Helping growth stage B2B and FinTech companies boost GTM performance

Let me begin by distinguishing between a Sales Play and a Sales Playbook. In my experience, a sales play (what to sell) is a repeatable sales offering and program designed to enable sales teams to successfully sell a solution to a specific set of target customers and personas. A sales playbook (how to sell it) is a concise set of instructions, enabling tools, content and resources used by sales teams and channels to understand and execute the sales play.

A sales playbook should contain high-quality and high-impact content to elevate customer engagement:

• Target list of accounts - a curated list of prospective customers that have the a higher propensity-to-buy based on their industry, size, revenue, and other relevant factors. 
• Executive pitch deck -  a concise and visually appealing presentation used to present a solution to a business problem to potential economic buyers, investors, partners, or other key stakeholders. 
• Customer success stories - detailed accounts of how a particular customer has benefited from using your products or services that include information about the challenges, solutions, and results they achieved.
• Email and call scripts -  pre-written templates that sales reps can actually use (no ... ChatGPT is not quite there yet) with prospects that provide a structured framework for high-impact conversations, presenting offerings, industry insights, addressing objections, and proof points.
• Objection handling - a critical aspect of B2B sales that involves listening to and overcoming concerns prospects may raise such as pricing, product features, competition, or their needs not being adequately addressed.
• Relevant industry insights -  knowing current industry trends, challenges, and benchmarks is crucial in B2B sales as it demonstrates industry knowledge, which builds trust and credibility, and can identify real opportunities. 

Appilar Consulting uses a data-driven process to help you prioritize which sales plays and content should be developed to execute your company’s go to market strategy. We’ll work with you to define each sales play to the point that the “what, why, who and how” of a specific sales objective are clear. We'll help you create, launch, and coach, your sales team on digital sales playbooks to accelerate the consistent use and success of each sales play. 

Project scope is customized to each client’s unique business needs. 

Articles and blogs in this section will explore each of these concepts. So stay tuned, and please let me know which topics you're most interested in.