What is a Sales Playbook?

A sales playbook refers to a set of prepared and polished content of sales best practices. Playbooks are a collection of resources that serves to identify your company's sales process and methodology, outline sales objectives, and provide a framework for closing sales. The playbook concisely describes what a salesperson should do in different situations.

Companies internally articulate the material for preparing a playbook that best suits their sales reps. However there are softwares and tools that help you refine your processes and develop your sales playbooks.

What is inside a sales playbook?

Typically each company follows their internal playbook but their are some common elements:

• A sales pitch presentation, either a detailed ppt document or a video or a combination of both. The presentation demonstrates the way you are going to present your offerings to a potential buyer.
• A comprehensive Ideal Customer Profile(ICP) for each product/service you offer. This will guide the salespeople to determine target accounts.
• The buyer persona that identifies the profiles of all stakeholders that surround the target account.
• All the criteria and checklist for a thorough qualification of prospects.
• A guide to handling all sales objections.
• The sales process, clearly laid out and explained and prepared scripts for engaging with prospects at different stages of the sales process.
• A competitive benchmarking and analysis that clearly states how the company is performing compared to the competition.