Small Business Sales Playbook Builder

Write down how your business sells, from offers and best-fit customers to the conversation, honest selling standards, concerns and follow-up, so everyone who sells does it well and the same way.

Who it is for

• Owners of small businesses who sell most of the work themselves and want others to sell it the same way.

• Sales leads and managers onboarding new salespeople.

• People who sell as part of another role: front desk staff, estimators, service advisors and technicians who quote.

• Trainers building sales onboarding for a small team.

The problem it solves

In many small businesses only one person sells well, prices and terms are explained differently by different people, and quotes go out with no follow-up. This guide helps you build a short, practical playbook in nine steps: offer cards with full prices and limits, customer profiles, first contact standards, a conversation guide, honest selling standards, a concern library, a follow-up rhythm, and a simple weekly review. It is built on two KA Company methods, the Four-Step Sale and TRUE, so the playbook makes honest selling the usual way to sell. It contains no pressure tactics.

What is inside

Small Business Sales Playbook Builder (PDF, 42 pages)

• Copyright and License, and contents (2 pages)

• What a sales playbook is, and why it matters (2 pages)

• The foundation: the Four-Step Sale and TRUE (1 page)

• Nine steps to a finished playbook, and how to use this guide (1 page)

• Step 1: Offers, prices, limits and the Full-Facts Check (2 pages)

• Step 2: Best-fit customers, and using profiles in daily selling (2 pages)

• Step 3: First contact standards by channel (1 page)

• Step 4: The conversation guide, with a question bank (2 pages)

• Step 5: Honest selling standards, and the pressure habits you will not use (1 page)

• Step 6: Building a concern library (1 page)

• Step 7: Follow-up rhythm and follow-up messages (2 pages)

• Step 8: Tracking and a twenty-minute weekly review (1 page)

• Step 9: Training your team, and keeping the playbook current (2 pages)

• Variations for retail, clinics, catering, trades, professional services and wholesale; common mistakes; questions (3 pages)

• Templates: offer card, customer profile, first contact standards, conversation planner, question bank, concern library, follow-up rhythm planner, open opportunities list and weekly review, one-page summary (9 pages)

• Filled-in example for a commercial cleaning company: every template (8 pages)

• Short examples for a bike shop and a roofing company (1 page)

Word playbook template (18 pages): every template with prompts, ready to fill in, and the complete filled-in example.

How to use it

1. Read the foundation and the nine steps (pages 4 to 7).

2. Write offer cards and one customer profile first.

3. Add first contact standards, the conversation guide and your honest selling standards.

4. Build the concern library and follow-up rhythm, and start a weekly review.

5. Train your team with practice conversations, and update the playbook every week.

Formats and file types

• PDF (US Letter, print or screen), 42 pages

• Word document (.docx), 18 pages, opens in most word processors

• Licensed for use within your organization

• Rules about contacting customers, describing prices and offers, and contracts vary by location. Check the rules for your location and your company policy. This is not legal advice.

Frequently asked questions