How should one build a sales playbook?

Playbooks contain the sales plays for your salespeople when they’re one-to-one with a buyer. You may also have a playbook that you use for onboarding and training and all kinds of other things in your sales process. But the sales playbook is what the salesperson has in their hands when they’re with a buyer that helps the buyer buy.

We want to make sure we grow credibility. We want to speak to the buyer’s challenges. We also want to bring case studies in and we also want to have a call to action. What do you want them to do? That’s what a playbook should include.