If you’re going to create a sales playbook, do it knowing that salespeople are coin-operated, path-of-least-resistance people. Consider that simplicity gets salespeople excited, especially when it helps them sell more. The Playbook:

Instead of overwhelming them with problem, feature & benefit statements for each product, supply them with target-customer goals and challenges for each functional area like IT, finance, customer service or HR so they can speak to buyers in a language that’s comfortable for everyone. Then map your solutions to the challenges and the business value will be intuitively obvious to prospective buyers. The more comfortable buyers are with your salespeople, the more likely they are to buy.