Sales Playbook
Quick definition
A documented overview of your sales process, best practices, and proven plays your team uses to consistently close deals.
Detailed explanation
A sales playbook is the bible of your sales organization - it contains everything a sales professional needs to be successful. This includes: your ICP and buyer personas, your sales process and stage definitions, qualification frameworks (BANT, MEDDIC), discovery question lists per persona, demo scripts and use cases, objection handling responses, email templates and call scripts, proposal templates, competitive battle cards, pricing guidelines, and success stories and case studies. A good playbook is a living document that evolves with your product, market, and learnings. It shortens onboarding time for new reps by 50%, increases consistency between reps, and ensures your best practices are scaled across the entire team.
Synonyms
Examples
A playbook contains: "CFO play" for financial buyers (discovery questions about budget cycles, ROI calculator, case study of finance transformation, objections about cost vs value), including exact email template and demo flow specifically for CFOs
A competitive play against Competitor X: their strengths and weaknesses, why customers choose them, proven talking points to win, landmines to avoid, and testimonials from customers who switched
When to use this?
Build a sales playbook once you have product-market fit and a repeatable sales process. Update it quarterly with new learnings and wins. Use it during onboarding and as a reference guide for all reps.
Match-day approach
Match-day builds comprehensive sales playbooks by interviewing your top performers, analyzing deals, and documenting best practices. We create not only the playbook but also the adoption program - training sessions, roleplay scenarios, and certification. Your playbook becomes a practical tool that sales uses daily, not a binder that disappears into a closet. We update it quarterly with new plays that we develop and test together.
Learn more
Wil je weten hoe je sales playbook effectief inzet in jouw organisatie? Neem contact op met Match-day.
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