The document outlines the essential components of creating a B2B sales playbook, emphasizing its importance as a comprehensive guide for sales teams. Key sections to include in the playbook are an introduction, market opportunity, elevator pitch, customer challenges, and managing objections, among others. Companies with a sales playbook are statistically more likely to perform better in sales compared to those without one.

1. How to Create a
B2B Sales Playbook

2. Intro

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/