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© 2018 DSG
Using Playbooks to Unlock Sales Growth
© 2018 DSG
Matt McClendonPresident [email protected]
Tanner MezelVP Sales & [email protected]
Today’s Speakers
© 2018 DSG
What is a “sales playbook”?
How sales playbooks are used
How to build and launch a playbook
What We’ll Cover
© 2018 DSG
Start with Strategy
New Messagecompany story, industry, buyer,
M&A, partner
New Offeringproduct launch, services,
integrated solution
New Sales Approachvertical, insight, solution-based, team selling, cross-sell up-sell,
partners, visual selling
Scale for Growthselling system, one sales
process, coaching framework, consistent messaging
© 2018 DSG© 2018 DSG
Poll What’s your strategy?
© 2018 DSG
TOP TWO REASONS FOR CREATINGPLAYBOOKS:
1. Shifting from sellingproducts to selling solutions
2. Implementing newmessaging
What Creates the Need for a Playbook?
© 2018 DSG
What is a Sales Playbook?
© 2018 DSG
Process Messaging
Coaching Social Selling
Types of Sales Playbooks
© 2018 DSG
CONTENT
TRAINING
Sales EducationTOOLS
© 2018 DSG
Customer FacingTools
© 2018 DSG
How Reps Use Playbooks
© 2018 DSG
Modern Sales Playbooks
Static PDF Interactive APPvs.
© 2018 DSG
Modern Sales Playbooks
Just-in-case
Just-in-time
vs.
© 2018 DSG
Modern Sales Playbooks
Text Heavy Video Enabledvs.
© 2018 DSG
Video is King
59%
59% of executives agree
that if both text and video are available on the same topic, they are more likely
to choose video.
Viewers retain 95% of a
message when they watch it in a video compared to
10% when reading it
in text.
© 2018 DSG
Incorporating Sales Friendly Video
© 2018 DSG
ANIMATED INSIGHT VIDEOSBringing ideas to life through storyboarding,
animation, and motion graphics
CONVERSATION ROLE PLAYStep by step demonstrations
TALK TRACKS ROLE PLAYSimulated conversations
COACH’S CORNER VIDEOSCasual collaboration between coaches
and learners
EXPERT-ON-DEMAND Insights from key thought leaders on
selected topics
© 2018 DSG© 2018 DSG
Poll What keeps your playbooks from being modern?
© 2018 DSG
Playbooks & Sales Plays
Playbooks = Broad
Plays = Narrow
© 2018 DSG
Play
Timeframe
Focused Enablement
Outcome
Creating Sales Plays
In-person CMO meetings (platform story)
By the end of Q4
Use this whiteboard, eBook, and infographic
Pipeline for integrated solution deals
© 2018 DSG
4 Tips for Building Modern Playbooks
Cross-Functional Content Development
Sales Friendly Video Capture for Prioritized
Content Areas
Utilize an Interactive, Video-Enabled App
Executive Alignment on the Sales Plays and Playbook Templates
© 2018 DSG
When to Launch Playbooks Through In Person Training?
© 2018 DSG
Continuous Enablement
60 Day Cycle
NewTopic
Challenge
On-Demand Training
Training-in-a-Box
Live Webinar
Bulletin
Mastery
© 2018 DSG
Build a Calendar
FEB
JAN
Master the Whiteboard
APR
MAR
Get theMeeting
JUN
MAY
Give Insight to Create Dialogue
AUG
JUL
CreateUrgency
OCT
SEP
Gain ExecutiveSponsorship
DEC
NOV
Tailor for the Persona
2018
12 Month Sales Enablement Calendar
© 2018 DSG© 2018 DSG
Q&A
© 2018 DSG
Interested in Seeing Playbooks and
Learning More?
Matt McClendonPresident [email protected]
Tanner MezelVP Sales & [email protected]
