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The Ultimate Sales
Enablement Playbook
EbbAndFlowAgency.co.uk
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The Ultimate Sales
Enablement Playbook
Welcome to The Ultimate Sales Enablement Playbook
Throughout this playbook, you will develop a solid sales play that helps you gain
deeper clarity over your customers, the customer journey and the step by step
process you should take to bring the customers through to an agreement.
How To Use this Playbook
Each section of this playbook has an example first and then an empty planning
template for you to fill in with your data. Every section has a detail explanation.
After each step-by-step process, you also have extra space for notes.
Getting Started
Dedicate a minimum of 2 hours of uninterrupted time to work through this playbook,
don’t worry if two hours isn’t enough, if it takes a week to fully complete the
playbook, remember this is ok too.
_________________
EbbAndFlowAgency.co.uk
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The Ultimate Sales
Enablement Playbook
SECTION 1.
The first section of the playbook must start by clearly identifying your customers,
who are they and more importantly, how do you bring value into their lives.
The graph in the example helps you to begin creating clarity over your customers,
so you should spend some time identifying things such as -
•
Turnover
•
Age
•
No. Of staff, Etc
You can add your criteria in this section, and you may even consider adding
things such as :
•
Religion
•
Hobbies
• Marital Status, Etc
ACTION STEP:
Work your way through the example graphs in this section first, be sure you
understand each section and then, using the empty graph, begin populating your
data and start to build out your customer demographics and profile.
YOUR CUSTOMERS:
Your Customers - Who Are They and How Do You Provide Value
Who are they? (Demographic)
Annual Turnover
£3m - £25m
No. Of Staff
80 - 150
Business Industry/Sector
Financial Services
How Do They Think/Feel
Company Culture
Looking for change, open to new ideas, understand time
importance
Strategy and Growth
Actively looking at ways to grow and develop
Technology Usage
Open to testing new products and technology
How They Act
Buying Process
Role based decisions that’s team driven to decision
How Engaged are they
Consume lots of data, newsletters and events
Current Situation
Current Location
UK, Yorkshire & The Humber
Technology Stack
Actively use CRM and project software
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The Ultimate Sales
Enablement Playbook
Now you have clearly outlined your customers' demographics and behaviour; it's
now time to start getting more clarity over your value proposition.
Begin by using the profile you have created, now think which of your products or
offerings will be a good fit for them, what will it provide them, why is it better than
your competition and the evidence you have to back this up.
VALUE PROPOSITION:
BUYER PROFILE:
QUALIFYING CRITERIA:
Profile:
Product:
For What:
Better Than:
Reason:
Criteria
What is your ideal
customer profile
What product
do they need
What will the
product
provide them
Who else does
something
similar
What evidence
do you have
that yours is
better
Product
Age
26 - 35
Income
£35 - £50,000/year
Education
University
Experience
6+ years in leadership position
Decision Making Ability
Needs Information in order to decide
Buying Power
Can authorise up to £2500
Media Style
Twitter & Linkedin User, reads blogs & listens to podcast
Habits/Skills
Marketing, telephone calls and tech savvy
Criteria
Description
Annual Turnover
£3m - £25m
Buyer Profile
Senior Manger/Director
Buying Stage
Problem is know and ready to buy within 12 months
Connectivity
Contact has been nurtured within the last 60 days via (email/call, web
visit)
Buyer Activity
Opened last 2+ emails and visited website within last 60 days
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Enablement Playbook
YOUR CUSTOMERS: (FILL IN THE BLANKS)
Your Customers - Who Are They and How Do You Provide Value
Who are they? (Demographic)
Annual Turnover
No. Of Staff
Business Industry/Sector
How Do They Think/Feel
Company Culture
Strategy and Growth
Technology Usage
How They Act
Buying Process
How Engaged are they
Current Situation
Current Location
Technology Stack
EbbAndFlowAgency.co.uk
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The Ultimate Sales
Enablement Playbook
VALUE PROPOSITION:
BUYER PROFILE:
Profile:
Product:
For What:
Better Than:
Reason:
Criteria
Product
Age
Income
Education
Experience
Decision Making Ability
Buying Power
Media Style
Habits/Skills
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The Ultimate Sales
Enablement Playbook
QUALIFYING CRITERIA:
Section one is now complete. If you wish to continue, move on to section two;
alternatively, try using the ‘Pomodoro Technique’, which is a great strategy for
doing detailed planning work.
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Criteria
Description
Annual Turnover
Buyer Profile
Buying Stage
Connectivity
Buyer Activity
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Enablement Playbook
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Enablement Playbook
SECTION 2.
This next section helps to define the sales process and the sales cycle. This section
looks at what stage the buyer is and what they need to progress them to an
agreement.
This section will help you gain clarity over their problem, what action needs to be
taken, questions that may arise, and what leverage you can use to get the customer
through to the agreement stage.
At each stage of the customer journey, this section helps identify what you should
be doing, the type of content you should use and the messages that make your
service or offering irresistible.
THE SALES PROCESS:
SALES CYCLE PROSPECT
QUALIFY
CONSIDERATION OFFER/
PROPOSAL
AGREMENT
Buyers Stage Need
Insights
Evaluation
Decide
Deliver
Description
Problem is
known
What is the
solution
Comparison to
others
Does the
product
solve the
problem
Is the problem
solved
Action
Currently
looking for
solutions
Reads our
blog/advice
information
Agrees to demo/
trial/meeting
Decision
needs to be
made yes
or no
Review
received and
referral asked
for
Questions
What is the
problem
preventing
Why is this
different from
others
Will this be easy
or non-disruptive
What is the
key benefit
Is this still
doing what
you hoped it
would
Influencers
Blogs,
Celebrities
Reviews and
testimonials
Other users/
clients
Leadership
team/
director
buy-in
Users or
people using
product/
service
Your Goals
Provoke
Educate
Expand
Reassure
Nurture
Content Type Build want into
your
messaging/
blog/
marketing etc
Videos,
research
papers,
reports
Case studies,
videos, social,
email, ebooks,
blogs
Reviews.
Testimonials
and client
success
stories
Surveys,
reviews and
email updates
(add more
value)
Messages
Benefits i.e
save money or
time
What makes
this different
Demo or video
showing how it
works
Show the
potential
ROI and
how its self-
funding
Available and
support
available
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The Ultimate Sales
Enablement Playbook
Digital assets assist your customers' journey and provide a great structure for your
sales play. These digital assets can be video testimonials from your past and existing
clients, industry reports, eBooks and infographics.
Sales tools are the products you have to assist you and your customer throughout
their journey; things such as digital calendar-booking links. This allows customers to
book time on your calendar without the need to go back and forth with suggested
dates.
You can use platforms such as Calendly or Acuity, plus much more that offer free to
low cost options.
SALES TOOLS
Resources Offered To Help Customers Purchase Faster
Prospecting
Qualification
Consideration Proposal
Agreement
Content
Assets
• Research
Report
• Buyers
Guides
• Video/
infographics
• Webinars
• Video
Examples
• Ebooks and
giveaways
• Customer
Testimonials
• Case Studies
• Factsheets
• Trustpilot/
review sites
• Video Case
Studies
• Survey
Results
• Clear step by
step on-
boarding
• Documented
SLA (Service
Level
Agreement)
• Social
Community
Group
Sales Tools
• Digital
Meeting Link
• Personalised
video
• Connection
Request
Script
• Sales script
• Qualifying
Checklist
• Relevant
Data
• Demo/
Meeting
Agenda
• Case study/
PDF
document
• Objection
Handling
Prompts
• Sales
Proposal
templates
• Sales
Presentation
Pack
• Next Step
Guide
• SLA
template
• Contract
Template
• On-boarding
Steps
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Enablement Playbook
THE SALES PROCESS:
SALES CYCLE PROSPECT
QUALIFY
CONSIDERATION OFFER/
PROPOSAL
AGREMENT
Buyers Stage Need
Insights
Evaluation
Decide
Deliver
Description
Action
Questions
Influencers
Your Goals
Provoke
Educate
Expand
Reassure
Nurture
Content Type
Messages
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Enablement Playbook
SALES TOOLS
Resources Offered To Help Customers Purchase Faster
Section two is now complete, and the final section is breaking down everything you
have done into play by play steps. If you feel like you have done enough for today,
it’s highly suggested that you put this to one side and take some time out.
Come back with a fresh mind and complete the final stages. The following stages are
the pieces the pulls the whole puzzle together.
Prospecting
Qualification
Consideration Proposal
Agreement
Content
Assets
Sales Tools
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NOTES:
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The Ultimate Sales
Enablement Playbook
SECTION 3.
This final section will breakdown all the work you have done so far, and in doing so,
will give you the steps by step play for each section of your sales cycle.
The first section the the ‘Prospecting’ and the step graphs, will give you clear and
concise plays of what you should be doing at each stage of the customer journey.
STEP-BY-STEP PLAY
This section runs through each stage and the activity required to move your deals
forward.
STEP 1. - PROSPECTING
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PROSPECTING
Customer Contact
• Comment On Social Post
• DM On Instagram
• LinkedIn Connection
• LinkedIn Mutual Intro Request
• Agree and defend / support
• Share what you do
• Link to book discovery call
• Call new connection
Content Assets
(persona targeted)
• Invite to webinar/event
• Share blog post
• Personal video into
• Infographics or industry
reports
Objective
• Book Discovery Call
• Invite to webinar/event
Potential Problems
No time, no budget, stress,
mental health
Sales Tool
Digital link to book call, video
script, reports
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The Ultimate Sales
Enablement Playbook
STEP 2. - QUALIFY
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QUALIFY
Criteria
• Actively nurtured (calls/
emails)
• Authority to purchase
• Has budget available (within
12 months)
• Shown strong sign of interest
Content Assets
(persona targeted)
• eBooks / Giveaways
• Webinar Invite
• Relevant Blog Post
• Case Study
Objective
• Segment into service needed
list
• Identify problem & solution
Qualifying Questions
i.e Does anyone else need to
be involved in the buying
decision?
i.e If we provide a solution that
you’re happy with, would you
make the commitment?
Sales Tool
Digital link to book call, video
script, webinar facility, relevant
blog
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Enablement Playbook
STEP 3. - CONSIDERATION
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CONSIDERATION
Powerful Questions
If we only achieve 50% of what
we do for our clients, for you,
would you give us 30 minutes
of your time?
If you don’t solve this problem,
what implication/impact will this
problem have?
Content Assets
(persona targeted)
• Customer testimonials
• Trustpilot/reviews
• eBook or guide
• Case Studies
Objective
• Arrange Meeting
• Demo or Presentation
Sales Tool
Digital link to book call,
testimonials, case studies,
reviews
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Enablement Playbook
STEP 4. - PROPOSAL
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PROPOSAL
Reassuring Resources
Provide confidence in your
offering by showing others that
have had success
Share industry reports, guides
and giveaways to position you
as the authority
Content Assets
(persona targeted)
• Video Testimonials
• More Case Studies
• Infographics & Reports
• eBooks & Giveaways
Objective
• Create strong proposal/quote
• Demonstrate ability and
authority
Sales Tool
Proposal template, sales
presentation template, review
and case studies videos, pdf
guides and reports
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Enablement Playbook
STEP 5. - AGREEMENT
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AGREEMENT
Key things to do
• Request happiness survey
• Ask for video testimonial
• Ask for 2-5 referrals
• Ask for Case Study
Content Assets
(persona targeted)
• SLA template
• Contract Template
• On-boarding Steps
• Community Invite
Objective
• Get Contract Signed
• Create new leads & reviews
Sales Tool
Templates, Testimonial /
Review links
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Enablement Playbook
STEP 1. - PROSPECTING
PROSPECTING
Customer Contact
Content Assets
(persona targeted)
Objective
Potential Problems
Sales Tool
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Enablement Playbook
STEP 2. - QUALIFY
QUALIFY
Criteria
Content Assets
(persona targeted)
Objective
Qualifying Questions
Sales Tool
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Enablement Playbook
STEP 3. - CONSIDERATION
CONSIDERATION
Powerful Questions
Content Assets
(persona targeted)
Objective
Sales Tool
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Enablement Playbook
STEP 4. - PROPOSAL
PROPOSAL
Reassuring Resources
Content Assets
(persona targeted)
Objective
Sales Tool
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Enablement Playbook
STEP 5. - AGREEMENT
AGREEMENT
Key things to do
Content Assets
(persona targeted)
Objective
Sales Tool
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Enablement Playbook
Section three is now complete. By now, you should be super clear on each step your
customers' journey involves, and you now know precisely what you should be doing
at each step of the way.
The following section is looking at using KPI's (Key Performance Indicators).
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SECTION 4.
Using KPI's help gives you accountability, especially if you display them for everyone
to see; many sales companies I have trained have active scoreboards. This is usually
in the form of a large 50" TV with everyone's stats showing.
Treat for the sales-type who thrives on competition.
Whether you work in a large corporation or are just starting out and working from
your kitchen table or spare bedroom, KPI's are a must.
The final graph shares some essential KPI's that work incredibly well with the
playbook; you can add pretty much anything into these KPI fields. You may want to
count how many emails your send or how many social media follows you currently
have.
Whatever you begin to measure will improve, so start today.
KEY PERFORMANCE INDICATORS (KPI's)
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Created Opportunities
Appointments/Presentations
Generate 25 new deals /monthly
Book/Demo 20 presentations /monthly
Win 25% of new deals
Attend 85% of all presentations/demo booked
New Prospect Connections
Sales Deals & Revenue
Grow social connections by 100 /monthly
Win 6 new deals /monthly
Send 40 personalised social messages /monthly Monthly cash target £85,000
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Enablement Playbook
KEY PERFORMANCE INDICATORS (KPI’s)
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Created Opportunities
Appointments/Presentations
New Prospect Connections
Sales Deals & Revenue
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Enablement Playbook
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The Ultimate Sales
Enablement Playbook
Welcome to The Ultimate Sales Enablement Playbook
Throughout this playbook, you will develop a solid sales play that helps you gain
deeper clarity over your customers, the customer journey and the step by step
process you should take to bring the customers through to an agreement.
How To Use this Playbook
Each section of this playbook has an example first and then an empty planning
template for you to fill in with your data. Every section has a detail explanation.
After each step-by-step process, you also have extra space for notes.
Getting Started
Dedicate a minimum of 2 hours of uninterrupted time to work through this playbook,
don’t worry if two hours isn’t enough, if it takes a week to fully complete the
playbook, remember this is ok too.
_________________
EbbAndFlowAgency.co.uk
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The Ultimate Sales
Enablement Playbook
SECTION 1.
The first section of the playbook must start by clearly identifying your customers,
who are they and more importantly, how do you bring value into their lives.
The graph in the example helps you to begin creating clarity over your customers,
so you should spend some time identifying things such as -
•
Turnover
•
Age
•
No. Of staff, Etc
You can add your criteria in this section, and you may even consider adding
things such as :
•
Religion
•
Hobbies
• Marital Status, Etc
ACTION STEP:
Work your way through the example graphs in this section first, be sure you
understand each section and then, using the empty graph, begin populating your
data and start to build out your customer demographics and profile.
YOUR CUSTOMERS:
Your Customers - Who Are They and How Do You Provide Value
Who are they? (Demographic)
Annual Turnover
£3m - £25m
No. Of Staff
80 - 150
Business Industry/Sector
Financial Services
How Do They Think/Feel
Company Culture
Looking for change, open to new ideas, understand time
importance
Strategy and Growth
Actively looking at ways to grow and develop
Technology Usage
Open to testing new products and technology
How They Act
Buying Process
Role based decisions that’s team driven to decision
How Engaged are they
Consume lots of data, newsletters and events
Current Situation
Current Location
UK, Yorkshire & The Humber
Technology Stack
Actively use CRM and project software
EbbAndFlowAgency.co.uk
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The Ultimate Sales
Enablement Playbook
Now you have clearly outlined your customers' demographics and behaviour; it's
now time to start getting more clarity over your value proposition.
Begin by using the profile you have created, now think which of your products or
offerings will be a good fit for them, what will it provide them, why is it better than
your competition and the evidence you have to back this up.
VALUE PROPOSITION:
BUYER PROFILE:
QUALIFYING CRITERIA:
Profile:
Product:
For What:
Better Than:
Reason:
Criteria
What is your ideal
customer profile
What product
do they need
What will the
product
provide them
Who else does
something
similar
What evidence
do you have
that yours is
better
Product
Age
26 - 35
Income
£35 - £50,000/year
Education
University
Experience
6+ years in leadership position
Decision Making Ability
Needs Information in order to decide
Buying Power
Can authorise up to £2500
Media Style
Twitter & Linkedin User, reads blogs & listens to podcast
Habits/Skills
Marketing, telephone calls and tech savvy
Criteria
Description
Annual Turnover
£3m - £25m
Buyer Profile
Senior Manger/Director
Buying Stage
Problem is know and ready to buy within 12 months
Connectivity
Contact has been nurtured within the last 60 days via (email/call, web
visit)
Buyer Activity
Opened last 2+ emails and visited website within last 60 days
EbbAndFlowAgency.co.uk
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Enablement Playbook
YOUR CUSTOMERS: (FILL IN THE BLANKS)
Your Customers - Who Are They and How Do You Provide Value
Who are they? (Demographic)
Annual Turnover
No. Of Staff
Business Industry/Sector
How Do They Think/Feel
Company Culture
Strategy and Growth
Technology Usage
How They Act
Buying Process
How Engaged are they
Current Situation
Current Location
Technology Stack
EbbAndFlowAgency.co.uk
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Enablement Playbook
VALUE PROPOSITION:
BUYER PROFILE:
Profile:
Product:
For What:
Better Than:
Reason:
Criteria
Product
Age
Income
Education
Experience
Decision Making Ability
Buying Power
Media Style
Habits/Skills
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QUALIFYING CRITERIA:
Section one is now complete. If you wish to continue, move on to section two;
alternatively, try using the ‘Pomodoro Technique’, which is a great strategy for
doing detailed planning work.
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Criteria
Description
Annual Turnover
Buyer Profile
Buying Stage
Connectivity
Buyer Activity
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SECTION 2.
This next section helps to define the sales process and the sales cycle. This section
looks at what stage the buyer is and what they need to progress them to an
agreement.
This section will help you gain clarity over their problem, what action needs to be
taken, questions that may arise, and what leverage you can use to get the customer
through to the agreement stage.
At each stage of the customer journey, this section helps identify what you should
be doing, the type of content you should use and the messages that make your
service or offering irresistible.
THE SALES PROCESS:
SALES CYCLE PROSPECT
QUALIFY
CONSIDERATION OFFER/
PROPOSAL
AGREMENT
Buyers Stage Need
Insights
Evaluation
Decide
Deliver
Description
Problem is
known
What is the
solution
Comparison to
others
Does the
product
solve the
problem
Is the problem
solved
Action
Currently
looking for
solutions
Reads our
blog/advice
information
Agrees to demo/
trial/meeting
Decision
needs to be
made yes
or no
Review
received and
referral asked
for
Questions
What is the
problem
preventing
Why is this
different from
others
Will this be easy
or non-disruptive
What is the
key benefit
Is this still
doing what
you hoped it
would
Influencers
Blogs,
Celebrities
Reviews and
testimonials
Other users/
clients
Leadership
team/
director
buy-in
Users or
people using
product/
service
Your Goals
Provoke
Educate
Expand
Reassure
Nurture
Content Type Build want into
your
messaging/
blog/
marketing etc
Videos,
research
papers,
reports
Case studies,
videos, social,
email, ebooks,
blogs
Reviews.
Testimonials
and client
success
stories
Surveys,
reviews and
email updates
(add more
value)
Messages
Benefits i.e
save money or
time
What makes
this different
Demo or video
showing how it
works
Show the
potential
ROI and
how its self-
funding
Available and
support
available
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Digital assets assist your customers' journey and provide a great structure for your
sales play. These digital assets can be video testimonials from your past and existing
clients, industry reports, eBooks and infographics.
Sales tools are the products you have to assist you and your customer throughout
their journey; things such as digital calendar-booking links. This allows customers to
book time on your calendar without the need to go back and forth with suggested
dates.
You can use platforms such as Calendly or Acuity, plus much more that offer free to
low cost options.
SALES TOOLS
Resources Offered To Help Customers Purchase Faster
Prospecting
Qualification
Consideration Proposal
Agreement
Content
Assets
• Research
Report
• Buyers
Guides
• Video/
infographics
• Webinars
• Video
Examples
• Ebooks and
giveaways
• Customer
Testimonials
• Case Studies
• Factsheets
• Trustpilot/
review sites
• Video Case
Studies
• Survey
Results
• Clear step by
step on-
boarding
• Documented
SLA (Service
Level
Agreement)
• Social
Community
Group
Sales Tools
• Digital
Meeting Link
• Personalised
video
• Connection
Request
Script
• Sales script
• Qualifying
Checklist
• Relevant
Data
• Demo/
Meeting
Agenda
• Case study/
document
• Objection
Handling
Prompts
• Sales
Proposal
templates
• Sales
Presentation
Pack
• Next Step
Guide
• SLA
template
• Contract
Template
• On-boarding
Steps
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THE SALES PROCESS:
SALES CYCLE PROSPECT
QUALIFY
CONSIDERATION OFFER/
PROPOSAL
AGREMENT
Buyers Stage Need
Insights
Evaluation
Decide
Deliver
Description
Action
Questions
Influencers
Your Goals
Provoke
Educate
Expand
Reassure
Nurture
Content Type
Messages
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SALES TOOLS
Resources Offered To Help Customers Purchase Faster
Section two is now complete, and the final section is breaking down everything you
have done into play by play steps. If you feel like you have done enough for today,
it’s highly suggested that you put this to one side and take some time out.
Come back with a fresh mind and complete the final stages. The following stages are
the pieces the pulls the whole puzzle together.
Prospecting
Qualification
Consideration Proposal
Agreement
Content
Assets
Sales Tools
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SECTION 3.
This final section will breakdown all the work you have done so far, and in doing so,
will give you the steps by step play for each section of your sales cycle.
The first section the the ‘Prospecting’ and the step graphs, will give you clear and
concise plays of what you should be doing at each stage of the customer journey.
STEP-BY-STEP PLAY
This section runs through each stage and the activity required to move your deals
forward.
STEP 1. - PROSPECTING
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PROSPECTING
Customer Contact
• Comment On Social Post
• DM On Instagram
• LinkedIn Connection
• LinkedIn Mutual Intro Request
• Agree and defend / support
• Share what you do
• Link to book discovery call
• Call new connection
Content Assets
(persona targeted)
• Invite to webinar/event
• Share blog post
• Personal video into
• Infographics or industry
reports
Objective
• Book Discovery Call
• Invite to webinar/event
Potential Problems
No time, no budget, stress,
mental health
Sales Tool
Digital link to book call, video
script, reports
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STEP 2. - QUALIFY
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QUALIFY
Criteria
• Actively nurtured (calls/
emails)
• Authority to purchase
• Has budget available (within
12 months)
• Shown strong sign of interest
Content Assets
(persona targeted)
• eBooks / Giveaways
• Webinar Invite
• Relevant Blog Post
• Case Study
Objective
• Segment into service needed
list
• Identify problem & solution
Qualifying Questions
i.e Does anyone else need to
be involved in the buying
decision?
i.e If we provide a solution that
you’re happy with, would you
make the commitment?
Sales Tool
Digital link to book call, video
script, webinar facility, relevant
blog
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STEP 3. - CONSIDERATION
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CONSIDERATION
Powerful Questions
If we only achieve 50% of what
we do for our clients, for you,
would you give us 30 minutes
of your time?
If you don’t solve this problem,
what implication/impact will this
problem have?
Content Assets
(persona targeted)
• Customer testimonials
• Trustpilot/reviews
• eBook or guide
• Case Studies
Objective
• Arrange Meeting
• Demo or Presentation
Sales Tool
Digital link to book call,
testimonials, case studies,
reviews
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STEP 4. - PROPOSAL
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PROPOSAL
Reassuring Resources
Provide confidence in your
offering by showing others that
have had success
Share industry reports, guides
and giveaways to position you
as the authority
Content Assets
(persona targeted)
• Video Testimonials
• More Case Studies
• Infographics & Reports
• eBooks & Giveaways
Objective
• Create strong proposal/quote
• Demonstrate ability and
authority
Sales Tool
Proposal template, sales
presentation template, review
and case studies videos, pdf
guides and reports
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STEP 5. - AGREEMENT
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AGREEMENT
Key things to do
• Request happiness survey
• Ask for video testimonial
• Ask for 2-5 referrals
• Ask for Case Study
Content Assets
(persona targeted)
• SLA template
• Contract Template
• On-boarding Steps
• Community Invite
Objective
• Get Contract Signed
• Create new leads & reviews
Sales Tool
Templates, Testimonial /
Review links
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STEP 1. - PROSPECTING
PROSPECTING
Customer Contact
Content Assets
(persona targeted)
Objective
Potential Problems
Sales Tool
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STEP 2. - QUALIFY
QUALIFY
Criteria
Content Assets
(persona targeted)
Objective
Qualifying Questions
Sales Tool
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STEP 3. - CONSIDERATION
CONSIDERATION
Powerful Questions
Content Assets
(persona targeted)
Objective
Sales Tool
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STEP 4. - PROPOSAL
PROPOSAL
Reassuring Resources
Content Assets
(persona targeted)
Objective
Sales Tool
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STEP 5. - AGREEMENT
AGREEMENT
Key things to do
Content Assets
(persona targeted)
Objective
Sales Tool
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Section three is now complete. By now, you should be super clear on each step your
customers' journey involves, and you now know precisely what you should be doing
at each step of the way.
The following section is looking at using KPI's (Key Performance Indicators).
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SECTION 4.
Using KPI's help gives you accountability, especially if you display them for everyone
to see; many sales companies I have trained have active scoreboards. This is usually
in the form of a large 50" TV with everyone's stats showing.
Treat for the sales-type who thrives on competition.
Whether you work in a large corporation or are just starting out and working from
your kitchen table or spare bedroom, KPI's are a must.
The final graph shares some essential KPI's that work incredibly well with the
playbook; you can add pretty much anything into these KPI fields. You may want to
count how many emails your send or how many social media follows you currently
have.
Whatever you begin to measure will improve, so start today.
KEY PERFORMANCE INDICATORS (KPI's)
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Created Opportunities
Appointments/Presentations
Generate 25 new deals /monthly
Book/Demo 20 presentations /monthly
Win 25% of new deals
Attend 85% of all presentations/demo booked
New Prospect Connections
Sales Deals & Revenue
Grow social connections by 100 /monthly
Win 6 new deals /monthly
Send 40 personalised social messages /monthly Monthly cash target £85,000
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KEY PERFORMANCE INDICATORS (KPI’s)
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Created Opportunities
Appointments/Presentations
New Prospect Connections
Sales Deals & Revenue
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