The document provides guidance on creating an effective sales playbook. It emphasizes focusing the playbook on a specific aim, such as training new salespeople, rather than trying to cover everything. The playbook should be realistic and address difficult customer objections rather than just safe questions. It also stresses focusing the playbook on one key topic rather than multiple topics, and tailoring it to a specific audience such as salespeople or new hires. Additionally, the playbook should focus on the customer journey and challenges rather than just the product.

1. WHAT MAKES A
GREAT

2. DEFINE YOUR AIM
A reason why Sales Playbooks fail is
because their aim is too broad.
Don't try to be all things to all people.
Is your aim to...
Train new salespeople
Support a new product launch
Educate staff about your customers
Train resellers and partners
While it's tempting to try and cover
everything in your playbook, keep the aim
narrow.
It's better to have a small, successful
playbook, than a 100-page, complex
manual that never gets read.

3. IT'S A PLAYBOOK,
NOT A FAIRYTALE
Your playbook needs to
be realistic, useful and
effective... Don't be
tempted to turn it into
a marketing brochure
that doesn't address the
'difficult' issues.
Don't be scared to put in REAL customer
objections - don't just put in 'safe'
questions that customers don't actually
ask.
Here is your chance to really make a
difference to your sales activities - don't
be bland, be BOLD.
Don't avoid the 'difficult conversations' -
but DO avoid the cheesy marketing speak.
Make it real - based on real
conversations and real customer situations.

4. GET YOUR TOPIC IN FOCUS
What will your
Sales Playbook focus on?
Playbooks lose their
impact when they have
too many topics to
focus on -
and the message
gets muddled.
Industry
trend
Product
Business
challenge
Solution
portfolio
Customer
segment
Company
overview

5. WHO IS THE PLAYBOOK FOR?
Salespeople?
Resellers?
New hires?
Technical
staff?
Be specific about who your playbook's
audience is - are they technical?
Are they experienced?
Do they need educating
on your company?
Create different Sales Playbooks
for different audiences -
a playbook for new hires
will have a different tone
to one designed for
experienced, senior staff.

6. FOCUS ON THE
CUSTOMER
The Sales Playbook is about
your customer, not about you!
Don't go on about the product,
focus on the "why".
Document your customers'
typical journey.

7. THINK ABOUT THE JOURNEY
The market
opportunity
Customer
challenges
Business
objectives
How your product
aligns to business
challenges
Target
customers
Common
objections Questions
to ask
Call to
action
Product
pitch
Buyer
profiles

8. Get a FREE guide to creating your Sales Playbook
over at contemsa.com/sales-playbook
Download templates and resources to create your
playbook over at contemsa.com
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