Sales Playbook Program

Identify, Build, Launch and Train your Sales Best Practices.

Top 3 Reasons our Clients choose our Sales Playbook Consulting Service : 

'By scaling our sales teams, they cost less and produce more revenue'

 

'Sharing best sales practices is the key to customer and employee satisfaction' 

 

'Our Customer acquisition costs went down when our conversion rates went up.'   

Our 4 Step Project Approach

Step 1: Identify

Step 2: Build

Step 3: Launch

Step 4: Measure

SALES CYCLE

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Standard Operating Sales Procedures

Standard Operating Procedures

CUSTOMER SERVICE CYCLE

Brochure on the Program

How we build a Sales Playbook.

Sales Playbook Defined

Sales playbooks are a collection of your organization’s sales processes supported by the content, tools, messages and strategies a sales team needs to close business at each stage of the sales cycle. They provide salespeople with the guidance and situational coaching they need to advance and win deals. And they can be developed for any recurring selling situation in which you want to drive repeatable behavior and remain nimble. A winning sales playbook consists of a series of “plays” that are based on what’s proven to work in previous sales       engagements.  It  can also include best sales practices from across business lines  and  researched customer purchasing preferences.

  • The end product of effectively developed Go-to-Market Strategies

  • Client focused, sales channel specific, and rep activity based

  • Optimized for the highest return on time invested between sales channels

  • Comprehensive ’action’ documents for sales leaders in training and incentives

  • A vital and important source document for CRM implementation and adoption

Step 1: Identify Sales Performance Gaps

The level of effort that goes into creating your sales playbooks will be determined by the expansiveness of your offerings, targets, sales process and personnel. Sales playbooks can be designed top-down or bottom-up and can either cover a broad sales methodology across the overall sales cycle or be focused on improving the execution for a particular process within the sales cycle consistent with a new go to market strategy. 

  • Answer the question: How do customers like to buy?

  • Clearly define the Go-to-Market Strategies for your Sales Channels

  • Define the selling objective in each strategy

  • Assess the current sales cycle activities & identify customer preference gaps 

  • Realign and/or redevelop sales cycles to address these gaps

  • Get agreement among all sales leaders to move forward 

Step 2: Build the Sales Playbook

This requires some heavy lifting. Working closely with all the activity stakeholders, the sales playbook is developed. The level of detail can be extensive, but the real goal of the book is simplicity. Paragraphs become bullet points. Concepts become info graphics. Sales activities describe behaviors, resources and observable outcomes. Key performance indicators (KPI) that determine sales success are identified, benchmarked and measured along the sales cycle. These KPI’s are uploaded to the CRM.  Sales training skill gaps are identified and training programs are built.   Your company may be performing some of these project deliverables. Sales Training Experts optimizes the project by filling some or all the project gaps.

  • Leverage the results of the assessment

  • Identify the highest key client influence points

  • Identify activity stakeholders

  • Define & document repeatable sales activities that have bottom-line impact.

  • Do a skill gap analysis to assess required training. Build training programs.

  • Create incentive opportunities along high customer influence sales activities.     

Step 3: Launch the Change Management Program

This is where things get interesting. Sales is the heartbeat of the organization. We don’t want it to skip a beat! Effective change management practices requires all senior leaders on deck. This is especially true when making changes to the sales department. We recommend implementing change one sales channel or department at a time. Do a ‘post launch’ report on what worked and what didn’t. Move to the next sales channel/department. Re-jig and launch with your learnings. Perfection is achieved along the launch path.    

  • Execute changes to CRM KPI’s & deliver CRM training to activity stakeholders

  • Execute orderly Sales Playbook Training to all activity stakeholders. 

  • Launch sales incentives at the same time training is done.

  • Monitor and assess each launch: Pre Launch KPI’s | Post Launch KPIs

  • Report on progress

Step 4: Measure and Manage Success

Once the launch is completed, it’s time to measure and monitor. Create a sales dashboard that measures the Key Performance Indicators. Benchmark the measurements over time and establish targets. Set sales targets consistent with measured activity.  More importantly get ready to make changes. The best planning and execution will only be optimal at one point in time. Your customer, products, and markets will all change. So should your Sales Playbook. 

  • Create a Sales Dashboard.  Measure and monitor Key Performance Indicators

  • Establish KPI benchmarks over time and assess sales cycles

  • Establish sales targets consistent with KPI measurements

  • Plan to make changes and build processes to complete the changes

  • Review your sales plans quarterly & make adjustments to your sales playbooks.