What is a Playbook in Sales?

In sports, the playbook outlines the strategy and philosophy of the team that will help drive success. In businesses, there is also a playbook that contains the mission and vision, standard operating procedures, workflows, cultural values, and optimization tools that help get an edge over the competition.

So, what is a playbook in sales? It refers to the document that lists down your customer profile, conversation scripts, promotional materials, sales, processes, demos, marketing strategies, and sample proposals, among others.

Digitized playbooks help organizations scale with efficiency, accuracy, and speed. Teams can input contacts, leads, opportunities, accounts, and other vital information into the software. The supervisor can assign tasks to the team members, along with the marketing strategy and steps they can use to close a sale. Your sales representatives can focus on their accounts with competence and better productivity.

Similar to sports, you assign each representative a ‘play’ that they will use to score a goal. Meanwhile, you assess their performance on how they stick to the play. Managers can also determine if the play is useful based on customer feedback.

To answer the question ‘what is a playbook in sales?’, it is better to show what it can do:

1. Share customized plays – You can customize your strategies and share them with your team members through various channels such as email, direct messaging, social media, and SMS. You can put baseline rules such as health, score, and priority level.
2. Automate processes – Managers and teams can encode people, plays, accounts, reports, leads, and opportunities into the software. Machine-learning allows the tool to deliver more accurate results when more information is fed into it. The software notifies you of all actions and activities, including inbound calls.
3. Big data – The feature drastically improves customer targeting. With predictive analysis, you can contact the customer who is ready to buy at the right time he needs it. You will also know what to say and do to reel them in. Sales representatives no longer have to waste time trying to convince prospects who are still on the fence. Again, the tool is capable of learning by itself. It will continue to gather information even while you sleep.
4. Call monitoring – Contact center operations always record interactions with customers. The process is necessary to try to improve the customer experience. The supervisor evaluates each call to determine what the agent did right and what mistakes were committed. The playbook tool also records the calls for the same purpose. Due to privacy issues, monitoring of calls should comply with globally accepted standards. You can also turn off the recording based on the area code.
5. Automatic rerouting – The playbook tool also assigns sales agents to prospective customers. Speed is of the essence once a new lead comes about. You can increase the chances of closing a sale when you engage the customer at the right moment.

Several other features of the playbook, such as email tracking, appointment scheduling, calendar, gamification, and others, help increase productivity, communication, and revenues. Meanwhile, the manager will gain more control over what the teams are doing. You need not worry about whether or not they are giving enough.

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