You’ve probably heard the term “sales playbook” before and wondered, “What is that?” Think of it as a go-to guide that defines a consistent way to sell.

It acts as a map for your sales team. It helps sales reps learn your company’s unique sales strategies and best practices.

Why do you really need a sales playbook?

There are some solid reasons to have a sales playbook. First, it helps clarify things for sales reps, especially those who are new. Let’s be honest—sales can be overwhelming at times.

A playbook provides newcomers with a reliable resource. It supports their journey, whether they need help with their roles or learning the products. This speeds up the onboarding process and helps them find their footing in a shorter time.

Another important benefit is the consistency it creates within the sales team. When everyone is on the same page, there’s a unified voice when talking to customers. And consistency builds trust, which is key for long-term relationships. Also, most playbooks offer proven processes. They give teams a solid framework to rely on.

What should a sales playbook include?

Now, let’s dig into the details. What should be in a sales playbook? A good playbook covers several essential elements:

• Company overview: A quick look at your company’s history and mission to set the stage.
• Sales team structure: Clarify roles so that everyone knows who does what.
• Sales philosophy and culture: Share your values and why you sell your products.
• Messaging and positioning: Highlight key messages that make your offerings stand out.
• Product overview: Detailed descriptions of your products or services, including features and benefits.
• Differentiators: What makes your products different from the competition? Highlight those unique aspects.
• Buyer personas: Create profiles for customer types. Outline their needs and pain points.
• Use cases: Share real-world examples of how your products solve specific problems.
• Sales methods: Describe the sales strategies and approaches your team should adopt. Use solution or consultative selling, for example.
• Sales plays: Outline strategies for scenarios such as contacting cold leads or upselling.
• Lead sources: List potential sources for leads. Include online channels, referrals, and events.
• Sales processes and definitions: Provide a step-by-step guide. It should cover lead generation to closing and define each stage.
• Objection handling: Share techniques for addressing common objections with effectiveness.
• Tools and software: List the platforms your team will use. Also, include tips for leveraging these tools. Whether that’s your mobile sales app or a CRM platform
• Dashboard and metrics: Highlight the KPIs for the team to track. You should also add how to track them.

Steps to craft your winning sales playbook.

Creating a successful sales playbook can feel daunting. But breaking it down into steps makes it easier. Follow these steps to get started:

1. Define goals: What do you want the playbook to achieve? Are you aiming to onboard new salespeople faster or improve conversion rates? Write these goals down, as they will shape your content.


2. Gather existing resources: Collect any training documents and sales scripts your team uses. This can help identify gaps and areas for improvement.


3. Engage stakeholders: Involve key players from sales, marketing, and product development. Conduct interviews or focus groups. They will provide useful insights.


4. Outline the structure: Create a table of contents to cover all the planned sections. This acts as your blueprint, ensuring you include everything important.


5. Draft each section: Start writing based on your outline. Be clear and concise. Use examples and scenarios, especially in the “Sales Plays” section.


6. Include visual elements: Add visuals like flowcharts and infographics. They can break up the text and make the content easier to digest.


7. Create templates and scripts: Develop standard templates for emails, meeting agendas, and reports. Include sample scripts to help your team with its outreach.


8. Trial and test the playbook: After drafting, run a trial with a small group of sales reps to gather feedback.


9. Refine based on feedback: Use their input to make necessary edits. You might need to expand certain areas or clarify confusing points.


10. Train the team: Once the playbook is ready, hold training sessions. Walk your team through key areas and encourage questions.


11. Establish regular review processes: Schedule regular reviews and updates of the playbook. This could be every six months or after significant changes in your offerings.


12. Disseminate and keep accessible: Make the playbook easy to access for your sales team via an intranet or shared drive. Encourage them to use it on a regular basis!

Some challenges you may face

Creating a sales playbook comes with its challenges. For starters, some team members might resist change. They may feel hesitant about adapting to a new approach.

To tackle this, focus on education and communication. Make sure everyone understands why these changes are important. Share success stories from others who have embraced similar shifts.

Another challenge is keeping everyone engaged with the new playbook. You don’t want it to gather dust on a shelf! Incorporate regular training sessions into the routine. If the team can access it easily during calls, it’ll blend into their workflow.

Don’t forget about keeping the playbook up to date. The sales landscape is always changing! Schedule regular reviews to refresh the content. Assign someone to ensure it reflects the latest insights and strategies.

Lastly, too much information can overwhelm your team. Focus on clarity and conciseness. Focus on the most relevant info. Use training or guides for quick access.

Wrapping it up

In a nutshell, a sales playbook isn’t just a piece of paper. When created thoughtfully, it can be a powerful tool for your sales team. Remember, define your objectives. Engage your team. Structure your content. Test it. Keep refining it.

Yes, there will be challenges. But solving them will create a playbook. It will capture your sales strategy and set your team up for success.

Connecting smart sales strategies with the right tools can really boost your team’s performance. The Onsight B2B sales app makes it easy for distributors and wholesalers to capture orders and process transactions, whether they’re in the office, on the move, or at a tradeshow. With Onsight, you can quickly show new products and create orders or quotes straight from your mobile device, even when you’re offline. Want to see how it works? Sign up for a free trial today and discover how we can help streamline your sales process.