The sales team needs to be strong and consolidated like all other areas of the company. He will be responsible for leveraging the organization’s name by closing deals with clients and bringing the long-awaited results.
For customer service to be satisfactory, the sales team needs to be aligned in the way they work. Can you imagine having a document that strategically guides your employees when making a sale? This is the sales playbook, a tool with the step-by-step of the sales process and also with essential information for the execution of the service.
If you need to understand how to create an organized sales process and set up a playbook for your commercial area to grow, keep reading this article!
What is a sales playbook?
As stated above, the sales playbook is a guide to customer service. It contains important data for negotiation and how to “walk” during the sale. For example, if a customer refuses such an argument from the company about the product in question, the playbook will have guidelines on how to approach the subject with that consumer. Several other different situations can happen during the sale and the playbook serves as an instructor of best practices for conversion.
This form of standardization helps employees to follow the same sales process, simplifying the step, making contact more efficient and can be used both in face-to-face and telephone sales.
As it is a document of continuous use, it is important to always keep it updated so that new formulas and methods are added to it. Its easy dissemination among the team makes the playbook an insightful tool for new and returning salespeople.
What are the objectives of a sales playbook?
In addition to organizing your company’s commercial team, having a set of information at your disposal brings other benefits, such as:
- Optimize sales
- Standardize processes
- Persuade the customer
- Align the company’s positioning
- Train salespeople for the best service
- Handle objections
- Set conversion goals
- Organize sales techniques
- Solve operational problems
All these purposes are aimed at improving sales performance and making your sales area more competent to close deals.
When and how to build a playbook?
If you feel your sales team is in need of restructuring, you should build a playbook for them. The lead qualification process begins with a commercial team committed to achieving the company’s goals.
But it’s no use if one employee prospects in one way and another in another way. The company, without detailed guidelines, loses credibility and opportunities to close deals.
To help with the construction of this document, we have listed some key steps for your playbook to be complete and effective.
1- Define form of presentation
What will be the format of your playbook is the first step in creating it. Where it will be hosted, on which platform it will be found are important definitions when thinking about the best playbook for your company.
The most common are PDF or PowerPoint presentations. Just choose whether you prefer to have the document online or in your hands. This material should be rich in illustrations and have short and quick-to-understand texts so that the employee does not waste a lot of time reading and can argue directly with the potential client. If you choose the online tool, audiovisual resources can be included in the manual.
2- Talk about the company
Your organization’s image is a key part of the playbook. This introductory content serves to build trust in the customer, who will know the company’s mission, values and vision and will associate it with the product or service offered.
For the seller, it is also important to know the company’s history to base his sales pitch in cases of mentioning competitors by the customer.
3- Describe the sales process
From the beginning to the end of the sale, the seller needs to be attentive to close the deal. This is the most important part of the document and carries the main objective of the material, which is to sell with quality. Each step of the procedure demands different types of techniques and it is important that all of them are detailed in the playbook.
Particularities from the first contact to closing the sale must be described, for example, questions and answers simulating a conversation with the customer. Thus, if this type of objection appears during the service, the seller can safely deal with the situation.
Remember to always use simple language when creating playbook content.
4- Show results measurement tools
After all the prospecting work, how do you know what the results were? Your sales team needs to know how to assemble results reports to validate their work for the company. With sales metrics, it is possible to optimize processes more and more.
Count with ASB Marketing to increase your sales
If you want to implement demand generation strategies in your business, it is of paramount importance to start with planning.
In this scenario, understand your audience, online behavior, preferences and, especially, make an analysis of your competitors and current demands of the market.
Then understand how your sales process works and what characteristics need to be changed to meet your ideal customer profile.
In addition, it is essential to keep in mind that demand generation does not only occur by paid media, on the contrary, inbound marketing actions (attraction marketing) and demand generation generate very advantageous results for organizations when well employed.
Finally, you can count on an experienced marketing and sales company to support the implementation of these strategies, such as ASB Marketing.
With the best innovative methodologies and tools, ASB Marketing finds its ideal customer and qualifies them through fully automated and personalized email cadence.
When the lead arrives at the purchase decision phase, we only passed on to your commercial team to close the negotiation. With this, we guarantee increased sales, reduction of trade cycle, cost optimization and support in long -term business expansion.
Do you want to know more? Go now and see how ASB Marketing can help your business!