Sales playbook development · Sales
New hires learn the job by listening in on other people's calls.
A new hire without a playbook learns the job by shadowing whoever is free that week. They pick up habits, some good and some not, with no written reference to fall back on. Experienced reps carry the real process in their heads and rarely write it down.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A sales playbook is the written reference document for how your sales process actually runs: qualification criteria, stage-by-stage guidance, and the standard responses a rep should reach for. GullySales builds this from how your best reps already work, so it captures what genuinely succeeds rather than a theoretical process.
We build the playbook by watching and interviewing your strongest performers: how they qualify a lead, what they ask at each stage, how they handle common objections. The result is one document a new or existing rep can follow, tested against what actually wins deals here.
This is the single reference document. Where the team also needs the day-to-day infrastructure of content, tools and onboarding built around it, that is sales enablement.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“Best practice lives in one person's head”
A top performer's approach has never been written down, and it leaves the business the day they do.
“One rep chases every lead, another turns away real buyers”
Qualification is inconsistent because there is no shared, written standard for either rep to work from.
“New hires take too long to become productive”
Without a written reference, a new rep spends months learning by trial and error what an experienced colleague already knows.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Qualification criteria
A clear, written standard for what makes a lead worth pursuing, based on what has actually converted before.
Stage-by-stage guidance
What a rep should do and ask at each stage of the sales process, from first contact to close.
Standard responses
Agreed answers to common questions and objections, built from what your best reps already say.
Ideal customer profile
A written description of the customers most worth pursuing, to guide where effort goes.
Entry and exit criteria
Clear conditions for moving a deal from one stage to the next, so the pipeline reflects reality.
Onboarding-ready format
Written so a new hire can use it directly, without needing a verbal explanation first.
How the result is measured
- Time to onboard a new hire
- Qualification consistency across reps
- Deals following the playbook stages
- Playbook usage in onboarding
- Win rate against playbook adherence
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Businesses onboarding new hires with no written reference for the sales process
- Sales teams where the best practice exists only in the heads of a few senior reps
- Companies standardising how deals are qualified and progressed across a growing team
- Owners who want to capture what a top performer does before they leave or retire
- Teams introducing a formal sales process for the first time
Not for
It is not the right fit if.
- Very early-stage businesses still discovering what a repeatable sales process even looks like
- Teams that need customer-facing material rather than an internal reference document; that sits with collateral development
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the sales playbook development work runs
- 1
Study top performers
We observe and interview your strongest reps to understand what actually works.
- 2
Draft the playbook
A stage-by-stage document is written, covering qualification, guidance and standard responses.
- 3
Test with the team
The draft is checked against real deals and feedback from a range of reps, not only the top performers.
- 4
Finalise and hand over
The playbook is finalised in a format ready for onboarding and day-to-day reference.
- 5
Review periodically
The playbook is revisited as products, customers or the market change.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Do you write the playbook or do our reps?
How is this different from a documented sales process?
Will experienced reps resist a written playbook?
How often is the playbook updated?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Sales playbook development, written for your industry.
Related services
Often bought with this, or instead of it.
Read before you buy
- How to run a discovery meeting that ends with a next stepA discovery meeting agenda for small firms: what to ask in what order, the notes worth taking, and the closing sentence that puts a date on the next step before you leave the room.
- BANT, MEDDIC or your own questions: which qualifying framework to useA comparison of BANT, MEDDIC and a home-made question list for a team of three, with the honest view that the heavier frameworks need records most small firms do not keep.
- Stories that sell: how to tell a customer story in a sales meetingA customer story sells when it has a named person, a problem, a choice and a result you can verify. Here is how to build one, tell it in ninety seconds, and when to leave it out.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.