Sales Playbooks¶
Sales execution playbooks by deal type and persona
Overview¶
Playbooks for executing sales processes across different deal types, personas, and competitive situations.
Playbooks by Persona¶
| Persona | Playbook | Key Focus |
|---|---|---|
| Solo IT Director | solo-it-sales.md |
Time savings, expert backup |
| Healthcare Admin | healthcare-sales.md |
HIPAA, audit readiness |
| CFO/Controller | cfo-sales.md |
ROI, cost optimization |
| CTO/VP Engineering | cto-sales.md |
Scale, security debt |
| Managing Partner | legal-sales.md |
Confidentiality, liability |
See Value Cases for persona-specific value propositions.
Playbooks by Deal Type¶
| Deal Type | Playbook | Characteristics |
|---|---|---|
| Assessment sale | assessment-close.md |
Fast close, prove value |
| Retainer sale | retainer-close.md |
Relationship, ongoing value |
| Project sale | project-close.md |
Scope, timeline, outcomes |
| Expansion sale | expansion-close.md |
Land and expand |
Playbooks by Situation¶
| Situation | Playbook | Focus |
|---|---|---|
| Competitive deal | competitive-win.md |
Differentiation |
| Procurement involved | procurement-nav.md |
Process navigation |
| Multi-stakeholder | multi-stakeholder.md |
Consensus building |
| Stalled deal | deal-recovery.md |
Re-engagement |
Playbook Structure¶
# [Persona/Situation] Sales Playbook
## Ideal Profile
- Company characteristics
- Buyer profile
- Buying triggers
## Discovery Framework
- Key questions
- Pain point identification
- Budget qualification
## Value Positioning
- Primary value drivers
- Proof points
- ROI framework
## Objection Handling
| Objection | Response |
|-----------|----------|
## Competitive Positioning
- Key differentiators
- Trap questions
- Win themes
## Close Strategy
- Buying process steps
- Decision criteria alignment
- Close techniques