The Sales Playbook Simplified

Building a sales playbook for your team could be a huge task, but a critical one for your sales

enablement efforts. A lot can go into it a sales playbook – from company and product information to buyer personas, sales process stages, lead management protocols, sales messaging, sales plays and KPI's- and this isn’t even everything. It could be a huge task, especially for a small or medium sized business that is looking to scale with consistency in process but is working with a sometimes small- sales team.

Is the ROI there to build a 40+ page sales playbook?

Like any decision a small/medium business makes you have to uncover what is the key impact area to get closest and fastest to the ROI you’re looking to capture. When you think of a sales playbook the key impact area is the sales sequence – aligning your sales colleagues on a consistent and proven process to drive leads to qualified opportunities.

The Sales Sequence

A sales sequence is a simple process of touch points your sales team makes either through online or offline channels to contacts and leads with the ultimate goal of booking a meeting and eventually a qualified opportunity and new business.

Consistency in message and process is key to scale a sales team properly and deliver a standard brand message to the market and potential buyers.

Below is an example of a simple 30-day sales sequence I recently shared with a client’s sales team:

This process becomes the nucleus of the way you sell moving forward. Behind this you can dive further into the email and social scripts aligned to the key personas and ICP’s you’re targeting and drive that consistent narrative to market for your brand.

Once you have the above completed, this roadmap and accompanying scripts can be loaded into any marketing and sales automation tool you might be using.

Simplifying the sales playbook and the “hard to look at” process flowcharts I see at some companies into something that is easy to digest and implement with your sales organization will not only get you to your ROI quicker, but will be a simple and effective way to go to market and drive more revenue.