How to Develop a

Sales Playbook
Knowledge, Tools and Resources for Sales Success
Process
1. Perform research to create ‘insights’ on why buyers should think and act differently than status quo –
why should they change?

2. Conduct VOC research with high value accounts to learn their buying process and understand your
perceived differentiation

3. Refine your value proposition and work with top sales reps to document messages that work to acquire
high value accounts

4. Identify your most profitable accounts and create your ideal customer profile (ICP)

5. Define buyer personas for buying team, including their roles, motivations, concerns, and key issues
Process
6. Build a Customer journey map with touchpoints, channels, needs, wants, expectations and outcomes

7. Align the buying/sales process, including core content, key messages, duration and influencers

8. Audit your content and align it to the buying/sales process to identify gaps, and develop new
content for prospects and sales reps

9. Build ‘plays’ for how to move each opportunity to the next stage in the buying/sales process,
including updating your CRM system

10. Outline expectations for sales rep activity metrics, follow-up times, etc. and include any SLA
Products & Services
What do we sell to our customers?
Our Offerings

Products & Services Designed For Value Proposition Pricing Competitors

Target Customers
Who Are They and What Do They Need?
 Ideal Customer Profile
Demographics (who they are)
Annual Revenue $100M - $500M
# Employees 250-1,000
Industry Healthcare
Psychographics (how they think)
Culture Open to new ideas and change, flexible and agile in their approach
Growth Orientation Focused on growth and testing new ideas that produce increased results
Technology Adoption Profile Early adopters of new technologies
Behavioral (how they act)
Engagement Conduct research and consume lots of content from various sources before making decisions
Needs Recognized need for project management solution
Buying Process Team-based, typically initiated by one department, then moves to a cross-functional team
Environment (their situation)
Technology Landscape Have implemented Salesforce and a marketing automation platform (Pardot, Oracle, Hubspot, etc.)
Geographic Location Based in USA, Canada, UK, ANZ, or Western Europe
Alignment with I/T I/T is supportive but allows for solutions to be tested in departments with minimal oversight
Buyer Personas
Buyer Persona (Susan, VP Marketing) Technical Buyer Persona (Paul, CIO)
Age 28 Age 46

Income $45,000/year Income $75,000 per year

Experience 5 years in Marketing Experience 10 years in IT

University or College University Degree in

Education Degree in Business
Education Computer Science

Decision-Making Make decisions quickly Decision-Making Doesn't like to make decisions quickly

Likes being active and busy, dislikes pushy salespeople

Likes & Dislikes and complex software
Likes & Dislikes Dislikes end users who violate security policies

Read online daily, have far too many email newsletter Online forums with techies, virtual conferences, technology
Media Media analyst reports
subscriptions
Excellent project manager and skilled at working with
Habits & Skills Habits & Skills Very organized and tech savvy, not the best communicator
outside agencies
Typically get information from reading reviews online or Posts questions on forums, reads whitepapers, contacts
Research Research reference clients
talking to peers
Uses Microsoft Office but I/T manager makes it difficult to
Technology Skills Technology Skills Runs the datacenter and network for the business
buy new software

Buying Power Has sign-off authority for under $1,000 Buying Power Can authorize purchases up to $5,000

Reviews products, discusses with team and makes Identifies trends, researches solutions, requirements,
Purchasing Process Purchasing Process vendors demos, contracts
purchase with credit card
Pains, Gains & Jobs-to-be-Done
When …I Want To …So I Can
Personas Pain and Gains
(situation) (motivation) (outcome)

 Enter pain points  Describe the situation  Explain what the  Outline the expected
the person is in that is person wants to do outcome and benefits
 Enter gains causing them pain (job to be done) the person will receive
as a result of getting
the job done

Business Persona

 Enter pain points  Describe the situation  Explain what the  Outline the expected
the person is in that is person wants to do outcome and benefits
 Enter gains causing them pain (job to be done) the person will receive
as a result of getting
the job done

Technical Persona

For a more detailed jobs-to-be-done canvas, see this link: https://bit.ly/2sp1ICR

Features, Advantages & Benefits

Importance to Exclusivity from

Features Advantages Benefits Customers Competition
Enter your top product What advantage does this What is the benefit to the Rate the importance of Rate how exclusive this
features in this matrix. feature provide? customer as a result? this feature to customers. feature is to your product?

(i.e. anti-lock brakes) (i.e. maintain control when (i.e. avoids accidents and (HIGH, MEDIUM, LOW) (HIGH, MEDIUM, LOW)
stopping quickly) injuries to passengers)
 Customer Journey Map
Customer Expectations

Easily find information & resources online to help Vendors have information online about their Can speak to customers in our Documentation is available Online support community, FAQ;
educate our organization on best practices. solutions, pricing and differentiation. industry about their experience. and clear regarding install. service-level-agreement.

Customer Experience Journey

BUYING DISCOVERY/RESEARCH EVALUATION/COMPARISON DECISION/PURCHASE IMPLEMENTATION SUPPORT/RENEW

PROCESS (30-60 Days) (30-90 Days) (14-30 Days) (14-21 Days) (Lifetime Average: 3 Years)

1. Learn best practices for top companies

CUSTOMER 2. Find information & resources that help educate
1. Build Business Case for formal project approval 1. Determine ROI/TCO for project 1. Get system up-and-running 1. Get timely resolution to support requests
2. Determine requirements and short-list of vendors 2. Select a vendor to conduct pilot program 2. Integrate other applications 2. Minimize price increases at renewal
GOALS and prepare company for a new project 3. Create RFP and invite vendors to present solutions 3. Negotiate contract with favorable terms 3. Train users and drive adoption

Online Research – Pleased to Find Info Talk to Other People – Get Excited About Us Get Buy-In from CFO – Stressed Kick-Off Call – Excited Support – Satisfied
1 (Google Searches, Analyst Firms, Blogs, Tech 5 (Find Facebook Fans, Twitter 9 Don’t know how to predict ROI/TCO 12 Enthused and Getting help but
Reviews, etc.) Followers, LinkedIn Connections, Quora and we don’t help them much. ready to get project going. want faster response time.
Answers, etc.)
Website Visit - Excited to Get Resources Product Demo with Sales – Overwhelmed Select Vendor – Relieved Phase 1 – Pleased Renewal – Content
TOUCH- 2 6 13
(Sign Up to Get Content - Video, (Happy with product but get stressed out that (After many demos and internal meetings, Work with customer success Unhappy with price
POINTS & Webinars, Whitepapers, Case Studies, etc. they are not ready to start this initiative yet. happy to select a vendor. team to get phase 1 launched. increase on renewal but
happy with added features
EMOTIONAL Call from Sales Representative - Annoyed Lead Nurturing Email Campaign – Upset Negotiate Contract – Conflicted Integrations – Disillusioned and value.
RESPONSE 3 Typically annoyed as not ready for sales 7 Feel they get too many emails from us too soon 11 Want to get best possible pricing but Disappointed that integrations are
call, ask to be called back in a few months. and 20% unsubscribe from all emails from us. don’t want to sign a multi-year deal. more costly than anticipated.

Live Chat with Us – Disappointed Initial Speak to Analyst Firm – Reassured

4 questions answered promptly but wish we 8 Re-engage with us happily once they have
would reveal pricing on live chat. assurance from reputable firm.

 Why isn’t there more info available online for  What are our requirements? Do we need to do this now?  Will this vendor be around in 5 years?  How do we need to staff this program?  Why don’t you contact us before auto-renewing
solutions for our industry?  Who should be on our short-list of potential vendors?  What is the expected ROI/TCO for this program?  What is timeframe to go-live? our account?
CUSTOMER  Do we have budget for this project?  What features and functions are available?  What does post-purchase support look like?  Where are the support documents?  I have to wait on hold WAY too long to speak
 How long will this take to implement?   
THOUGHTS  Who are the key players in the market? 
How will this integrate with our existing infrastructure?

Are there any options for payment terms? I thought the implementation would be with a customer support rep.
 Why do I have to pay extra for support?
What do industry analysts think of each vendor? Will we be locked into a long-term contract? easier than this!
 What are our competitors doing about this?  How do I build the business case for this purchase?  Are there any reference customers in our industry?  Our business users better adopt this.  Can we get a discount for a 3-year deal?

Pleased 2 5 12 13 Pleased
OVERALL 8
CUSTOMER Satisfied 1 6 Satisfied
EXPERIENCE 4
3 7 9 11
Upset Upset
 Our Sales Process
How Do Our Customers Ultimately Come On-Board
Sales Process / Buying Process
Buyer Stage Need Discovery Consideration Decision Implement

Buyer aware they have Assessment of Purchase product that fits Did the purchase
Description Search for solutions
problem alternatives their needs and problems accomplish its objective?

Buyer finds our solution Buyer reviews product or

Buyer becomes aware of Buyer evaluates solutions Buyer must make decision to
Action and competitive service and becomes a
a problem or opportunity & enters into “trials” purchase a solution
solutions product/service enthusiast

Do I need this? What What differentiates you Is solution easy-to-use? Is the solution providing
Key Questions to Ask How can I prove ROI?
are my requirements? from the competition? Implementation time? value?

Duration 1 Day 30-90 Days 30-60 Days 15 Days On-going

Review sites, Internal users, business

Customer Service, I/T, Senior Executives, I/T,
Influencers Thought Leaders, Blogs customers, unit leaders, senior
Senior Executives References
competitors executives

Seller Goal Provoke Educate Explain Reassure Maintain

eBooks, white papers, Satisfaction survey,

Build need into key Infographics, viral Pricing sheets, ROI
Content Assets demo videos, case product roadmap, new
messaging, blog posts videos, analyst reports calculators, testimonials
studies features

Key benefits like save Solution is easy to use Solution has positive ROI,
Core Messages Points of differentiation We are here to help 24/7
time or money and implement and is self-funding

Sales Stage Prospect Qualification Demo Proposal Contract

Key Account Plan Canvas
Account Name ABM Budget Next Step Objectives
Enter account name here How much budget can we What is the next step to What are your key objectives for this account?
allocate to winning or move forward? When will
growing this account? this happen?

Account Overview Buying Committee Goals & Priorities

Opportunities What are the top goals
What does this account do? Who is on the buying
What are the key products & services that we could sell committee? Include their and priorities for this key
to this account? Include # user seats, etc. name, title and role (end- account?
user, economic buyer,
# Employees Current Products & Services (renew or expand) technical evaluator)?
How many employees does this organization have?

New Products & Services (cross-sell)

Annual Revenue
What is the annual revenue of this organization?

Engagement Plan Pain & Challenges

Key Competitors What content assets can What are the pain points
Who does this account compete with? we provide to help this that we can alleviate at this
Revenue Forecast account move forward in account? Can you
their buying process? Can quantify this pain in terms
How much revenue can we generate from this account? it be personalized? of $?
Who We Work in Their Industry Can we invite to this
Enter any organizations that you work with that this FY2020 FY2021 FY2022 account to any events?
account would be familiar with, such as their key If we don’t have what they
competitors or large, well-known brands. need, can we build it?
Expected Metrics

Prospect Connections Qualified Demo Appointments Booked

 50+ New LinkedIn Connections Per Month  Book 30 New Qualified Demos Per Month

 Send 25+ InMails to Targeted Prospects  80% Attendance Rate to Booked Demos

 Send 100+ Invitations to Connect  24 Completed Demos Per Month

Opportunities Generated Sales & Revenue

 Create 18 New Opportunities Per Month  Close 4 New Deals Per Month

 Close 30% of Opportunities  Average Contract Value: $15,000+

 Average Sales Cycle Under 180 Days  Monthly Revenue: $60,000+

Sales Enablement
Resources to Help you Close the Deal
Content Assets & Sales Tools
Prospecting/ Qualification/ Demo/ Proposal/ Contract/
Assets
Needs Analysis Discovery Consideration Decision Implement

 Customer Reviews on
 On-Boarding Package
 Buyers Guide  Whitepapers  Case Studies G2 Crowd
 Implementation
For Customers  Infographic  Explainer Video  Online Demo  ROI Calculator
Services Guide
 Research Report  Webinars  Testimonial Videos  Customizable
 Customer Community
Presentation Deck

 Lead Qualification  Sales Presentation

 Personalized Video  Demo Script
Checklist Template
Introduction Script
 Objection Response  Contract Templates
 SPIN Selling  Sales Proposal
Sales Tools  LinkedIn Connection
Questions Tool
Tool
Template
Request Templates  Pricing Guide
 Key Account Plan
 Feature, Advantage,  Decision-Maker
 Appointment Script Canvas
Benefit Tool Influencer Map
Qualification Questions

• What is your role in the organization?

• How many people are on your team?
• How many employees do you have in the field?
• What is your timeline for implementing a solution like this?
• Why is this so important right now?
• What would happen if you didn’t do something about this?
• Who in addition to yourself is involved in this decision?
• Do you have a budget established for this initiative?
Product Positioning & Messaging
VALUE
A electric car you will love to own and drive.
PROPOSITION

POSITIONING For people who value luxury and performance, the Model S electric car is ideal for daily commuter and better than
STATEMENT the Toyota Prius because of its sporty performance, fast-charging time, range, and beautiful design.

The Model S is the best car of all time. It’s convenient to own, has award-winning design, and is one of the fastest
ELEVATOR PITCH
cars on the road. Not only is this car beautiful, but you will save money on gas while impressing all your friends.

BRAND PILLARS Performance Design Convenience

KEY BENEFIT The Model S is faster than 99% of

The best designed car of all time. Owning a Model S is easy.
HEADLINES all cars on the road.

SUPPORTING  0-100 mph in 3.2 seconds  Large Touch Screen  Auto-Pilot

PRODUCT  Ludicrous Plus Mode  Streaming services  Superchargers
FEATURES  Auto-Raising suspension  Easter Eggs (hidden features)  Over-the-air updates
Competitive Analysis

Your Organization Competitor Logo Competitor Logo Competitor Logo Competitor Logo

 Add strength 1  Add strength 1  Add strength 1  Add strength 1  Add strength 1
Strengths  Add strength 2  Add strength 2  Add strength 2  Add strength 2  Add strength 2
 Add strength 3  Add strength 3  Add strength 3  Add strength 3  Add strength 3

 Add weakness 1  Add weakness 1  Add weakness 1  Add weakness 1  Add weakness 1
Weaknesses  Add weakness 2  Add weakness 2  Add weakness 2  Add weakness 2  Add weakness 2
 Add weakness 3  Add weakness 3  Add weakness 3  Add weakness 3  Add weakness 3

How we’re unique Explain why a customer Explain why a customer Explain why a customer Explain why a customer Explain why a customer
and why customers would choose your would choose your would choose your would choose your would choose your
will buy from us solution over doing solution over this solution over this solution over this solution over this
over them nothing. competitor’s offering. competitor’s offering. competitor’s offering. competitor’s offering.
 Competitive Positioning
SUPPORT ECONOMY SUPPORT PREMIUM SUPPORT

Add your logo (top right

quadrant) and 3-6 Competitor
Logos, based on how they fit
into your positioning matrix

SELF-SERVE OVERPRICED

PRICE

Instructions: select two dimensions that drive value for your customers and show how you will compete in the market. Rename the quadrants based on the value
drivers you select. Then add your competitors into the matrix based on how they compete in the market. You want to position yourself in the top right quadrant. To
perform a deeper competitive analysis, use these tools from Demand Metric: https://bit.ly/2QZRBi6
Marketing Campaign Calendar

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Spring Google PPC Campaign Fall Instagram Campaign

Webinar Webinar Webinar Webinar Webinar Webinar

Inside Sales Rep Prospecting Campaign (always on)

Inbound Content Marketing Program (always on)

Persona-Based Email Lead Nurturing Campaigns (always on)

Deal Advancement Plays
Your Playbook for Moving Deals Forward
Prospecting Play
PROSPECTING – Help the Buyer to Understand the Need

Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to generate appointments to talk.

 LinkedIn Connection Request  Send email to request meeting after prospect visits your website
Contact Approach  Ask for Intro on LinkedIn from a joint connection  5 phone calls a week until you book appointment

CIO at 500M/year pharmaceutical company

CFO at 500M/year pharmaceutical company
Content Assets by  Technical Webinar about Disruptive Innovation
 Webinar about the Financial Impact of Not Changing
 Blog post on new ways to integrate applications faster
Buyer Persona  Blog post on how existing architecture is losing you money
 Other content or assets that help to build need

 Book a 30 minute discovery call to discuss needs

Key Objectives  Invite to upcoming webinar on ‘need-building’ topics

Success Metrics Enter the number of new prospects that sales reps need to add to the funnel each month to hit their quota, based on historical metrics from top reps.

What to Listen for: If there are key signals the buyers send to indicate an urgent need, enter those types of comments in here to help new reps listen out for hot prospects.

Include links to any sales tools you have that will help for this stage such as: Personalized Video Introduction Script, LinkedIn Connection Request
Sales Tools Templates, Appointment Booking Script

Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as demo date, key contacts,
Updating CRM preliminary needs and requirements, etc.
Qualification Play
QUALIFICATION - Help the Buyer Discover Your Solution

Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to qualify opportunities.

Qualification  Has budget to purchase in next 6-18 months  Has been active (online or phone calls) in past 60 days
 Expressed explicit need for a solution that you can provide  Decision-making authority to make a purchase
Criteria

CIO at 500M/year pharmaceutical company CFO at 500M/year pharmaceutical company

Content Assets by  Infographic on Industry Situation  Webinar about Organizational Readiness
 Analyst Report with Benchmarking Info  Blog post on ‘is this the right fit for you’?
Buyer Persona  Other content or assets that help to qualify need  Case Study on company in same industry

 Book a 60 minute call with a Sales Engineer to discuss technical requirements and qualify the opportunity
Key Objectives  Understand the decision-making process, key requirements, identify stakeholders, and determine timeframe for a decision

Success Metrics Enter the number of prospects that sales reps need to qualify each month to hit their quota, based on historical metrics from top reps.

How to Qualify Enter the key qualification questions here such as ‘who is involved in the decision-making process?’, ‘what is your timeframe for implementation?’, etc.

Sales Tools Lead Qualification Checklist, SPIN Selling Questions Tool, Feature, Advantage, Benefit Tool

Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as key influencers, decision
Updating CRM timeframe, competitors, etc.
Demonstration Play
DEMONSTRATION – Get the Buyer to Consider Your Solution

Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the demo stage.

 How will a solution like this impact your company technically?  If we can save you 100 hours of time, how much is that worth to you?
Impact Questions  If you don’t do anything, what is likely to occur?  Can you visualize your organization after a solution like this is in place?

CIO at 500M/year pharmaceutical company CFO at 500M/year pharmaceutical company

Content Assets by
 eBook from CEO  Joint Webinar with Analyst Firm
Buyer Persona  Webinar on Top Technical Benefits  Other content assets that help to demonstrate your solution

 Complete a 30-60 minute demonstration of your solution

Key Objectives  Customize the presentation so it fits the prospects requirements and industry

Success Metrics Enter the number of prospects that sales reps need demo each month to hit their quota, based on historical metrics from top reps.

Demo Tips Enter any specific tips that have worked well on past demonstrations, such as call structure, presentation advice, specific questions or analogies used.

Sales Tools Demo Script, Objection Response Tool, Key Account Analysis & Reporting Tool

Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as Opportunity Amount, Close
Updating CRM Date, Key Objections, Products & Services in Solution, Implementation Timeframe, etc.
Proposal Play
PROPOSAL – Get the Prospect to Select Your Solution

Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the proposal stage.

 Provide 2-3 reference clients in their industry  Develop a customized proposal based on the prospect’s needs
How to Reassure  Ask if they would like to speak to a key product manager  Follow up diligently and don’t be late for any appointments

CIO at 500M/year pharmaceutical company CFO at 500M/year pharmaceutical company

Content Assets by  Business Case  ROI Calculators
 Technical Implementation White Paper  Case Studies
Buyer Persona  Video Testimonials  Pricing Sheets

 Craft a compelling proposal that includes all of the prospects requirements and get a firm date for a decision
Key Objectives  Identify competitors on the deal and communicate your key differentiation to all relevant stakeholders

Success Metrics Enter the number of prospects that sales reps need send proposals to each month to hit their quota, based on historical metrics from top reps.

Proposal Tips Enter any specific tips that have worked well for past proposals

Sales Tools Sales Presentation Template, Sales Proposal Template, Decision-Maker Influencer Map

Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as Updated Opportunity
Updating CRM Amount, Updated Close Date, Key Competitors, Decision-Maker Influencer Map, and any notes or tactics to win the deal.
Contract Play
CONTRACT – How to Get the Deal Signed

Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the contract stage.

 Willingness to be a reference customer  Commitment to participate on a panel at a webinar or conference

Things to Capture  Ask if they will do a video testimonial  The reasons they chose your solution

CIO at 500M/year pharmaceutical company

CFO at 500M/year pharmaceutical company
Content Assets by  Service Level Agreement
 Purchase Contract
 Implementation Roadmap & Project Plan
Buyer Persona  Any warranties or guarantees
 Letter of Intent

 Send the purchase contract to be signed to close the deal

Key Objectives  Determine timeframe for implementation and professional services kick-off dates

Success Metrics Enter the number of prospects that sales reps need send contracts to each month to hit their quota, based on historical metrics from top reps.

Contracting Enter any specific tips that have worked well for past contracts and how to smoothly transition to the delivery team for implementation

Sales Tools Contract Templates, Pricing Guide, CPQ System

Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as Updated Opportunity
Updating CRM Amount, Updated Close Date, Implementation Kick-Off Date, etc.