Sales Playbook: Practical example and template

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A sales playbook acts like a trusted guide, helping sales teams navigate their way to success. Think of it as a collection of tips, tactics, and strategies that sales professionals can use to guide them through the entire sales process.

We’ll see what a sales playbook is, break down its parts in simple terms, and provide you with real examples and templates that you can use to jumpstart your sales success.

The Sales Playbook

Picture a sales playbook as a treasure chest of knowledge—a guide that helps sales teams know what to do at every step of the sales journey. It’s like having a roadmap that leads to success, from finding potential customers to closing deals and even beyond.

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What Goes into a Great Sales Playbook?

An effective sales playbook is made up of different pieces, kind of like a puzzle. Each piece has a specific role, and when you put them all together, you get a clear picture of how to sell better. Let’s look at these 10 pieces one by one:

1. Who to Talk To

First, figure out who your ideal customers are. Imagine creating a character in a story—they have certain traits and problems. Knowing who your customers are helps you talk to them in a way that makes sense to them.

2. What to Say

Think of this like writing a message. You need to know what to tell your potential customers to make them interested in what you’re offering. It’s like explaining why your product or service is special.

3. Finding Potential Customers

This is like searching for hidden treasure. You need to know where to look for people who might want to buy from you. This could be using social media or other ways to reach out.

4. Sorting Out Who’s Really Interested

Imagine sorting through different rocks to find the shiny ones. Not everyone who shows interest will become a customer. So, you need to have a way to figure out which people are really interested and likely to buy.

5. Step-by-Step Sales Process

Just like following directions on a map, this shows you what to do at each stage of selling. From the first chat to closing the deal, having a clear plan helps you not miss anything important.

6. What If People Say No

Sometimes people might say “No.” It’s like if you ask someone to play and they say “No, thanks.” But just like in a game, there’s a way to respond. In sales, you need to know how to handle objections or concerns.

7. Knowing Your Competition

Imagine you’re in a race. You need to know who else is running and what they’re good at. In sales, you should know who else is selling similar things and how you’re different or better.

8. Helpful Stuff to Share

Just like having tools in a toolbox, you need things to help you sell. This could be presentations, success stories, or helpful information you can share with customers.

9. Technology that Helps

Think of this like gadgets that make your job easier. There are tools like computer programs that help you keep track of customers and remind you what to do next.

10. Keeping Customers Happy 

It’s like taking care of a garden. After you sell something, you need to make sure your customers are happy. This could mean following up or offering them more things they might like.

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Example and Template to Get You Started


1. Potential Customers Template

Imagine you’re making a list of all the people who might like your product. This template helps you organize that list.

Who to Talk To: Busy professionals who need help managing their schedules.

What to Say: “Are you tired of juggling appointments? Our solution can make your life easier!”

Finding Potential Customers: Use LinkedIn to connect with professionals in industries that rely heavily on appointments.

2. Handling Objections Example 

If someone says, “I’m not sure,” you can respond with, “That’s totally okay! Let’s talk about any questions or concerns you have.”

3. Following Up

After your first conversation, you can use this template for a follow-up email:

Subject: Our Solution: Making Your Schedule a Breeze

Hi [Name], I hope you’re doing well! I wanted to share some more about how our solution can help you manage your appointments more efficiently. Would you be available for a quick call next week?

Making It Work for You

Remember, while examples and templates give you a starting point, you can always tweak things to fit your situation. Just like adding your own flavors to a recipe, you can customize your sales playbook to match your team and your customers.


If you’re eager to delve even deeper into the world of sales playbooks and strategies, there are valuable resources available that can provide further insights and expertise. While this article offers a strong foundation, exploring additional materials can enhance your understanding and implementation of sales playbooks.

Recommended Books:

1. The Sales Playbook: for Hyper Sales Growth 

by Jack Daly – This book is a comprehensive guide to creating an effective sales playbook and leveraging it to achieve rapid sales growth. Jack Daly shares practical strategies, real-world examples, and actionable advice for building a winning sales playbook that drives results.

2. The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies 

by Chet Holmes – Although not solely focused on sales playbooks, this book offers a wealth of information about sales strategies, processes, and systems. Chet Holmes provides insights into how to streamline your sales efforts and create a high-performance sales team.

3. The Challenger Sale: Taking Control of the Customer Conversation 

by Matthew Dixon and Brent Adamson – While not specifically about sales playbooks, this book introduces a sales approach that challenges traditional methods. It emphasizes the importance of providing valuable insights to customers and taking control of the sales conversation. This approach can be integrated into a sales playbook to enhance its effectiveness.

4. Sales Enablement: A Master Framework to Engage, Equip, and Empower a World-Class Sales Force 

by Byron Matthews and Tamara Schenk – This book provides a comprehensive guide to sales enablement, including the creation of sales playbooks. It covers topics such as aligning sales and marketing, developing effective content, and ensuring sales teams are equipped with the right tools and resources.

Exploring these resources can provide you with a wealth of knowledge and practical tips to enhance your sales playbook journey. As you read, consider how the insights and strategies presented align with your specific business goals and sales processes, and adapt them to create a playbook that propels your sales success.

Your Secret to Sales Success

A sales playbook is like a secret guide that helps you win at selling. It’s like having a recipe book for making your sales pitch just right. 

By using a playbook, you’re giving yourself a roadmap to follow, making sure you don’t miss any important steps. And just like a recipe can help you make a delicious meal, a sales playbook can help you close deals and keep customers happy. 

With examples and templates in hand, you’re ready to create your very own sales success story.

But there’s another tool that can work hand in hand with your sales playbook to amplify your success: a Customer Relationship Management (CRM) system. 

Think of a CRM as a high-tech assistant that helps you keep track of all your interactions with potential and existing customers. It’s like having a personal organizer that reminds you of important meetings, stores customer information, and even suggests the best times to follow up.

When you integrate your sales playbook with a CRM, magic happens. Your playbook provides the strategies and steps, while your CRM ensures you never drop the ball on any customer interaction. 

You can schedule follow-up emails, set reminders for calls, and track your progress – all in one place. This powerful combination streamlines your sales process, making you more efficient and effective.


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