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Template preview · B2B services

Sales playbook

Make a repeatable sales motion clear without scripting away judgement.

A sales playbook for a fictional B2B team.

Sample purpose

Make a repeatable sales motion clear without scripting away judgement.

Audience: Sales leader, Account executive
Structure
4 sections
Criteria
12
Sources
7
Watches
3
Default approach
Review first
See the sample

Set the purpose first. Then change every section, criterion, and agent setting before anything runs.

Fictional sample

Structure and criteria

Sample content shows the shape of a useful document. Copying it is optional.

  1. 01

    Fit and qualification

    For this sales playbook, defines fit signals and disqualifiers.

    Review first

    Criteria

    • Fit signals come from won Relay Route deals, such as 20+ daily stops, not who should buy.
    • Each disqualifier is a deal condition, such as route data that cannot be exported.
    • Each signal has the discovery question that verifies it.

    Sources

    Sample content

    • ☐ Confirm distributor runs at least 20 daily delivery stops
    • ☐ Identify dispatch decision maker before proposal
    • ☐ Disqualify if route data cannot be shared for setup
  2. 02

    Conversation stages

    For this sales playbook, states the buyer outcome at each sales stage.

    Review first

    Criteria

    • Each stage ends in something the buyer says or does, not a vendor task like sending a demo.
    • Shows observed stage conversion and typical days between stages.
    • Names the evidence an AE records to move a deal forward.

    Sources

    Watches

    • Follows Fit and qualification

    Sample content

    1. 2026-10-02 · DiscoveryMap current delivery-window changes with buyer.
    2. 2026-10-09 · Fit reviewConfirm route data and dispatcher availability.
    3. 2026-10-16 · ProposalShow one route using buyer-approved sample data.
  3. 03

    Proof and objections

    For this sales playbook, answers objections with approved evidence.

    Manual

    Criteria

    • Each objection was heard in a real call, with the call date.
    • Each response points to specific customer proof, such as a pilot result, not reassurance.
    • Includes the objection that most often delays proposal to close.

    Sources

    Watches

    • Follows Conversation stages

    Sample content

    Buyer concernApproved responseProof to bring
    Drivers will ignore another appTest the mobile workflow with two drivers before rollout.Fictional pilot task completion
    Setup will delay dispatchImport a sample route before contract signature.Timed setup rehearsal
  4. 04

    Handoff and learning

    For this sales playbook, transfers commitments and tracks stage conversion.

    Review first

    Criteria

    • Conversion for qualified to proposal to close over rolling eight weeks, per AE.
    • Handoff names the commitment transferred, such as a customer success owner assigned.
    • Records which stage gates AEs override and what the deal reviews changed.

    Sources

    Watches

    • Follows Proof and objections

    Sample content

    StageEvidence to advanceOwner
    QualifiedNeed, buyer, and route volume confirmedTomas
    ProposalSuccess measure and data owner agreedAccount executive