© 2019 Sandler and Playboox. All rights reserved.
If you want to teach people a new
way of thinking, don’t bother
trying to teach them. Instead, give
them a tool, the use of which will
lead to new ways of thinking.
Buckminster Fuller
American author, inventor & systems theorist
2
Today’s sales leaders face formidable challenges in their quest to achieve increasingly
aggressive growth targets, and there is very little margin for error. The markets you
sell into are saturated with competitors with seemingly identical value propositions.
And your buyers have more power and are more hesitant to budge from their current
state than ever.
The stories of fast-growth companies that fizzle and market leaders that falter are
well documented. To realize sustainable, scalable, and predictable sales success, it’s
not what but how your sales team sells that matters. Enabling that ‘how’ is where a
sales playbook comes in.
In this guide you will learn:
• Why a sales playbook is the key to effective Sales Enablement
•
The mission of a sales playbook
• Why a sales playbook should be your top Sales Enablement priority
•
The six sales playbook types
• Why a sales process playbook is the optimal approach
•
The critical difference between a ‘documented sales process’ and a sales
process playbook
•
The anatomy of a great sales process playbook
•
The role of technology in driving playbook utility and adoption
3
4
1
Sales Playbooks Drive Sales Enablement
5
2
Sales Playbook Purpose
10
3
Why Sales Playbook Top Sales Enablement Priority
16
4
The Six Sales Playbook Types
20
5
Why a Sales Process Playbook is Optimal Approach
28
6
Documented Sales Process vs Sales Process Playbook
34
7
Anatomy of a Great Sales Playbook
41
8
Assembly of a Great Sales Playbook Program
48
9
The Technology-Enabled Sales Playbook
54
1
Sales Playbook is the Sales Enablement Critical Success Factor
70%. That’s the percentage of Sales Enablement programs that did not meet or
exceed all or the majority of expectations (CSO Insights).
This guide is written