Sales Playbook
- 1. © 2015 Bruce Kopkinn1
Sales Playbooks:
The Good Book To Optimal Performance
January 13, 2015
Bruce Kopkin: President – Executive Sales and Marketing Association
- 2. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Agenda
Objective
What is the Problem?
What Is A Playbook?
How To Be Successful
Examples
Summary and Takeway
- 3. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Is the Problem Worth Solving?
3
Is There A Problem
Worth Solving?
- 4. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Do You Have Any Disconnects?
Scott Adams is one of most insightful business experts around.
- 5. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
The sky isn’t falling…it fell!
Aberdeen and IDC fast facts on market conditions
52% of companies have seen marked decline in purchase
volume or frequency
73% of companies have seen purchases postponed
75% have been forced to make financial concessions
76% report Sales Cycles have extended
71% indicate economy has hurt relationships with channel
partners
53% report increase in number of leads needed
54% report negative impact on Marketing execution
- 6. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
Best In Class Does Make A Difference….
0% 20% 40% 60% 80% 100%
Common lead definition
Marketing materials mapped
Common view of data
Unified customer data
Information sharing by reps
Others
BIC
Source: Aberdeen 2009 Sales Intelligence Benchmark
- 7. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
….To The Top And Bottom Lines
Percentage represents companies identifying positive improvement
0% 20% 40% 60% 80% 100%
Revenue by acct
Bid to win ratio
Average deal size
Lead Qualification Rate
Customer Acq. Costs
Market Share
Others
BIC
Source: Aberdeen 2009 Sales Intelligence Benchmark
- 8. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
Sales Playbook is BIC Activity
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Indiv. accountability for lead mgt.
Formal communication process
Defined mktg. measurement metrics
Dashboards track lead activity
Sale & Mktg. review pipeline weekly
Others
BIC
Source: Aberdeen 2008 Lead Nurturing and Lead Scoring/Prioritization Benchmarks
- 9. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Why Is It Difficult To Solve?
9
Why Is It Difficult To Solve?
- 10. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Is There Respect Or Trust?
- 11. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
What is a Playbook?
The official set of processes, strategies, tactics
and actions for the entire selling community
Combination of Sales, Marketing, Project,
Support, Product
Compilation of Best Practices from Best
Performers
Defines your prospects
Defines your messaging
Defines your tasks and steps
- 12. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
Is there a Secret Sauce For Success?
It is Consistent messaging……
…..solved through enforced scripting
How To Be Successful With Playbooks
- 13. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Lead Positioning
Steps to the
Order
Qualification
Questionaire
Opportunity
Questionnaire
Reject Reject
Negotiation
Planner
Proposal
Survey
Proposal
Qualification
aire Survey
Close
Win Loss
Analysis
Playbook Positioning
There is a “script” for each step
from start to finish.
- 14. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Email blasts
Booth visits
(warm)
Manual
Filter
CRM Qualification
CRM
Sales
Specific
Projects
(cold)
Partner
Opportunity
Reports
Reject
Steps to
the
Order
Drip
Marketing
Marketing
Analysis
Web contact
800#
(warm)
Reject
Opportunity
Review
RejectReject Reject
Appt Setting
(warm)
Lead Generation and Qualification Process
Each step must cover all options and paths
- 15. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Business Opportunity Review
Review
Selection
4
Team Review
- SE
- Kopkin
- Wray
- Roth
- Long
- Wheeler
- Levy
5
Decision Criteria
- Market
- Revenue
- Solution
- Partners
- Legacy systems
- Competition
6
Solution
- SDM/Suites
- Gaps
- Partners
- Interfaces
7
Strategy
- Vision
- To be/as is
- Phases
- Schedule
- Pricing
- Competition
- Leader/laggard
8
Team
- Exec. Sponsor
- Members
Steps to the Order
10
Qualified Lead
1
Sales
Executive
2
Go/No Go
9
Reject
Updates
- Review schedule
- Milestones
Prospect
Discovery
Call
3
Steps to the
Order
Break each step into Questions and Next Steps
- 16. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Business Opportunity Review
Each step must have a
set of questions
The answers must lead
to a next step or
resolution
- 17. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Process Development
17
Process Development
- 18. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
The Process
1. Determine who you are
2. Market identification
3. Prospect targeting
4. Who do you have to do the tasks
5. What is your complete Customer Lifecycle
- 19. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Who Are You?
Established
• Your Brand is known – people will see you.
• They have a preconceived opinion of you
Niche Payer
• Looking to add new customers?
• Looking to expand installed base?
Unknown
• New company or new geography
• Must earn the first call
- 20. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Market Identification
For whom does your Value Prop resonate?
Do you have a Market specific message?
Does your broad message translate?
Must ensure that your messaging hits what your market
needs to hear.
Must develop Market-specific messaging
- 21. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Prospect Targeting
Within a Market, who are your Prospects?
Early adopters willing to take a risk
Risk-averse
Large or complex enterprise
Simple organization
Installed base considerations
Age
Public / Private
- 22. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Who Do You Have To Do The Tasks
Lead Generation (internal / external)
Demand Generation
Qualification
Pursuit
Demonstrations
Strategy and tactics
References
Remove Conflicts of Interest
and ensure agreement
- 23. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
What Is Your Complete Customer Lifecycle
Off the shelf
Custom
Project / installation required
On going support
Need to ensure everyone appreciates
that they are part of the long term selling team
Can help or kill future business
- 24. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
How To Create The Playbook
Determine what is working best
• Emails - collect those that worked
• Scripts - listen and transcribe
• Collateral
• Processes
Document the process
Get started
Fine tune
- 25. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Or you can……..
- 26. KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG