# Sales Playbook

> Create and refine sales playbooks, deal strategies, MEDDPICC analyses, customer decks, and outreach sequences. Use for any sales methodology work, pipeline review, or go-to-market planning.

- Skill: `espennilsen/sales-playbook` (Agent Skill)
- Install (CLI): `npx skillmds@latest add espennilsen/sales-playbook`
- Raw SKILL.md: https://api.skillmd.com/api/skills/espennilsen/sales-playbook/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: espennilsen (https://skillmd.com/u/espennilsen)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/espennilsen/sales-playbook

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# Sales Playbook

Build sales artifacts grounded in MEDDPICC methodology and Espen's enterprise AI sales experience.

## Artifacts This Skill Produces

- **MEDDPICC Deal Analysis** — Qualify a deal against all 8 dimensions
- **Sales Playbook** — Repeatable motion for a product/segment
- **Outreach Sequence** — Multi-touch cadence (email, LinkedIn, call)
- **Customer Deck Outline** — Slide structure with talking points
- **Objection Handling Guide** — Common objections with responses
- **Pipeline Review Brief** — Summary + recommendations for a deal set

## MEDDPICC Framework

For every deal analysis, score each dimension (1-3: weak/moderate/strong) and identify gaps:

| Dimension | Question |
|-----------|----------|
| **Metrics** | What measurable outcomes does the customer expect? |
| **Economic Buyer** | Who has budget authority? Have we engaged them? |
| **Decision Criteria** | What technical/business criteria drive the decision? |
| **Decision Process** | What are the steps, timeline, and approvals needed? |
| **Paper Process** | What legal/procurement steps are required to close? |
| **Implicate the Pain** | What happens if they do nothing? Is the pain urgent? |
| **Champion** | Who inside is selling on our behalf? Can they mobilize? |
| **Competition** | Who else is being evaluated? What's our differentiation? |

## Playbook Template

When creating a playbook, use this structure:

```markdown
# [Product/Segment] Sales Playbook

## Ideal Customer Profile
- Industry, size, tech stack, pain signals

## Value Proposition
- 1-sentence elevator pitch
- 3 key differentiators vs. status quo
- 3 key differentiators vs. competition

## Discovery Questions
- 5-7 open questions that uncover MEDDPICC dimensions

## Objection Handling
| Objection | Response Framework |
|-----------|-------------------|

## Proof Points
- Customer stories, metrics, case studies

## Competitive Positioning
- Feature comparison, narrative reframes

## Sales Motion
- Prospecting → Discovery → Demo → Proposal → Close
- Time-to-close benchmark, typical deal size
```

## Outreach Sequence Template

```markdown
# [Campaign Name] Outreach Sequence

## Target Persona
Role, industry, pain points, trigger events

## Sequence (10-14 days)
### Day 1 — Email 1: Pain-led hook
### Day 3 — LinkedIn connect + note
### Day 5 — Email 2: Social proof
### Day 8 — Call attempt + voicemail
### Day 10 — Email 3: Insight share
### Day 14 — Email 4: Break-up

## Personalization Variables
- {{company_pain}}, {{relevant_metric}}, {{mutual_connection}}
```

## Guidelines

- Always tie features to **business outcomes**, not technical specs
- Use the customer's language, not vendor jargon
- Every claim needs a proof point (number, customer name, or case study)
- Playbooks should be usable by a rep on day 1, not just by Espen
- Keep outreach under 100 words per touch — respect the reader's time