What goes into a sales playbook

A sales playbook is the written way your company sells. It tells anyone selling who to target, what to say, how to qualify, how a deal moves from first contact to close, and what to record in the CRM. A good one is short enough to use and specific enough that two sellers would run the same deal the same way.

The sections that matter

1. 01Ideal customer profile: the companies that buy, and the ones to avoid.
2. 02Buyer roles: who decides, who uses the product, who signs, and what each of them cares about.
3. 03The problem and the value: the pains you solve, in the customer’s words.
4. 04Qualification: the questions and criteria that make a lead qualified.
5. 05Pipeline stages: what has to be true to enter and leave each stage.
6. 06Outreach sequences: channels, timing and messages for each segment.
7. 07Discovery and demo guides: the questions to ask and the story to tell.
8. 08Objections: the common ones, and honest answers.
9. 09Proposal and pricing rules: who can offer what.
10. 10CRM rules: what to log, when, and in which fields.
11. 11Hand-offs: from marketing to sales, and from sales to onboarding.
12. 12Metrics: the few numbers reviewed every week.

Keep it alive

• Review it every month against what actually closes and what stalls.
• Add real examples: winning emails, good discovery notes, reasons deals were lost.
• Give it one owner and one place where it lives.
• Train every new seller on it, and listen to their questions.

Common mistakes

• Writing it once and never updating it.
• Copying a template that does not match your buyers.
• Making it so long nobody reads it.
• Leaving the CRM out, so the playbook and the data drift apart.

How GrowAxis helps

GrowBD writes the playbook as part of the framework it installs: ICP, pipeline stages, outreach playbooks and the definition of a qualified lead, set up in your CRM (HubSpot, Salesforce or Pipedrive). Your sellers run it, or our BD team does, and it goes live within 30 days.