Step 1. Putting Together Your Sales Playbook

If you want a sales team that runs as close as possible to autopilot, a Sales Playbook is essential. Beyond being the document of record, your custom Sales Playbook will allow you to onboard salespeople and have them contribute much more quickly. The reason putting together your Sales Playbook as Step 1 of this system, is that just about everything we’ll discuss in the following steps will become a part of your Sales Playbook. While the Sales Playbook comes to you as a framework, I encourage you to add sections and ideas you want your sales team to be aware of or utilize. You will also find sections in the Sales Playbook download that are not mentioned in any other sections this system. Plus, some areas like sales scripts and emails have a lot of details and are better off in the Sales Playbook. So, be sure to look through it thoroughly and customize it to fit your company and your needs. Finally, the Sales Playbook is a living document. Meaning, it should change as often as needed and be available to all who need it. A clear Sales Playbook is the fastest way to move from founder-led selling to a repeatable sales process. This video shows you how to build a practical playbook that your team can use tomorrow. You’ll see the core sections that matter for small teams and fractional sales leadership. We cover ICP and problem sets, messaging by stage, meeting flow, discovery questions, proof assets, objection handling, pricing rules, and next-step templates. We also outline weekly reviews, scorecards, and coaching so your reps use the playbook, not just read it. Detail: Inside you’ll get simple pages for opener lines, qualification checklists, call notes, demo outlines, proposal guidelines, handoff to onboarding, and renewal steps. We include a one-page pipeline map, forecast rules, win stories, and a first-30-days ramp plan for new AEs. If you want fewer random outcomes and more closed deals, start here. 3 Big Takeaways 1. The Foundation of Autopilot Sales: A Sales Playbook is the "heart" of your sales system. It is the essential first step to moving away from founder-led selling toward a repeatable, scalable process that can eventually run on "autopilot." 2. Drastic Reduction in Onboarding Time: Having a documented "document of record" allows new hires to start contributing much faster. Instead of shadowing you for weeks, they can study the playbook to learn everything from mission and vision to specific cold call scripts and demo delivery. 3. A "Living" Evolution: The playbook is never "finished." It must be a living document that evolves as you encounter new competitors, adopt new technologies, or solve unique sales challenges. If a rep faces a new issue, the solution should be documented in the playbook to ensure the team doesn't have to solve the same problem twice. Frequently Asked Questions (FAQs) 1. What should be included in a standard Sales Playbook? It should be a comprehensive guide covering your Ideal Customer Profile (ICP), messaging by sales stage, discovery questions, proof assets, objection handling, and pricing rules. It also includes practical tools like opener lines, qualification checklists, and email templates. 2. Why is it considered "Step 1" of a sales system? It serves as the central repository for everything your sales team does. Since every subsequent strategy, script, or process you develop will eventually live within the playbook, establishing the framework first ensures all future work has a designated home. 3. How does the playbook help with sales coaching? Beyond just "reading" the material, the system outlines weekly reviews, scorecards, and coaching methods. This ensures reps are actively using the playbook to guide their daily actions, rather than just treating it as a static reference manual. 4. Who should have access and provide input to the document? It should be an electronic document available to everyone who needs it. While it provides a structured framework, all team members should be encouraged to provide input. When a salesperson resolves a new issue, that solution should be added to the playbook for the benefit of the entire team. 5. Does the playbook cover the entire sales lifecycle? Yes. It provides guidance from the initial prospecting and "first 30 days" ramp plan for new Account Executives all the way through to the handoff to onboarding and eventual renewal steps. It even includes a one-page pipeline map and forecast rules to manage the sales funnel effectively.