A sales playbook is essentially your team’s go-to document that outlines everything from best practices to strategies for different stages of the sales process. Every playmaker on your team should have access to the tactics, scripts and emails that have been successful.

If you don’t yet have a sales playbook, Kristen Baker, a marketing manager at HubSpot, recommends creating one. She says that with this kind of manual or document, you can train new reps more easily, free up more time for selling and bring to light the most effective sales techniques.

In this issue of PromoPro Daily, we share Baker’s tips for creating a sales playbook for your team. Read on for a framework that can make your sales process scalable, repeatable and successful.

Review your sales process. In addition to reviewing, you should also update your process as your organization evolves. The goal is for the sales playbook to fit in seamlessly with your current process. 

Outline your sales goals. Baker suggests reflecting on questions like:

  • What does the playbook need to include?
  • Which specific aspects of the buyer’s journey and sales process need to be touched on?
  • What do you hope to get out of the playbook?

Make your goals specific. She says that reps are more likely to adopt a short, focused playbook over a complex, multi-faceted one.

Determine who should be involved in the sales playbook creation process. Depending on the size of your promo company, this could include sales VPs, marketing staff members, sales reps and subject matter experts.

Collect your buyer persona information. This is a key step, Baker says, because reps need a deep understanding of buyer personas. The sales playbook should help them navigate these relationships.

Provide product and feature training and education for reps. According to Baker, it’s a good idea to host training for your sales reps. Think about how you can get your staff members more familiarized with your product and service offerings so they know them inside and out.

Audit and update your sales enablement materials and content. This helps you determine what already exists and can be used as-is and what needs to be edited. Baker says you’ll also be able to make note of which sales enablement materials need to be created.

Implement and share your sales playbook. Once you’ve polished your playbook, share it with your sales reps and other stakeholders like marketing directors or VPs.

Analyze the playbook’s success. Keep tabs on how staff members are using the playbook and what they find most helpful. You might conduct surveys to get feedback and edit the playbook accordingly.

Your sales playbook will look different than the playbook for other promo companies. The key is to provide all the details and resources your employees need to sell better. Once you create your document, keep it updated as your process improves. When you do this, you can see improved efficiency and close rates.

Compiled by Audrey Sellers
Source: Kristen Baker is a marketing manager at HubSpot.