The definitive guide to creating your Ultimate Sales Playbook
So, you’ve decided you need a sales playbook. Perhaps you’re launching a new product, or maybe you’re setting up a reseller program and want to get channel partners on board.
Or maybe you’ve decided that your sales teams and approach need a revamp.
That’s where a sales playbook comes in.
A sales playbook can drive new sales and educate teams on new markets. It supports you in tackling different sales scenarios or sales plays.
But what do you need to include in your sales playbook for maximum success?
Let’s take a look at the different sections we recommend for the ultimate sales playbook template. PS. If you’re not sure whether you need a sales playbook – check out this article on Why You Need a Company Playbook.
No sales playbook template would be worth its weight without a good elevator pitch. This underpins your entire playbook and flows through all of your messaging – within the playbook and also your wider sales and marketing activity.
It needs to be short, snappy and memorably – lose the jargon and focus on customer value.
Talk to customers about the value you will bring to their business, the outcomes you will provide and the results you will deliver.
Demonstrate the Market Opportunity for your offering
Next, you want to give your playbook audience some enticing facts about the Market Opportunity for your product or service. Why now? Why this product? Why this industry?
Give your playbook audience something to get them excited about selling your product. After all, they are going to be investing time, people and resources into learning about your product, then going out and selling it.
Getting your audience to really buy into you and your product is critical, otherwise they won’t be motivated to go out and sell to customers – even if it’s your own sales staff that you’re training! Think about the carrot, rather than the stick.
Get started today.
Download your Sales Playbook Template Pack and get editing.
So now you’ve got them interested, how about you go ahead and introduce yourself? Come on, don’t be shy…. Tell your audience who you are and why you’re here – and about the value you’re delivering to your customers’ businesses.
Even if this is a sales playbook for your own Account Managers, use this section to talk about how great your company is – and get them enthused about selling for you as they need to bottle up this enthusiasm and pass it on to their own customers and prospects.
What’s in it for them?
Tell your customers what’s in it for them – why should they care about this offering? Give them something to show that your solution has some business value for them.
Customers are being bombarded with new products and services everyday, they are being sold to left, right and centre. Cut above the noise and tell them why this matters to them, right now. Stop thinking about what’s in it for you, and focus on the business value you’re bringing to customers.
Overcoming business challenges
What are the typical challenges your customer is facing? How will your product help them to overcome these challenges?
Business challenges usually focus around a few key things (which we cover in our Sales Playbook Template Pack), be sure to highlight the common challenges your customers are facing in their industry and show how your product can align to each of these challenges and deliver increased business value.
Why choose our Sales Playbook Template Pack?
Let’s understand a bit more about what’s included in our Sales Playbook Template Pack.
The Sales Playbook Pack has a comprehensive and detailed 60+ page ebook which guides you through every section of the sales playbook template creation process.
Microsoft Word Templates
The Sales Playbook template comes in six different color options, all easy to edit in Microsoft Word.
Microsoft PowerPoint Templates
The pack also includes the Sales Playbook template in Microsoft PowerPoint format, again with six different color options to choose from.
Provide more detail about your product…
It’s important to also provide more detail about your product or service – not too much, but some extra key points to support the claims made in your elevator pitch.
If your audience only remembers a handful of details about your product, what should those key details be? Forget about trying to explain a complex product in detail – think about the necessary elements for getting your product’s main points across to the customer.
Targeting the right buyers
What does the ‘right buyer’ look like? What is their customer profile? Does your audience know what the ‘wrong buyer’ looks like?
Drill down onto the key elements of what your ideal buyer looks like and list them out for your playbook audience.
Selling to different buyers across an organization
How will you sell to different buyer roles across your organization? How will you change your sales messaging to suit each buyer group?
Create messaging for each buyer group – such as the Finance Director or the Purchasing Manager. Align your sales message and product business outcomes to each role for maximum impact.
What resources do you want to point your playbook audience to in order to find out more about your product and business?
What links will you provide to your playbook audience to find out more? What customer marketing collateral will they be able to use and send to prospects?
Call to action
What is your Call to Action that you want your playbook audience to follow up on once they’ve read your playbook? What action do you want them to take with their customers?
Create a compelling next step – could it be going away and researching suitable prospects or picking up the phone right away and calling their existing customers? Let them know!
Ready to create your own B2B Sales Playbook?
These are the key sections you need to include in your ultimate sales playbook – but our Playbook Templates go above and beyond this – they include many more sections to help your playbooks deliver more success for your organization. In short, they supercharge your sales.