A comprehensive sales playbook provides quality content about your buyer, sales process, competitive landscape, value prop, and key messaging.

A salesperson or SDR's onboarding can be driven by the content of your playbook, supplemented with in-person discussion, shadowing, training, and coaching. Use your playbook as the go-to resource for everyone on the sales team, whether new or tenured, and indoctrinate it into the culture so it’s top of mind, and always relevant.

Sample Sales Playbook Outline

Quick Reference

• Outcomes you help customers achieve.
• Types of organizations/roles you sell to.
• Pains you solve.
• Needs you meet.
• Your value proposition.

Your Buyer

• Ideal buyer profile (also known as ideal customer profile, ICP).
• Buyer goals, aspirations, needs (and how you help achieve them).
• Buyer personas.
• Buyer types and/or functional roles.
• Buyer problems & your solutions (Buyer problem, what it means, what it means to their organization, how you help solve it).

Conversation Guides

• Funnel-aware conversation examples (for high, mid, low funnel).
• Your team’s favorite conversation starters.
• Common high-funnel buyer questions.
• Provoking questions (for high, middle, low funnel).