As part of the GFS implementation your company invested time and effort creating a foundational playbook for your reps to use.
Going back to basics, a sales playbook gives you:
- Insight into the company
- Documentation of sales process, ICP (ideal customer profile), buyer personas, and possibly call scripts / sample emails all in one place for reference
- Guidelines on competitive intelligence
- Insight into common objections and how to handle them
- A walkthrough of the documented sales process
Ultimately the playbook should be a source of valuable ready-made content based on the most effective techniques that have proven to be successful.
This should help you craft your unique story, such as an overview of the company, the principles, the ICP, common objections and how to handle them and the sales strategy that are all tailored to your company. Without these elements, there is no story to tell. Product alone will not differentiate. A Good Fit Sales trained rep knows how to leverage product information, company information and prospect information to create a story that helps you engage with prospects.
It should always be accessible as a reference document and it should always be kept current to provide value to sales reps.
The main reason a playbook doesn’t provide value is when it goes stale.
Avoid that by making playbook updates part of your team activity on a regular basis. Maybe schedule up a quarterly review, or whatever works best for you but we strongly suggest having it scheduled so that you don’t forget and end up with a stale playbook that no-one sees any value in.