Intro: What is a sales play?
A Sales Play is turning sales strategy into action. Usually part of a larger ‘Sales Playbook’, a Sales Play outlines what a rep should do in a specific selling situation, such as prospecting, nurturing, or pitching a specific product. A sales play includes things like sales enablement materials, strategies, discovery call questions, KPIs, buyer personas, and sales process details, and is ALWAYS time-bound.
A Sales Play is built based on data, research, and trends happening in the business to a desired outcome.
🥂By providing a step-by-step process, we can deliver our unique ‘Sales Plays‘ in the flow of work.
🐙 Unique Sales Play will live on this Topic & have its own SPEK
🐙 Example Naming convention: (Date of Sales play | Sales Play Name | Audience the Sales Play supports)
Customize the below template for your organization and surface this coaching directly where your reps are prospecting to drive pipeline with Spekit.
1. Account-Based Marketing Sales Play: Personalized Engagement for Key Accounts
Objective
The objective of this sales play is to drive personalized engagement with high-priority target accounts and ultimately secure new business from these strategic prospects.
Target AudienceA select group of key accounts in the healthcare industry identified as high-potential opportunities for our technology solution.
Situation/ChallengeWe want to deepen our relationships with key decision-makers and stakeholders in these target accounts and demonstrate how our technology can address their unique challenges.
Activities/Tactics
Account Selection and Research Collaborate with the marketing and sales teams to select the high-priority target accounts based on their fit with our ideal customer profile.Conduct in-depth research on each account, including their business objectives, pain points, and key decision-makers.
Personalized Messaging and Content Craft highly personalized messages and content that speak directly to the challenges and goals of each target account.Tailor the content to address the specific needs and interests of each stakeholder within the account.
Engagement Across Channels Utilize a multichannel approach to engage with the target accounts, including personalized emails, direct mail, social media interactions, and phone calls.Coordinate the messaging and content across channels for a cohesive and consistent experience.
Customized Demos and Presentations Develop customized product demos and presentations that showcase how our technology can directly solve the challenges faced by each target account.Schedule in-person or virtual meetings to present the demos to key stakeholders.
Building Relationships with Key Stakeholders Engage in one-on-one conversations with key decision-makers and stakeholders to build rapport and understand their needs in depth.Offer insights and industry knowledge to position our company as a valuable partner.
Account-Based Advertising Run targeted digital advertising campaigns focused on the specific target accounts to further reinforce our messaging and content.Use display ads and social media ads to stay top-of-mind with key stakeholders.
Timeline
- The Account-Based Marketing Sales Play will run for six months, starting from [Start Date] to [End Date].
Roles and Responsibilities
ABM Sales TeamResponsible for executing personalized outreach and engagement with the target accounts.Marketing TeamSupport with content creation, account-based advertising, and coordination of marketing efforts.
Metrics and Success Criteria
- Total number of personalized engagements with the target accounts: 50 interactions.
- Number of qualified opportunities generated from the target accounts: 10 opportunities.
- Revenue generated from new business acquired through the ABM efforts: $500,000.
Additional Notes & Resources
- Maintain a comprehensive CRM system to track all interactions and conversations with the target accounts.
- Regularly communicate with the marketing team to align marketing efforts with the ABM sales play.
2. Cold Calling Blitz: Boosting Software Adoption
Objective
The objective of this cold calling blitz is to generate new leads and set up appointments with potential customers to increase the adoption of our software solution.
Target Audience - Small to medium-sized businesses in the IT services industry located in the United States.
Situation/Challenge - Our software solution has great potential to improve IT service management, but we face challenges in reaching out to new prospects and showcasing its unique features.
Activities/Tactics
Prospect List Building Utilize industry databases, LinkedIn, and company directories to build a targeted list of potential prospects. Segment the list based on company size, location, and industry to personalize the messaging.
Crafting Compelling Pitch Develop a persuasive cold call script that highlights how our software streamlines IT service management, increases efficiency, and reduces costs. Address common pain points in the IT services industry, such as ticket resolution time and resource allocation.
Appointment Setting Strategy - Set the goal of each call to secure a 15-minute discovery call with the prospect’s IT manager or decision-maker.Use a consultative approach to understand the prospect’s needs and tailor the demo to address their specific challenges.
Call Volume Targets Each sales representative is expected to make a minimum of 50 calls per day during the cold calling blitz. Regularly review call logs to track progress and identify areas for improvement.
Engaging Follow-up Emails Send follow-up emails immediately after the call, summarizing the benefits of our software and proposing available appointment slots.Include case studies and customer testimonials in the emails to reinforce credibility.
Sales Team Motivation Conduct a kick-off meeting to energize the sales team and provide them with the necessary resources and tools. Organize daily stand-ups to share success stories, challenges, and best practices.
Timeline
The cold calling blitz will take place from [Start Date] to [End Date].
Roles and Responsibilities
Sales Representatives - Responsible for making proactive cold calls, conducting demos, and setting up discovery calls.
Sales Managers - Support the sales representatives, provide coaching, and track progress.
Metrics and Success Criteria
- Total number of calls made during the cold calling blitz: 5,000 calls.
- Number of discovery calls secured: 100 appointments.
- Conversion rate from discovery call to software trial: 30%.
- Revenue generated from software sales resulting from the cold calling blitz: $200,000.
Additional Notes & Resources
- Provide sales representatives with demo scripts, objection-handling tips, and customer case studies to prepare them for successful calls.
- Encourage the team to take breaks and maintain a positive attitude during the blitz.
3. Competitive Takeover Sales Play: Winning Customers from Competitor X
Objective
The objective of this sales play is to win customers from Competitor X by showcasing the superior features and benefits of our technology solutions.
Target Audience - Companies currently using Competitor X’s technology solution in the finance and accounting industry.
Situation/Challenge - Competitor X has a significant presence in the finance and accounting market, and we aim to position ourselves as a better alternative.
Activities/Tactics
Competitor Analysis - Conduct a thorough analysis of Competitor X’s technology offering, pricing, and customer reviews.Identify areas where our solution outperforms and provides a competitive advantage.
Crafting the Value Proposition - Develop a clear and compelling value proposition that highlights the unique features, cost-effectiveness, and ease of implementation of our technology. Address pain points commonly reported by customers using Competitor X.
Identifying Prospects - Use market research and customer data to identify companies currently using Competitor X’s solution. Prioritize high-value prospects based on their potential impact on our revenue.
Personalized Outreach - Tailor cold emails and phone scripts to address each prospect’s specific pain points and challenges with Competitor X’s solution. Offer a free product demo or trial to encourage interest and engagement.
Competitor Comparison Collateral - Prepare collateral that provides a detailed comparison between our solution and Competitor X’s, showcasing our strengths and benefits.Include case studies and testimonials from customers who successfully switched from Competitor X to our solution.
Appointment Setting Strategy - The goal of each call or email outreach is to secure a 30-minute demo or meeting with key decision-makers at the prospect company. Use consultative selling to understand the prospect’s current challenges and demonstrate how our solution can address them effectively.
Timeline
The Competitive Takeover Sales Play will run for three months, starting from [Start Date] to [End Date].
Roles and Responsibilities
Sales RepresentativesResponsible for conducting outreach, delivering demos, and nurturing relationships with prospects.Sales ManagersSupport the sales representatives, provide coaching, and track progress.
Metrics and Success Criteria
- Total number of prospects contacted during the sales play: 200 companies.
- Number of product demos or meetings scheduled: 50 appointments.
- Conversion rate from prospect to customer: 20%.
- Total revenue generated from companies switching from Competitor X to our solution: $500,000.
Additional Notes & Resources
- Sales representatives should be well-versed in the features and benefits of our technology solution compared to Competitor X’s.
- Regularly gather feedback from customers who switched from Competitor X to identify strengths and areas for improvement.
4. Demo and Trial Sales Play: Try, Experience, and Succeed
Objective
The objective of this sales play is to convert prospects into paying customers by offering them a trial or product demo to experience the value and benefits of our software solution.
- Target Audience - Prospects who have shown interest in our software solution but have not committed to a purchase.
- Situation/Challenge - Many prospects are hesitant to make a buying decision without experiencing the software’s capabilities firsthand. This sales play aims to overcome this hesitation and accelerate the conversion process.
Activities/Tactics
- Segmentation and Personalization - Segment prospects based on their specific needs and use cases. Personalize outreach and messaging to address their pain points and demonstrate how our solution can meet their requirements.
- Educational Content Distribution - Provide prospects with educational content, such as whitepapers, case studies, and video tutorials, that showcases the software’s key features and benefits. Use this content to nurture prospects’ understanding of our solution.
- Free Trial Offering - Offer prospects a free trial of our software, with a duration that allows them enough time to experience its full potential. Provide access to all relevant features and functionalities during the trial period.
- Customized Product Demos - Schedule personalized product demos tailored to each prospect’s specific needs and requirements. Demonstrate how our software addresses their pain points and improves their workflows.
- Follow-up and Support - Conduct timely follow-up calls and emails to check on the prospect’s trial experience and answer any questions. Provide excellent customer support to ensure a smooth trial experience.
- Trial Extension and Offers - Offer a trial extension to prospects who require more time to fully assess the software’s impact on their business. Provide exclusive discounts or incentives to encourage trial users to upgrade to a paid subscription.
Timeline
The Demo and Trial Sales Play will run for six weeks, starting from [Start Date] to [End Date].
Roles and Responsibilities
- Sales Representatives - Responsible for conducting personalized product demos, following up with prospects, and handling negotiations.
- Customer Support Team -Assist with trial onboarding and provide proactive support to trial users.
Metrics and Success Criteria
- Total number of prospects contacted during the sales play: 150 prospects.
- Number of prospects who start a trial: 50 trials initiated.
- Conversion rate from trial to paid subscription: 30%.
- Revenue generated from new customers acquired through trials: $75,000.
Additional Notes & Resources
- Gather feedback from trial users to understand their experiences and identify areas for improvement in the software and trial process.
- Use success stories and testimonials from satisfied trial users to build credibility and encourage other prospects to try our solution.
5. Expansion Email Sales Play: Usage Uptick
Objective
The objective of this sales play is to increase revenue by creating expansion opportunities with existing customers.
- Target Audience - Current customers who are using our software who have had an uptick in usage.
- Situation/Challenge - A qualified account is showing great momentum in your product. Openness to sales outreach will be high. Engage active users to understand how the spike can be tied to a business goal. Take advantage of this opportunity to present decision-makers with a business case. Offer more advantageous unit costs.
Activities/Tactics
- Research the account. Are there any external trends that can explain the spike?
- Review the account’s product usage.
- Add the most active users to a sequence.
- Identify a decision-maker and add him/her to a sequence.
Email
Subject line: Lower [Your Product Name] unit costs
Copy:
[First Name],
Great to see [Reference to Usage Growth]. Your team has [Specific Reference to Key Feature Usage] on the platform!
At this rate, it’d be wise to get you on a [Higher Paid or Consolidated Plan]. You’ll get a much lower unit cost and [Benefit of Proposed Paid Tier].
That’s what we did with [Similar Customer]. With the [Context], the executive team wanted [Tangible Benefit of Proposed Paid Tier].
Does it align with your priorities?
[Sales rep’s signature]
Timeline
As soon as possible once the target account’s usage grows above 50% month over month for customers’
Roles and Responsibilities
- Customer Success Manager - Responsible for tracking customers data month over month, and informing the sales reps when a customer has an expansion opportunity.
- Sales Representatives - Responsible for conducting outreach and discovery calls with targeted customers.
6. Product Upsell/Cross-sell Sales Play: Maximizing Value for Our Customers
Spekit Scuffles: Objection Handling SecretsObjective
The objective of this sales play is to increase revenue by upselling and cross-selling additional products and services to our existing customers.
- Target Audience - Current customers who are using our entry-level software package for project management.
- Situation/Challenge - Many of our current customers are unaware of the advanced features and benefits available in our premium software packages, limiting their usage and overall satisfaction.
Activities/Tactics
- Customer Segmentation - Segment our existing customers based on their usage patterns, industry, and company size to identify upsell and cross-sell opportunities. Prioritize high-potential customers who have a significant need for advanced features.
- Upsell/Cross-sell Messaging - Create targeted messaging that showcases the benefits of upgrading to our premium software packages. Emphasize the additional features, scalability, and support available in the higher-tier packages.
- Customer Success Outreach -Assign a customer success manager to reach out to selected customers personally. Schedule a discovery call to understand their current needs and pain points.
- Personalized Demos - Provide personalized product demos tailored to each customer’s requirements. Highlight how the advanced features can address their specific challenges.
- Tiered Pricing and Incentives - Offer tiered pricing options to provide customers with the flexibility to choose the package that best suits their needs. Provide time-limited incentives, such as discounts or add-ons, to encourage immediate action.
- Follow-up and Nurturing - Follow up with customers after the demo to address any questions or concerns. Nurture ongoing communication to maintain engagement and build trust.
Timeline
The Product Upsell/Cross-sell Sales Play will run for two months, starting from [Start Date] to [End Date].
Roles and Responsibilities
- Customer Success Manager - Responsible for conducting outreach and discovery calls with targeted customers.
- Sales Representatives - Conduct product demos and handle pricing and negotiation discussions.
- Marketing Team - Provide collateral and support materials for the upsell/cross-sell efforts.
Metrics and Success Criteria
- Total number of targeted customers contacted during the sales play: 100 customers.
- Number of product demos conducted: 30 demos.
- Conversion rate from demo to upsell/cross-sell: 25%.
- Revenue generated from upselling and cross-selling efforts: $50,000.
Additional Notes & Resources
- Regularly gather feedback from customers who upgraded to understand their satisfaction and identify areas for improvement.
- Use customer success stories and testimonials to build credibility and encourage other customers to consider upgrading.
7. Referral Program Sales Play: Grow Together with Great Referrals
Objective
The objective of this sales play is to generate new leads and expand our customer base by encouraging existing satisfied customers to refer their colleagues and network to our software solution.
- Target Audience - Current customers who are highly satisfied with our software and have been using it for more than six months.
- Situation/Challenge - We want to tap into the power of word-of-mouth marketing and leverage our loyal customers to drive new business growth.
Activities/Tactics
- Referral Program Launch - Create an enticing referral program that offers rewards, such as discounts, credits, or gift cards, to customers for successful referrals. Clearly communicate the benefits of participating in the program to customers.
- Referral Program Promotion - Send personalized emails to eligible customers, inviting them to join the referral program. Share program details on social media, website banners, and within the software platform.
- Referral Program Support - Assign a dedicated team member to manage the referral program and answer any questions from participating customers. Provide customers with pre-made referral templates to make it easy for them to refer our software.
- Incentives for Referred Prospects - Offer an exclusive incentive or free trial to prospects referred by existing customers to encourage conversion.Ensure a smooth onboarding process for new customers to enhance their experience.
- Regular Updates and Recognition - Regularly update participating customers on the progress of their referrals and the rewards they have earned. Recognize top referrers publicly on the website or social media platforms.
- Follow-up and Nurturing - Reach out to referred prospects promptly and provide personalized follow-up to address their needs and questions. Nurture prospects throughout their decision-making process.
Timeline
The Referral Program Sales Play will be an ongoing initiative.
Roles and Responsibilities
- Referral Program Manager - Responsible for launching, managing, and promoting the referral program.
- Sales Representatives - Follow up with referred prospects and convert them into customers.
Metrics and Success Criteria
- Total number of eligible customers invited to join the referral program: 200 customers.
- Number of customers who participate in the referral program: 50 participants.
- Number of new customers acquired through referrals: 20 customers.
- Revenue generated from new customers acquired through referrals: $40,000.
Additional Notes & Resources
- Regularly communicate the progress and success of the referral program to all customers to encourage continued participation.
- Use customer success stories resulting from successful referrals to build credibility and motivate others to participate.
8. Sales-Assist Email Sales Play: Account Champion Engagement
Objective
The objective of this sales play is to leverage the influence of an account champion within one of your top accounts to drive increased adoption of your product.
- Target Audience - Customers who have increased their adoption and usage of the platform.
- Situation/Challenge - You identify a champion at one of your top accounts. This person gets the value of your product and is trying to spread adoption. Help them by providing resources and offering discounted seats with an annual subscription. Communicate the collaboration benefits of your paid plan and ask for an intro to the decision-maker if their champion doesn’t have buying influence.
Activities/Tactics
- Review how the champion has been using your product.
- Research and add the champion on LinkedIn.
- Curate a list of resources that can help the champion increase internal adoption.
- Add the champion to a sequence with those helpful tips.
Email
Subject line: [Similar Customer or Competitor]’s move in [Your Product Name]
Copy:
[First Name],
Looks like you and the team have been getting things done in [Used Feature]! With this amount of users, we typically see teams struggle with [Feature or Use Case].
[Similar Customer or Competitor]’s [Customer Team/Function] team [Benefit of Feature on Paid Plan] when they started using [Feature on Paid Plan]. Here’s how 👈
I assumed it’d be top of mind. Worth exploring?
[Sales rep’s signature]
Timeline
When a customer has invited customers in the last 7 days.
Roles and Responsibilities
- Customer Success Manager - Responsible for tracking customers data, and informing the sales reps when a customer has invited 5+ users in the last 7 days.
- Sales Representatives - Responsible for conducting outreach and discovery calls with targeted customers.
9. Sales-Assist Email Sales Play: Tending-out-of-Compliance
Objective
The objective of this sales play is to convert customers on the free plan to the paid plan.
- Target Audience - Customers on the free plan who are approaching the limit on the free plan.
- Situation/Challenge - One of your top accounts is approaching the limit of the free plan. Proactively engage active users to convert them to your paid plan. If account usage is healthy, users are getting value from your product. Mention how hitting the paywall can have negative impacts on their business. If account usage is below expectations, offer a call with a product expert to help them become more successful.
Activities/Tactics
- Review the account’s product usage to make your outreach contextual and personalized.
- Add the most active end users to a sequence to highlight value they’re getting.
- Identify a decision-maker and add him/her to a sequence about upgrading.
Email
Subject line: Interruption to [Output of Product Usage]
Copy:
Hey [First Name] – Looks like your getting close to your [Timeframe] [Feature] limit. Great to see the [Benefit of Product Usage] since you guys [Reference to Specific Feature Use]!
I suppose that you don’t want to see [Negative Impact of Hitting Usage Paywall]. Happy to extend your plan if needed.
Heard from your [Champion User] that [New Feature or Product Line] was on his mind. You can cut costs by consolidating your [Your Product Name] [“products” or “plans”].
Worth exploring?
[Sales rep’s signature]
Timeline
When a customer on the unpaid plan only has 10% left of the free plan limit.
Roles and Responsibilities
- Customer Success Manager - Responsible for tracking customers data, and informing the sales reps when a customer is about to hit the limit of the free plan.
- Sales Representatives - Responsible for conducting outreach and discovery calls with targeted customers.
10. Sales-Assist Email Sales Play: Trial Conversion
Objective
The primary objective of the “Trial Conversion” sales play is to effectively convert time-boxed free trial users into paying customers. This play aims to capitalize on the opportunity presented by the creation of a new workspace with a free trial.
- Target Audience - Customers on a free trail who’ve strong engagement.
- Situation/Challenge - Across all of your time-boxed free trials, some accounts should be engaged by sales. Either because the account has great revenue potential or sales can intervene to guarantee quick and latest success with your product. Proper sales touches are all about understanding what success means for your prospect and helping them get there faster.
Activities/Tactics
- Research the account to make assumptions about their motivations for your product.
- Find a case study with similar product usage.
- Enroll the workspace owner in a sequence with time-based touches throughout the trial. Incorporate product usage in the sequence and emphasize urgency.
- Identify the most active users. Add them to the same sequence.
Email
Subject line: [Used feature reference]
Copy:
[First Name], love the [Specific Product Usage Reference] in [Your Product Name].
Put together a few resources (in this folder) to help you get the best out of [Feature] and examples from folks like [Similar Customer A], [Similar Customer B].
If all goes well, what does success look like with [Your Product Name]?
[Sales rep’s signature]
Timeline
When a customer has created a new workspace while in a time-boxed free trial.
Roles and Responsibilities
- Customer Success Manager - Responsible for tracking customers data, and informing the sales reps when a customer has created a new workspace.
- Sales Representatives - Responsible for conducting outreach and discovery calls with targeted customers.
11. Win-Back Sales Play: Welcome Back to Better Connectivity
Objective
The objective of this sales play is to re-engage with former customers and encourage them to return to our telecommunications services.
- Target Audience - Customers who have churned or canceled their subscription within the last six months.
- Situation/Challenge - We have noticed an increase in customer churn in the past six months, and we aim to win back these customers and regain their trust.
Activities/Tactics
- Churn Analysis - Conduct an in-depth analysis of the reasons for customer churn to understand the common pain points and issues faced by former customers. Use this analysis to tailor our messaging and address concerns effectively.
- Segmentation and Prioritization - Segment lost customers based on their tenure, usage history, and reasons for churn. Prioritize high-value customers or those with a high potential for re-engagement.
- Personalized Re-Engagement Messaging - Craft personalized emails and messages that empathize with the customers’ past experiences and express our commitment to improving their experience. Offer specific solutions or promotions to address the issues that led to their churn.
- Exclusive Offers and Incentives -Provide exclusive offers, discounts, or add-ons as incentives for returning to our services. Create a sense of urgency by making these offers time-limited.
- Follow-up Calls - Assign a dedicated team to make follow-up calls to selected customers who have shown interest in returning.Address their concerns, answer questions, and offer personalized solutions.
- Customer Onboarding and Support - Implement a smooth onboarding process for returning customers to ensure a seamless transition back to our services. Provide proactive customer support to address any issues promptly.
Timeline
The Win-Back Sales Play will run for three months, starting from [Start Date] to [End Date].
Roles and Responsibilities
- Win-Back Sales Team - Responsible for conducting outreach, follow-up calls, and handling negotiations.
- Customer Support Team - Assist with onboarding and provide proactive support to returning customers.
Metrics and Success Criteria
- A total number of lost customers contacted during the sales play: 200 customers.
- Number of customers who re-engage and return: 50 customers.
- Revenue generated from customers returning: $25,000.
Additional Notes & Resources
- Regularly gather feedback from returning customers to understand their satisfaction and identify areas for improvement.
- Use customer success stories from returning customers to build credibility and encourage other former customers to consider coming back.
Additional Resources:
