Sales Playbook & Battle Cards

Sales Process Flow

1. Prospect

Identify target

2. Qualify

Assess fit

3. Demo

Show value

4. Proposal

Present solution

5. Negotiate

Align terms

6. Close

Secure deal

7. Onboard

Enable customer

Stage: Prospect

Description

Key Actions

Exit Criteria

Tools Used

Stage: Qualify

Description

Key Actions

Exit Criteria

Tools Used

Stage: Demo

Description

Key Actions

Exit Criteria

Tools Used

Stage: Proposal

Description

Key Actions

Exit Criteria

Tools Used

Stage: Negotiate

Description

Key Actions

Exit Criteria

Tools Used

Stage: Close

Description

Key Actions

Exit Criteria

Tools Used

Stage: Onboard

Description

Key Actions

Exit Criteria

Tools Used

Ideal Customer Profile (ICP)

Industry

Company Size (employees)

Revenue Range (EUR) 10M-100M" value="[PLACEHOLDER]-[PLACEHOLDER]">

Budget Range (EUR) 50K-500K/year" value="[PLACEHOLDER]-[PLACEHOLDER]">

Pain Points

Decision Makers

Qualification Framework: BANT

Budget — Does prospect have allocated budget? [PLACEHOLDER]+

Authority — Is stakeholder a decision maker or influencer?

Need — Have they articulated a specific business problem?

Timeline — Do they have a decision timeline? (<6 months)

BANT Score: 0/4

Competitor Name

Their Pitch Our Counter Their Weaknesses Our Strengths

Win Rate (%)

Key Differentiator

Competitor Name

Their Pitch Our Counter Their Weaknesses Our Strengths

Win Rate (%)

Key Differentiator

Competitor Name

Their Pitch Our Counter Their Weaknesses Our Strengths

Win Rate (%)

Key Differentiator

Competitor Name

Their Pitch Our Counter Their Weaknesses Our Strengths

Win Rate (%)

Key Differentiator

Too Expensive / Price Objection ▼

Response Script

Proof Points

Follow-up Action

Not the Right Time ▼

Response Script

Proof Points

Follow-up Action

We Use Competitor X ▼

Response Script

Proof Points

Follow-up Action

Need to Talk to [Department/Executive] ▼

Response Script

Proof Points

Follow-up Action

We Tried Something Similar ▼

Response Script

Proof Points

Follow-up Action

We Don't Have Resources ▼

Response Script

Proof Points

Follow-up Action

No Budget Left This Year ▼

Response Script

Proof Points

Follow-up Action

We Need to See Proof / References ▼

Response Script

Proof Points

Follow-up Action

We're Happy with Current Solution ▼

Response Script

Proof Points

Follow-up Action

Security / Compliance Concerns ▼

Response Script

Proof Points

Follow-up Action

Cold Call Script

Opening (15 seconds)

Value Prop (30 seconds if they say yes)

Qualifying Questions

Close for Meeting

Discovery Call Script

Rapport (2 minutes)

Situation (3 minutes)

Problem (5 minutes)

Impact (3 minutes)

Need-Payoff (2 minutes)

Next Steps

Demo Script

Agenda (2 minutes)

Pain Recap (1 minute)

Feature Walk (10-15 minutes)

ROI / Value Proof (3 minutes)

Handle Objections

Next Steps Close

Follow-Up Email Templates

Follow-Up #1 (After Call, No Commitments)

Follow-Up #2 (Post-Demo, Advancing Deal)

Subject: [Company Name] Implementation Plan

Hi [Name],

Great demo conversation! Here's what I heard you need:
<svg class="icon" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"><polyline points="20 6 9 17 4 12"/></svg> Faster [process]
<svg class="icon" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"><polyline points="20 6 9 17 4 12"/></svg> Better [visibility / reporting]
<svg class="icon" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"><polyline points="20 6 9 17 4 12"/></svg> Seamless [integration]

I've sketched a rough implementation plan below. It's a 4-week rollout with your team doing [X] and us handling [Y].

Timeline:
Week 1: Onboarding & setup
Week 2-3: Pilot with [department]
Week 4: Full rollout & training

Total investment: <svg class="icon" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"><line x1="12" y1="1" x2="12" y2="23"/><path d="M17 5H9.5a3.5 3.5 0 0 0 0 7h5a3.5 3.5 0 0 1 0 7H6"/></svg>[amount]
Expected ROI: <svg class="icon" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"><line x1="12" y1="1" x2="12" y2="23"/><path d="M17 5H9.5a3.5 3.5 0 0 0 0 7h5a3.5 3.5 0 0 1 0 7H6"/></svg>[amount] savings in Year 1

Let's lock in a 30-min call [day/time] to confirm this approach. Book here: [link]

Looking forward,
[Your Name]

Follow-Up #3 (Closing / Objection Handling)

Deal Name	Deal Size (EUR)	Stage Lost	Reason	Competitor	Lessons Learned
	50000" value="50000" onchange="saveData()" style="width: 100%; border: none; background: transparent;">
	100000" value="100000" onchange="saveData()" style="width: 100%; border: none; background: transparent;">
	75000" value="75000" onchange="saveData()" style="width: 100%; border: none; background: transparent;">
	200000" value="200000" onchange="saveData()" style="width: 100%; border: none; background: transparent;">
	125000" value="125000" onchange="saveData()" style="width: 100%; border: none; background: transparent;">

Pipeline Value (EUR)

2.5M

Win Rate (%)

35%

Average Deal Size (EUR)

75K

Sales Cycle (Days)

Meetings / Week

Close Rate (%)

28%

Key Metrics Insights

Definition & Target

Pipeline Value	Total of open opportunities. Target: 2.5M+ (provides buffer for losses)
Win Rate	% of qualified opportunities closed. Industry average: 20-30%. Target: 35%+
Avg Deal Size	per closed deal. Monitor for deal expansion. Target: 100K+ enterprise
Sales Cycle	Days from first meeting to close. Target: 60-90 days
Meetings / Week	Prospecting activity. More = more pipeline. Target: 10-15 / seller
Close Rate	% of all opportunities (qualified + unqualified). Target: 20-30%