Streamlining B2B sales processes and operations can be daunting and money-consuming, which is why you need a B2B sales playbook.
Many B2B companies end up spending millions every year trying to organize operations without any significant results.
Don’t let that happen to you!
You need a plan. You need it documented in a B2B sales playbook.
Your B2B sales playbook will help you streamline and hone your sales processes.
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Put on your coaching hat and build your B2B sales playbook!
A B2B sales playbook is information, methods, and techniques that your sales reps can use to develop their skills and enhance the overall sales process.
A comprehensive and well-drafted B2B sales playbook can help your teams effectively engage with clients at each step of the buying cycle.
It typically contains:
Per HubSpot, sales teams only dedicate one-third of their time to communicating with prospects. They spend 21% of their time writing emails, 17% of their time on data entry, and 17% of the time finding prospects.
All in all, sales teams lose time while:
A B2B sales playbook can help your team save time in the four areas mentioned above and significantly increase their overall efficiency.
You can also use B2B sales playbooks to:
When all the members of your sales teams use a shared repository of information and resources, you’ll observe the consistency in communication and messaging when engaging with prospects. Therefore, a B2B sales playbook can come in handy to avoid conflicts and inconsistencies in the overall messaging around your products and services.
When combined with proper training, a B2B sales playbook can help sales reps upskill or hone their existing skills. A sales playbook can also help in eliminating guesswork and increasing the confidence of the sales teams when closing a deal.
Per research by the Aberdeen Group, 54% of sales reps who use sales playbooks are more likely to meet their sales targets as opposed to those who are not using them.
A B2B sales playbook can become the heart of your sales enablement efforts, especially for new sales reps. When you hire new sales reps, you need to implement a standardized training plan. With a sales playbook, you can reduce the time taken to train new sales reps as it will provide them with a detailed overview of your sales process and act as a step-by-step guide for them.
A B2B sales playbook can help sales teams to create tailored sales proposals without investing a lot of effort and time.
When sales teams use a B2B sales playbook, they achieve better results in terms of closed/won opportunities. Research shows that for sales teams that use sales playbooks, the closed/won opportunities can increase by an average of 60%.
Here are four ways to create a valuable B2B sales playbook:
All B2B companies have unique selling points. Therefore, first things first, identify what differentiates your company from your competitors. Ensure that your unique selling proposition is the primary focus during sales calls.
Next, identify your target audiences and create elaborate buyer personas. To sell your products and services effectively, you need to know what your prospects are looking for.
When building buyer personas, consider the following:
Once you’ve created buyer personas, create customized sales scripts for each persona.
Thirdly, ensure all your sales reps are using consistent messaging while communicating with prospects. Finally, create a repository of messages that can be customized for each prospect. This will also reduce the time taken to develop tailored pitches and proposals.
Even if your sales teams are powerhouses of knowledge about your products and services, sometimes, prospects need more assurance. This is where sales enablement resources can help, but only “relevant sales enablement resources.”
Ensure your B2B sales playbook comprises the right sales enablement resources to draw prospects. These include: