A sales playbook is the difference between a team that guesses and a team that executes. For Australian small business owners, having a documented strategy ensures that every lead—whether they come from a local Facebook ad or a referral in Brisbane—is handled with the same high level of professionalism and efficiency. By standardising your approach, you reduce ramp-up time for new hires and significantly increase your overall win rates.
Prerequisites
Before you start, ensure you have:- A clear understanding of your primary product or service offering.
- Access to your CRM (like HubSpot or Pipedrive) to review historical deal data.
- Feedback from your best-performing sales person (or your own notes if you are the sole founder).
- A collaborative document tool (Google Docs or Microsoft Word).
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Step 1: Define Your Ideal Customer Profile (ICP)
You cannot sell effectively if you don't know who you are talking to. Start by defining the specific types of Australian businesses or consumers you serve. Are they tradies in South East Queensland? Professional services firms in the CBD? What you should see: A document listing demographics, firmographics (company size, industry), and the specific pain points they face in the Australian market.Step 2: Map Your Sales Process Stages
Break down your sales cycle into chronological stages. A standard process might look like: Discovery, Qualification, Presentation, Proposal, and Closing. Pro Tip: Don't make this too complex. If you are a local service provider, three or four stages might be plenty. Ensure these stages match the columns in your CRM.Step 3: Develop Your Messaging and Value Proposition
Why should a customer choose you over a competitor down the road? Your playbook must articulate your 'Unique Selling Proposition' (USP). In Australia, customers value transparency and 'no-nonsense' communication. Avoid overly corporate jargon and focus on the practical benefits you provide.Step 4: Create Discovery Call Templates
The discovery call is where deals are won or lost. Provide your team with a list of 'open-ended' questions. Example:* "What's the biggest challenge you're facing with [Service] right now?" Example:* "How would solving this problem impact your bottom line this financial year?"Step 5: Document Common Objections and Rebuttals
Every business faces objections. In the Australian context, these often revolve around price, timing, or 'I need to talk to my partner/accountant.'List the top 5-10 objections you hear and provide a 'Best Practice' response for each. This empowers your team to handle pushback without freezing up.
Step 6: Define Your 'Sales Tech Stack'
List the tools your team needs to use and, more importantly, how to use them. This includes your CRM, LinkedIn Sales Navigator, and even local tools like the ABN Lookup tool for verifying business details. Describe the 'source of truth' for data entry so your reporting remains accurate.Step 7: Create Email and SMS Templates
Speed to lead is critical. Create a library of templates for every stage of the funnel. Screenshot Description: If you are using HubSpot, you should see a 'Templates' section under the 'Sales' tab. Your playbook should describe which template to use for a 'First Follow Up' vs. a 'Checking In' email.Step 8: Detail the Proposal and Closing Process
Explain exactly how to generate a quote or contract. If you use tools like Proposify or Xero Quotes, include a step-by-step on how to format them. Specify who has the authority to offer discounts and what the maximum 'mates rates' or seasonal discounts are.Step 9: Establish KPI and Activity Benchmarks
What does a 'good' week look like? Define the inputs required to get the outputs. For example: 20 cold calls, 5 discovery meetings, and 2 sent proposals per week. This sets clear expectations for your staff.Step 10: Set a Review and Update Cadence
A sales playbook is a living document. The Australian market changes—interest rates rise, consumer confidence shifts, and new competitors emerge. Schedule a quarterly review to update your messaging and tactics based on what worked in the previous three months.---
Common Mistakes to Avoid
- Making it too long: If your playbook is 100 pages, no one will read it. Keep it punchy and actionable.
- Setting and forgetting: If the playbook doesn't match the reality of your sales calls, the team will ignore it.
- Ignoring the 'Why': Don't just tell your team what to do; explain why this specific approach works for Australian customers.
Troubleshooting
- Low Adoption: If the team isn't using the playbook, it's usually because it's too hard to access. Move it to a shared drive or a pinned tab in their browser.
- Outdated Info: If you find your team using old pricing, it means your 'Master Document' isn't being updated. Assign one 'Owner' of the playbook to ensure version control.
- Doesn't Fit the Brand: If the scripts feel 'too American' or aggressive, soften the language to suit the Australian 'fair go' culture.
Next Steps
Now that you have the framework for a winning sales playbook, it's time to implement it into your daily operations.- Audit your current collateral: Do your current brochures and emails match your new playbook?
- Train the team: Run a workshop to walk through the new scripts and objection handlers.
- Measure the results: Tracking your win rate over the next 90 days.
Need help aligning your marketing leads with a high-performance sales process? Contact the experts at Local Marketing Group to help you build a seamless growth engine for your Brisbane business.