What Is Sales Play?
Sales play is an integral part of the sales process. It’s nothing new. Salespeople have been playing the game forever, but now the term sales play is being used by companies who are looking to create a systematic approach to selling. Companies use the sales play methodology to help their marketing professionals work with their sales team.
A great sales play helps you create value for your customers by offering them solutions to their problems, challenges, or needs. It suggests what to say and do during each step in the process so you can engage with potential customers and convert them into closed deals.
Why Sales Play Systems?
Sales teams are always under pressure to meet ambitious revenue targets. But many teams struggle because they don’t have a consistent and predictable way to close new customers. Playing the game of sales without a plan is like showing up to a basketball game without knowing the rules or any plays – you can do it but it will be hard to win.
A strong sales play system enables your team to win more business by providing them with a blueprint for success. It explains how your team should engage with prospects, what activities are necessary for closing deals, and how they should be executed. When done well, a winning sales play system can help your company hit and exceed revenue goals.
What Are The Characteristics of a Good Sales Playbook?
A good sales playbook should be a comprehensive guide that encompasses the best practices of the sales organization. It should capture the playbooks, battle cards, and sales pitches that have been developed over time by reps who have consistently performed well.
Sales play an important part in the overall growth strategy. They can help ensure that sellers are following best practices when engaging with prospects and have meaningful, value-based conversations.
Plays in a playbook are not generic, but specific to different buyer profiles and situations. The best sales plays reflect the nuances of the competitive landscape. Incentives for reps should align with the goals of each sales play. A good sales play system should empower sellers to better understand why and when to use each play.
How Do You Write a Sales Play?
A sales play is a sequence of events that when executed properly, results in a closed deal and satisfied customers.
It’s a process that helps your team understand the steps needed to get from the first contact with a customer to closing the deal.
Sales plays can vary by industry and customer but share many common elements. Each sales play should include contextual information about your company and product, as well as specific details about your buyer persona and how you plan to convert them into a customer.
While each sales play can be unique to the individual customer journey, there are some key elements that should be included in every sales play:
Buyer Persona Information: Who is your ideal buyer? What pain point do they have that you solve? What are their goals? The more you know about your customer, the better equipped you’ll be to map out a plan for interacting with them.
Company Information: Explain why you are qualified to solve their problem. Your potential customers need to know what makes you different than other companies offering similar products or services. If you have any case studies or awards, share them here.
Product Information: You don’t need a long drawn out description of every feature, but give them some context on how your product solves their problems
Marketing and Sales Play
An effective sales play is a combination of marketing strategy and sales strategy.
It is important that your sales play aligns with your marketing strategy, which itself aligns with your brand positioning and messaging. Your sales team needs to know what the company’s overall goals are for the year, so they can develop a plan to support them.
Even the best sales experts need a bit of help from their friends in Marketing. Most successful companies have a marketing department that works hand-in-hand with their sales team to help generate leads and drive revenue.
How can salespeople leverage their marketing team for a stronger sales pipeline?
The way to leverage your marketing team for a stronger sales pipeline is to work with them directly.
Some of the easiest ways to do this are:
1. Have a weekly meeting with your marketing teammates, where you can brainstorm and build out a strategy together. It’s important that they understand your needs and that you understand their limitations. The more information you have about one another, the better results you’ll see down the line.
2. Have a focus on data-driven campaigns rather than just gut instinct. Good content and marketing teams will have access to the data that shows what works and what doesn’t, so talk to them about which pieces of content are having the most success and use those in your outreach efforts.
3. Do back-to-back calls or meetings with your prospects, where you follow up as soon as possible after they’ve interacted with one of your content pieces (white paper, video, blog post, etc.) This shows that there is a cohesive message coming from your company, making it more likely that they’ll listen to you.
The reality is that sales and marketing teams need each other. For sales to function effectively, they need leads, and for marketing to be effective they need to be tied into the sales cycle. When working together, both groups can achieve more and reach new levels of success.