What is a "sales Playbook" to you

STORY TIME:


When i got into saas i heard managers say they are running a certain play to get a deal done, like its a football game.


I was so confused.


then i heard we had a play book. the magical place that holds all the secrets to closing deals. My mind was blown! THIS IS AMAZING!


AEs kept referring to it and i wanted to get my hands on it.


turns out, it wasnt actually a real thing, and it was just a way ppl talked to sound cool.


When I think of a Sales Play Book what I think of is a place to reference how certain key things are done, what the standard sales process is, how to get approvals for certain items.


Does anyone work at a company that has an ACTUAL Sales Play Book that the team can reference at any time based on where they are at in a deal?


Ive also seen ppl boast about creating the sales playbook and ive been confused on how effective this is, or if its just a doc that says


Discovery call, Demo, Pricing call, free trial, close deal.

📈 Closing
15
Sunbunny31
Politicker
4
Sr Sales Executive 🐰
Yes. Many companies actually have an actual playbook. A tangible, real thing that has info such as ICP, personas (and what they care about), competition and FUD - all that info, in one packet.
GTMLeader
Good Citizen
2
GTM Leader
As an author of several Sales Playboks, this is a great summary. Information is captured from salespeople, customers (why did they buy), and attempt to hear from customers who didn't buy. The overall objective is to have one document that encapsulates just about anything a sales rep needs, to be successful. For less mature companies, the playbook is a fluid document, for more mature organzations, it is typically written with minor adjustments over time.
sketchysales
Politicker
3
Sales Manager
My sales playbook is in my head. I share it with people i like.
HVACexpert
Politicker
0
sales engineer
lol
Nairobi
Politicker
3
AE
Ah man I wished I had one right now! I’ve recently started doing full cycle and I’m just lost, contacting everyone at my company to get information. But I’m creating a playbook with all the info I’m gathering for myself but also future hires.
punishedlad
Tycoon
2
Business Development Team Lead
I've heard the term many times, but have never seen a physical (or digital) copy of an actual playbook.
I'm not even sure how useful it would be, since every sale is unique and it rarely works to attempt a "one size fits all" approach.
ZVRK
Politicker
2
Enterprise Account Executive
It is a mythological creature, the sales playbook 😅 it’s a lot of things scattered on Sharepoint, emails, decks. I too would love to see one a final, definite version of it - never have…
Brilliantlysharp
Contributor
1
Account Manager
I think you have identified the stages of the sales cycle pretty well although I’d call the pricing call the value and pricing stage. But I think you are spot on. The playbook phrase is a sporting analogy often talked about but doesn’t actually exist. Following to see if I am proved wrong.
Diablo
Politicker
0
Sr. AE
We don’t have a playbook but I know many companies do have it in the form of a document. I don’t know how useful is it for sales as I haven’t used one ever .
CuriousFox
WR Officer
0
🦊
Something corporate has in SFDC that I'm supposed to use but don't. Forecasts and opportunities are right. I prospect my own way 🦊
GingerBarbarian
Opinionated
0
Lead Sales
Sales playbooks are nothing new. The first "Sales Primer" I know of came from National Cash Register in the late 1800s and was over 400 pages long. It talked about everything from territory management and handling competitors to word tracks and FAQs.

https://hbswk.hbs.edu/item/john-h-patterson-and-the-sales-strategy-of-the-national-cash-register-company-1884-to-1922
10

ADR Playbook

Question
23
7

SALES PLAYBOOK (any examples?)

Advice
12
Sales Playbook. Need it?
52% Heck yea
21% Not necessary
8% What's that?
18% Depends (comment)
121 people voted
13

Do you have a playbook or strategy developed for your sales team?

Question
10
Do you have a playbook or strategy developed for your sales team?
71% yes
29% No
85 people voted