The content of a Sales Playbook includes everything your sales reps need to know to become effective, top performers. Going beyond simply describing steps in the sales cycle, the Sales Playbook describes every aspect of selling your product. There are no limits on what you can put in your Sales Playbook, but here are the most common types of content:
Company Information
Key to the success of your sales team is their knowledge of your company, its practices and philosophy. Customers don't just buy your products and services, they buy into a relationship with your company. Good reps understand this and seek to know all about the company they work for, and how it can help the customer succeed. In the Sales Playbook, we articulate key information about your company, including your history, successes, key customers, key executives, financial information, and any other information deemed relevent to the relationship with the customer.
Sales Process
Understanding and documenting your Sales Process is vitally important to the success of your sales team. In the Sales Playbook, we document the following key information:
- Why people buy your product
- The value they receive
- The Profile of an ideal prospect
- The Profile of a qualified deal
- Sales cycle stages
- Roles and responsibilities (internal and external)
- Supporting collateral and resources
- Competitive positioning
- Objections and FAQs
- The Internal documentation and booking process
Because the format of a Sales Playbook is collaborative, this information can grow and change as your markets change. With the foundation we provide, reps can add their experiences at any time.
Product Knowledge
In the era of consultative selling, successful reps understand that their ability to explain the features and benefits of their product to customers is the difference between winning and losing deals. The product knowledge section of the sales Playbook give reps quick access to up to date product information, including descriptions, features and positioning.
Competitive Analysis
We analyze your top three competitors to provide reps with key information on how to beat them in deals. Specifically, we help reps understand how to position against them, and what situations to avoid. In addition, we provide a competitive matrix that shows visually your strengths and weaknesses related to key customer requirements.
Marketing Information
Reps can have one central location for all their marketing information. In addition to the standard repository of collateral and data sheets, the Marketing section of the Sales Playbook keeps reps up to date on trade show activities, current and upcoming marketing campaigns, and general market trends and conditions.
Win/Loss Analysis
Being able to track wins and losses can help reps avoid making the same mistakes over and over. Our system tracks vital information about every deal. We then produce quarterly analysis reports designed to pinpoint consistent causes of lost deals and spotlight successful tactics and strategies. 
