Guidelines for writing sales playbooks-Guidelines-for-writing-sales-playbooks

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Video Summary

The webinar, “Guidelines for Writing Sales Playbooks,” explained how playbooks help sales teams sell more effectively by focusing on buyers rather than just products. Host Guy Lloyd introduced Michael Hansen, CEO of Growth Genie, who shared a framework for building practical, human-centered sales playbooks.<br /><br />Michael emphasized that buyers trust salespeople less than they used to, so sales teams must come across as advisors, not robots. He outlined his COSMIC framework, which balances measurable business outcomes with emotional and human factors. He stressed identifying customer challenges, their consequences, decision-makers and influencers, and being open about who is not a good fit.<br /><br />He then broke down the core parts of a strong playbook: ideal customer profiles, triggers and observations for outreach, buyer personas based on problems rather than demographics, probing and qualifying questions, handling objections through curiosity, and using customer stories and testimonials to build credibility.<br /><br />He also recommended that companies maintain one overall playbook, while each seller creates a smaller personal version they can adapt. His main advice: great playbooks should help teams understand customers, their world, their goals, and how the solution helps them.

Keywords

sales playbooks

buyer-centric selling

COSMIC framework

ideal customer profile

buyer personas

sales objections

customer stories

qualifying questions