Post on 21-May-2020
Hello
Jonathan Fisher – BrandExtractMark McCary – BrandExtract
Developing Sales Playbooks
©2016 BrandExtract,LLC
Introductions
Jonathan Fisher, Chairman– 20+years of strategic, branding and marketing work with firms such as
Chevron, Fulbright & Jaworski, Tellepsen, EFI Global and many others.– Advises and works with SMBs via his work with The Entrepreneur's Institute– Sits on the board at the Houston ToolBank and the Houston Philanthropic
SocietyMark McCary, SVP Sales Programs
– 20 years sales and marketing leadership (3M and S&P Global)– Implemented 20+ ABM programs resulting in 10%-200% increases for
clients/former companies– Certified ABM Marketer-Sirius Decisions – Certified SPIN™ Solution Sales Trainer– Certified Sales Management-Huthwaite
Together they have created over 40 internal and external sales playbooks, and 100’s of personas and buying center briefs.
Housekeeping1. Utilize the Q&A panel during the
presentation to post questions to the presenter.
1. For best viewing, expand your window by using the icons at the top of the presentation
©2016 BrandExtract,LLC
Agenda
• Playbook review
• When and how to utilize internal versus external playbooks along with specific playbook types
• Deeper dive into the types of playbooks
• What’s involved in creating a playbook
• How do I start
©2016 BrandExtract,LLC
Reminder-What is a Sales Playbook…
A sales playbook is sales tool for
enhancing and managing the sales
process. This tool is guides and controls
the process and conversations sales
teams have with buyers. It simplifies the
process and can be used for teaching
internally and externally.
Sales Playbook
©2016 BrandExtract,LLC
Sales Playbooks help the 80% perform more like the top 20%...
• Creates differentiation in the marketplace
• Makes invisible visible
• Creates trust factors
• Creates consistency in the sales approach
• Demonstrates a formula for success
• Improves how customers perceive your offering from your company
©2016 BrandExtract,LLC
Playbook Types and Formats
INTERNAL• Market/industry Playbooks• Product/Service Playbooks• General Sales Process
Playbooks
EXTERNAL• App-problem/solution//sales
stage approach• Productization of IP as a part
of your value added diagnosis and sales process
• Highly technical
Micro-Buyer/Product Briefs
FORMATS
Binder/Spiral bound
PDF static and interactive
Tablet Apps
Integrated-CRM Sales Playbook
©2016 BrandExtract,LLC
When does it make sense to utilize a sales playbook?
USE CASES FOR SALES PLAYBOOKS TYPE OF PLAYBOOK
Entering a new market Market//Geo Focused Internal Playbook
Focusing on an industry Industry Focused Internal/External Playbook
New hire training on the XYZ company way of selling Internal Playbook
General sales/go to market process Internal Playbook
New product/service to a new market or new use case(s) Internal/External Product Playbook
Buying center focused Internal/External Buying Center Playbook
Long, complex B2B sales process/buying process External/Internal Playbook
Competitive situations External/Internal Playbook
Highly consultative/technical External/Interactive Playbook
Internal General Sales Playbooks
©2016 BrandExtract,LLC
Buying centers and pain points
©2016 BrandExtract,LLC
Sales Plays and other common sections…
©2016 BrandExtract,LLC
Sales Plays and other common sections…
©2016 BrandExtract,LLC
Sales Plays and other common sections…
©2016 BrandExtract,LLC
Embedded CRM Playbook
Industry Playbooks
Product Playbooks
Mini-Playbooks/Power Briefs
External Sales Playbooks
External Sales Playbook App
ExternalSalesPlaybooks-Binder/Booklet
ExternalSalesPlaybooks- Outline
• Business Summary• Opportunity Power Brief• Selection Criteria (scorecard)
• When hire triggers• Customer Matrix• FIAs• Services (primary)• Strategy Maps• Audit• Optimization Plan• Onboarding• Stabilization Schematics
• Deep Dive• Assurance Team• Services Solutions (process)
• Technology Portals• Reports• KPIs• Check Lists• Guarantees• Awards/Certifications• Case Studies• Vertical markets• Bios
Our Process
©2016 BrandExtract,LLC
Our 4 Step Process
DAY 1 STEP 2 STEP 3 STEP 4
Discovery Workshop
Follow-Up Calls with
SMEs
Final Approval
and Creative
Training and Implementation
• Information Download
• Education and Buy-In
• Reviews• Finalization
• Clarification• Confirmation
• Sales Management Training
• Sales Workflow
©2016 BrandExtract,LLC
Full Day Workshop
• Preparation work (checklist doc sent)– Data (if available/applicable)– Research (if applicable)– SMEs identified
• Agenda Items– Product/Market download– Pre-Call – Sales enablement tools identification– Customer journey mapping– During Call– Sales play 1, 2 and 3 identification– Problems/solutions session– Questions/Sales Methodology matching– Post Call follow up identification and resources
©2016 BrandExtract,LLC
Full Day Workshop
• Preparation work (checklist doc sent)– Data (if available/applicable)– Research (if applicable)– SMEs identified
• Agenda Items– Product/Market download– Pre-Call – Sales enablement tools identification– Customer journey mapping– During Call– Sales play 1, 2 and 3 identification– Problems/solutions session– Questions/Sales Methodology matching– Post Call follow up identification and resources
©2016 BrandExtract,LLC
Firmographic/Demographic
Firmographic• Types of industries• Types of companies• Size• Event-driven variables
Demographic• Buying Centers• Use cases• Problem/Solutions• Day in the life of...
©2016 BrandExtract,LLC
Customer Journey Mapping
©2016 BrandExtract,LLC
How do I start…
• Start small…– Persona profiles– New product– Market vertical
• Focus on what’s most important– Are you entering a new market/industry?– Are you hiring/expanding your sales team?– Have you introduced a new service offering/product?
• Revise and expand– General playbooks– Industry/Product Playbooks– More verticals– More products/services– More buying centers
©2016 BrandExtract,LLC
Questions
Differentiatingandwinningbusinessincomplexmarkets!
Formoreaboutourworkandculture:www.brandextract.com
Torequestmore:jonathan@brandextract.commmccary@brandextract.com
7026OldKatyRd.,Ste.210Houston, TX77024713.942.7959