By Elizabeth Frederick
Sales process development is the first step in building a Sales PlayBook, so make sure you keep your playbook up to date as your sales process changes.
You may discover that you can continue sales process development in the playbook itself, changing the process based on the playbook’s structure and functions.
Here are three ways to incorporate your sales process into your playbook (and vice versa).
Create links between the Sales PlayBook and your CRM system.
If you have a cloud-based CRM system and a cloud-based playbook, such as Collavia™, you can create links between the two. Consider linking from the CRM system to best practice content in the playbook, or linking from the playbook to reports and examples in the CRM system.
This can be much easier than trying to develop your playbook within the CRM system itself. The CRM system is likely more difficult to edit, and editing rights are restricted to admins. Linking from CRM to the PlayBook gives you more flexibility.
Here are some suggestions for possible links to create.
- Create a link to your CRM’s opportunity page layout to a playbook page with your opportunity process.
- Add a link to your CRM’s lead page layout to a playbook page with your lead process.
- Create links in your playbook to key reports in the CRM system.
- Document CRM best practices and policies in your playbook, and create links to sample information in the CRM system.
- Add a link in your CRM’s main layout to your CRM best practices and policies page in the playbook.
- Create playbook pages that address specific problems in the sales cycle, like prospect radio silence, then add links in the CRM system directly to those pages.
Develop email templates in your playbook.
Templates are an important part of sales process development. Crafting great emails takes time, and email templates can help salespeople present your messaging effectively. This allows them to spend their time personalizing the emails rather than trying to come up with the best way to present your offering.
Develop email templates for both warm and cold prospecting, as well as opportunity development. Make sure you include templates that address challenges in the sales cycle, like prospects who go radio silent.
It can be helpful to collect examples of great emails your team has sent, then turn those into templates, rather than starting from scratch.
Depending on your playbook platform and email system, explore making your email templates clickable. That way, salespeople can just click a button to open the template within an email they can customize and send. This saves time and is easier than manually copying and pasting templates.
If you’d like some email templates to get you started, check out our eBook with 32 sales email templates.
Use the playbook to execute parts of your sales process.
Depending on your sales process, you may find that you need a place to execute parts of the process, such as responding to RFPs. Rather than investing in a separate system to manage RFPs, develop a tool in your playbook.
As you’re reviewing your sales process, look for steps that require collaboration between multiple team members and departments. Explore whether it would make sense to move those processes into the playbook, which should be designed to enable collaboration.
This is not necessary for every organization, but it’s something to explore as you review your sales process and your playbook.
I hope these ideas are helpful as you continue sales process development in your Sales PlayBook! For a best-practice approach to developing a sales process, check out our eBook with a simple 9-step process for sales process development.