How to Create a Track Selling Playbook™
Creating a Track Selling Playbook is a process that combines real-life experiences of your salespeople with the science and psychology of the Track Selling System.
Step 1: Interview your team
Interviews are conducted with key sales and marketing personnel that are familiar with your sales cycle. The research findings are documented. Further discussions reveal tribal knowledge of customer needs and industry requirements. Next, identify common scenarios, frequent objections, and competitors' strengths and weaknesses.
These interviews can take place in-person or virtually. They can be done in a single session or over several days. After interviewing, review the results with sales leaders and field sales professionals to validate findings.
Step 2: Apply Track Selling principles
Apply the Track Selling communication model to the findings from Step 1. Develop dialogues using the seven steps for sales conversations, answers to common objections, and deep and meaningful questions for conversational agility.
Include specific examples of the Five Buying Decisions and the Six Buying Motives to the Seven Steps of Track Selling.
When done, you'll have a step-by-step guide to handle more than 80% of your selling situations.
Step 3: Produce and distribute the Playbook
Once the findings are documented and validated - and track selling principles applied - it's time to create an easy-to-use guide that can be used by all involved with the sales process.
You can use it to define you overall strategy, to prepare to engage with prospects or customers during one-on-one or group settings. You can use the Playbook to influence responses to RFPs, proposals, and contract negotiations.
The Playbook can be printed or posted on-line for immediate access and easy editing.
Track Selling System Playbooks
Your Playbook has three sections. Two are focused on the strategy and best practices of selling and the third provides useful learning applications.
1. Strategy
The first section of the Playbook helps you develop a sales strategy for each sales opportunity. How will you approach them? Who will you engage? What will you accomplish in the first meeting? Second meeting, etc? How will the sales team advance and accelerate sales opportunities throughout the sales cycle?
2. Methodology
Once your strategy is in place, you need to execute. The Playbook will explain to you how to apply the principles and techniques of Track Selling to each step of the sales process to ensure the highest probability of success.
3. Stories
The final section of the Playbook contains stories that describe how your peers have tackled the sales process including sales gone right and sales gone wrong.
You'll see the best in action so you can learn from them. Playbooks can be used for on-going training and reinforcement.
Track Selling Playbook Investment
Each Track Selling Playbook is customized to your business, customers, and selling process. It's a hand-crafted document that you can use immediately, every day, in most selling situations. This investment depends on size of sales team and if Playbook creation is done virtually or in-person.
