If you have a sales playbook, prioritizing and launching a set of sales plays will help make your playbook more actionable. A successful sales play has three components: It’s time-bound, it’s outcome-focused, and it contains the content tools and best practice examples reps need to execute.
Sales playbooks are important because they turn sales strategy into action. It’s clear that the right sales playbook can give a company a competitive advantage. Sales plays take that advantage and amplify it by giving reps a step-by-step guide about how to win week-to-week and month-to-month. They do that by leveraging playbook content and insights and packaging it in a way that ensures that reps focus their time and effort where their probability of success is highest.
What kind of sales play should you create? In our experience, we see plays being developed primarily for three specific uses:
This is when companies use plays to target ideal new buyers. In some cases plays can be used to pitch decision-makers in new industry verticals. In other cases, they can be used to package individual products as a solution for new buyers who would realize unique benefits from a more holistic partnership.
Just as the name indicates, expand plays are designed to sell more to existing customers. Often, it’s geared towards selling the same products, services or solutions to new buyers within a company. But plays can also help expand a company’s revenue with an existing client when a seller’s growth strategy has evolved.
One of the big benefits of sales plays being their dynamism. Competitive sales plays are a great example of that because they can be deployed to exploit a weakness of a competitor.
Here’s an example sales play: Charge you team to schedule 25 meetings in the next 60 days CIOs where they lead a whiteboard conversation using specific email scripts and talk tracks.
Your sales reps are busy. Building and launching prioritized sales plays will help take your growth strategy from idea to action. The process involved with developing a sales playbook sets companies up for success. Bringing together the best minds from marketing, enablement, product, and sales to share and debate strategies for growth ultimately allows the best ideas to emerge. And working collaboratively to turn those ideas into sales playbook content that is readily usable by reps provides the entire organization with a blueprint for growth.
Sales plays amplify all of that good work by packaging content to target your best opportunities and in ways that specifically guide reps about what to say and do. Simply put, sales plays are your strategy for growth translated into precisely defined and measurable activities. Reps are smart. Reps want to win. Sales plays give them the focus and direction they need to flourish individually and for your company to succeed as a team.
Effective sales enablement requires a modern sales playbook experience that brings together video, audio, text, and imagery to create relevant, educational, and entertaining sales content. Download our eBook, 6 Traits of a Modern Sales Playbook, to learn how to empower sales reps to deliver the conversations that lead to closed deals.