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  • Brent Bonine

Get your sales team “singing!”

Updated: May 9

Group of people singing together

Playing the guitar is one of my hobbies. While I wouldn't call myself a great musician, I can strum a few chords and play some tunes. Years ago, I had the privilege of playing in a band with some talented musicians, and the experience was exhilarating.

Crafting songs with the band was a blend of excitement and exhaustion. Choosing which songs to play and then working out the key, chord progressions, bass lines, and melodies was time-consuming. The more complex the song, the more effort it demanded. However, the satisfaction of mastering a challenging song was immense.

Despite our enthusiasm, we often hit roadblocks trying to decipher specific musical phrases. The most efficient solution was to find sheet music for the songs we wanted to learn. With clear directions in hand, we quickly harmonized as a band.

In business, I've observed a similar dynamic. Before the advent of accessible resources like CRMs and sales enablement tools, my role as a sales leader was similar to getting my team "singing off the same sheet of music." While my team had talent, they lacked clear guidance for success. Even today, many business owners wait for their sales teams to figure it out rather than providing a defined path to success.

In business terms, this "sheet music" is what I call a Sales Playbook. It's a comprehensive blueprint that offers clear direction for executing your vision and driving company growth. Your Sales Playbook should encompass the following elements:


  • Customer Profile: Define your ideal customers, considering factors like market size, average deal size, potential for upselling, and competitive positioning.

  • Sales Process: Outline the stages and steps involved in moving prospects towards becoming customers. Each step should align with the prospect's purchasing journey and be supported by specific activities and resources.

  • Sales Story: Focus on solving customer problems rather than just highlighting product features. Equip your team to address challenges and differentiate your offering from competitors.

  • Team Support: Invest in foundational systems to support your sales efforts, including a robust hiring process, comprehensive onboarding, performance-aligned compensation, and CRM tools for insights.

While some sales reps may excel without structured guidance, imagine the potential if everyone in your team was aligned. Ready to create harmony in your sales strategy? Let's discuss building a Sales Playbook tailored to your company's needs.

Click the link below to start the conversation. Let's make some music together.


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