Dun & Bradstreet Completes Acquisition of Lattice Engines. Learn More

Bring Sales And Marketing Together To Create Sales Playbooks

Sales playbooks are the epitome of marketing and sales alignment.

Sales playbooks are a compilation of the process and tools an organization is going to use to engage and message the buyer from the beginning of their engagement with an organization continuing through to their lifecycle as a customer. Sales and marketing jointly agree on these playbooks.Very few companies have taken the time to document those processes and tools and that’s why their teams often fail. It is because sales and marketing are trying to figure it out on their own without a creating a foundation for repeatable sales success.

Below are some sample elements to include in a playbook:

Buyer Personas – An easy-to-consume, but detailed description of the core buyers the inside sales team sells to.Situational Plays – A sequential set of plays that inside sales reps should follow based on the buyer and the things that buyer says on the phone call.Objection Handling – can be delivered in a table format but should be efficient enough that reps can hang it on their cube wallsProduct Table – At a minimum, this should have a 10 second value prop associated with each product. This table can have competitors as well and common pains associated with each product.Suggesting Call Openings, Voice Mail Fundamentals – If the company prefers scripts person, then this section should include scripts. Some companies prefer call guides that allow sales reps to individualize the messages. There should be unique messages for every buyer persona.Pre-call Checklist – This is a list of areas inside sales reps should be prepared for before each call. An example of an item on the pre-call checklist might be to research the buyer before dialing.Automation and Tools – A checklist of the fields must be filled out or any actions they must take in their CRM based on the call outcome. This section should also include the tools that inside sales reps have at their disposal and how to use them.Closing Techniques and Scenarios – Inside Sales is different than outside – there is more action, so ensuring closing techniques are solidified is essential. Closing is not just for revenue-generating inside reps, but also for inside sales reps whose job it is to qualify leads and set appointments. These types of inside sales reps need help closing for a meeting or for next steps.

[Editor’s Note: This is an excerpt from our ebook, The Sales Leader’s Guide to Modern Sales Management.]

   Image Credit(s): Jim Larrison                    

Written by

Craig Rosenberg
February 25, 2014