How to Create a Sales Play Book?

by | Jun 20, 2022 | Virtual Selling | 0 comments

Sales playbooks are a great way to organize your sales strategies and help you stay on top of your game. You can create a playbook for any sales situation, from cold calls to online sales. It also let you track your sales progress and give you feedback on how you’re doing.

Creating a sales playbook can help you become a better salesperson. It can help you remember the key points you need to make to close a sale. It can give you a step-by-step guide on how to sell a product or service. Additionally, it can help you to stay organized and efficient when selling. A sales playbook can be a valuable tool for any sales professional.

This article will look at how to create a practical sales playbook that your sales team would find useful. The article also covers a few templates for sales playbook that you can customize and make yours, including appropriate examples. 

What Is Included In A Sales Playbook?

A sales playbook is a guide for a sales organization that outlines the process for getting qualified leads and ensuring they pass through the sales pipeline. It also identifies pain points that can impede the success of your sales effort and provides solutions to enable sales teams to be more effective. 

The playbook should include information on identifying potential customers, approaching them, and what to say at each stage of your sales process. It should also have tips on closing a sale and what happens after the customer comes in. 

The following are examples of items you can include in your sales playbook;

  • Call scripts for your sales calls
  • Buyer Personas
  • Overview of the sales process
  • Email templates
  • Key performance indicators (KPIs)
  • Lead qualifications
  • Product demos
  • Negotiation tactics
  • Case studies

How To Put Together A Practical Playbook

Sales teams are often tasked with generating leads and closing deals. However, most salespeople lack the tools needed to succeed at this role. A playbook can help bridge the gap by providing your team with information on identifying and qualifying potential leads and overcoming any pain points during the sales process. 

Here are a few steps to take to put together a practical sales playbook for your sales team: 

Step ♯1: Assess your organization

The first step in putting together a practical playbook is to assess your sales organization. It includes understanding your qualified leads, what pain points your team encounters, and what sales enablement tools are currently used. Once you have a vivid look at your current state, you can develop goals and strategies for improvement.

Step ♯2: Create a playbook team

You can’t do everything alone in your sales organization; you need people that’ll assist you in creating your desired sales playbook. It’s essential to include personnel such as top sales leaders, sales managers, and thought leadership to help with the creation of your organization’s sales playbook. Not only that, you can have your company’s marketing team involved in this process for better result. It’s your marketing team’s responsibility to create educational resources and sales enablement materials.

Step ♯3: Create your buyer personas

You will need your buyer personas to create a content plan that aligns with your organization’s goals. Your playbook should include information on your ideal customer, what needs they have that you can address, and how you plan to reach them.

Step ♯4: Audit current content and processes

Your playbook objective should be about driving improvements at incremental milestones throughout the sales process instead of unclear goals. Yes, you have existing content you have been using for your sales process; however, you don’t need to discard it. Perform a comprehensive audit of it. It’ll show the materials and tactics your team uses daily.

Sales Playbook Templates

An excellent way to start creating your playbook is by looking at examples from other sales companies. Having pre-written email templates and scripts for common objections can also help sales reps quickly close deals. Here are some resources that can help:

Template ♯1: Brand Introduction

Here’s an example of a brand introduction template where you can introduce your team. The function of this template is to help salespeople create on-brand messages that align with each buyer quickly. It shows how your tool solves a problem for existing customers in real-time.

screenshot of company overview with the brand introduction for a sales playbook

Template ♯2: Product positioning and messaging

You can also use this template to show how you might tackle product positioning and messaging. In this example, you’ll be able to offer all the essential information, including value prop, elevator pitch, and key benefits of your products. With this, you won’t overwhelm your reps with too much information.

sales playbook product positioning and messaging

Sales playbook KPIs to track

Sales teams are constantly seeking ways to improve their performance. One way to do this is to track key performance indicators (KPIs). Creating your own sales playbook will aid your efforts in identifying areas where your team needs improvement and focus your efforts on those areas.

Some of the KPIs you may want to track include the number of qualified leads, the percentage of converted sales leads into customers, and the average sale price. You may also want to follow the pain points that your customers experience and how well your sales enablement tools are working.

This way, you get to ensure that your team performs at its best and meets your targets by tracking these KPIs.

Why sales playbooks are critical for modern sales teams

There will always be new sales hire in a modern sales team, and they can always take a cue or two from sales playbooks that you have assembled. A detailed sales playbook is critical for your sales organization in several ways. These include:

Benefit ♯1: Fastens and Formalizes new hire training

For your new sales rep to be effective, they need quality training. Your sales team will use the exact sales playbook to train the new hire group. It’ll be much easier if there’s a manual full of all the details about the company’s products and your whole sales process. It’ll also make the work of excellent staff easier during the onboarding process because new hires won’t receive inconstant information. 

Benefit ♯2: Creates a flexible mentality.

As a sales professional, your sales tactics should be flexible. If you or a co-worker discovers a more successful sales play, you should be willing to change it. Your previous sales playbook may not be perfect for the current situation; thus, you can update your sales playbook with a more effective tactic. Your sales team and future new hires will benefit from it.

Benefit ♯3: Allows sales professionals additional time to sell

Creating new sales scripts, messaging, research, and strategies takes much time. However, your sales playbook will take care of these components and save your time for something else. Thus, you’ll get more time to focus on what really matters – making sales. 


In conclusion, a sales playbook is an essential tool for any modern sales team. It can outline your company’s sales process, list your products and services, and provide contact information, among other things. By putting together a practical playbook, you can help your sales team achieve success at a much faster rate.

Interested in learning more about scaling your sales team while successfully maintaining your conversion rate, team motivation and engagement? At SaleDeck, we provide you with tools and resources to improve the efficiency of your sales team. 

Join the Early Adopter Program today to be part of a leading sales solution provider (limited spots available!), or grow your sales training business by becoming a Partner.

To track launch updates, join the waiting list or book a demo!


Recent articles