be weekly meetings between the two? Yes? Great, describe their how and when they will occur. Do you understand the point?

In short, put everything down to the smallest detail. Communicate efficiently. When there is communication, there is an alignment of expectations.

As a result, nobody gets frustrated. And that’s great. It’s healthy. Get it, ok?

6 – Clarify sales results, metrics and reports

Sellers need to be sure of their assignment until the end of a sale. They need to understand that it is vital to work on it.

Be guided by the performance data. This goes for the entire company, of course. But here we are talking about the sales team. It is essential to monitor leads.

Do this from entering the first stage of the funnel to winning (or losing) the opportunity.

Here, the main reports and metrics used by the company to assess sales results will be presented and explained.

Once again make it clear how essential it is to track this indicator.

Make it clear what benefits this brings to your team.

Bonus Step! Share the sales playbook with everyone!

Once you’ve gathered all the content from your sales playbook and organized it, share it! Send it to all your employees and sellers.

After all, it is something that will help with routine and processes. Furthermore, it will help to create a sense of identity in your team.

When salespeople believe in the company’s sales culture and the product they sell, customers begin to observe and buy brand value.

That is, this is more important than simply buying a product. Final message! Remember to keep your sales playbook up to date.

Keep your company and market data fresh. After all, that’s the only way it will always be relevant and useful to your salespeople.

So, how can we help you?

The first talks about the Customer First strategy: what it is and how it makes companies sell more.

The second takes a step-by-step approach to structuring a really efficient sales training.

Good sales!

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