# Sales Playbook

**Card ID**: `SLS-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Current
**Product**: {PRODUCT_NAME}
**Last Updated**: {DATE}
**Owner**: {OWNER_NAME}

---

## Playbook Overview

### Purpose

This playbook provides the strategy, tools, and talk tracks for successfully selling {Product Name} to {target market}.

### Who This Is For

- Account Executives
- Sales Development Representatives
- Sales Engineers
- Customer Success (expansion)

### Sales Methodology

{Describe methodology: MEDDIC, Challenger, Sandler, etc.}

---

## Ideal Customer Profile (ICP)

### Target Company

| Attribute | Ideal | Acceptable |
|-----------|-------|------------|
| Industry | {Primary industries} | {Secondary industries} |
| Company size | {Employee range} | {Extended range} |
| Revenue | {Revenue range} | {Extended range} |
| Geography | {Primary regions} | {Secondary regions} |
| Tech stack | {Required technologies} | {Helpful technologies} |

### Qualifying Signals

**Strong fit indicators**:
- {Signal 1}
- {Signal 2}
- {Signal 3}

**Warning signs (poor fit)**:
- {Red flag 1}
- {Red flag 2}
- {Red flag 3}

---

## Buyer Personas

### Primary Persona: {Title}

| Attribute | Detail |
|-----------|--------|
| Role | {Job title} |
| Reports to | {Reporting structure} |
| Responsibilities | {Key job functions} |
| Success metrics | {What they're measured on} |
| Pain points | {Challenges they face} |
| Goals | {What they want to achieve} |

**How they buy**:
- Research approach: {How they gather info}
- Decision criteria: {What matters most}
- Buying triggers: {Events that prompt action}

**What resonates**:
- Messaging themes: {Topics that engage}
- Proof points: {Evidence that convinces}
- Content preferences: {Formats they prefer}

---

### Secondary Persona: {Title}

{Repeat structure}

---

### Economic Buyer: {Title}

| Attribute | Detail |
|-----------|--------|
| Role | {Job title - often C-level} |
| Priorities | {Business-level concerns} |
| Decision criteria | {What they need to approve} |
| Engagement timing | {When to involve} |

---

## Value Proposition

### Core Value Proposition

For {target customer} who {need/problem}, {Product Name} is a {category} that {key benefit}. Unlike {alternative}, we {key differentiator}.

### Value Pillars

| Pillar | Value | Proof |
|--------|-------|-------|
| {Pillar 1} | {What it delivers} | {Evidence} |
| {Pillar 2} | {What it delivers} | {Evidence} |
| {Pillar 3} | {What it delivers} | {Evidence} |

### ROI Framework

| Benefit | Typical Impact | Timeframe |
|---------|---------------|-----------|
| {Benefit 1} | {%/$ improvement} | {Months} |
| {Benefit 2} | {%/$ improvement} | {Months} |
| {Benefit 3} | {%/$ improvement} | {Months} |

---

## Sales Process

### Stage Overview

| Stage | Definition | Exit Criteria | Timeline |
|-------|------------|---------------|----------|
| Prospecting | Identify opportunities | Meeting scheduled | Ongoing |
| Discovery | Understand needs | Pain confirmed, budget qualified | 1-2 weeks |
| Demo/Evaluation | Demonstrate value | Technical win | 2-4 weeks |
| Proposal | Present solution | Verbal agreement | 1-2 weeks |
| Negotiation | Finalize terms | Contract out | 1-2 weeks |
| Closed | Signed deal | Signature | - |

### Qualification Framework

**{MEDDIC/BANT/etc.}**:

| Criteria | Questions to Ask | Strong | Weak |
|----------|------------------|--------|------|
| **M**etrics | {Question} | {Good answer} | {Bad answer} |
| **E**conomic Buyer | {Question} | {Good answer} | {Bad answer} |
| **D**ecision Criteria | {Question} | {Good answer} | {Bad answer} |
| **D**ecision Process | {Question} | {Good answer} | {Bad answer} |
| **I**dentify Pain | {Question} | {Good answer} | {Bad answer} |
| **C**hampion | {Question} | {Good answer} | {Bad answer} |

---

## Discovery

### Discovery Call Structure

**Opening** (5 min):
- Build rapport
- Set agenda
- Confirm time

**Understand Current State** (10 min):
- {Question 1}
- {Question 2}
- {Question 3}

**Identify Pain** (10 min):
- {Pain question 1}
- {Pain question 2}
- Quantify impact

**Future State** (5 min):
- {Goal question}
- {Success criteria question}

**Process & Timeline** (5 min):
- Decision makers
- Timeline
- Budget

**Next Steps** (5 min):
- Summarize
- Agree on next step
- Schedule follow-up

### Key Discovery Questions

**Current state**:
1. "Walk me through how you currently handle {process}."
2. "What tools are you using today for {function}?"
3. "How many people are involved in {process}?"

**Pain identification**:
1. "What's the biggest challenge with your current approach?"
2. "When {problem} happens, what's the impact?"
3. "How much time/money does this cost you?"

**Future state**:
1. "In an ideal world, how would this work?"
2. "What would success look like 12 months from now?"
3. "What would change for your team if this was solved?"

**Process**:
1. "Who else needs to be involved in this decision?"
2. "What's your timeline for making a change?"
3. "How have you approached similar decisions?"

---

## Demo Best Practices

### Demo Structure

| Section | Duration | Focus |
|---------|----------|-------|
| Opening | 5 min | Confirm agenda, pain points |
| Overview | 5 min | High-level value proposition |
| Core demo | 20 min | 3 key features tied to pain |
| Differentiation | 5 min | Why us vs. alternatives |
| Q&A | 10 min | Address concerns |
| Next steps | 5 min | Clear action items |

### Demo Rules

1. **Lead with pain**: Reference their specific challenges
2. **Show, don't tell**: Feature → Benefit → Proof
3. **Limit features**: Focus on 3-4 most relevant
4. **Tell stories**: Use customer examples
5. **Check in**: Pause for questions and reactions
6. **Customize**: Use their data/scenarios if possible

### Demo Talk Tracks

**Feature 1: {Feature Name}**

> "You mentioned that {their pain}. This is how we address that..."
>
> [Demonstrate feature]
>
> "What this means for you is {benefit}. {Customer name} saw {result} after implementing this."

---

## Pricing & Packaging

### Pricing Model

| Tier | Price | Includes | Best For |
|------|-------|----------|----------|
| {Tier 1} | ${Price}/mo | {Features} | {Use case} |
| {Tier 2} | ${Price}/mo | {Features} | {Use case} |
| {Tier 3} | Custom | {Features} | {Use case} |

### Discounting Guidelines

| Scenario | Max Discount | Approval |
|----------|--------------|----------|
| Standard deal | {%} | Self |
| Annual prepay | {%} | Self |
| Multi-year | {%} | Manager |
| Competitive | {%} | Director |
| Strategic | {%} | VP |

### Contract Terms

- Standard term: {Months}
- Payment terms: {Net 30, etc.}
- Auto-renewal: {Yes/No}
- SLA: {Uptime guarantee}

---

## Competitive Positioning

### Primary Competitors

| Competitor | Position | When They Win | How We Compete |
|------------|----------|---------------|----------------|
| {Competitor 1} | {Their positioning} | {Scenarios} | {Our approach} |
| {Competitor 2} | {Their positioning} | {Scenarios} | {Our approach} |
| {Competitor 3} | {Their positioning} | {Scenarios} | {Our approach} |

### Competitive Traps

**Against {Competitor 1}**:
- Ask: "{Landmine question}"
- Position: {How to frame us}

**Against {Competitor 2}**:
- Ask: "{Landmine question}"
- Position: {How to frame us}

---

## Tools & Resources

### Sales Collateral

| Asset | Use Case | Location |
|-------|----------|----------|
| Overview deck | First meeting | {Link} |
| Demo video | Async evaluation | {Link} |
| Case studies | Social proof | {Link} |
| ROI calculator | Business case | {Link} |
| Technical docs | Security review | {Link} |
| Battlecards | Competitive deals | {Link} |

### Email Templates

| Template | Use Case | Location |
|----------|----------|----------|
| Prospecting | Cold outreach | {Link} |
| Follow-up | Post-meeting | {Link} |
| Proposal | Pricing delivery | {Link} |
| Negotiation | Final push | {Link} |

### References

| Customer | Industry | Size | Contact | Use For |
|----------|----------|------|---------|---------|
| {Customer} | {Industry} | {Size} | {Name} | {Scenario} |

---

## Success Metrics

### Rep Performance Metrics

| Metric | Target | Measurement |
|--------|--------|-------------|
| Quota attainment | {%} | Monthly |
| Pipeline coverage | {X}x | Weekly |
| Win rate | {%} | Monthly |
| Average deal size | ${Amount} | Monthly |
| Sales cycle | {Days} | Monthly |
| Activity metrics | {Calls/emails} | Weekly |

### Deal Health Indicators

**Green (on track)**:
- Champion identified and engaged
- Decision maker met
- Timeline confirmed
- Next step scheduled

**Yellow (at risk)**:
- No recent engagement
- Unclear decision process
- Competitive pressure
- Delayed timeline

**Red (likely lost)**:
- No response to multiple outreach
- Champion leaving
- Budget cut
- Chose competitor

---

## Appendix

### A. Common Objections & Responses

See: [Objection Handling Guide]

### B. Competitor Battlecards

See: [Battlecard Library]

### C. Product Roadmap

See: [Product Roadmap - Sales Version]

### D. Implementation Overview

See: [Implementation Guide]

---

## Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial playbook |

---

*Template version: 1.0 | MMK Framework*