Contents

Key Insights 3

Your Company & Product 3

Company Overview 3
Company Mission 4
Company Core Values 4
Product Overview 4
Product / Service Quick Reference Guide 4
Pricing Guide 4

Your Sales Team 5

Organizational Chart – Sales Department 5
Job Descriptions 6
VP of Sales 6
Director of Sales 6
Sales Manager 6
Salesperson (Account Executive) 6
Sales Associate (Canvasser) 6
Sales Territories 7

Sales Tools 7
SPOTIO: Field Sales Enablement Tool 7
Salesforce: CRM (Customer Relationship Management) Tool 7
MailChimp: Email Marketing Tool 7
Sales Tool 1 8
Sales Tool 2 8
Sales Tool 3 8
Sales Tool 4 9
Sales Tool 5 9

Our Customers 9
Ideal Customer Profile 9
Demographics 10
Psychographics 10
Behavioral 10
Environment 10
Value Props 10
Key Criteria 11
Our Product 11

-- 1 --
 Buyer Personas 11
Buyer Persona 11
Most Common Customer Pain Points 12
Four Main Types of Pains Points 12
How to Solve Pain Points 12

Sales Process & Methodology 13

Customer Journey Map 13
Step 1 13
Step 2 13
Step 3 13
Step 4 13
Step 5 13
Do 13
Think 13
Feel 13
Assets 13
Lead Funnel 13
Sales Methodology 14

Conversation Guides 14
Elevator Pitch 14
Create your elevator pitch using this outline: 14
Sales Pitch Examples 15
Discovery & Open-ended Sales Questions 15
The 26 Most Valuable Open-Ended Sales Questions 15
Objection Handling 16
10 Examples of Sales Objections 16

Competition 17
Competitive Advantages 17
Feature / Function 17
Competitive Advantage 17
How We Win 17

Content & Sales Tools 17

Internal & Customer-facing Content 17
Customer-Facing Content Assets 18
Internal Sales Tools 18

Expected Metrics 18
Examples of Common Sales Metrics 18
PLEASE NOTE: All examples provided in the Sales Playbook Template use SPOTIO as the sample company
and will need to be changed to fit your company’s specific needs

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Key Insights
Key insights should be based on primary research with customers and challenge prospects to think
differently about their current situation
● Industry Statistics & Facts
● Customer Statistics
● Company Statistics
● Demonstrative Statistics

[EXAMPLE]
● The 2018 State of Field Sales Report found that only 53% of outside sales professionals
believed they were equipped with access to the effective tools and technology needed to
complete their day-to-day job requirements
● 15% of respondents said no, they didn’t have access to effective tools and technology, while
32% didn’t respond
● Similarly, 77% of inside sales reps said yes to the same poll above
● Insidesales.com found that companies are investing an average of $4,581 per outside sales rep
on software, up 22% from 2014
● Hardware is the #1 piece of technology field sales teams state they wish they had, including
laptops, tablets, and quicker cell phone technology
● CRM software, specifically as it relates to lead management, is cited as the greatest area for
improvement among field sales teams
● 38% of respondents use Salesforce, while 30% use Microsoft Dynamics
● In 2017, Forbes found that 59% of inside account executives (AEs) and 65% of outside AEs
attained their target sales quota
● Quota attainment is 10% higher for outside sales reps

Your Company & Product

Company Overview
[EXAMPLE] SPOTIO is the #1 field sales enablement platform for door-to-door and business-to-
business sales reps and managers

Company Mission
[EXAMPLE] Make every field sales team more productive? #challengeaccepted

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Company Core Values
[EXAMPLE]
1. Know The Customer – Know their pains, their problems, and how we fit in.
2. Make It Better – Continuous improvement in business & personal life. Deliver 10x what the
customer pays.
3. All Relationships Matter – Don’t burn bridges.
4. Be Great – Aspire to be your best with integrity.
5. Be Plugged In – Be productive, not busy.
6. Know Where We Stand – Open, honest feedback with clear visibility to the metrics.

Product Overview
[EXAMPLE] SPOTIO centralizes sales team activity to enable insane productivity, increase revenue
and shorten sales cycles
● Help sales teams get more of the right leads
● Eliminate activities that keep sales reps from actively selling
● Uncover leaks in the sales process to drive desired outcomes

Everything field sales teams need to be successful

● Sales Prospecting – Drive more meetings with the right prospects
● Territory Management – Designed to fit the customer’s business
● Sales Analytics – Measure performance of reps, teams or entire organization

Product / Service Quick Reference Guide

Insert Link to Document / Resources

Pricing Guide
Your pricing guide is a description of the costs associated with your company’s product / service.

[EXAMPLE]

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Your Sales Team
Organizational Chart – Sales Department
Your org chart is a diagram that represents the structure of your sales department. It shows the relationships
and relative ranks of its parts, positions and jobs.

[EXAMPLE]

-- 5 --
Job Descriptions
What are the primary responsibilities associated with each role in your sales organization?

[EXAMPLE]

VP of Sales
Primarily responsible for delivering the right revenues, whether defined as a hard number, growth or
profit target, or market share goal. Also responsible for recruiting, assisting the sales team, and building
sales strategy and tactics.

Director of Sales
Primarily responsible for managing all sales efforts, meeting targets, keeping the sales team motivated,
strategically launching new products or services into the market and ensuring customer service
standards are high and continually improving. Long-term strategic planning for the company is also a
key focus for a sales director. Meetings with the heads of various departments, especially marketing,
usually happen frequently to brainstorm regarding product launches or proposals.

Sales Manager
Primarily responsibility is to see to it that salespeople meet quotas and uphold any policies passed
down from above. Also responsible for leading and coaching a team of salespeople, assigning sales
territories, setting quotas, mentoring the members of her sales team, assigning sales training, building a
sales plan, and hiring and firing salespeople.

Salesperson (Account Executive)

Primary contact person for a relationship between the vendor and customer. The account executive
calls upon a client to introduce new products and services, arranging for technical, design or other
support staff to travel with him or her to conduct show-and-tell demonstrations and help with the
sales pitch, negotiates the terms of a sale, and once business is secured, ensures the client is satisfied
on an ongoing basis.

Sales Associate (Canvasser)

Primarily work in neighborhoods, or sales territories, to inform the public about their company’s
specific products or services and set an appointment for the salesperson to pitch the product or
service.

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Sales Territories
How will you evenly create and assign sales territories for your sales reps? Your sales territory map is a
plan of attack for your field sales organization, providing the ability to designate specific
neighborhoods or areas to each rep. Mapping sales territories allows you to target quality prospects
with legitimate buying potential and prevents salespeople from overlapping each other and working
the same area.

[EXAMPLE]
SPOTIO uses target market demographics to assign sales territories
● Puts sales reps in front of pre-qualified prospects
● Eliminates time spent in the field knocking doors aimlessly
● Speak with qualified customers that match our ideal customer profile (ICP)
● Talk to homeowners with actual buying potential

Sales Tools
Provide a complete list and description of the tools your sales team will use on a day-to-day basis, along with
additional resources containing helpful information.

[EXAMPLE]

SPOTIO: Sales Performance Management

SPOTIO is the #1 field sales acceleration platform. Propel your sales team to win.

Salesforce: CRM (Customer Relationship Management) Tool

A technology for managing all your company’s relationships and interactions with customers and
potential customers. The goal is simple: Improve business relationships. A CRM system helps
companies stay connected to customers, streamline processes, and improve profitability.

MailChimp: Email Marketing Tool

Mailchimp is a marketing automation platform that helps you share email and ad campaigns with
clients, customers, and other interested parties. Our approach to marketing focuses on healthy list
management practices, beautifully designed campaigns, and powerful data analysis.

-- 7 --
 Sales Tool 1
Name

Website

Resource 1

Resource 2

Description

Sales Tool 2
Name

Website

Resource 1

Resource 2

Description

Sales Tool 3
Name

Website

Resource 1

Resource 2

Description

-- 8 --
 Sales Tool 4
Name

Website

Resource 1

Resource 2

Description

Sales Tool 5
Name

Website

Resource 1

Resource 2

Description

Our Customers
Ideal Customer Profile
Your ideal customer profile (ICP) is a description of the company, not the individual buyer or end user,
that’s a perfect fit for your solution. Your ICP should focus on relevant characteristics of target
accounts, such as:
● Industry / Vertical
● Employee Headcount — Companywide And Within Key Departments
● Annual Revenue
● Budget
● Geography
● Technology they Use
● Size of Customer Base
● Level of Organizational / Technological Maturity

[EXAMPLE]

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Demographics (Who They Are)

Median Home Income Enter text here…

Resident Age Enter text here…

Homeowner vs Renter? Enter text here…

Home Market Value Enter text here…

Credit Capacity Enter text here…

Psychographics (How They Think)

Culture Enter text here…

Growth Orientation Enter text here…

Eco Friendly? Enter text here…

Behavioral (How They Act)

Equipment Enter text here…

Buying Process Enter text here…

Environment (Their Situation)

Technology Landscape Enter text here…

Geographic Landscape Enter text here…

Alignment with I/T Enter text here…

Value Props
The collection of reasons why a buyer buys; in essence, factors that affect whether they purchase, and from
whom.

-- 10 --
[EXAMPLE]

For Product Is Ideal For Better Than Because

Identify
Identify
Key Describe Ideal
Customer
Provide
concise
Describe best
use or
primary
competitor /
competitive
advantages &
Criteria Profile description application competing
differentiators
approach

Our
Product

Buyer Personas
Buyer personas are semi-fictional representations of your ideal customers based on market research
and real data pertaining to your existing customers. They provide an exceptional structure to help
determine where to focus your time, guide product development, and allow for alignment across the
entire organization.

[EXAMPLE]

Buyer Persona
Age Enter text here…

Income Enter text here…

Experience Enter text here…

Education Enter text here…

Decision-Making Enter text here…

Likes & Dislikes Enter text here…

Common Pain Points Enter text here…

Media Enter text here…

Habits & Skills Enter text here…

-- 11 --
Research Enter text here…

Technology Skills Enter text here…

Buying Power Enter text here…

Purchasing Process Enter text here…

Most Common Customer Pain Points

Pain points are specific problems that your potential customers are actively experiencing. They’re
commonly grouped into several broader categories.

[EXAMPLE]

Four Main Types of Pains Points

1. Financial Pains – Prospects spending too much money on their current product or solution and
looking to reduce their spend
2. Productivity Pains – Prospects who waste too much time using their current product or
solution and would like to be more efficient
3. Process Pains – Prospects looking to improve their internal processes due to inefficiencies with
their current product or solution Support Pains – Prospects who aren’t receiving the support
needed throughout critical stages of the customer buying journey or sales process

How to Solve Pain Points

● List your customers’ most common pain points
● Determine the benefits of your product / solution that address each pain point
● Create an action statement showing how your company will solve each pain point

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Sales Process & Methodology
Customer Journey Map

Step 1 Step 2 Step 3 Step 4 Step 5

What do you
want your
Do customers to
do?

What do you
want your
Think customers to
think?

How would
you like your
Feel customers to
feel?

List the brand

assets/collater
Assets al customers
come into
contact with

Lead Funnel
A lead funnel is an outlined map of the buying process that guides
prospects from the beginning of your website to the point they convert
into a customer, using a logical step-by-step sequence. Lead funnels
vary depending on your target audience.

Need additional information on building your lead funnel?

The complete guide to Turning Your Lead Generation Efforts on

Autopilot

Sales Methodology
A sales methodology is an element in the sales process referring to the
framework, philosophy, or general tactic that guides how a salesperson approaches each step within
the process.

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Conversation Guides
Elevator Pitch
An elevator pitch is a very simple and concise, 30-second memorable description of what you do and
what you sell. It should be straight to the point. The best way to create your elevator pitch is to ask: “If
people remember one thing about your company, what would it be?”

Create your elevator pitch using this outline:

1. Who are you?
Before jumping into your elevator pitch, you'll need to introduce yourself to the person you're talking
to. Write a sentence about who you are and what your role is at the company. This helps start the
conversation on the right foot.

2. What does your company do?

Have a clear understanding of what your company does. What's the company's mission and goals for
its product or service? Include a section in your pitch where you introduce the company. The more you
know about the business, the easier it will be to cater your pitch to the person you're talking to.

3. What's your company’s value proposition?

What does your company do exceptionally well that sets its product or service apart from the rest?
Write a brief, 1-2 sentence statement about the value the product or service provides to current
customers.

4. Grab the prospect’s attention.

Pull in your audience with an exciting story about a customer or the company founders. Or offer up a
fascinating fact or statistic about the product. An attention-grabbing hook keeps people engaged with
what you're saying.

5. Read and edit.

Read your pitch aloud and make sure it sounds natural. If your pitch is overly formal, you’ll come off as
stuffy and uptight. Instead, make your pitch conversational to keep your audience captivated and
considerably more likely to continue the conversation.

Sales Pitch Examples

After your elevator pitch, the sales pitch serves as a guide to direct and steer the conversation. Your sales
pitch should help to establish the salesperson as a credible, reliable source, and eventually close the deal. Use
this thought process when developing and tweaking your sales pitch.

Comedian Kenny Brooks gave one of the best door-to-door sales pitches ever. You can follow his
outline here.

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Discovery & Open-ended Sales Questions
The right questions at the right times allow salespeople to get inside the head of the prospect to better
understand their pain points and gauge the interest level. Open-ended, also called discovery questions,
are designed to help you get to know the consumer better.

The 26 Most Valuable Open-Ended Sales Questions

Qualifying Questions
1. When do you need to have this issue resolved by?
2. Do you have a projected budget set aside to solve this issue?
3. How are you currently handling the challenges you face?
4. Who else needs to be involved in the decision-making process?

Needs-Based or Pain-Based Questions

5. When do you typically experience these issues?
6. How is this problem affecting you financially?
7. If you could change anything about your current solution, what would it be?
8. Have you thrown in the towel on trying to resolve this issue?

Impact or Benefit-Driven Questions

9. Can you describe how important you feel solving the problem is to you?
10. What are the consequences of not addressing it?
11. What would it mean to your business if you could rely on a trustworthy supplier?

New Future or New Reality Questions

12. How would resolving these issues impact and improve your day-to-day work?
13. What would you be able to achieve in the next year by making this improvement?
14. Putting aside time and money, what changes would you make to your current system if you had
the ability to do whatever you wanted?

Objection-Based Questions
15. The common objection is, “I need to discuss this with my supervisor,” so the question could be:
Who else is involved in making these types of decisions?
16. The common objection is, “I can’t afford this right now,” so the question could be: What budget
do you have allocated for something like this?
17. The common objection is, “I am not interested in your product or service right now,” so the
question could be: When are you interested in learning how I can save you X% with this
product/service?

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Buyer History Questions
18. What has your past purchase experience been with [insert product/service]?
19. When was the last time you evaluated something like this?
20. Why or why not would you say you were satisfied with your past experiences with this vendor?

Rapport Building Questions

21. How would you describe the level of service with your current provider?
22. What can we do to earn your business?
23. What motivated you to take this call with me?
24. Which other vendors are you evaluating?
25. What concerns do you have about making changes?
26. What have I not covered that you would like to know more about?

Objection Handling
The point in the sales process in which the salesperson must overcome a certain level of resistance or a
specific objection from the potential customer. Objections shouldn’t necessarily be associated in a negative
connotation, as they typically are. The right objections actually signal a genuine level of interest.

10 Examples of Sales Objections

Create an actionable response that eliminates the prospect’s concern for each of the examples below
following the outline above.
1. “It’s just too expensive.”
2. “We’re fine with what we have.”
3. “You’re offering too much.”
4. “This isn’t the right time.”
5. “You’ve got the wrong person.”
6. “It’s too much work to switch or implement.”
7. “We’re going with a different company.”
8. “I don’t know if we really need this right now.”
9. “I don’t see the potential for ROI.”
10. “I don’t want to get stuck in a contract.”

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Competition
Competitive Advantages
When was the last time you and your team took time to consider how your rivals operate, or might operate
based on changes that you make? For example, if you brought a new product or service to market:
● Are they likely to discount their prices?
● Provide incentives to their partners in an effort to tie up the channel?
● Extend offers to customers that will dissuade trial of -- and switching to -- your offer?

As part of developing a go-to-market plan for innovations and market strategies, consider technology,
functionality, customer segments and requirements, channels and partners, pricing and promotion.

[EXAMPLE]

Feature / Competitive
How We Win
Function Advantage
Competitor #1 Enter text here… Enter text here… Enter text here…

Competitor #2 Enter text here… Enter text here… Enter text here…

Competitor #3 Enter text here… Enter text here… Enter text here…

Competitor #4 Enter text here… Enter text here… Enter text here…

Content & Sales Tools

Internal & Customer-facing Content
You’ll need to edit & update the content resources to match what your company has available.

[EXAMPLE]

Customer-Facing Internal Sales Tools

Content Assets
Prospecting: -- Buyers Guide -- Personalized Video Intro Script

-- 17 --
Needs Analysis -- Infographics -- LinkedIn Connection Request Templates
-- Research Report -- Appointment Booking Script

Qualification: -- Whitepapers -- Lead Qualification Checklist

Discovery -- Overview Videos -- SPIN Selling Questions Tool
-- On-Demand Webinars -- Feature, Advantage, Benefit Tool

Demo: -- Case Studies -- Demo Script

Consideration -- Datasheets -- Objection Response Tool
-- Customer Testimonials -- Key Account Analysis & Reporting Tool

Proposal: -- Customer Reviews on 3rd Party -- Sales Presentation Template

Decision Websites -- Sales Proposal Template
-- ROI Calculator --Decision-Maker Influencer Map
-- Customized Presentation Deck

Contract: -- Onboarding Package -- Contract Template

Implementation -- Service Guides to Implement -- Pricing Guide
-- Customer Community -- CPQ System

Expected Metrics
Sales metrics are extremely valuable because they provide exceptional insights salespeople can use to
determine where they’re experiencing success or falling a bit short. The goal of metric-based activities is to
have the ability to analyze where each salesperson specifically requires the most work developing their skill
set.

Examples of Common Sales Metrics

Contact Rate: of the # of attempts you make, how many do you talk to
Example: if you knock 100 doors and 35 answer and you talk to them then you have a 35% Contact

Rate
Lead Rate: of the # of contacts you make, how many are interested or want to move along in the sales
process
Example: if you talk to 35 people and 7 are interested they you have a 20% Lead Rate

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Close Rate: of the # of Leads you get, how many end up buying

Example: of the 7 Leads you have 3 end up buying so you would have a 43% Close Rate
Qualified Rate: out of the # of Contacts you make how many are Qualified to buy
Example: if I talk to 35 homeowners and only 5 are Qualified to buy then you have a 15% Qualified
Rate

[EXAMPLE]

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