Hello€¦ · Hello Jonathan Fisher – BrandExtract Mark McCary –BrandExtract Developing Sales...

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.

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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


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


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


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


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


Buying centers and pain points


Sales Plays and other common sections…


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


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


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


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...


Customer Journey Mapping


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


Questions

Differentiatingandwinningbusinessincomplexmarkets!

Formoreaboutourworkandculture:www.brandextract.com

Torequestmore:[email protected]@brandextract.com

7026OldKatyRd.,Ste.210Houston, TX77024713.942.7959

Hello€¦ · Hello Jonathan Fisher – BrandExtract Mark McCary –BrandExtract Developing Sales...

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