Transform Your Sales Playbooks with Brain Science
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Transform Your Sales Playbooks with Brain Science Chanin Ballance CEO, Veelo @chaninballance veeloinc.com @veeloinc
Transcript of Transform Your Sales Playbooks with Brain Science
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Agenda
1. Common problems sabotaging traditional playbook formats.
2. How you can apply brain science principles to create modularized playbooks that work.
3. How technology can help you create, maintain and measure the ROI of your playbooks.
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1. You got your audience all wrong.
2. You’re stuck in the 90s.3. You’re static.4. You don’t have a real
objective.5. You lack a maintenance
plan.
Common Problems Sabotaging Playbooks
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You got your audience all wrong
They don’t want a 75 page PDF playbook.
- Quota Club Winning SalesTeam
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You’re stuck in the 90s
Customer diligence begins.
Customer engages the sales rep.
Customer purchases.
57% of the
purchase decision is complete before they engage the sales person.
Most playbooks concentrate content here.
You need to focus here – real insights; the why behind best
practices; what other customers are doing.
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Your playbook is static…
But your B2B Sales process isn’t!
Multiple Buying Personas and an influencing family
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Sales stages 5-7
Multiple verticals n
Multiple products n
It needs to be dynamic.
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What is your objective?
Don’t be afraid to make it a “SMART”.
Example: Aid new hires and existing reps to increase opportunity pipeline of ACME product by 25% over the next six months as measured by,• Basic knowledge competency post
review• Playbook module/asset use 1X+ per
opportunity • % pipeline increase of new product
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What’s your maintenance plan?
Ask yourself, how often will this information change?
a) Frequently (new updates weekly/monthly)
b) Occasionally (typically planned or quarterly)
c) Rarely (this information hasn’t changed in years)
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How you can apply brain science principles to create modularized playbooks that work.
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Memory and sales playbooks?
1. Do they remember what’s in the playbook? 2. Can they quickly recall the info in a selling
conversation?3. Can they connect and apply the insights in a
customer specific scenario?4. Is it helping to reinforce desired sales
behavior?
Playbooks are self-study or just-in-time
learning aids.
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How does memory work?
The process of memory begins with encoding, then proceeds to storage and, eventually, retrieval.
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Attention Encoding StorageBuilds up with
studying and use
RetrievalHow easy it comes
to mind
Learning Basics
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Factors that influence
1. Easy to find when they are motivated2. “In context” and a part of their workflow3. Short/chunked4. Interactive5. Repetitive
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How technology can help you create, maintain and measure the ROI of your
playbooks.
Bringing it All Together
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Dynamic Sales Playbook Example
Sales Intelligence• Positioning and market segments • Vertical specific buyer persona and
journey (including objections, pain points, value propositions and question/dialog samples)
• Vertical insights and customer use cases • Product demos • Competitive landscape
Marketing Content (data sheets, PPT, briefs,case studies, testimonials and proof points)• Manufacturing• High-tech• Healthcare
Internal Know How• Internal org chart & sales
territories and SLA • Salesforce/CRM training• Prospecting best practices
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Improves Playbook effectiveness
1. Modern user experience.
2. Content maps dynamically updates (product, persona, sales stage and more)
3. Trackable, measureable.
4. Easy to update and distribute.
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On-demand access when they are motivated (in context to their workflow)
Short/chunked and interactive
Repetitive use for immediate application in a selling conversations.
Reinforces Desired Sales Behavior
Memory storage and retrieval!
Attention!
Encoding!
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1. Make it SMART.2. Track use.3. Correlation to
pipeline and customer wins.
4. Get real-time feedback from sales.
Measure to Improve Business Impact
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Brief: Sales Playbooks for the 21st Centuryhttp://veeloinc.com/download-sales-playbooks-for-the-21st-century/
Brief: The Science of Sales Traininghttp://veeloinc.com/science-of-sales-training-a-free-guide-from-veelo/
Jan. Webinar: The Science of Sales Enablement
Sales enablement isn’t just about refining processes and implementing technology. Real science can be applied to improve sales performance. Join to get insights and tips to apply science to your sales enablement programs.
Resources and Next Steps
Thank you
Chanin Ballance | @chaninballance
veeloinc.com | @veeloinc
