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For the past decade, "sales play" has been a buzzword echoing through the halls of B2B sales and marketing departments. Originally conceived as a way for marketing teams to roll out organized selling motions, the concept has since evolved into a cornerstone of modern sales strategies.
But what exactly is a sales play, and why has it become such a crucial element in the B2B sales toolkit?In today's fast-paced, highly competitive business landscape, the ability to engage prospects effectively and consistently can make or break a company's success.
This is where sales plays come in. They're not just another fleeting trend or empty jargon – they're powerful, strategic tools that can transform your sales process from a hit-or-miss affair into a well-oiled machine.Whether you're a seasoned sales veteran or new to the world of B2B selling, understanding sales plays is crucial. They're the secret sauce that top-performing sales teams use to streamline their processes, improve consistency, and drive better results.
A sales play is an organized selling motion with a standard bill of materials (BOM). It's a strategic playbook that guides your sales team through the entire customer journey, ensuring they deliver the right message, to the right person, at the right time.
A well-crafted sales play includes:
Sales plays are flexible enough to fit most situations. The term "Sales play" describes the format, not the type of content.
This flexibility allows sales plays to be adapted to virtually any selling scenario, from broad market segments down to individual accounts.
Powering Effective Sales PlaysAt the heart of every sales play is its standard bill of materials (BOM). This comprehensive toolkit is carefully curated to ensure maximum impact and effectiveness throughout the sales process. Let's break down the key components of a typical sales play BOM:
1. Messaging
The foundation of any sales play is a set of carefully crafted messages. These are tailored to resonate with specific buyer personas, addressing their pain points and highlighting your product or service's unique value proposition. A well-defined messaging framework ensures consistency across all customer touchpoints, reinforcing your brand's key differentiators.
2. Prospecting Sequence
A structured prospecting sequence outlines the steps and timing for reaching out to potential customers. This may include a mix of emails, phone calls, social media interactions, and even direct mail, all strategically timed to maximize engagement and response rates.
3. PowerPoint Slides
Visual aids are crucial for effective communication. Custom-designed PowerPoint slides help sales reps present information clearly and compellingly, whether in face-to-face meetings or virtual presentations. These slides are typically aligned with the overall messaging and tailored to address specific customer needs or use cases.
4. Relevant Customer Stories
Nothing builds credibility like real-world success stories. The BOM includes a selection of customer case studies or testimonials that demonstrate how your solution has solved similar problems for other clients. These stories help prospects envision the potential value and outcomes they could achieve.
5. eBook
An in-depth eBook or whitepaper provides valuable educational content to prospects. This resource typically offers a deep dive into industry trends, best practices, or innovative solutions related to the sales play's focus. It serves as both a lead magnet and a tool for establishing thought leadership.
6. Proposal Template
To streamline the closing process, the BOM includes a customizable proposal template. This document is designed to showcase your solution's value proposition, outline the implementation process, and present pricing options in a clear, professional format.
Implementing well-structured sales plays offers numerous benefits for both sales representatives and leaders:
For Sales Reps:
For Sales Leaders:
While sales plays have been around for a decade, their role and complexity have evolved significantly. Initially used primarily by marketing teams to roll out organized selling motions, they have now become comprehensive, cross-functional strategies that encompass the entire customer journey.Today, sales plays are no longer just about providing a script or a set of talking points.
They represent a holistic approach to customer engagement, incorporating elements of marketing, sales, product knowledge, and customer success. This evolution reflects the growing need for alignment across all customer-facing departments and the increasing sophistication of B2B buyers.