Jack Daly | How to Create a Sales Playbook

Step 1: Define your personal goals and sales goals. Lead by example and have your salespeople do the same.

• Clearly define how much business do you want to do this year.
• Break it into 4 pieces: write your goals; write a plan on how you are going to achieve these goals (specific identification of activities you need to do); have a system of measurement; have a system of accountability.

Step 2: Ensure you have proactive pipeline management.

• Every month, the sales manager reviews and inspects every salesperson’s list of prospects, customers and clients, and the interactions with them.
  • Note! A sales manager can manage up to 12 salespeople for optimal results.
  • Exceptional companies make these reviews each week.

Step 3: Build a systematic touch system to maintain regular contact with prospects, customers, clients and contacts.

• Identify 4 databases: prospects, customers, clients and contacts (people you meet daily that don’t fit in the other 3 categories).
• Vary methods of touching – face-to-face, calls, emails, social media. Remember, it takes nine touches before your prospect knows you exist.
  • Suggestions: Create a structured process with points of contacts, timeframes and templates that you can pass to your execution team. That will help keep your team accountable.

Step 4: Focus on building a perception of value.

• Create enough perception of value and enough trust, the price objection tends to diminish, if not entirely disappear.

Step 5: Ensure you adjust your style to match your prospects personality styles.

• 2 basic questions: Is the person in front of you more or less assertive? How does this person make his decisions – based on logic or based on emotion?
  • Suggestion: There are 4 basic personality styles: driver, expressive, analytical and amiable. To further your knowledge ensure you and your sales team read, “The Platinum Rule: Discover the Four Basic Business Personalities and How They Can Lead You to Success” by Dr Tony Alessandra
• Once you identify a person’s identity, put that in your CMS (contact management system) right next to his name. Adjust your communication to suit the prospect.

Step 6. Create your sales success guide – script sales calls, objections, and questions.

• The fact is, there’s hardly anything that goes on in a sales call that you couldn’t anticipate – so be prepared and prepare your sales team.
• Build and practice your answers to anything you hear. Include these in your playbook.