If you’re going to create a simple 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 salespeople 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.

Create your sales playbook around the most common assets salespeople need in each phase of the sales process.  For example:

  1. A simple answer to the question, “What do you do?”
  2. How to schedule and facilitate a discovery meeting.
  3. Situational competitive analysis versus a feature comparison.
  4. A presentation that sells customer outcomes versus features and benefits.
  5. Boilerplate that positions your unique value to include with every proposal.

The whole point of creating a sales playbook is to give your sales team “situational sales tools” that make them highly effective in every part of the sales process. The end game is a shorter sales process where you’re the clear choice.