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How to Write a B2B Sales Playbook

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Carrie Morgan
Carrie Morgan

We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook. Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/

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How to Create a B2B Sales Playbook
Intro
What is a Sales Playbook? • Your company’s sales bible • Sharing how to articulate a message about your product, service or solution • Comprehensive or specific • Everything you need to know in one place • A range of formats
What do we use them for? • Company playbook • Product sales playbook • Sales methodology playbook • Channel playbook • A mix of everything!
But…why a Sales Playbook? Companies that have a sales playbook are 33% more likely to be high performing organizations compared with not having a playbook in place. Source: Neil Patel
And if that’s not enough…. Top-performing companies are TWICE as likely to use Sales Playbooks compared to their average performing competitors. Source: Aberdeen Group
What sections should you include in your Sales Playbook?
1. How to use the playbook Always include an introduction on how to use the Sales Playbook and its purpose. This provides a framework for the playbook and guides the content that will go into the playbook. But, also, think about what you can tell your audience to get them interested in selling your product.
2. The Market Opportunity for your product or service You also 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.
3. Elevator pitch No sales playbook 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 memorable – lose the jargon and focus on customer value.
4. Customer challenges Here is where you talk about your customers’ business challenges. What challenges is their industry or market facing? What are typical challenges being faced by organizations in this sector?
5. Customer objectives Here are some questions to get you thinking about when filling in your Objectives section: • What are your customers’ typical business objectives? • What metrics are they working towards? • What does success look like for your customer base? • In their industry, what are some of the common initiatives and goals that companies are working towards?
6. Your product So you have a great elevator pitch in place. Now, you need some detail to back up your pitch! We don’t recommend getting too detailed in a sales playbook – so you want to give your readers a few good pointers and facts about your product or service for them to communicate with customers. We recommend keeping the product detail pages to 2 pages maximum.
7. Customer outcomes Once you have spoken about your product and provided a bit of detail, it’s important to get back to focusing on the outcomes to the customer that your product or service can deliver. Outcomes can sometimes be split into two levels: direct outcomes (departmental-level benefits) and business outcomes (tangible outcomes that impact on the business).
8. Target customers Every playbook needs to articulate what an ideal prospect for your product or service looks like. • What does the ‘right buyer’ look like? • What is their customer profile? • Does your audience know what the ‘wrong buyer’ looks like?
9. Buyer profiles When we create a sales playbook, we include a range of buyer profiles, usually across different business departments. • How will you sell to different buyer roles across your organization? • How will you change your sales messaging to suit each buyer group?
10. Managing objections No playbook would be complete without a section on successfully managing objections. Having a set of common objections and their answers helps to prepare your team for difficult customer conversations and head off any objections before they can disrupt the sale.
11. Key questions What questions should your sales teams be asking to get the conversation started with customers? What are the important questions which could uncover customer needs related to your solution? Always include some good business level and product level questions in your playbook to support sales teams in opening up a rewarding sales conversation with a customer.
12. Call to action Include a Call to Action section in your playbook – telling your readers what they should now go out and do once they’ve read your Sales Playbook! Ideas include: • Contact X number of contacts… • Contact customers with this challenge… • Research customers in this industry…
Get a free guide: Download a free detailed guide on how to create your own Sales Playbook: https://contemsa.com/sales-hub/proposing- solution/ten-sections-sales-playbook-guide/
Sales Playbook Template Pack A comprehensive pack full of sales playbook templates in multiple design and document formats. https://contemsa.com/sales-playbook-template/

More Related Content

How to Write a B2B Sales Playbook

  • 1. How to Create a B2B Sales Playbook
  • 3. What is a Sales Playbook? • Your company’s sales bible • Sharing how to articulate a message about your product, service or solution • Comprehensive or specific • Everything you need to know in one place • A range of formats
  • 4. What do we use them for? • Company playbook • Product sales playbook • Sales methodology playbook • Channel playbook • A mix of everything!
  • 5. But…why a Sales Playbook? Companies that have a sales playbook are 33% more likely to be high performing organizations compared with not having a playbook in place. Source: Neil Patel
  • 6. And if that’s not enough…. Top-performing companies are TWICE as likely to use Sales Playbooks compared to their average performing competitors. Source: Aberdeen Group
  • 7. What sections should you include in your Sales Playbook?
  • 8. 1. How to use the playbook Always include an introduction on how to use the Sales Playbook and its purpose. This provides a framework for the playbook and guides the content that will go into the playbook. But, also, think about what you can tell your audience to get them interested in selling your product.
  • 9. 2. The Market Opportunity for your product or service You also 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.
  • 10. 3. Elevator pitch No sales playbook 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 memorable – lose the jargon and focus on customer value.
  • 11. 4. Customer challenges Here is where you talk about your customers’ business challenges. What challenges is their industry or market facing? What are typical challenges being faced by organizations in this sector?
  • 12. 5. Customer objectives Here are some questions to get you thinking about when filling in your Objectives section: • What are your customers’ typical business objectives? • What metrics are they working towards? • What does success look like for your customer base? • In their industry, what are some of the common initiatives and goals that companies are working towards?
  • 13. 6. Your product So you have a great elevator pitch in place. Now, you need some detail to back up your pitch! We don’t recommend getting too detailed in a sales playbook – so you want to give your readers a few good pointers and facts about your product or service for them to communicate with customers. We recommend keeping the product detail pages to 2 pages maximum.
  • 14. 7. Customer outcomes Once you have spoken about your product and provided a bit of detail, it’s important to get back to focusing on the outcomes to the customer that your product or service can deliver. Outcomes can sometimes be split into two levels: direct outcomes (departmental-level benefits) and business outcomes (tangible outcomes that impact on the business).
  • 15. 8. Target customers Every playbook needs to articulate what an ideal prospect for your product or service looks like. • What does the ‘right buyer’ look like? • What is their customer profile? • Does your audience know what the ‘wrong buyer’ looks like?
  • 16. 9. Buyer profiles When we create a sales playbook, we include a range of buyer profiles, usually across different business departments. • How will you sell to different buyer roles across your organization? • How will you change your sales messaging to suit each buyer group?
  • 17. 10. Managing objections No playbook would be complete without a section on successfully managing objections. Having a set of common objections and their answers helps to prepare your team for difficult customer conversations and head off any objections before they can disrupt the sale.
  • 18. 11. Key questions What questions should your sales teams be asking to get the conversation started with customers? What are the important questions which could uncover customer needs related to your solution? Always include some good business level and product level questions in your playbook to support sales teams in opening up a rewarding sales conversation with a customer.
  • 19. 12. Call to action Include a Call to Action section in your playbook – telling your readers what they should now go out and do once they’ve read your Sales Playbook! Ideas include: • Contact X number of contacts… • Contact customers with this challenge… • Research customers in this industry…
  • 20. Get a free guide: Download a free detailed guide on how to create your own Sales Playbook: https://contemsa.com/sales-hub/proposing- solution/ten-sections-sales-playbook-guide/
  • 21. Sales Playbook Template Pack A comprehensive pack full of sales playbook templates in multiple design and document formats. https://contemsa.com/sales-playbook-template/