THE POSITIVES OF PLAYBOOKS – 10 REASONS YOUR SAAS BUSINESS NEEDS ONE…

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THE SCENARIO

Your star salesperson has just sealed the deal with a customer you’ve been chasing for months, and it’s one of your highest-value contracts – a reason to break open the champagne, right?

Wrong! It turns out that to get the deal, sales have made a lot of concessions – they’ve agreed to all sorts of terms that you don’t have with any other customers, and which aren’t favourable to you. Far from being a success story, this contract could turn out to be a huge headache for your business to manage.

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WHAT CAN YOU DO TO PROTECT YOUR BUSINESS?

Fast-growing SaaS companies face common challenges when managing sales teams negotiating terms with potential customers. But there is an effective and fairly simple way to deal with these – put an effective sales manual, also known as a “playbook,” in place.

Companies are often reluctant to invest the time and money in creating a playbook, but there are good reasons why doing so will more than repay the cost. Simon Conyers, our brilliant and experienced SaaS lawyer, gives 10 reasons why you and your sales team could benefit from a playbook…

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10 GOOD REASONS TO INVEST IN A PLAYBOOK FOR YOUR SALES TEAM

1. Review and streamline contracts
   Before putting your playbook together, review your standard customer contracts to identify what works, what creates friction, and what slows deals down. The result will be contracts that reflect your operational realities, protect your interests, and work for your business.

2. Anticipate customer pushback
   A playbook will help you identify common areas of customer pushback and define a company position that reflects your business’s risk appetite, allowing your sales team to respond quickly and consistently.

3. Outline negotiation approaches
   Identify likely negotiation areas and set out your approach, including when exceptions are allowed and how to escalate for approval (e.g., internal processes and sign-offs).

4. Train and manage sales effectively
   A consistent approach makes it easier to train and manage your sales team. A one-stop shop for information ensures sales can negotiate and close deals efficiently, reducing admin time and increasing selling time.

5. Streamline the sales process
   Standardising aspects of your sales process speeds up negotiations, reduces time-to-close, and makes your business more efficient by lowering costs and increasing profitability.

6. Avoid costly mistakes
   A playbook safeguards against expensive mistakes made by inexperienced or pressured sales teams eager to close deals at any price.

7. Measure performance
   With a clear framework in place, you can appraise performance, take disciplinary action if necessary, and ensure accountability.

8. Create a paper trail for non-standard terms
   Following a clear process for approving non-standard terms creates a paper trail for auditors, insurance purposes, or other needs in the future.

9. Professionalise your approach
   A consistent and professional approach enhances your reputation both internally and externally, enabling your business to scale effectively as deal volumes grow, product lines expand, or you enter new territories.

10. Reassure investors and buyers
    An effective playbook gives potential investors and buyers confidence during due diligence, demonstrating that the business is well-managed with no nasty surprises.

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DON’T FORGET…

To be effective, a playbook needs to be a dynamic document – not a static one. It should be reviewed and updated regularly, with the latest version readily available for sales to access. Ensure you have internal processes for agreeing on updates, implementing changes, and communicating these updates to your sales team.