SlideShare a Scribd company logo
1 of 21
Download to read offline
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

What's hot

Product Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleProduct Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_Sample
Paresh Baghel
 
Sales Planning - Sales Strategy Template
Sales Planning - Sales Strategy TemplateSales Planning - Sales Strategy Template
Sales Planning - Sales Strategy Template
Four Quadrant LLC
 

What's hot (20)

Sales playbook
Sales playbookSales playbook
Sales playbook
 
Go to market planning
Go to market planningGo to market planning
Go to market planning
 
Go-To-Market Framework
Go-To-Market FrameworkGo-To-Market Framework
Go-To-Market Framework
 
Developing your go to market strategy by Kris Konrath, Convergent
Developing your go to market strategy by Kris Konrath, Convergent Developing your go to market strategy by Kris Konrath, Convergent
Developing your go to market strategy by Kris Konrath, Convergent
 
Go to Market 101
Go to Market 101Go to Market 101
Go to Market 101
 
Sales, Sales Management, Sales Strategy
Sales, Sales Management, Sales StrategySales, Sales Management, Sales Strategy
Sales, Sales Management, Sales Strategy
 
The Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market StrategyThe Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market Strategy
 
Bwc gtm
Bwc gtmBwc gtm
Bwc gtm
 
Go To Market Strategies
Go To Market StrategiesGo To Market Strategies
Go To Market Strategies
 
Go-to-Market Strategy
Go-to-Market StrategyGo-to-Market Strategy
Go-to-Market Strategy
 
Marketing strategy and first 90 day plan
Marketing strategy and first 90 day planMarketing strategy and first 90 day plan
Marketing strategy and first 90 day plan
 
Go-To-Market Strategy Presentation - Big Idea Ventures Accelerator
Go-To-Market Strategy Presentation - Big Idea Ventures Accelerator Go-To-Market Strategy Presentation - Big Idea Ventures Accelerator
Go-To-Market Strategy Presentation - Big Idea Ventures Accelerator
 
The Sales Strategy
The Sales StrategyThe Sales Strategy
The Sales Strategy
 
Product Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleProduct Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_Sample
 
Value Based Selling™ business model - Intro
Value Based Selling™  business model - IntroValue Based Selling™  business model - Intro
Value Based Selling™ business model - Intro
 
What Is A Sales Playbook?
What Is A Sales Playbook?What Is A Sales Playbook?
What Is A Sales Playbook?
 
Marketing Process - Go-to-Market Plans
Marketing Process - Go-to-Market PlansMarketing Process - Go-to-Market Plans
Marketing Process - Go-to-Market Plans
 
Sales Planning - Sales Strategy Template
Sales Planning - Sales Strategy TemplateSales Planning - Sales Strategy Template
Sales Planning - Sales Strategy Template
 
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
How to Design a Sales Process for B2B Sales - #1 Tool for the Dream Sales Team
 
Sales Strategy PowerPoint Presentation Slides
Sales Strategy PowerPoint Presentation SlidesSales Strategy PowerPoint Presentation Slides
Sales Strategy PowerPoint Presentation Slides
 

Similar to How to Write a B2B Sales Playbook

Training Overview
Training OverviewTraining Overview
Training Overview
BarryMHurst
 
Guide to developing_a_marketing_plan
Guide to developing_a_marketing_planGuide to developing_a_marketing_plan
Guide to developing_a_marketing_plan
Kishore Pk
 
Sales skill devlopment-How to mastery over sales and make sales conversion
Sales skill devlopment-How to mastery over sales and make sales conversionSales skill devlopment-How to mastery over sales and make sales conversion
Sales skill devlopment-How to mastery over sales and make sales conversion
Dr.Mukesh Garg
 

Similar to How to Write a B2B Sales Playbook (20)

Training Overview
Training OverviewTraining Overview
Training Overview
 
Surprisingly easy ways to develop your business
Surprisingly easy ways to develop your businessSurprisingly easy ways to develop your business
Surprisingly easy ways to develop your business
 
Marketing plan
Marketing planMarketing plan
Marketing plan
 
Marketing Manual Summary in English in pdf file
Marketing Manual Summary in English in pdf fileMarketing Manual Summary in English in pdf file
Marketing Manual Summary in English in pdf file
 
buisness plan ppt format.pptx
buisness plan ppt format.pptxbuisness plan ppt format.pptx
buisness plan ppt format.pptx
 
Business summary template_2015
Business summary template_2015Business summary template_2015
Business summary template_2015
 
8 ways to boost sales of your small business services
8 ways to boost sales of your small business services8 ways to boost sales of your small business services
8 ways to boost sales of your small business services
 
Guide to developing_a_marketing_plan
Guide to developing_a_marketing_planGuide to developing_a_marketing_plan
Guide to developing_a_marketing_plan
 
Business Model Canvas and How to validate the idea
Business Model Canvas and How to validate the ideaBusiness Model Canvas and How to validate the idea
Business Model Canvas and How to validate the idea
 
The marketing brief worksheet developed by napier marketing group
The marketing brief worksheet developed by napier marketing groupThe marketing brief worksheet developed by napier marketing group
The marketing brief worksheet developed by napier marketing group
 
Empowerment through Enterprise - sales and marketing, the engine and the energy
Empowerment through Enterprise - sales and marketing, the engine and the energyEmpowerment through Enterprise - sales and marketing, the engine and the energy
Empowerment through Enterprise - sales and marketing, the engine and the energy
 
Sales skill devlopment-How to mastery over sales and make sales conversion
Sales skill devlopment-How to mastery over sales and make sales conversionSales skill devlopment-How to mastery over sales and make sales conversion
Sales skill devlopment-How to mastery over sales and make sales conversion
 
The Nine-Point Sales Strategy for More Sales
The Nine-Point Sales Strategy for More SalesThe Nine-Point Sales Strategy for More Sales
The Nine-Point Sales Strategy for More Sales
 
The Nine Point Sales Strategy for More Sales
The Nine Point Sales Strategy for More SalesThe Nine Point Sales Strategy for More Sales
The Nine Point Sales Strategy for More Sales
 
Bd web pp 2
Bd web pp 2Bd web pp 2
Bd web pp 2
 
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing CampaignInbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing Campaign
 
How to run a B2B brand
How to run a B2B brandHow to run a B2B brand
How to run a B2B brand
 
The Art of Selling Space - Marketing Strategy for Hosting Providers
The Art of Selling Space - Marketing Strategy for Hosting ProvidersThe Art of Selling Space - Marketing Strategy for Hosting Providers
The Art of Selling Space - Marketing Strategy for Hosting Providers
 
7 Ps extended marketing mix - Strategyst
7 Ps extended marketing mix - Strategyst7 Ps extended marketing mix - Strategyst
7 Ps extended marketing mix - Strategyst
 
Marketing Content that Drives Sales: Getting More Content Used to Drive Revenue
Marketing Content that Drives Sales: Getting More Content Used to Drive RevenueMarketing Content that Drives Sales: Getting More Content Used to Drive Revenue
Marketing Content that Drives Sales: Getting More Content Used to Drive Revenue
 

Recently uploaded

What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
AnaBeatriz125525
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
seri bangash
 
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
Khaled Al Awadi
 

Recently uploaded (20)

How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?
 
Unveiling the Dynamic Gemini_ Personality Traits and Sign Dates.pptx
Unveiling the Dynamic Gemini_ Personality Traits and Sign Dates.pptxUnveiling the Dynamic Gemini_ Personality Traits and Sign Dates.pptx
Unveiling the Dynamic Gemini_ Personality Traits and Sign Dates.pptx
 
Falcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small BusinessesFalcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small Businesses
 
Equinox Gold Corporate Deck May 24th 2024
Equinox Gold Corporate Deck May 24th 2024Equinox Gold Corporate Deck May 24th 2024
Equinox Gold Corporate Deck May 24th 2024
 
LinkedIn Masterclass Techweek 2024 v4.1.pptx
LinkedIn Masterclass Techweek 2024 v4.1.pptxLinkedIn Masterclass Techweek 2024 v4.1.pptx
LinkedIn Masterclass Techweek 2024 v4.1.pptx
 
Shoe Deodorizer Manufacturing Plant Project Report.pptx
Shoe Deodorizer Manufacturing Plant Project Report.pptxShoe Deodorizer Manufacturing Plant Project Report.pptx
Shoe Deodorizer Manufacturing Plant Project Report.pptx
 
Revolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon ComponentsRevolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon Components
 
FEXLE- Salesforce Field Service Lightning
FEXLE- Salesforce Field Service LightningFEXLE- Salesforce Field Service Lightning
FEXLE- Salesforce Field Service Lightning
 
A Brief Introduction About Jacob Badgett
A Brief Introduction About Jacob BadgettA Brief Introduction About Jacob Badgett
A Brief Introduction About Jacob Badgett
 
Series A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by AccionSeries A Fundraising Guide (Investing Individuals Improving Our World) by Accion
Series A Fundraising Guide (Investing Individuals Improving Our World) by Accion
 
Raising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE VenturesRaising Seed Capital by Steve Schlafman at RRE Ventures
Raising Seed Capital by Steve Schlafman at RRE Ventures
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)
 
Unleash Data Power with EnFuse Solutions' Comprehensive Data Management Servi...
Unleash Data Power with EnFuse Solutions' Comprehensive Data Management Servi...Unleash Data Power with EnFuse Solutions' Comprehensive Data Management Servi...
Unleash Data Power with EnFuse Solutions' Comprehensive Data Management Servi...
 
Cracking the Change Management Code Main New.pptx
Cracking the Change Management Code Main New.pptxCracking the Change Management Code Main New.pptx
Cracking the Change Management Code Main New.pptx
 
Using Generative AI for Content Marketing
Using Generative AI for Content MarketingUsing Generative AI for Content Marketing
Using Generative AI for Content Marketing
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
 
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
 
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...NewBase   24 May  2024  Energy News issue - 1727 by Khaled Al Awadi_compresse...
NewBase 24 May 2024 Energy News issue - 1727 by Khaled Al Awadi_compresse...
 
Pitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckPitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deck
 

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/