057: Paul Dean | How (and When) to Create a Sales Playbook

Takeaways

1. Playbooks are Living Documents: Cold call scripts, prospect email templates, ideal customer profiles, objection handling, competitive differentiation — whatever you choose to include in your sales playbook should never be written in pen. Either quarterly or, at worst, monthly you need to revisit the elements to see what remains true and what needs to be changed. Anyone participating in the sales process should get a voice in the matter as they may have perspective you’re not privy to.
2. Let Your Prospect Discover the Solution: Whether you’re selling into greenfield, replacing a competitor, or providing an alternative to an existing manual process, you’ll always be better suited to let a prospect discover the solution to their problem than by forcing a presentation down there throat. I’ve often said the best presentation you’ll ever give is the one your prospect never sees. Think about that as you put together your questioning strategy.
3. No One is Above Coaching: MJ, Kobe, LeBron… what do those names have in common? For one, they’re three of the greatest basketball players to ever play the game. Second, they all have coaches and often times they even personally hire additional coaches to work on specific things in their game or with their body. I don’t care how successful you’ve been, seeking out coaching can be huge for your career.

Full Notes

https://www.salestuners.com/paul-dean/

Book Recommendation

• The Sales Development Playbook: Build Repeatable Pipeline and Accelerate Growth with Inside Sales by Trish Bertuzzi

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