What if your sellers had quick access to the strategies and resources they need for any sales scenario they might encounter? Sales playbooks make this a possibility.
Summary
Sales playbooks are a must-have if your sales team wants to improve productivity, standardize and share best practices, and drive business growth. But despite the benefits of sales playbooks, nearly half of all sales teams don't use them. If you're ready to optimize your sales enablement efforts with playbooks, then this guide is for you. We'll take a look at what effective sales playbooks include, as well tactics that will inspire and empower you to level-up your own sales playbook efforts.
As the buyer journey becomes more complex, marketing, sales, and customer success teams have become responsible for the shared task of creating highly relevant, personalized experiences for buyers.
In increasingly complex buyer journeys, go-to-market (GTM) teams have to be prepared to meet buyers where they are, answer detailed questions, and provide relevant information. However, many companies don't believe their sellers are equipped with the right skills or tools for these interactions, which leaves marketing and sales teams scrambling to find the best ways to help reps adapt and thrive.
This is where sales playbooks come in handy.
What is a sales playbook?
A sales playbook serves as a one-stop shop for every frontline employee to find the information they need to tell a consistent story about a specific campaign, product, or initiative. These guides include content and processes that support a unified experience throughout the buyer journey. They also feature best practices, tactics, and strategies that should be used throughout the sales process or during a specific selling scenario.
These guides provide clarity on what to know regarding a specific product, what to say to prospects during a specific conversation, or what to do to prepare for an interaction. This is a great way to codify, document, and share best practices at scale with your entire GTM team so they sell more effectively, deliver exceptional support, and improve your organization's bottom line.
The evolution of sales playbooks
Sales playbooks have been integral to sales success for decades. But, as buyer journeys have shifted, sales playbooks have also evolved. Let's take a brief look at how far they've come in recent years.
