A sales playbook contains the tools and the blueprint for sales representatives. Sales reps need to close a deal quickly and reliably. You need to figure out if you want to train sales reps for phone calls, in-person meetings, or both. If you want to take advantage of changing technology, you may even want to train your reps for video calls and online forums. To know what strategy works, however, you must develop a plan.
You cannot sell to customers on the fly. Many consumers are cynical and respond with an immediate backlash to a pitch. They may simply say they’re not interested. Or they may block your phone calls or ignore your email. In the worst-case, an otherwise-pleasant business relationship may end on an unfavorable note.
We deliver a comprehensive sales playbook that outlines your sales process. The process includes the following steps, each of which contributes to a unified whole.
Customers, in this case, refer to specific businesses and companies that you want to target. You want to know who your large clients will be, what they want from an ideal closed sale, and how to reach them. You need to be able to categorize who you are reaching out to with a tailored message. Determine these by size, location, products they sell, and more.
Buyers, in contrast to customers, are people rather than entities. They naturally have a more human aspect to them and varying spending levels. You create personas based on their pain points, hot buttons, challenges, desires, and budgets, as well as their reasons for buying or not buying.
Once you know your clients, whether as businesses or individuals, you want to determine how best to approach them. Every rep must have a basic template to follow, so they don’t deviate from the script or have to rely on their improv skills. Draft up call scripts to share for both cold calls and scheduled ones, and you can even record examples to inspire your reps.
In a meeting, you want the sales manager to meet with reps, discuss their goals, listen to any concerns, and boost morale. To ensure that the meeting is productive, have a plan in mind. Never play the blame game. Everyone needs to work together to meet their goals and scapegoating one or several individuals will lead to low spirits.
Develop the templates that you want for your messaging. Emails, unlike calls, are written records and set in stone. In the worst case, they can be detrimental to a business if a prospect posts poor messages online or lead to your email being flagged as spam. To get the best case, you want a client to respond with enthusiasm and to act quickly.
Ensure everyone has spell-check and grammar-check. Implement etiquette and common sense. All sales reps should use signatures; make sure they use the same font type, size and completely uniform across your company.
Can you satisfy your customer’s needs? That’s an important question to ask. You can’t just be a good fit for them; they have to align with your principles. A poor fit of a client will waste your time and resources.
Determine the criteria that make a client “qualified.” Do they operate in your preferred industry? Does the company fit your ideal customer profile? Can you solve their problems? If the answer to any of these is no, then it’s likely best you not move forward. Even so, knowing the qualification guidelines will ease the stress of analyzing potential clients on a case-by-case business.
Learn how to prospect for clients. Define boundaries for your sales reps. Know what questions you want them to ask. Make the call an investigation, not an interrogation. Most clients like to talk about themselves or their interests.
Discovery calls to determine if you can build a relationship with your client. It can also set the tone for any further conversations. Don’t try to ask a million questions to try and “discover” what you can sell them. Rather, look at it from a perspective of you asking questions to take the prospect on a journey of “self-discovery”.
A demo is when you demonstrate your product or service to a client. Consider it your audition. You need to understand what to showcase to the prospect based on your ICP profile. Don’t show them everything and don’t ask them what they want to see. You should know exactly what they need to see based on the questions you asked in discovery.
Your sales proposal is a detailed pitch. It contains thorough reasons why your client should close a deal with you. What benefits do you offer? What can you do better than your competitors? A proposal tackles these sorts of questions. For that reason, you need guidelines catered to your business expectations and what you can offer.
These guidelines will also provide acceptable boundaries for your reps to follow. You would prefer if no one went off-script or lied. Encourage fact-checking and profiling your customers. More practically speaking, guidelines provide a template to follow, so that the proposal doesn’t go off-topic.
Negotiations often involve both parties working out a deal. In the end, you want to come out with a mutually beneficial agreement.
Your negotiation questions should clear the air and evaluate the client’s perspective. What is the reasoning behind their terms? What is the logic behind yours? Determine if any proposal aspects are dubious, or stand up under scrutiny.
Competitive intelligence is knowing about your competitors and what they are doing. You do this by gathering information from public access services and paid ones like SEM Rush that perform analytics. Know how to build trust with a consumer.
You have to be ethical when researching competitors. Do not access confidential information and please do not steal or “borrow” such facts. Data theft is becoming a serious crime and can lead to prosecution in some countries. Ensure that your reps follow the same ethical standards and create a system of appropriate internal controls if necessary.
Our process starts by digging into your existing sales processes, team, and resources. That way, we can get a 360-degree view of how your sales are operating. From there we work with our client stakeholders to hone our initial ideas. Our team ensures tailoring them perfectly for the customer.
Our customized sales playbooks improve productivity across your sales team. We aim to standardize best practices, reduce ramp-up time, and make your salespeople more autonomous.