A Sales Playbook
by Bill McCormick & Barbara Kosharek
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A Sales Playbook: Involving all the playmakers in the sales effort
-Customer Service and Support
Play·book noun (www.merriam-webster.com)
-one or more plays in book form
-a notebook containing diagrammed football plays
Many would say that football is the first thing that comes to mind when hearing the term playbook. Generally, all sports teams use a playbook to diagram the plays and how the playmakers should execute the play.
A sales playbook is a document that describes the roles and responsibilities for the selling team. Clear objectives and targets for performance should be designed to ensure that everyone has achievable goals that will contribute toward the overall business plan and bottom line. Most importantly, the playbook includes specified actions designed to meet those goals. Your sales playbook should answer the following questions:
Who is your ideal prospect/customer?
What is the value you/your company and product can provide?
Who are your biggest competitors? What are their strengths and weaknesses, and how do they compare to you?
What are the best practices of the salespeople in your company/industry? Who is successful and why? Make these best practices part of your overall sales methodology.
To accomplish the plays the entire sales organization must work together as a team towards these goals. The sales playmakers come from all positions on the team, including management, sales, and customer service. Included in the pages that follow are some important playmaking tips for management, sales and customer service and support.