A sales playbook is the shared answer to “what do we say?”. This free template covers the nine parts a small team needs: who you sell to, why they buy now, your offer, the call flow, discovery questions, objection answers, follow-up, CRM stages and the numbers to track. Fill it in once; use it on every call.
Work top to bottom. Most teams can fill in a first draft in an afternoon, then sharpen it after a week of calls.
Copied. Paste it into a doc.
If everyone is a prospect, nobody gets a good call. Write down who buys, who signs, and who you walk away from.
ExampleUK limited companies, 3–30 staff, selling a service worth £2,000+ a month. The owner feels it; the owner signs.
Calls land when something has changed. List the triggers that make a prospect pick up.
One sentence a stranger understands, then the proof that backs it.
A shared shape for every call, so results don’t depend on who picked up.
ExampleHi Sam, it’s G. I’ll be honest, this is a cold call. Can I have 30 seconds to tell you why I picked you, and you can tell me to go away?
Good questions do the selling. Write the ones that uncover pain, priority and budget.
The same five objections come up all the time. Agree the answers once.
Example“Send me an email.” Happy to. So I send something useful, what would you want it to cover? (Then book a time to talk it through.)
Most deals are won on the follow-up, not the first call. Decide the rhythm so nobody improvises.
If the stages don’t match how you sell, the pipeline lies. Define each stage by what has happened, not how hopeful you feel.
Track the few numbers that tell you where the process leaks.
Ideal customer, call flow, scripts, objections and follow-up for one segment, as a single request on a monthly plan.
A sales playbook is a short shared document that says who you sell to, what you say, which questions to ask, how to answer objections and how to follow up. It makes results less dependent on who picked up the phone.
At minimum: your ideal customer, buying triggers, a one-line offer with proof, a call flow, discovery questions, objection answers, a follow-up cadence, CRM stage definitions and the numbers you track. This template covers all nine.
Short enough to use on a live call. For a small team, five to ten pages is plenty. Long playbooks don’t get read.
Yes, all of it is on this page. Copy it as plain text and paste it into a doc. No email needed.
Yes. A sales playbook for one segment is a standard request on my monthly plans, and a full sales enablement kit is a big build.
I'll search you the way your buyers do and tell you what I find. If I can help, I'll say which plan and why. If I can't, I'll say that too.
Prefer to write? hello@garethrswray.com