One of the best ways to improve the performance and sales of your salespeople is to provide a sales playbook. A playbook is a set of instructions and sales tools that can be provided to a sales team to provide clarity and direction on how to generate sales.

Components of a Sales Playbook
A playbook can look very different for every sales organization. If you decide to build your playbook, here are some of the components you can include.

Cold call script
Whether you want your salespeople working off of a script or not, providing some sort of call script, call plan, or call outline can significantly improve the results of your salespeople.

Your sales team will often include reps with different personalities and levels of experience. Some members may want more clarity about what to do and say when making a cold call, and providing cold call scripts will help these individuals.

Question lists
One of the most important components of a is providing lists of the key questions that should be asked. The best salesperson is the one who asks the best questions, and most sales organizations do not provide enough clarity about what questions the salesperson should ask when talking with prospects.

For each product or service that you sell, you could develop an optimum list of probing and qualifying questions.

Buyer persona profiles
The different buyers you sell to will have different needs, pains, and interests. Making your salespeople more aware of the different buyer personas they will encounter will help them operate at a higher level.

When building your sales playbook, you can provide details about the different buyer personas that will be targeted. Buyer persona details can include their unique pain points, needs, and interests, which can significantly improve a salesperson’s ability to speak the prospect’s language.

Objection responses
One of the most important elements of your playbook for sales is to outline responses to the objections that can be anticipated.

Your salespeople will face the same objections repeatedly. If you provide tools that increase the clarity of how to overcome and resolve sales objections, you will immediately improve sales performance and results.

Email templates
Your salespeople will send the same emails repeatedly, such as before calling a prospect, after briefly speaking with a prospect, after leaving a voicemail, etc.

These emails will all look very similar and you can not only save time by creating email templates for all of these scenarios, but you may be able to craft better emails with a more consistent message than having each salesperson on your team coming up with their own email messages.

Voicemail scripts
Your salespeople are going to reach prospects’ voicemail boxes more than reaching somebody that answers the phone. If you include a sales methodology and voicemail scripts to use in this scenario in your sales playbook, you can improve your sales team’s ability to get prospects on the phone.