HubSpot's 2023 Report shows that sales reps spend only 21% of their day actually selling.
That’s less than 2 hours a day.
Imagine how much more sales your reps could do if they utilize the rest 79% of their workday.
Sales Playbook is an excellent solution to speed the sales process, enhance productivity, optimize workflow, sync the team, and ultimately, close deals.
In this article, you will learn what is sales playbook, how to create an effective sales playbook, including some practical tips.
A sales playbook is a strategic document that outlines the best practices, processes, and knowledge to make sales.
It acts as a manual for selling your products or services, guiding sales team through stages of sales cycle.
By following a well-crafted sales playbook, sales reps will see numerous benefits, from increased productivity to boosted revenue growth.
Essentially, a sales playbook offers a consistent and effective approach that increases win rates and shortens sales cycles.
Sales Playbook typically includes:
There are numerous benefits of using a sales playbook, including:
Every sales playbook reflects the company and is unique to it.
However, you see some main elements in a well-crafted sales playbook. They include:
Most sales playbooks begin with an overview of your company and business needs.
They provide sales reps with a clear picture of what the company does, what it hopes to achieve, the company culture, and how the sales team fits into the bigger picture.
Sales playbooks typically begin with a comprehensive introduction to your company and its business objectives.
They offer sales representatives a detailed understanding of the company's operations, goals, and culture.
It also defines the sales team's role within the broader organizational framework.
This section is a no-brainer, yet it's still essential.
Have a clear, informative, and detailed list of all the products and services you sell.
Review their main benefits and UVP to ensure your sales team is on the same page.
Outline your team's core sales methodology (for example, SPIN Selling, MEDDIC).
Then, craft an outline that defines the specific stages of your sales cycle. They may include Prospecting, Qualifying, Pitching, and Closing.
Clearly present the Ideal Customer Profile (ICP). Describe your ideal customer persona, including demographics, needs, and pain points.
Define the roles and responsibilities of each team member within the sales organization.
In a sales playbook, plays are instructions for salespeople to follow.
It can be a step-by-step guide for a specific situation or scenario.
Examples of plays may include:
Specify the key performance indicators (KPIs) used to measure sales success and track rep performance.
Boost your productivity and sales performance by optimizing the team workflow and automating the process.
Inspire your sales team and demonstrate the successful sales process in action.
When crafting a sales playbook for your team, your goal is to make it effective. Here's how you do it:
Here are several sales playbook templates to cover various stages in the sales process.
This free template from HubSpot provides a basic framework for creating a sales playbook.
It includes sections on your sales goals, buyer personas, sales process, and sales enablement resources.
It's great to use it as a foundational template you can customize before diving into more advanced playbook features.
Benefits include:
Visme offers a variety of sales playbook templates that you can customize to fit your specific industry and business needs.
Benefits include:
While it's not a template, Lemlist offers an in-depth guide with 15 sales targeting tactics to boost conversions.
You can use this playbook to create the section to identify the lead persona in your sales playbook.
It will allow you to ensure that you target the prospects who are most likely to buy your products and services.
Sales Playbooks and Business playbooks are distantly related, but their goals and uses are different.
Sales Playbook: focuses on the sales process, specifically guiding salespeople on how to convert leads into customers.
It details best practices for interacting with potential buyers, handling objections, and closing deals.
Sales Playbook is primarily for the sales team, including new hires and experienced salespeople.
The content of the Sales Playbook typically includes:
Business Playbook: takes a broader view, outlining the various functions and processes across the entire organization.
It is a comprehensive employee guide, ensuring everyone understands and contributes to the company's goals.
Business Playbook is designed for all department employees to ensure everyone is aligned with the company's structure and goals.
While the content of Business Playbook typically includes:
Here's an example of a business playbook:
Thoughtbot released the business playbook that outlines all the key information about it.
It includes a company overview and an outline of the primary goals.
Moreover, it features a helpful breakdown of how the business tacks and measures success.
It's an excellent example for you to use as an outline when creating your own sales playbook.
Benefits include:
A Sales Playbook boosts the sales process, productivity, team alignment, and deal success. It includes best practices, sales strategies, KPIs, customer insights, and stages of the sales cycle.
The advantages of a Sales Playbook are increased sales performance, shorter onboarding, and higher conversion rates.
Essential elements of a Sales Playbook include company overview, product/service information, sales methods, target personas, specific sales plays, and success metrics.
To create a perfect Sales Playbook, you must set goals, compile relevant information, structure the content logically, and regularly update it.
Gather input from sales reps, marketing, and customers to understand needs and best practices.
Define and systemize your sales methodology and proven practices your sales team would follow.
Organize content on your sales process, personas, products, and competitor tactics.
Don’t forget to include feedback from your reps, update, and constantly improve your playbook.
Make it user-friendly with clear language and visuals for readability and information retention.
Mix it all to create your winning sales strategy to close more deals.
Separate your playbook into sections that logically describe every sales process step.
Each section can contain things like a company overview, products and services, buyer personas, resources, KPIs, and more.