Digital sales playbooks can provide the pivotal next move to a salesperson. They can shorten sales cycles, increase win rates, ramp up new salespeople, bolster deal sizes and optimise overall sales performance. In other words, they help salespeople win; providing them with the guidance and situational coaching they need to advance deals. And they can be developed for any recurring selling situation in which you want to drive repeatable behaviour.
So how can you create a sales playbook that wins? These four steps to creating a killer sales playbook will help you think strategically about the game of sales:
Step 1: Assess
Preparation is key. Take time to assess your selling situation and make sure to: focus on a strategic selling objective, identify selling situations where you want to drive repeatable behaviour, conduct a discovery session with a number of the most successful salespeople, and finally seek to understand how your sales team sells.
Step 2: Build
As you build your playbook, identify gaps on what tools, resources and other information may be missing from your initial assessment and assign ownership to these materials so they get created or refreshed for your sales playbooks.
Step 3: Launch
Launching your sales playbooks requires some thoughtful planning. As you release them, ensure that your end users are properly educated, that change management issues are considered and that a roll-out plan has been created. While sales playbooks should be very intuitive, they are still a new tool and process that should be given due attention when launching.
Step 4: Evolve
Consider establishing your baseline metrics as you define your stages and activities. Identify key goals and metrics for what you want to understand about your sales playbook usage. Leverage current sales effectiveness or pipeline analytics you use today and then begin to expand them within the context of the playbooks you design.
By following these four steps, you’ll get your first sales playbooks up and running in no time. And to make sure you’re fully covered for your next big deal, be sure to take a look at our complete guide “How to Create Killer Sales Playbooks”.