Professional Documents
Culture Documents
Sales Playbook
Knowledge, Tools and Resources for Sales Success
Process
1. Perform research to create ‘insights’ on why buyers should think and act differently than status quo –
why should they change?
2. Conduct VOC research with high value accounts to learn their buying process and understand your
perceived differentiation
3. Refine your value proposition and work with top sales reps to document messages that work to acquire
high value accounts
4. Identify your most profitable accounts and create your ideal customer profile (ICP)
5. Define buyer personas for buying team, including their roles, motivations, concerns, and key issues
Process
6. Build a Customer journey map with touchpoints, channels, needs, wants, expectations and outcomes
7. Align the buying/sales process, including core content, key messages, duration and influencers
8. Audit your content and align it to the buying/sales process to identify gaps, and develop new
content for prospects and sales reps
9. Build ‘plays’ for how to move each opportunity to the next stage in the buying/sales process,
including updating your CRM system
10. Outline expectations for sales rep activity metrics, follow-up times, etc. and include any SLA
Products & Services
What do we sell to our customers?
Our Offerings
Decision-Making Make decisions quickly Decision-Making Doesn't like to make decisions quickly
Read online daily, have far too many email newsletter Online forums with techies, virtual conferences, technology
Media Media analyst reports
subscriptions
Excellent project manager and skilled at working with
Habits & Skills Habits & Skills Very organized and tech savvy, not the best communicator
outside agencies
Typically get information from reading reviews online or Posts questions on forums, reads whitepapers, contacts
Research Research reference clients
talking to peers
Uses Microsoft Office but I/T manager makes it difficult to
Technology Skills Technology Skills Runs the datacenter and network for the business
buy new software
Buying Power Has sign-off authority for under $1,000 Buying Power Can authorize purchases up to $5,000
Reviews products, discusses with team and makes Identifies trends, researches solutions, requirements,
Purchasing Process Purchasing Process vendors demos, contracts
purchase with credit card
Pains, Gains & Jobs-to-be-Done
When …I Want To …So I Can
Personas Pain and Gains
(situation) (motivation) (outcome)
Enter pain points Describe the situation Explain what the Outline the expected
the person is in that is person wants to do outcome and benefits
Enter gains causing them pain (job to be done) the person will receive
as a result of getting
the job done
Business Persona
Enter pain points Describe the situation Explain what the Outline the expected
the person is in that is person wants to do outcome and benefits
Enter gains causing them pain (job to be done) the person will receive
as a result of getting
the job done
Technical Persona
(i.e. anti-lock brakes) (i.e. maintain control when (i.e. avoids accidents and (HIGH, MEDIUM, LOW) (HIGH, MEDIUM, LOW)
stopping quickly) injuries to passengers)
Customer Journey Map
Customer Expectations
Easily find information & resources online to help Vendors have information online about their Can speak to customers in our Documentation is available Online support community, FAQ;
educate our organization on best practices. solutions, pricing and differentiation. industry about their experience. and clear regarding install. service-level-agreement.
Online Research – Pleased to Find Info Talk to Other People – Get Excited About Us Get Buy-In from CFO – Stressed Kick-Off Call – Excited Support – Satisfied
1 (Google Searches, Analyst Firms, Blogs, Tech 5 (Find Facebook Fans, Twitter 9 Don’t know how to predict ROI/TCO 12 Enthused and Getting help but
Reviews, etc.) Followers, LinkedIn Connections, Quora and we don’t help them much. ready to get project going. want faster response time.
Answers, etc.)
Website Visit - Excited to Get Resources Product Demo with Sales – Overwhelmed Select Vendor – Relieved Phase 1 – Pleased Renewal – Content
TOUCH- 2 6 13
(Sign Up to Get Content - Video, (Happy with product but get stressed out that (After many demos and internal meetings, Work with customer success Unhappy with price
POINTS & Webinars, Whitepapers, Case Studies, etc. they are not ready to start this initiative yet. happy to select a vendor. team to get phase 1 launched. increase on renewal but
happy with added features
EMOTIONAL Call from Sales Representative - Annoyed Lead Nurturing Email Campaign – Upset Negotiate Contract – Conflicted Integrations – Disillusioned and value.
RESPONSE 3 Typically annoyed as not ready for sales 7 Feel they get too many emails from us too soon 11 Want to get best possible pricing but Disappointed that integrations are
call, ask to be called back in a few months. and 20% unsubscribe from all emails from us. don’t want to sign a multi-year deal. more costly than anticipated.
Why isn’t there more info available online for What are our requirements? Do we need to do this now? Will this vendor be around in 5 years? How do we need to staff this program? Why don’t you contact us before auto-renewing
solutions for our industry? Who should be on our short-list of potential vendors? What is the expected ROI/TCO for this program? What is timeframe to go-live? our account?
CUSTOMER Do we have budget for this project? What features and functions are available? What does post-purchase support look like? Where are the support documents? I have to wait on hold WAY too long to speak
How long will this take to implement?
THOUGHTS Who are the key players in the market?
How will this integrate with our existing infrastructure?
Are there any options for payment terms? I thought the implementation would be with a customer support rep.
Why do I have to pay extra for support?
What do industry analysts think of each vendor? Will we be locked into a long-term contract? easier than this!
What are our competitors doing about this? How do I build the business case for this purchase? Are there any reference customers in our industry? Our business users better adopt this. Can we get a discount for a 3-year deal?
Pleased 2 5 12 13 Pleased
OVERALL 8
CUSTOMER Satisfied 1 6 Satisfied
EXPERIENCE 4
3 7 9 11
Upset Upset
Our Sales Process
How Do Our Customers Ultimately Come On-Board
Sales Process / Buying Process
Buyer Stage Need Discovery Consideration Decision Implement
Buyer aware they have Assessment of Purchase product that fits Did the purchase
Description Search for solutions
problem alternatives their needs and problems accomplish its objective?
Do I need this? What What differentiates you Is solution easy-to-use? Is the solution providing
Key Questions to Ask How can I prove ROI?
are my requirements? from the competition? Implementation time? value?
Key benefits like save Solution is easy to use Solution has positive ROI,
Core Messages Points of differentiation We are here to help 24/7
time or money and implement and is self-funding
50+ New LinkedIn Connections Per Month Book 30 New Qualified Demos Per Month
Send 25+ InMails to Targeted Prospects 80% Attendance Rate to Booked Demos
Create 18 New Opportunities Per Month Close 4 New Deals Per Month
Customer Reviews on
On-Boarding Package
Buyers Guide Whitepapers Case Studies G2 Crowd
Implementation
For Customers Infographic Explainer Video Online Demo ROI Calculator
Services Guide
Research Report Webinars Testimonial Videos Customizable
Customer Community
Presentation Deck
POSITIONING For people who value luxury and performance, the Model S electric car is ideal for daily commuter and better than
STATEMENT the Toyota Prius because of its sporty performance, fast-charging time, range, and beautiful design.
The Model S is the best car of all time. It’s convenient to own, has award-winning design, and is one of the fastest
ELEVATOR PITCH
cars on the road. Not only is this car beautiful, but you will save money on gas while impressing all your friends.
Your Organization Competitor Logo Competitor Logo Competitor Logo Competitor Logo
Add strength 1 Add strength 1 Add strength 1 Add strength 1 Add strength 1
Strengths Add strength 2 Add strength 2 Add strength 2 Add strength 2 Add strength 2
Add strength 3 Add strength 3 Add strength 3 Add strength 3 Add strength 3
Add weakness 1 Add weakness 1 Add weakness 1 Add weakness 1 Add weakness 1
Weaknesses Add weakness 2 Add weakness 2 Add weakness 2 Add weakness 2 Add weakness 2
Add weakness 3 Add weakness 3 Add weakness 3 Add weakness 3 Add weakness 3
How we’re unique Explain why a customer Explain why a customer Explain why a customer Explain why a customer Explain why a customer
and why customers would choose your would choose your would choose your would choose your would choose your
will buy from us solution over doing solution over this solution over this solution over this solution over this
over them nothing. competitor’s offering. competitor’s offering. competitor’s offering. competitor’s offering.
Competitive Positioning
SUPPORT ECONOMY SUPPORT PREMIUM SUPPORT
SELF-SERVE OVERPRICED
PRICE
Instructions: select two dimensions that drive value for your customers and show how you will compete in the market. Rename the quadrants based on the value
drivers you select. Then add your competitors into the matrix based on how they compete in the market. You want to position yourself in the top right quadrant. To
perform a deeper competitive analysis, use these tools from Demand Metric: https://bit.ly/2QZRBi6
Marketing Campaign Calendar
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to generate appointments to talk.
LinkedIn Connection Request Send email to request meeting after prospect visits your website
Contact Approach Ask for Intro on LinkedIn from a joint connection 5 phone calls a week until you book appointment
Success Metrics Enter the number of new prospects that sales reps need to add to the funnel each month to hit their quota, based on historical metrics from top reps.
What to Listen for: If there are key signals the buyers send to indicate an urgent need, enter those types of comments in here to help new reps listen out for hot prospects.
Include links to any sales tools you have that will help for this stage such as: Personalized Video Introduction Script, LinkedIn Connection Request
Sales Tools Templates, Appointment Booking Script
Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as demo date, key contacts,
Updating CRM preliminary needs and requirements, etc.
Qualification Play
QUALIFICATION - Help the Buyer Discover Your Solution
Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to qualify opportunities.
Qualification Has budget to purchase in next 6-18 months Has been active (online or phone calls) in past 60 days
Expressed explicit need for a solution that you can provide Decision-making authority to make a purchase
Criteria
Book a 60 minute call with a Sales Engineer to discuss technical requirements and qualify the opportunity
Key Objectives Understand the decision-making process, key requirements, identify stakeholders, and determine timeframe for a decision
Success Metrics Enter the number of prospects that sales reps need to qualify each month to hit their quota, based on historical metrics from top reps.
How to Qualify Enter the key qualification questions here such as ‘who is involved in the decision-making process?’, ‘what is your timeframe for implementation?’, etc.
Sales Tools Lead Qualification Checklist, SPIN Selling Questions Tool, Feature, Advantage, Benefit Tool
Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as key influencers, decision
Updating CRM timeframe, competitors, etc.
Demonstration Play
DEMONSTRATION – Get the Buyer to Consider Your Solution
Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the demo stage.
How will a solution like this impact your company technically? If we can save you 100 hours of time, how much is that worth to you?
Impact Questions If you don’t do anything, what is likely to occur? Can you visualize your organization after a solution like this is in place?
Success Metrics Enter the number of prospects that sales reps need demo each month to hit their quota, based on historical metrics from top reps.
Demo Tips Enter any specific tips that have worked well on past demonstrations, such as call structure, presentation advice, specific questions or analogies used.
Sales Tools Demo Script, Objection Response Tool, Key Account Analysis & Reporting Tool
Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as Opportunity Amount, Close
Updating CRM Date, Key Objections, Products & Services in Solution, Implementation Timeframe, etc.
Proposal Play
PROPOSAL – Get the Prospect to Select Your Solution
Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the proposal stage.
Provide 2-3 reference clients in their industry Develop a customized proposal based on the prospect’s needs
How to Reassure Ask if they would like to speak to a key product manager Follow up diligently and don’t be late for any appointments
Craft a compelling proposal that includes all of the prospects requirements and get a firm date for a decision
Key Objectives Identify competitors on the deal and communicate your key differentiation to all relevant stakeholders
Success Metrics Enter the number of prospects that sales reps need send proposals to each month to hit their quota, based on historical metrics from top reps.
Proposal Tips Enter any specific tips that have worked well for past proposals
Sales Tools Sales Presentation Template, Sales Proposal Template, Decision-Maker Influencer Map
Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as Updated Opportunity
Updating CRM Amount, Updated Close Date, Key Competitors, Decision-Maker Influencer Map, and any notes or tactics to win the deal.
Contract Play
CONTRACT – How to Get the Deal Signed
Key Messages In this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the contract stage.
Success Metrics Enter the number of prospects that sales reps need send contracts to each month to hit their quota, based on historical metrics from top reps.
Contracting Enter any specific tips that have worked well for past contracts and how to smoothly transition to the delivery team for implementation
Include instructions and information that needs to be updated in the CRM system following the completion of this stage such as Updated Opportunity
Updating CRM Amount, Updated Close Date, Implementation Kick-Off Date, etc.