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Livementor's Sales playbook

By 
Elisa Reggiardo
Livementor has supported 25,000+ projects all-time using their mentor network, with a staggering 98% satisfaction rate. All done by a team less than 50. The answer to closing all those deals? Not a huge sales team, just the right sales playbook. And that's exactly what we'll unpack here.
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Sales and sales playbooks empower sales teams to to perform consistently and close more deals. And effectively at that. Understanding how to create a robust playbook could change your process exactly how it did for Livementor.

This guide is designed to take you through making a sales playbook step-by-step, so they're closing more deals, getting better customer insights, and saying the right things.

About Livementor's Team

Livementor is a training organization that empowers entrepreneurs with the knowledge and skills to build and scale successful businesses. They offer a variety of resources, including courses, workshops, and coaching programs, specifically designed to help entrepreneurs navigate the challenges of sales and marketing. This template leverages Livementor's experience in sales training to provide a practical and actionable guide for building a high-performing team.

The importance of documenting your teams sales process in a Sales Playbook

A sales playbook is much more than a mere document. It’s a dynamic, integral tool that enhances the effectiveness and efficiency of your sales and marketing team. Imagine having all the best practices, the most successful sales strategies, and the most effective communication techniques documented in one place, including:

  • Guidance and best practices for the sales team to follow
  • A structured approach to selling
  • Improved overall sales performance
  • A go-to guide for navigating the sales process
  • Ensuring a consistent customer experience
  • Focusing on selling rather than planning their approach

Moreover, a playbook can become a compendium of success. It contains proven tactics best practices, and methods that have worked in the past, providing sales representatives with a concrete path to follow. By sharing these effective methods and solving common sales issues and boost performance. An effective playbook for closing sales also enables your team to achieve targets more reliably. It provides sales leaders with the consistency and guidance necessary to keep the team on track and focused on reaching their sales goals.

So, whether you’re a sales leader looking to document your teams sales play plays, to enhance your team’s performance by getting inspiration from other teams or a sales rep aiming to make your go-to documents more helpful and impactful, a full sales play playbook can be a game changer to any sales team.

Key Components Sales Reps find handy in a Sales Playbook

An impactful sales playbook is a comprehensive guide that covers all the essential aspects of the sales process. It’s not just about the product or service you’re selling, but also about the way you sell it. From a detailed product overview to clearly mapped sales processes and consistent marketing messaging, every component of a good sales playbook has a vital role.

Moreover, the template includes:

  • Sales collateral organized by sales stages or verticals, offering practical use cases and pitch decks to aid in presentation delivery
  • Detailed buyer personas, so sales reps can tailor their approach effectively
  • Proven successful sales plays, serving as a step-by-step guide for handling various selling scenarios, including a specific new sales play, all of which contribute to the overall effectiveness of sales playbooks.

Sales Strategies and Techniques

An effective sales playbook is also your sales rep's personal masterclass on your team's best-performing sales strategies and techniques. It contains invaluable tips own best practices, and methods for handling objections, qualifying leads, and employing upselling and cross-selling strategies.

Objection handling is a critical skill for any sales rep. A playbook can offer templates for common objections and prepared answers to potential customers' questions about products and services. This ensures that your sales reps are always ready to counter any reservations a prospect may have, helping them move one step closer to closing the deal.

The playbook also guides sales teams and leaders in lead qualification. Specific qualifying questions and criteria can help sales leaders and teams nurture the most promising prospects. Additionally, strategies for upsell and cross-sell incorporated into lead qualification used in the playbook can significantly enhance sales funnel and opportunities for new hires by selling more advanced or complementary products to existing customers.

Customer Segmentation and Personas

Knowing your audience is the first rule of successful selling. That’s why a well-rounded sales playbook includes detailed customer personas, ensuring a nuanced understanding of customer needs and the target audience.

Personalized outreach messages that resonate with different buyer personas, can lead to more impactful sales efforts. These buyer personas themselves, complete with roles, challenges, pain points, and drivers of ideal prospects, enable sales reps to tailor their sales approach effectively to the buyer personas of potential customers.

Moreover, profiling the ideal customer enables sales reps to better target qualified leads. They can zero in on specific industries, job positions, and customer pain points, ensuring that their sales efforts are directed where they’re most likely to yield results.

Communication Guidelines and Templates

Consistent messaging during interactions with customer is a pillar of effective sales. A sales playbook helps maintain this consistency across the sales team, aligning sales reps with the company’s messaging, and delivering a cohesive customer experience.

Practical sales tools like call scripts, email templates, and product messaging templates are essential for effective communication. These templates provide the framework that sales reps need to convey the company’s value prop effectively.

Moreover, these tools help sales reps navigate different stages of the sales cycle. They provide consistency in responses to common queries from new reps and ensure leads are nurtured properly.

By including practical examples of sales plays, like effective video, sales calls and virtual engagement techniques, sales reps can apply the communication strategies from the same documentation of the playbook to actual sales situations.

So, how do you create a sales playbook from scratch?

Creating a new sales organization and sales playbook is just half the battle won. The real challenge lies in its implementation. Here's a step-by-step guide to ensure long-term adoption of your newly created sales playbook:

  • Step 1: Announce & Distribute Launch: Kick things off with a leadership announcement highlighting the playbook's importance. Then distribute it through your sales tech stack, ensuring easy access for managers.
  • Step 2: Create a Permanent Home: Establish a central location for the playbook, such as your sales enablement platform. This creates a go-to spot for easy access and serves as a constant reference point for the sales team throughout their journey.
  • Step 3: Socialize Across the Team: Don't just make it available! Actively promote the playbook across all levels of your sales team, from leaders down to frontline reps.
  • Step 4: Integrate & Train: Make the playbook an integral part of your onboarding process. Utilize its step-by-step guides for sales calls and deal closure. Conduct regular training sessions that leverage the playbook's resources to solidify its value proposition and ensure everyone is on the same page regarding methods and strategies.

Why use a Sales Playbook template?

You should use a Sales Playbook template because it reduces SDR onboarding time, and helps them inherit the collective wisdom of their sales team, and customer research. All via a single document. Here's how:

  1. Standardization & Consistency: Eliminate guesswork and ensure consistent messaging across your sales force. A template provides a structured framework, guaranteeing every rep approaches leads and prospects with the same level of professionalism and effectiveness.
  2. Faster Onboarding & Reduced Ramp Time: Newly hired team members can hit the ground running by referencing a comprehensive playbook. This reduces onboarding time and gets them contributing to the team's success much faster.
  3. Boosted Growth Performance: Templates equip reps with proven sales methodologies, objection handling tactics, and communication strategies, leading to higher conversion rates and a significant boost in overall sales.
  4. Improved Customer Experience: Playbooks guide reps in tailoring their approach to each buyer persona. This results in a more personalized and impactful customer experience, fostering trust and loyalty.
  5. Streamlined Sales Process: Templates centralize all the essential components of your sales strategy, including product information, lead nurturing tactics, and sales call scripts. This streamlines the process, saving reps valuable time and allowing them to focus on closing deals.
  6. Continuous Improvement: Templates are not static documents. By incorporating feedback from reps and analyzing performance data, you can continuously optimize your playbook to stay ahead of the curve.

Monitoring and Measuring Success

Any sales strategy is only as good as the results it produces. That’s why monitoring and measuring success is a crucial aspect of a successful sales playbook. Key Performance Indicators (KPIs) enable sales managers to track team performance and identify areas of improvement.

Sales representatives, often guided by their sales managers and leaders, are provided with specific targets through KPIs. These targets may include:

  • Total sales
  • Number of calls per day
  • Conversion rates
  • Average deal size

These measurable sales goals will facilitate the review of success in sales activities.Setting your teams goals in the playbook also provides the sales professionals and team fits them with clear directives and milestones.

Sales goals and performance metrics, like pipeline value and new qualified leads, not only optimize sales volume but also encourage average growth among the entire team and sales team fits each of sales representative. This ensures that the team’s efforts align with the company’s objectives, driving overall business growth.

Adapting and Updating Your Sales Playbook

The market evolves, buyer needs shift, and new sales tactics emerge. To stay ahead of the curve, your sales playbook needs regular updates. This ensures your top sales strategies, tools, and methodologies remain effective. Here's a step-by-step guide to keep your playbook current:

  • Step 1: Schedule Regular Reviews: Don't wait for problems to arise. Set a regular review schedule for your sales playbook,  considering factors like market trends and internal feedback.
  • Step 2: Identify Triggers for Updates: Establish specific triggers that necessitate playbook updates. Here are some examples:some text
    • Product Enhancements: When a previously missing feature (a "sales blocker") becomes available, update the playbook to highlight its benefits.
    • Sales Rep Feedback: Gather continuous feedback from sales representatives. Their insights can reveal areas where the playbook needs adjustments to better reflect real-world sales scenarios.
    • Organizational Feedback Loops: Look for feedback from different departments within your organization. Marketing and customer success teams might have valuable insights to inform playbook updates.
  • Step 3: Audit Your Sales Enablement Materials: Regularly evaluate the effectiveness and relevance of your entire sales enablement ecosystem, including platforms, materials, and of course, the playbook. This ensures everything is aligned and working together to support your sales team.

Following these steps will ensure your sales playbook stays relevant, optimized, and empowers your team to succeed in a dynamic sales environment.Tips for Creating a Customized Sales PlaybookA comprehensive playbook that'll last should include extensive industry insights, your organizational chart, unique sales plays, top pain points, a clear outline of the adopted sales methodology, and details on the origin of leads for tailored pitches.

  • Industry & Customer Insights: This section should include extensive industry insights, top customer pain points, and the challenges they face.
  • Company & Sales Organization: Here, you'll provide a clear company overview and organizational chart to help salespeople understand your position within the industry.
  • Sales Methodology: Clearly outline the sales methodology you've adopted and explain why it's effective for your target audience. Include documentation examples for reference.
  • Lead Generation & Qualification: Detail the origin of leads (where they come from) to allow for tailoring sales pitches based on the lead's position in the buyer's journey.

Integrating your Tools

Your playbook should be integrated into your CRM systems. This ensures your sales representatives have access to crucial information at all stages of the sales process. CRM platforms can bolster scalability by providing metrics and KPIs to track performance. This helps identify opportunities for refining the sales strategy. Moreover, CRM tools improve collaboration within the sales team by fostering a shared understanding of the sales process.

In addition to CRM integration, the playbook should connect reps to a range of sales enablement and training materials. These resources include:

  • Training videos and tutorials
  • Product demos and case studies
  • Sales scripts and objection handling guides
  • Competitive intelligence and market research
  • Pricing and proposal templates

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