How to Create a Winning Sales Play

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A sales cadence doesn’t really mean anything if it’s not tailored to your prospect, speak to the right people, or help move you to your goal. Sales professionals with years in the field use sales plays with a very specific, targeted sales goal. To show you how to build and structure your own sales play, XANT offers a free template.

Playmakers use plays for strategic prospecting. Plays have five components, P-L-A-Y-S. Each component stands for one part of the strategic initiative:

P – Purpose: The purpose is the overall goal or objective. Some examples might be to build pipeline, retain customers, or invite someone to a dinner. Playmakers have a purpose, they don’t just shoot from the hip.

L – Lists: Lists are target prospects or potential customers. Examples of lists would be people with specific titles, accounts with a high lead score, or accounts that all have similar attributes. Playmakers target a specific who, they don’t just spray and pray.

A – Assets: Assets are the value you can provide to the customer. Something you ‘give’ before you ‘get.’ Examples of assets are videos, direct mail (cards, gifts, notecards), free trials, case studies, guides, etc. Playmakers give value first.

Y – Yield: Yield is something that happens as a consequence of your play– your number. Some examples are more conversations, appointments, pipeline, revenue, and retention improvement. Playmakers measure, they don’t assume results will come.

S – Sequence: A sequence is a series of activities to increase contact and qualification. You can use six types of communication methods within a sequence: phone, text message, voicemail, email, social, direct mail. Playmakers have a strategic sequence, they don’t spam with unwanted outreach.

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