Jack Daly | How to create a sales playbook

This document defines the 6 step process to develop a sales playbook: a written manual for your sales managers and salespeople. By following this system, you will develop an effective process to win new customers and differentiate yourself from the competitors.

System Architect: Jack Daly
Website: www.jackdaly.net
Generated as part of the www.BusinessSystemsSummit.com

System Details

Step 1: Define your personal goals and sales goals. Lead by example and have your sales people do the same.

  • Clearly define how much business do you want to do this year.
  • Break it into 4 pieces: write your goals; write a plan on how you are going to achieve these goals (specific identification of activities you need to do); have a system of measurement; have a system of accountability.
  • See an example of how Jack does it – click here.

Step 2: Ensure you have proactive pipeline management.

  • Every month, the sales manager reviews and inspects every salesperson’s list of prospects, customers and clients, and the interactions with them.
    • Note! A sales manager can manage up to 12 salespeople for optimal results.
    • Exceptional companies make these reviews each week.

Step 3: Build a systematic touch system to maintain regular contact with prospects, customers, clients and contacts.

  • Identify 4 databases: prospects, customers, clients and contacts (people you meet daily that don’t fit in the other 3 categories). 
  • Vary methods of touching - face-to-face, calls, emails, social media. Remember, it takes nine touches before your prospect knows you exist.
    • Suggestions: Create a structured process with points of contacts, timeframes and templates that you can pass to your execution team. That will help keep your team accountable.

Step 4: Focus on building a perception of value.

  • Create enough perception of value and enough trust, the price objection tends to diminish, if not entirely disappear.

Step 5: Ensure you adjust your style to match your prospects personality styles.

  • 2 basic questions: Is the person in front of you more or less assertive? How does this person make his decisions - based on logic or based on emotion? 
    • Suggestion: There are 4 basic personality styles: driver, expressive, analytical and amiable. To further your knowledge ensure you and your sales team read, “The Platinum Rule: Discover the Four Basic Business Personalities and How They Can Lead You to Success” by Dr Tony Alessandra
  • Once you identify person’s identity, put that in your CMS (contact management system) right next to his name. Adjust your communication to suit the prospect.

Step 6. Create your sales success guide – script sales calls, objections and questions.

  • The fact is, there’s hardly anything that goes on in a sales call that you couldn't anticipate – so be prepared and prepare your sales team. 
  • Build and practice your answers to anything you hear. Include these in your playbook.


Supporting Notes

2 Basic Foundations Of Hyper Sales Growth: 

1. Build the systems and processes and hold the salespeople accountable to it.

2. Always look for leverage.

  • Focus on high payoff activities. Delegate everything else to assistants.
  • Model the masters - who are the 2 most successful companies in your industry?

Keen to learn more from Jack Daly? Visit his website – click here.