A sales playbook is an all-in-one enablement guide that includes everything a seller needs to go to market effectively – including what to know, what to do and what to say during an interaction. Sales playbooks include a variety of resources including training materials, sales collateral, key messaging, objection handling tactics, and much more.
Sales playbooks are a quick reference guide for your sellers, so keep it simple. Templates make it easier for enablement teams to standardize and repurpose sales playbooks. Incorporating visuals and video help make playbooks a more engaging experience for your sellers. Once you’ve created your playbook, use analytics to understand how sellers access and leverage its content so that you can update as needed.
The exact components of your sales playbooks will depend on a number of factors that range from your products and services to seller needs and preferences. However, every sales playbook should help employees identify:
What they should know about the product, service, or campaign that the playbook focuses on
What they should say during specific scenarios or conversations
What content and information they should share to better engage with prospects
What else they should do — like watch a webinar, complete training, or practice a pitch — to be better prepared
